Content Marketing Strategies - South Africa

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Presentation by Joe Pulizzi from the Content Marketing Institute for Content 2013 event in South Africa.

@juntajoe

Epic Content
Marketing Strategies
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and Managing Content Marketing

@juntajoe

MY STORY

@juntajoe

TODAY’S AGENDA
• Move Fast – 80 Slides in 45 Minutes!
• Brief History of Content Marketing
• The Latest Research
• The Problem with “What?”
• Epic Content Marketing Trends and
Essentials

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

Search Engine
Social Media Optimization
STORYTELLING
STORYTELLING

Lead
Generation

@juntajoe

Example of
trying…

@juntajoe

@juntajoe

@juntajoe

@juntajoe

I see the future
and it is
____________

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

Red Bull – The Media Co.

@juntajoe

Show Me the
Research!

@juntajoe

http://bitly.com/cm-research

@juntajoe

http://bitly.com/cm-research

@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
http://bitly.com/cm-research

@juntajoe

THE PROBLEM WITH

WHAT?

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

WHY?

@juntajoe

Search Engine
Social Media Optimization
Content Marketing
Mission
Lead
Generation

@juntajoe

Why?

@juntajoe

Epic Content
Marketing Trends
& Essentials

@juntajoe

The Niche, Non-Sales
Content Platform

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

Why?

@juntajoe
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.

@juntajoe
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.

1.
1. Core Target Audience
Core Target Audience
2.
2. What Will Be Delivered
What Will Be Delivered
3.
3. The Outcome for the
The Outcome for the
Audience
Audience

@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

Building Content Expertise
through Community

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

A Rising Tide Lifts All Ships

@juntajoe

@juntajoe

Define Your Hit List of Influencers

@juntajoe

@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

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

Week of Sept. 9, 2013
CLEVELAND, OH

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1. @juntajoe Epic Content Marketing Strategies Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

2. @juntajoe MY STORY

3. @juntajoe TODAY’S AGENDA • Move Fast – 80 Slides in 45 Minutes! • Brief History of Content Marketing • The Latest Research • The Problem with “What?” • Epic Content Marketing Trends and Essentials

4.

9. @juntajoe Search Engine Social Media Optimization STORYTELLING STORYTELLING Lead Generation

10. @juntajoe Example of trying…

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

20. @juntajoe Red Bull – The Media Co.

21. @juntajoe Show Me the Research!

22. @juntajoe http://bitly.com/cm-research

23. @juntajoe http://bitly.com/cm-research

26. @juntajoe 54% Increasing

28. @juntajoe Why Are We Here? Just 36% believe their content marketing is effective

29. @juntajoe Our Biggest Content Marketing Challenge •Producing Enough Content •Producing the Kind of Content that Engages http://bitly.com/cm-research

30. @juntajoe THE PROBLEM WITH WHAT?

35. @juntajoe WHY?

36. @juntajoe Search Engine Social Media Optimization Content Marketing Mission Lead Generation

37. @juntajoe Why?

38. @juntajoe Epic Content Marketing Trends & Essentials

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

46. @juntajoe Why?

47. @juntajoe Welcome to Inc.com, the place Why? business where entrepreneurs and owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.

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

55. @juntajoe Social Media Public Relations Marketing Email Mobile Search

56. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services

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63. @juntajoe A Rising Tide Lifts All Ships

65. @juntajoe Define Your Hit List of Influencers

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Notes de l'éditeur

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.
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.
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.
– 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
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.
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.