8 Essential Content Marketing Initiatives You Shouldn't Be Without

@juntajoe

8 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!• Brief History of Content Marketing• The Latest Research• The Biggest Content Marketing Questions

with Answers and Cases for Each• Q&A

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What happens when you start telling a story?

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Why is this SO important?

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING

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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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Underwritten by

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54%Increasing

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Why Are We Here?Just 36% believe their

content marketing is effective

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Our Biggest Content Marketing Challenge

•Producing Enough Content•Producing the Kind of Content

that Engages

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“We are trying to figure out how our marketing can be

more useful.”

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THE PROBLEM WITH

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Search Engine Optimization

LeadGeneration

Social Media

YOUR UNIQUE STORY(authority to publish)

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BusinessPurpose

HigherPurpose

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HIGHERPURPOSEHIGHER

PURPOSE

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“How do we find and create engaging

content? Right now, we don’t have any.”

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“How do we measure the success of our

content?”

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Keys to ROI

1.Know Why You Are Making

Content

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Are You Measuring the Right Things?

@jaybaer

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Content Helps Achieve Business Objectives, Not Content Objectives

@jaybaer

Courtesy Jay Baer

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The Goal is to be Good at Business, Because of

Content.

@jaybaer

The Goal Isn’t to be Good at Content.

Courtesy Jay Baer

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Keys to ROI

1.Know Why You Are Making

Content

2.Buyer’s Journey

3.Select the Right Metrics

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@jaybaer

4 Categories of Content Metrics

Courtesy Jay Baer

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Consumption Metrics

Question answered: “How many people viewed, downloaded, listened to this piece of content”

@jaybaer

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• Do people consuming that content engage in other, more desirable behaviors on the site?

• Do they do so at a ratio different from site visitors overall?

• Do people consuming that content return to the site?

• Do they do so at a ratio different from site visitors overall?

@jaybaer

Key Questions

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On Customer Retention

@jaybaer

@juntajoe

“How do we get more content out of each

story idea?”

@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

Avg Time to Close: 12-24 months

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“Too many silos…we have content all over

the place. Very political.”

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The Content Marketing TeamTypical roles within your existing team…

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Example….

Todd WheatlandVP of Thought LeadershipKelly Services

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Example…

Rob YoegelContent Marketing DirectorMonetate

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“How do we get our employees to start creating content?”

@juntajoe

AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

“We need to be producing more

content. More, more, more.”

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LEADINGINFORMATION

PROVIDERFOR YOUR

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Deliver content at all the right stages of the buying processto attract and retain customers.

Subscribers continually show positive behaviors throughout the year - purchase, sharing, attending

web events, subscribing, etc.

Subscribers continually show positive behaviors throughout the year - purchase, sharing, attending

web events, subscribing, etc.

@juntajoe

SUBSCRIBERSUBSCRIBER

Paid EventsPaid Content

Consulting

Site & EventSponsors Email Webinars Magazine

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A Rising Tide Lifts All Ships

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Define Your Hit List of Influencers

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• Last five years – over 300 different guest posts, interviews or webinars

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The latest full-length books on the discipline of content marketing.

@juntajoe

Paid EventsPaid Content

Consulting

Site & EventSponsors Email Webinars Magazine

@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

@juntajoe

Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

Week of Sept. 9, 2013 CLEVELAND, OH

8 Essential Content Marketing Initiatives You Shouldn't Be Without

Business

Transcript of 8 Essential Content Marketing Initiatives You Shouldn't Be Without

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