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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+

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

more useful.”

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THE PROBLEM WITH

WHAT?

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WHY?

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Why?

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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

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“How do we get more content out of each

story idea?”

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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?”

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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“We need to be producing more

content. More, more, more.”

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LEADINGINFORMATION

PROVIDERFOR YOUR

NICHE

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

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.

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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

• 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.

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Paid EventsPaid Content

Consulting

Site & EventSponsors Email Webinars Magazine

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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

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Joe [email protected] • @juntajoe on Twitter

Week of Sept. 9, 2013 CLEVELAND, OH

8 Essential Content Marketing Initiatives You Shouldn't Be Without

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