Content Marketing for Manufacturers and Engineers - CFE Media

73
@juntajoe Content Marketing Giving Away Your Secret Sauce Joe Pulizzi Founder, Content Marketing Institute
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    15-Sep-2014
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Presentation from Joe Pulizzi, Content Marketing Institute, for CFE Media, focusing on content marketing in the manufacturing and engineering space.

Transcript of Content Marketing for Manufacturers and Engineers - CFE Media

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@juntajoe

Content MarketingGiving Away Your Secret Sauce

Joe PulizziFounder, Content Marketing Institute

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Joe Pulizzi (@juntajoe)

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CONTENTMARKETING

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THE DIFFERENCE?

MARKETERS PUBLISHERS/MEDIA

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THE DIFFERENCE?

MARKETERS PUBLISHERS/MEDIA

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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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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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THE PROBLEM WITH

WHAT?

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WRONG QUESTION

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WHY?

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Search Engine Optimization

LeadGeneration

Social Media

Content MarketingMission

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Why?

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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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Help Engineers Answer the Most Challenging

Industrial Solder Questions

600% Jump In LeadsRick Short – “Get Engineers Talking to

Engineers”

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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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Story Explosion

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Content Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.

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Managing the Process

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The Content Marketing TeamTypical roles within your existing team…

Chief Content Officer

Managing Editors

Content Producers

Chief Listening Officers

Content Creators

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Social MediaPublic RelationsMarketingEmailMobileSearch

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Leveraging Employeesin Content Creation

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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Building a Following through Content &

Community

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$39,400

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GIVE CONTENT GIFTS

A Rising Tide Lifts All Ships

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SOCIAL MEDIA 4-1-1

Define Your Hit List of Influencers

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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.

http://taylordowns.com

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Joe [email protected] • @juntajoe on Twitter

THANK YOU

Week of Sept. 9, 2013 CLEVELAND, OH