Good to Great Content Marketing

@juntajoe

Good to GreatContent Marketing

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+ content activities that Separate the

Good from the Great in Content• Q&A

@juntajoe

Search Engine Optimization

LeadGeneration

Social Media

STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING

@juntajoe

Example of trying…

@juntajoe

I see the future and it is

____________

@juntajoe

Red Bull – The Media Co.

@juntajoe

Underwritten by

@juntajoe

54%Increasing

@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

@juntajoe

Search Engine Optimization

LeadGeneration

Social MediaContent Marketing

Mission

@juntajoe

What Separates the

Good to Great Content Marketers

@juntajoe

The Niche, Non-Sales Content Platform

@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

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

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

AWARENESS

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

The Guide

@juntajoe

Marcus SheridanCEO, River Pools & Spas

@juntajoe

• $4.5 million in Sales• $250,000 advertising spend

@juntajoe

2007• $4.5 million in Sales• $250,000 advertising spend

• Sold more fiberglass swimming pools than any other pool retailer in North America.

• $40,000 in advertising spend• Won 15% more bids• Cut sales cycle in half.

@juntajoe

75,000 visits per month

@juntajoe

Yep, David vs. Goliath is Real

@juntajoe

Building Content Expertise through Community

@juntajoe

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

A Rising Tide Lifts All Ships

@juntajoe

Define Your Hit List of Influencers

@juntajoe

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

@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

Good to Great Content Marketing - American Marketing Association

Business

Transcript of Good to Great Content Marketing - American Marketing Association

Marketing & Management: Good - Better - Great Reads!

Take Your Direct Marketing from Good to Great

Marketing Strategy - Great Strategy Comes From Good Questions

Good to great

Great International Marketing is Built on Great Domestic Marketing

Good Mothers, _____________, 2012 Great Mothers. Good Mothers, Great Mothers “The difference between something good and something great is attention to.

Small Business Content Marketing Workshop - Good to Great

Good to Great Content Marketing - 5 Content Marketing Trends to Consider Now

Getting from Good to Great Marketing – A Marketing Nation Virtual Event Keynote

From Good to Great - American Institutes for Research Teachers... · From Good to Great Exemplary Teachers ... 30. From Good to Great ... how teachers evolve from good to great. The

Good 2 Great

Good to Great Book by Jim Collins. Good to Great Good is the enemy of great. Why is that true?

Taking your marketing copy from good to great

Good design for great neighbourhoods and places · GOOD DESIGN FOR GREAT NEIGHBOURHOODS AND PLACES GOOD DESIGN FOR GREAT NEIGHBOURHOODS AND PLACES Principles of Good Design Good design

Good to-great

Integrated Marketing Strategies€¦ · • Measures value by cost-per-lead BAD! GOOD! Not just good… Source: PointClear, August 24, 2009 but GREAT! § Traditional marketing channels

Good to Great Content Marketing - 6 Differences

New Product Marketing: Great ideas don’t earn money...You need to make good ideas happen!

36 Ideas To Grow From Good To Great Content Marketing