Five Epic Content Marketing Essentials to Know - Content Connections #acrolinxcc
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Transcript of Five Epic Content Marketing Essentials to Know - Content Connections #acrolinxcc
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5 Essentials toEpic Content Marketing[for Business]Joe Pulizzi (@JoePulizzi)Founder, Content Marketing Institute
Author, Content Inc.#acrolinxcc
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CMI teaches marketers how to effectively own their media channels to attract and retain customers
CONTENT MARKETING INSTITUTE
EVENTS MAGAZINE CONSULTATIONContent Marketing World Chief Content Officer Education, Training, Advisory
@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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JEFF ROHRS CHANNELS SLIDE EXAMPLE
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60+%
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@JoePulizzi |
Content MarketingInstead of communicating through someone else’s channel, we create and distributeour own amazing information and build audiences.
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@JoePulizzi |
Content MarketingThe 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
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90% OF BUSINESSES USE CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
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30%
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30%CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
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EffectiveContent Marketers
IneffectiveContent Marketers
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BUDGET
→ Effective = 37%
→ Ineffective = 16%
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BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers Plan on Spending More Next Year
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FIRST, BUILD AN AUDIENCETHEN, MONETIZE IT
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@JoePulizzi |
5 Elements
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@JoePulizzi |
What do all media companies do that you do not with your content?
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@JoePulizzi |
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@JoePulizzi |
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@JoePulizzi |
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@JoePulizzi |
Create Your Mission Statement: - Defined Audience - Deliver - Outcome
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A ProvenContent Formula
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WAIT FOR IT…
LOADING
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(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del iveryTHE BASE
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CASE STUDY
@JoePulizzi
Red Bull
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CASE STUDY
@JoePulizzi
Copyblogger
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@JoePulizzi
ONE CONTENT TYPE
One PlatformConsistent Delivery
OVER TIME (12+ MONTHS)
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@JoePulizzi |
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@JoePulizzi
YAY!
BOO!
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@JoePulizzi
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@JoePulizzi
MUST HAVES
Amazing E-NewsletterExchange of Value(Ebook, Research Report, Etc.)
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@JoePulizzi |
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@JoePulizzi |
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@JoePulizzi
CREATE THE PLAN…
FOCUS EVERYTHINGON BUILDING AN AUDIENCE.
CONTENT AS AN ASSET
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@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!!!
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@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