build your platform, your audience, and your business with content marketing

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BUILD YOUR PLATFORM, YOURAUDIENCE, AND YOUR BUSINESSWITH CONTENT MARKETING

Presented by Powered by 2

Ann Handley | Chief Content Officer Joe Pulizzi | FounderMarketingProfs@annhandley

Content Marketing Institute@JoePulizzi

PANEL SPEAKERS

The Dynamic CommunicatorTM

@dynamicjill

Jill Schiefelbein | Owner MODERATOR PRESENTER PRESENTER


TODAY’S AGENDA

Rethinking The Way We MarketOur Businesses

Creating a Content Marketing Strategy

Delivering Value Outside Our Products

Strategizing Your Content Marketing Base

Building An Audience


RETHINKING THE WAY WE MARKET OUR BUSINESSES

CHANNEL EXPLOSION


CONTENT MARKETING

Instead of COMMUNICATINGthrough someone else’s channel,

we CREATE and DISTRIBUTEour own AMAZING information

and build audiences.


AUDIENCE-CENTRIC VERSUS BUSINESS-DRIVEN

AMAZING INFORMATION

=WHAT YOUR

AUDIENCE VALUES


IN A NOISY WORLD, THIS IS YOUR COMPETITION


CONTENT MARKETING TRENDS

Source: 2016 Content Benchmarks Study

77% of B2C orgs plan to produce more content in 2016.

76% of B2B

50% of B2C orgs plan to spend more on content in 2016.

51% of B2B


A BIGGER BOAT

WE’RE GONNA NEED


ENGAGING CONTENT IS MOREABOUT BRAINS THAN BUDGET

‘Engaging Content’=

Top Challenge

*56% of B2C

Source: Content Benchmarks Study


CREATING A CONTENTMARKETING STRATEGY


FIRST, BUILD AN AUDIENCE.THEN, MONETIZE IT.


ANN REARDON

January 2012100 YouTube Subscribers

2.5 Million Subscribers

April 2016


EVERYONE STOPS AT THE SWEET SPOT…

HARDLY ANYONE TILTS THE CONTENT.


FOOD SCIENTIST

IMPOSSIBLE FOOD CREATIONS

CONTENT TILT

AUDIENCE

EDUCATION


DELIVERING VALUE OUTSIDE YOUR PRODUCTS


CREATE ACONTENT MARKETINGMISSION STATEMENT


THREE STEPS TO CREATING YOUR MISSION STATEMENT

Core Target Audience

“Welcome to Digital Photography School – a website with simple

tips to help digital camera owners get the most out of their cameras.”

What Will Be Delivered

The Outcome For the Audience

1

2

3


CASE STUDY: INDIUM CORPORATION BLOGS


HAVE A RECOGNIZABLEPERSPECTIVE AND

POINT OF VIEW


THEY LEAD THEM. SMART COMPANIES DON’T FOLLOW TRENDS.


STRATEGIZING YOURCONTENT MARKETING BASE


CASE STUDY: COPYBLOGGER


YOUR CONTENT MARKETING BASE


BUILDING YOUR AUDIENCE


CASE STUDY: FACEBOOK & GOOGLE+


CASE STUDY: SOUNDCLOUD & SLACK

74.4 K


FOCUS ON SUBSCRIBERS AS A KEY METRIC


YAY!

BOO!

^^


MUST HAVES

Amazing E-Newsletter

Exchange of Value

Ebook, Research Report, etc.


WHAT’S THE DIFFERENCE BETWEEN...

THOSE WHO SUBSCRIBE TO MY CONTENT

AND THOSE WHO DON’T?


CASE STUDY: JOHN DEERE’S THE FURROW


CONTENT MARKETING AND MONETIZATION


BE THE LEADING EXPERT IN YOUR NICHE

A LOYAL AUDIENCE LEADS TO REVENUE!


Q&A


CLOSING THOUGHTS

Ann HandleyChief Content Officer

MarketingProfs@annhandley

Joe PulizziFounder

Content Marketing Institute@JoePulizzi


MORE GREAT THINGS TO COME

Look out for the recording in your

inbox coming soon

Today: Part 3 of 4in the Entrepreneur

Biz Tech Webinar Series made possible by Comcast Business

Find out what’s next and register at entrepreneur.com/

events


THANK YOU

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