Good to Great Content Marketing: 5 Content Strategies Working for Marketers

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Good to GreatContent Marketing

(in 45 minutes)

Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Co-Author, Get Content Get Customers and Managing Content Marketing

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Today’s Agenda

• Move Fast – 90 Slides in 45 Minutes• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five content activities that Separate the

Good from the Great in Content• Q&A

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Barriers to Entry are Gone

• Content Acceptance• Talent• Technology

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As heard recently…

“We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.”

- Pam Didner, Intel

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Content Marketing

@juntajoeThe Difference?

Marketers Publishers/Media

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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CONTENT 2020 – COCA-COLA

@juntajoehttp://bit.ly/2012cmtrends

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60%

http://bit.ly/2012cmtrends

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Shutterstock

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50/50

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The Problem with

What?

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Wrong Question

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Strategy (the planning of the “what”) must always precede

the tactics (the “what” and “how”)

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Why?

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Why?

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Search Engine Optimization

LeadGeneration

Social MediaYOUR UNIQUE

STORY(authority to publish)

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BusinessPurpose

HigherPurpose

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HIGHERPURPOSE

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Five Content Types that Separate the Good to

Great Content Marketers

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#1The Niche, Non-Sales

Content Platform

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Higher Purpose in

Action

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Enabling Women to Have More Quality Time with

Their Families

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Enabling Teen Girls to Be More Confident with

Their Sexuality

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Helping Men Become Better Men

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#2Story Explosion

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The Kelly Situation:

Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months

CULTURE:Conservative, Service-Driven, 65yrs+, Fortune 500 Co.

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Content Marketing Approach:

Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.

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#3The Chief Storyteller

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The content marketing team….

Typical roles within your existing team…

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Example….

Todd WheatlandVP of Thought LeadershipKelly Services

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Example….Rob YoegelContent Marketing DirectorMonetate

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#4Leveraging Employees

in Content Creation

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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#5Building the Content

Community (a focus on referral traffic)

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Google External Tool

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Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List

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Give Content Gifts

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Social Media 4-1-1

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THE LAST SLIDE• Higher Purpose Calling• Understand the “reader” like a

publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved

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Joe [email protected] • @juntajoe on Twitter

THANK YOU

Good to Great Content Marketing: 5 Content Strategies Working for Marketers

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