![Page 1: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/1.jpg)
DevelopingEpic Content
Marketing to Drive Your Business
@JoePulizzi
![Page 2: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/2.jpg)
2
![Page 3: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/3.jpg)
1
![Page 4: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/4.jpg)
![Page 5: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/5.jpg)
@JoePulizzi
CONTENTMARKETING
5
![Page 6: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/6.jpg)
@JoePulizzi
6
![Page 7: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/7.jpg)
@JoePulizzi
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
7
![Page 8: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/8.jpg)
@JoePulizzi
Example of trying…
8
![Page 9: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/9.jpg)
@JoePulizzi
9
![Page 10: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/10.jpg)
@JoePulizzi
10
![Page 11: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/11.jpg)
@JoePulizzi
Show Me the Research!
11
![Page 12: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/12.jpg)
@JoePulizzi
http://bitly.com/cm-research
![Page 13: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/13.jpg)
@JoePulizzi
Just 42% believe their content marketing is effective
![Page 14: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/14.jpg)
@JoePulizzi
http://bitly.com/cm-research
66%
11%
![Page 15: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/15.jpg)
@JoePulizzi
![Page 16: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/16.jpg)
@JoePulizzi
Biggest Content Marketing Challenge
Producing
Enough Content16
![Page 17: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/17.jpg)
@JoePulizzi
WHY?
![Page 18: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/18.jpg)
@JoePulizzi
18
![Page 19: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/19.jpg)
@JoePulizzi
Enabling Women to Have More Quality Time with
Their Families
19
![Page 20: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/20.jpg)
@JoePulizzi
20
![Page 21: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/21.jpg)
@JoePulizzi
Enabling Teen Girls to Be More Confident with
Their Bodies
21
![Page 22: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/22.jpg)
@JoePulizzi
22
![Page 23: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/23.jpg)
@JoePulizzi
Helping Men Become Better Men
23
![Page 24: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/24.jpg)
@JoePulizzi
24
![Page 25: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/25.jpg)
@JoePulizzi
Help Engineers Answer the Most Challenging
Industrial Solder Questions
25
![Page 26: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/26.jpg)
@JoePulizzi
Create a Content Marketing Mission
26
![Page 27: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/27.jpg)
@JoePulizzi
Why?
27
![Page 28: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/28.jpg)
@JoePulizzi
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.
28
![Page 29: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/29.jpg)
@JoePulizzi
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
Audience29
![Page 30: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/30.jpg)
@JoePulizzi
Define the Audience
![Page 31: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/31.jpg)
@JoePulizzi
Put your Journalist or Storyteller hat on:
• WHO is the persona… emotionally attached• WHAT does she do? What does his day look like?• WHERE is the gap in his needs/wants?• WHEN does he need to close this gap?
• WHY should he care about the product us?
![Page 32: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/32.jpg)
@JoePulizzi
Jeremy
• Mid 30’s – Coffee lover• Works at a bank • Responds to email; phone
not so much.• Frustrated because his
company is growing toofast to keep up with support
• Sales USP: Enable Jeremy to be 25% more effective!
• Personal UVP: Give me more time to be me!!
Jeremy Our IT Buyer
![Page 33: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/33.jpg)
@JoePulizzi
Put your Journalist or Storyteller hat on:
• WHO is the persona… emotionally attached• WHAT does she do? What does his day look
like?• WHERE is the gap in his needs/wants?• WHEN does he need to close this gap?
• WHY does he care about the product us?
Buyer Persona Profiles
![Page 34: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/34.jpg)
@JoePulizziContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
![Page 35: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/35.jpg)
@JoePulizzi
Subscription Strategy
![Page 36: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/36.jpg)
@JoePulizzi
Audience Building: The Influencer Hit List
36
![Page 37: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/37.jpg)
@JoePulizzi
37
![Page 38: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/38.jpg)
@JoePulizzi
Use Social Media 4-1-1
38
![Page 39: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/39.jpg)
@JoePulizzi
4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
39
![Page 40: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/40.jpg)
@JoePulizzi
Give Content Gifts
40
![Page 41: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/41.jpg)
@JoePulizzi
41
![Page 42: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/42.jpg)
@JoePulizzi
42
![Page 43: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/43.jpg)
@JoePulizzi
43
![Page 44: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/44.jpg)
@JoePulizzi
80%+
44
![Page 45: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/45.jpg)
@JoePulizzi
45
![Page 46: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/46.jpg)
@JoePulizzi
46
![Page 47: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/47.jpg)
@JoePulizzi
And Finally…
ROI
![Page 48: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/48.jpg)
@JoePulizzi
A year from now, what’s different?
48
![Page 49: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/49.jpg)
@JoePulizzi
Return on Objective
• Is the content driving sales?• Is the content saving costs?• Is the content making our
customers happier, thus helping with retention?
49
![Page 50: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/50.jpg)
@JoePulizzi
Managing Content Marketing
My Goal: Impact on Sales, Costs or Retention
• Primary indicators for my CXO and my board.
• Secondary indicators forinfluencers and for managers.
• User indicators – for my “onthe ground team”.
![Page 51: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/51.jpg)
@JoePulizzi
TO DO:Ask ‘why?’ for every
channel
51
![Page 52: Epic Content Marketing to Drive Your B2B Business - BMA Colorado](https://reader037.vdocuments.net/reader037/viewer/2022110301/5446c1d5afaf9f61178b474f/html5/thumbnails/52.jpg)
@JoePulizzi
10 TO DO’S1. Watch Content 20202. Create a Content Marketing Mission Statement3. Be the Leading Information Expert in Your Industry4. Focus on Useful Content5. Answer Customer Questions6. Multiple Outputs Per Story Idea (Kelly)7. Focus on Subscription8. Leverage SlideShare9. Start Partnering with Influencers10. Use Social Media 4-1-1