Publicité
Check these out next
Content Marketing: The Approach and Opportunity
5 Jul 2016•0 j'aime•47,334 vues
11 j'aime
Soyez le premier à aimer ceci
afficher plus
vues
Nombre de vues
0
Sur Slideshare
0
À partir des intégrations
0
Nombre d'intégrations
0
Télécharger pour lire hors ligne
Signaler
Business
A full #contentmarketing presentation on what content marketing is, why organizations decide to take a content marketing approach, some research behind content marketing success rates, and six steps on how to build a content marketing platform.
Joe PulizziSuivre
Founder at Content Marketing Institute, Author of Content Inc., Speaker & Entrepreneur à The Orange Effect FoundationPublicité
Publicité
Publicité
Recommandé
Content Inc - The Six Step Business Model for Startups Joe Pulizzi
How to Launch a Content-First BusinessJoe Pulizzi
Content Marketing as a Profit Center #MPB2B 2016Joe Pulizzi
Content Marketing World 2016 OverviewContent Marketing Institute
Content Marketing for B2B - A Proven Strategic Six-Step ApproachJoe Pulizzi
A Content First Business for eLearning UniversityJoe Pulizzi
Content Marketing: The Approach and Opportunity
- CONTENT MARKETING The Approach and Opportunity Joe Pulizzi Founder, Content Marketing Institute
- THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
- EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
- ONE @JoePulizzi@JoePulizzi
- CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World September 6-9, 2016 Chief Content Officer Education, Training, Advisory @JoePulizzi
- @JoePulizzi
- @JoePulizzi
- JEFF ROHRS CHANNELS SLIDE EXAMPLE
- @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. BUILDING ASSETS
- 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
- @JoePulizzi |
- @JoePulizzi |
- @JoePulizzi |
- @JoePulizzi |
- @JoePulizzi |
- CONTENT MARKETING AS PROFIT CENTER @JoePulizzi
- CONTENT MARKETING AS PROFIT CENTER @JoePulizzi
- @JoePulizzi
- 30%
- 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
- @JoePulizzi |
- Effective Content Marketers Ineffective Content Marketers
- Closely Follow The Strategy
- CRITICAL: → Documented Content Marketing Strategy → Follow It Consistently
- BUDGET → Effective = 37% → Ineffective = 16%
- BUDGET → Effective = 37% → Ineffective = 16% All Content Marketers Plan on Spending More Next Year
- THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
- FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT THE CONTENT BRAND
- @JoePulizzi
- THE CONTENT INC. MODEL @JoePulizzi
- THE CONTENT INC. MODEL @JoePulizzi
- SWEET SPOT K N OW L E D G E / S K I L L PA S S I O N / C U S TO M E R PA I N P O I N T @JoePulizzi
- SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- FARMERS A G R I C U LT U R E / T E C H O P E R AT I O N A L C H A L L E N G E S O N A FA R M @JoePulizzi
- The Furrow By John Deere CASE STUDY
- THE CONTENT INC. MODEL @JoePulizzi
- 100 YouTube Subscribers January, 2012 ANN REARDON 2.5 Million Subscribers April, 2016 @JoePulizzi
- EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- AUDIENCE F O O D S C I E N T I S T E D U C AT I O N @JoePulizzi I M P O S S I B L E F O O D C R E AT I O N S CONTENT TILT
- @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
- CREATE A CONTENT MARKETING MISSION STATEMENT
- Indium Corp. Blogs CASE STUDY @JoePulizzi
- Indium Corporation CASE STUDY @JoePulizzi
- CASE STUDY @JoePulizzi
- 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.”
- @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
- THE CONTENT INC. MODEL @JoePulizzi
- WAIT FOR IT… LOADING
- (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- CASE STUDY @JoePulizzi Copyblogger
- CASE STUDY @JoePulizzi CMO.com
- @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
- @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
- THE CONTENT INC. MODEL @JoePulizzi
- Facebook CASE STUDY @JoePulizzi
- Google+ CASE STUDY @JoePulizzi
- @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
- CASE STUDY @JoePulizzi Copyblogger
- CASE STUDY @JoePulizzi thinkMoney
- @JoePulizzi YAY! BOO!
- @JoePulizzi
- @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
- THE CONTENT INC. MODEL @JoePulizzi
- @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
- @JoePulizzi
- @JoePulizzi DIVERSIFICATION
- THE CONTENT INC. MODEL @JoePulizzi
- @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
- @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
- The Furrow By John Deere @JoePulizzi
- @JoePulizzi
- @JoePulizzi
- @JoePulizzi
- @JoePulizzi
- @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
- @JoePulizzi BE THE LEADING EXPERT IN A NUMBER OF NICHES. A LOYAL AUDIENCE LEADS TO REVENUE!
- @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!!!
- ONE @JoePulizzi@JoePulizzi
- @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
- THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by
Notes de l'éditeur
- 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.
- 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%
Publicité