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EssentialContent Marketing
Initiatives You Shouldn’t Be Without
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 – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five+ essential activities that Separate the
Good from the Great in Content• Q&A
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
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Example of trying…
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I see the future and it is
____________
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Red Bull – The Media Co.
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Underwritten by
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54%Increasing
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Why Are We Here?Just 36% believe their
content marketing is effective
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Our Biggest Content Marketing Challenge
•Producing Enough Content•Producing the Kind of Content
that Engages
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THE PROBLEM WITH
WHAT?
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WHY?
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BusinessPurpose
HigherPurpose
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HIGHERPURPOSEHIGHER
PURPOSE
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Search Engine Optimization
LeadGeneration
Social MediaContent Marketing
Mission
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Why?
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Content Marketing Trends
& Essentials
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The Niche, Non-Sales Content Platform
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Story Explosion
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The Kelly Situation:
Product: Complex workforce solutions
Target: Largest 5,000 companies globally
Deal Size: $50m - $2bn
Key Buyer Titles: HR, Procurement, Operations, C-Suite
Ave Time to Close: 12-24 months
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The Chief Storyteller
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The Content Marketing TeamTypical 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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Leveraging Employeesin Content Creation
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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Building Content Expertise through Community
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A Rising Tide Lifts All Ships
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Define Your Hit List of Influencers
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• Last five years – over 300 different guest posts, interviews or webinars
• Last five years – over 300 different guest posts, interviews or webinars
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Paid EventsPaid Content
Consulting
Site & EventSponsors Email Webinars Magazine
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Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
http://taylordowns.com
@juntajoe
November 15, 2012 New York, NY
November 7-8, 2012 Cleveland, OH
4-5-6 March, 2013Sydney, Australia
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