Rise Above with Content Marketing Workshop - Mesh Conference
1. @juntajoe
Rise Above with
Epic Content Marketing
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World
Co-Author, Get Content Get Customers
and Managing Content Marketing
32. @juntajoe
Managing Content Marketing
My Goal: Increase leads by
10% with no extra cost.
• Primary indicators for my csuite
and my board.
• Secondary indicators for
influencers and for managers.
• User indicators – for my “on
the ground team”.
43. @juntajoe
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
44. @juntajoe
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1. Core Target Audience
2. What Will Be Delivered
3. The Outcome for the
Audience
46. @juntajoe
Activity
• Define the who?
• What are their pain points?
• What can you deliver that is truly
remarkable to that person?
• What do you want them to accomplish?
• What do you need to accomplish?
49. @juntajoe
1. Situational Analysis – Be THE educational resource for
marketers. TO DO: Recruit influencers, editorial team, SEO
specialist.
2. Channel Objectives – Subscriber growth, Sharing that
leads to search traction, Event signups.
3. Content Plan – Answering content marketing questions
that aren’t being answered anywhere else. Challenging the
community. Advancing the practice.
4. Metrics – Subscribers, Sharing metrics, Search indicators,
referrals to event site.
5. Personas – “Doing” marketers at enterprise-level
companies.
6. Editorial Calendar – Morning post, one per day.
Instructional tone. Varied influencers.
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.
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.