Good to Great Content Marketing - 5 Content Marketing Trends to Consider Now

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Joe Pulizzi's presentation on what great marketers do with content marketing. Discusses the latest research as to what effective content marketers do differently. Tips include how to leverage influencers, create a content marketing mission statement, and the option of buying versus building.

Marketing Business

@JoePulizzi |
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.

@JoePulizzi |
Content Marketing
The content is closely related to what
you sell – you are educating people so
that they know, like and trust you
enough to buy from you.

Effective
Content Marketers
Ineffective
Content Marketers

CRITICAL:
→ Documented Content
Marketing Strategy
→ Follow It Consistently

METRICS:
→ 8X More Successful
→ More Metrics (6 versus 4)
→ Less Emphasis on
Web Traffic

BUDGET
→ Effective = 37%
→ Ineffective = 16%

BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers
Plan on Spending
More Next Year

@JoePulizzi |
What do all media
companies do that you
do not with your
content?

@JoePulizzi |
Create Your Mission
Statement:
- Defined Audience
- Deliver
- Outcome

First, build an audience.
Then, monetize it.

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12.

14. @JoePulizzi | Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences.

15. @JoePulizzi | Content Marketing The content is closely related to what you sell – you are educating people so that they know, like and trust you enough to buy from you.

16. @JoePulizzi |

17. 38%

18. @JoePulizzi |

19. @JoePulizzi |

20. Effective Content Marketers Ineffective Content Marketers

21. Closely Follow The Strategy

22. CRITICAL: → Documented Content Marketing Strategy → Follow It Consistently

23. METRICS: → 8X More Successful → More Metrics (6 versus 4) → Less Emphasis on Web Traffic

24. BUDGET → Effective = 37% → Ineffective = 16%

25. BUDGET → Effective = 37% → Ineffective = 16% All Content Marketers Plan on Spending More Next Year

26. @JoePulizzi |

27. @JoePulizzi | 5 Elements

28.

31.

33.

37.

38. @JoePulizzi | What do all media companies do that you do not with your content?

45. @JoePulizzi | Create Your Mission Statement: - Defined Audience - Deliver - Outcome

46. • Google Trends

47.

48.

49.

56.

57. First, build an audience. Then, monetize it.

58.

65.

68.

69.

70.

71.

72. @JoePulizzi |

Notes de l'éditeur

Content marketing effectiveness
Chart of how many this is X%
Now, we’ll be releasing the global findings Over the next few months, but I took a deep dive Into the NA research and wanted to share This with you. - ”This year, we looked at some new things (how effective are you at measuring ROI, how frequently do you publish content... if you have a content marketing strategy is it DOCUMENTED? How closely does it guide your efforts?”
Now, we’ll be releasing the global findings Over the next few months, but I took a deep dive Into the NA research and wanted to share This with you. - ”This year, we looked at some new things (how effective are you at measuring ROI, how frequently do you publish content... if you have a content marketing strategy is it DOCUMENTED? How closely does it guide your efforts?”
Bar chart – 37% versus 16%
Bar chart – 37% versus 16%