december luncheon 2012 - joe pulizzi - essential content marketing initiatives you shouldn't be...
DESCRIPTION
http://bmachicago.org/bma-events/joe-pulizzi Customers are getting smarter. With so much information to digest these days, it's easy for them to ignore the vast amount of it and engage with only the most interesting and relevant content in order to make buying decisions. And, to make it all even more complex, content shared on Google, Facebook, Twitter, LinkedIn, and Slideshare (Pinterest even) increasingly influences those decisions. Where's a marketer to start? Uncover how marketers use content to generate leads, popular content tactics, budgeting recommendations, and more, based on research conducted by the Content Marketing Institute.TRANSCRIPT
@juntajoe
EssentialContent Marketing
Initiatives You Shouldn’t Be Without
Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World
Co-Author, Get Content Get Customers and Managing Content Marketing
@juntajoe
TODAY’S AGENDA• Move Fast – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five+ essential activities that Separate the
Good from the Great in Content• Q&A
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
@juntajoe
Example of trying…
@juntajoe
@juntajoe
@juntajoe
I see the future and it is
____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Red Bull – The Media Co.
@juntajoe
Underwritten by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
54%Increasing
@juntajoe
@juntajoe
Why Are We Here?Just 36% believe their
content marketing is effective
@juntajoe
Our Biggest Content Marketing Challenge
•Producing Enough Content•Producing the Kind of Content
that Engages
@juntajoe
THE PROBLEM WITH
WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
WHY?
@juntajoe
BusinessPurpose
HigherPurpose
@juntajoe
@juntajoe
HIGHERPURPOSEHIGHER
PURPOSE
@juntajoe
Search Engine Optimization
LeadGeneration
Social MediaContent Marketing
Mission
@juntajoe
Why?
@juntajoe
Content Marketing Trends
& Essentials
@juntajoe
The Niche, Non-Sales Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Story Explosion
@juntajoe
The Kelly Situation:
Product: Complex workforce solutions
Target: Largest 5,000 companies globally
Deal Size: $50m - $2bn
Key Buyer Titles: HR, Procurement, Operations, C-Suite
Ave Time to Close: 12-24 months
@juntajoe
@juntajoe
@juntajoe
The Chief Storyteller
@juntajoe
The Content Marketing TeamTypical roles within your existing team…
@juntajoe
Social MediaPublic Relations
MarketingEmailMobileSearch
@juntajoe
Example….
Todd WheatlandVP of Thought LeadershipKelly Services
@juntajoe
Example…
Rob YoegelContent Marketing DirectorMonetate
@juntajoe
Leveraging Employeesin Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
Building Content Expertise through Community
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
A Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoe
Define Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
• Last five years – over 300 different guest posts, interviews or webinars
• Last five years – over 300 different guest posts, interviews or webinars
@juntajoe
@juntajoe
Paid EventsPaid Content
Consulting
Site & EventSponsors Email Webinars Magazine
@juntajoe
@juntajoe
@juntajoe
Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
http://taylordowns.com
@juntajoe
November 15, 2012 New York, NY
November 7-8, 2012 Cleveland, OH
4-5-6 March, 2013Sydney, Australia