December Luncheon 2012 - Joe Pulizzi - Essential Content Marketing Initiatives You Shouldn't Be...

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@juntajoe Essential Content Marketing Initiatives You Shouldn’t Be Without Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

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http://bmachicago.org/bma-events/joe-pulizzi Customers are getting smarter. With so much information to digest these days, it's easy for them to ignore the vast amount of it and engage with only the most interesting and relevant content in order to make buying decisions. And, to make it all even more complex, content shared on Google, Facebook, Twitter, LinkedIn, and Slideshare (Pinterest even) increasingly influences those decisions. Where's a marketer to start? Uncover how marketers use content to generate leads, popular content tactics, budgeting recommendations, and more, based on research conducted by the Content Marketing Institute.

Transcript of December Luncheon 2012 - Joe Pulizzi - Essential Content Marketing Initiatives You Shouldn't Be...

Page 1: December Luncheon 2012 - Joe Pulizzi - Essential Content Marketing Initiatives You Shouldn't Be Without

@juntajoe

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

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TODAY’S AGENDA• Move Fast – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five+ essential activities that Separate the

Good from the Great in Content• Q&A

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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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THE PROBLEM WITH

WHAT?

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WHY?

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BusinessPurpose

HigherPurpose

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HIGHERPURPOSEHIGHER

PURPOSE

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Search Engine Optimization

LeadGeneration

Social MediaContent Marketing

Mission

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Why?

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Content Marketing Trends

& Essentials

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The Niche, Non-Sales Content Platform

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Story Explosion

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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

Ave Time to Close: 12-24 months

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The Chief Storyteller

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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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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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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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Building Content Expertise through Community

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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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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

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November 15, 2012 New York, NY

November 7-8, 2012 Cleveland, OH

4-5-6 March, 2013Sydney, Australia

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@juntajoe

Joe [email protected] • @juntajoe on Twitter

Week of Sept. 9, 2013 CLEVELAND, OH


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