7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013

Epic Content Seven Insights @JoePulizzi

Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.

@JoePulizzi #2013IMF Today • A bit of history… • A bit of research… • Eight content insights… (Large/Small/B2B/B2C) 4

@JoePulizzi #2013IMF The Original Content Marketing Program? 5

@JoePulizzi #2013IMF 7

@JoePulizzi #2013IMF Content Marketing is… • • • • • Editorially-based Marketing backed Behavior-driven Targeted Multi-platform (media agnostic) 8

@JoePulizzi #2013IMF The Most Famous Content Marketing Strategy In the World! 9

@JoePulizzi #2013IMF The Porn Industry (picture not included) 10

@JoePulizzi #2013IMF Show Me the Research! 13

@JoePulizzi #2013IMF http://bitly.com/cm-research

@JoePulizzi #2013IMF Just 42% believe their content marketing is effective

@JoePulizzi #2013IMF http://bitly.com/cm-research

@JoePulizzi #2013IMF Biggest Challenge: Producing Enough Content 17

@JoePulizzi #2013IMF WHY? 18

@JoePulizzi #2013IMF Find Your Why 19

@JoePulizzi #2013IMF Social Media Search Engine Optimization INDIUM CONTENT Lead Generation 28

@JoePulizzi #2013IMF Create a Content Marketing Mission 29

@JoePulizzi #2013IMF Why? 30

@JoePulizzi #2013IMF 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. 31

@JoePulizzi #2013IMF 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. 2. 3. Core Target Audience What Will Be Delivered The Outcome for the Audience 32

@JoePulizzi #2013IMF Develop Your Audience/Buyer Personas 33

@JoePulizzi #2013IMF Jeremy Our Home Owner Jeremy • Mid 30’s – Coffee lover • Works in an office • Responds to email; phone not so much. • Can’t keep up with outside household maintenance • Help Jeremy feel like he knows what he’s doing with his landscaping and help him save money and look good doing it. 34

@JoePulizzi #2013IMF Get Your Content on the Same Page in the Company 38

@JoePulizzi #2013IMF

@JoePulizzi #2013IMF Create a “why?” for each channel 40

@JoePulizzi #2013IMF Social Media Public Relations Marketing Email Mobile Search 41

@JoePulizzi #2013IMF Plan to Repurpose Up Front, Not After 42

@JoePulizzi #2013IMF Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.

@JoePulizzi #2013IMF Building Audience with Influencers 45

@JoePulizzi #2013IMF The Social Media 4-1-1 Plan 47

@JoePulizzi #2013IMF Influencer Sharing Sales Content Marketing 48

@JoePulizzi #2013IMF 80% 52

@JoePulizzi #2013IMF A year from now, what’s different? 56

@JoePulizzi #2013IMF Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention? 57

@JoePulizzi #2013IMF Creating Better Customers 58

@JoePulizzi #2013IMF Mid-sized CMS company – large considered purchase ($100k to $200k) “okay, we’ll try this content marketing thing” BUT, customer acquisition was 1.2x the cost 1.5x as long

@JoePulizzi #2013IMF Persona #1 Building a Better Business/Thought Leadership Webinar Attended How-To-Webinar Attended eBook/White Paper Version of Webinar (10 Steps) CTAs in Report (Landing Page/Phone #)

@JoePulizzi #2013IMF Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share

@JoePulizzi #2013IMF 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Ask “why?” for each channel 4. Find Your Content Ambassadors 5. Find Your Subscription Strategy 6. Leverage SlideShare 7. Start Partnering with Influencers 8. Use Social Media 4-1-1 9. Know the Business Objective 10. Tell a Different Story!

@JoePulizzi #2013IMF Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter