Good to Great Content Marketing - American Marketing Association
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@juntajoe Good to Great Content Marketing 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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15-Sep-2014 -
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Good to great content marketing presentation given by Joe Pulizzi for the AMA Akron Canton. Covers the latest content marketing research and six key trends that all marketers can learn from as it relates to content marketing.
Transcript of Good to Great Content Marketing - American Marketing Association
@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
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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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Why?
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Search Engine Optimization
LeadGeneration
Social MediaContent Marketing
Mission
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What Separates the
Good to Great Content Marketers
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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
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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The Guide
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Marcus SheridanCEO, River Pools & Spas
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2007
• $4.5 million in Sales• $250,000 advertising spend
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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.
2011
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75,000 visits per month
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Yep, David vs. Goliath is Real
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Building Content Expertise through Community
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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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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
@juntajoe
November 15, 2012 New York, NY
November 7-8, 2012 Cleveland, OH
4-5-6 March, 2013Sydney, Australia
