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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
@juntajoe




        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
December Luncheon 2012 - Joe Pulizzi - Essential Content Marketing Initiatives You Shouldn't Be Without
December Luncheon 2012 - Joe Pulizzi - Essential Content Marketing Initiatives You Shouldn't Be Without
December Luncheon 2012 - Joe Pulizzi - Essential Content Marketing Initiatives You Shouldn't Be Without
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




                        Search Engine
Social Media             Optimization
          STORYTELLING
          STORYTELLING


             Lead
           Generation
@juntajoe




Example of
 trying…
@juntajoe
@juntajoe
@juntajoe




I see the future
    and it is
 ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe


Red Bull – The Media Co.
@juntajoe




Underwritten by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




54%
Increasing
@juntajoe
@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


WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




WHY?
@juntajoe




Business    Higher
Purpose    Purpose
@juntajoe
@juntajoe




 HIGHER
 HIGHER
PURPOSE
PURPOSE
@juntajoe




                        Search Engine
Social Media             Optimization
          Content Marketing
              Mission

             Lead
           Generation
@juntajoe


Why?
@juntajoe




    Content
Marketing Trends
  & Essentials
@juntajoe




The Niche, Non-Sales
  Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
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@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
@juntajoe
@juntajoe




The Chief Storyteller
@juntajoe



The Content Marketing Team
Typical roles within your existing team…
@juntajoe




 Social Media
Public Relations
  Marketing
     Email
     Mobile
    Search
@juntajoe




Example….

            Todd Wheatland
            VP of Thought Leadership
            Kelly Services
@juntajoe




Example…
           Rob Yoegel
           Content Marketing Director
           Monetate
@juntajoe




Leveraging Employees
 in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
    LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
    LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe




Building Content Expertise
   through Community
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




A Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoe




Define Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




• Last five years
  – over 300
  different guest
  posts,
  interviews or
  webinars
@juntajoe
@juntajoe
Site & Event
  Sponsors      Email           Webinars
                                            Magazine




  Paid Events                              Consulting
                        Paid Content
@juntajoe
@juntajoe
@juntajoe




 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 7-8, 2012 Cleveland, OH




November 15, 2012                    4-5-6 March, 2013
  New York, NY                       Sydney, Australia
@juntajoe




                        Joe Pulizzi
    joe@contentinstitute.com • @juntajoe on Twitter




Week of Sept. 9, 2013
 CLEVELAND, OH

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

Notes de l'éditeur

  1. And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  2. And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  3. And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  4. – sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they ’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
  5. And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  6. And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  7. And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.