Post on 15-Sep-2014
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JOE PULIZZI’S PRESENTATION:
Content Marketing 2.0: Beyond the Basics in 10 Steps
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Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.
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There Is One Keyto a Successful
Presentation
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Image courtesy of Pooky Poetry
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The Evolution ofContent Marketing
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91/100
http://bitly.com/cm-research
@JoePulizzi sodahead.com
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Just 42% believe their content marketing is effective
http://bitly.com/cm-research
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How Many of You Have a Documented Content Marketing
Strategy?
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http://bitly.com/cm-research
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Fill a Need &Find Your Why
Tip #1
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Enabling Women to Have More Quality Time with
Their Families
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Help Engineers Answer the Most Challenging
Industrial Solder Questions
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Search Engine Optimization
LeadGeneration
Social Media
INDIUM CONTENT
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Your Sweet Spot
What You Know
What Your ProspectCares About
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Create a Content Marketing Mission
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Tip #2
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Why?
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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 Audience2. What Will Be Delivered3. The Outcome for the
Audience32
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THE CONTENTBRAND
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Why?
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Why?OpenView Labs is Dedicated to Helping Entrepreneurs Build Great Companies.
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1. Who?2. What’s the Outcome?3. How?
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We have nothing to talk about that will
engage our customers
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Publicly Answer Your Customers’ Questions
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Tip #3
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Marcus SheridanCEO, River Pools & Spas
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2007• $4.5 million in Sales• $250,000 advertising spend
• Sold more fiberglass swimming pools than any other pool retailer in North America.
• $40,000 in advertising spend• Won 15% more bids• Cut sales cycle in half.
2011
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Focus on Subscribers As a Key Metric
Tip #4
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What’s the difference between those who
subscribe to my content and those that don’t?
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BUILDING AUDIENCE
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Build an Influencer List
Tip #5
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Use the Social Media4-1-1 Program
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Tip #6
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4 - 1 - 1Sales
Content Marketing
InfluencerSharing
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Bake Influencers Into Your Content
Tip #7
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Create an Engine to Get and Keep Subscribers
Tip #8
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Don’t Overcomplicate
Tip #9
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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 cost1.5x as long
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“wait for it....”
Customer AcquisitionSpent 2X as muchStayed 5X as long2X more likely to share
Creating Better Customers
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Persona #1 Building a Better Business/Thought Leadership
Webinar
How-To-Webinar
eBook/White Paper Version of Webinar (10 Steps)
CTAs in Report (Landing
Page/Phone #)
Attended
Attended
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Get Your Marketing Objectives in Order
Tip #10
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TAKEAWAYS1. Find Your Why2. Create a Content Marketing Mission Statement3. Publicly Answer Your Customers’ Questions4. Focus on Subscribers as a Key Metric5. Build an Influencer List6. Use Social Media 4-1-17. Bake Influencers Into Your Content8. Create an Engine to Get and Keep Subscribers9. Leverage SlideShare10.Create a Why for Each Content Channel
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Joe Pulizzijoe@contentinstitute.com
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THANKYOU