Keynote presentation given by Joe Pulizzi at the B2B Marketing Summit in London (June 2016). The presentation covers the rise of content marketing and a six-step process for how B2B companies can dominate a niche and grow a loyal audience.
11. Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
@JoePulizzi
12.
13. 90% OF B2B BUSINESSES USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
40. 1. CORE TARGET
AUDIENCE
2. WHAT WILL BE
DELIVERED
3. THE OUTCOME FOR
THE AUDIENCE
@JoePulizzi
“Welcome to Digital
Photography School – a
website with simple tips
to help digital camera
owners get the most out
of their cameras.”
85. @JoePulizzi
TAKEAWAYS
• Find a niche where you can be
the leading expert in the world
• Develop your content mission
• Focus on content type, platform
and deliver consistently
• Why do use your channels?
• Don’t build your house on rented land
• Build an audience of opt-in subscribers
• Need an amazing E-Newsletter
and remarkable download
• Diversify into the “rule of three”
• What do your subscribers do differently?
• BE PATIENT!!!
87. @JoePulizzi
TAKEAWAYS
• Set Your Goals for Sales, Savings or
Sunshine
• Why Are You Using Each Channel?
• Focus On the Reader’s Outcome
• Create the Content Mission Statement
• One Content Type, One Main Channel Per
Audience
• Need an amazing E-Newsletter
and remarkable download
• Don’t Build Your House on Rented Land
• What do your subscribers do differently?
• Think About Buying vs. Building
• BE PATIENT!!!
TheStoryofContent.com
Again, fast forward to 2015 and we’ve come a long way baby. Content marketing has become to defacto term for attracting and retaining customers with quality, consistent content…and building audiences that know, like and trust us.