The Evolution of Content Marketing and How to Start with Strategy

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Presentation by Joe Pulizzi that discusses the evolution of content marketing, presents the latest content marketing research, and shares three things that help a marketer get to a documented content marketing strategy.

Marketing Business

Effective
Content Marketers
Ineffective
Content Marketers

CRITICAL:
→ Documented Content
Marketing Strategy
→ Follow It Consistently

STRUCTURE
→ Independent Unit
→ Separate Department
→ Organized in a Silo

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

BUDGET
→ Effective = 37%
→ Ineffective = 16%

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

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

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