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Rise Above with Epic Content Marketing

Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Author, Epic Content Marketing (Sept. 2013)

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CONTENTMARKETING

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Example of trying…

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I see the future and it is

____________

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Red Bull – The Media Co.

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Show Me the Research!

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http://bitly.com/cm-research

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54%USA

61%Australia

64%UK

http://bitly.com/cm-research

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Why Are We Here?

Just 1 in 3 marketers feel they are effective

http://bitly.com/cm-research

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Our Biggest Content Marketing Challenge

• Producing Enough Content• Producing the Kind of Content

that Engages

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A Lack of Strategy

Just 1 in 10 have a documented content marketing strategy

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THE PROBLEM WITH

WHAT?

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WRONG QUESTION

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WHY?

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4 Keys to Epic

• Content Marketing Mission• Focus on Subscription• Building Audiences• Return on Objective

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Enabling Women to Have More Quality Time with

Their Families

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Enabling Teen Girls to Be More Confident with

Their Bodies

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Helping Men Become Better Men

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Help Engineers Answer the Most Challenging

Industrial Solder Questions

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Create a Content Marketing Mission

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Why?

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Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.  

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Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.  

1. Core Target Audience2. What Will Be Delivered3. The Outcome for the

Audience

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Focus onSubscription

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47Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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48Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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90%

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Building Audiences:Use Social Media

4-1-1

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51

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4 - 1 - 1

Sales

Content Marketing

InfluencerSharing

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And Finally…

ROI

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A year from now, what’s different?

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Return on Objective

• Is the content driving sales?• Is the content saving costs?• Is the content making our

customers happier, thus helping with retention?

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Managing Content Marketing

My Goal: Impact on Sales, Costs or Retention

• Primary indicators for my CXO and my board.

• Secondary indicators forinfluencers and for managers.

• User indicators – for my “onthe ground team”.

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THE LAST SLIDE!Get Uncomfortable:

If you don’t feel like you are going to run off the road, you are not driving fast enough.

- Mario Andrettihttp://taylordowns.com

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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

THANK YOU