go epic with content! six insights from joe pulizzi
TRANSCRIPT
Go Epic with Content!
with Joe Pulizzi
Go EPIC with Content Six Insights @JoePulizzi
Content Marketing Institute CMI teaches marketers how to effectively own their media channels
to attract and retain customers.
@JoePulizzi
Today
• A bit of history…
• A bit of research…
• Six content insights…
(Large/Small/B2B/B2C)
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The Original Content Marketing
Program?
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Content Marketing is…
• Editorially-based
• Marketing-backed
• Behavior-driven
• Targeted
• Multi-platform (media agnostic)
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The Most Famous Content Marketing
Strategy In the World!
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Show Me the Research!
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http://bitly.com/cm-research
@JoePulizzi
Just 42% believe their
content marketing is effective
@JoePulizzi
http://bitly.com/cm-research
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Biggest Challenge:
Producing Enough Content
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WHY?
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Find Your Why
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Search Engine Optimization
Lead Generation
Social Media
INDIUM CONTENT
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Create a Content
Marketing Mission
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Why?
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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.
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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.
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1. Core Target Audience
2. What Will Be Delivered
3. The Outcome for the
Audience
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Answering
Customer Questions
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Marcus Sheridan CEO, River Pools & Spas
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
@JoePulizzi
2007 • $4.5 million in Sales
• $250,000 advertising spend
• Sold more fiberglass swimming pools than any other pool retailer in North America.
• $40,000 in advertising spend
• Won 15% more bids
• Cut sales cycle in half.
2011
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75,000 visits per month
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Yep, David vs. Goliath is Real
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Get Your Content on the
Same Page in the
Company
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Social Media
Public Relations
Marketing
Mobile
Search 43
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Create a “why?” for each channel
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Plan to Repurpose Up
Front, Not After
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Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.
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Building Audience with
Influencers
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The Social Media 4-1-1 Plan
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Sales
Content Marketing
Influencer Sharing
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80%
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A year from now, what’s different?
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Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our customers happier, thus helping with retention?
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How can you create better customers
with content?
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Mid-sized CMS company – large
considered purchase ($100k to $200k)
“okay, we’ll try this content marketing thing”
BUT, customer acquisition was
1.2x the cost
1.5x as long
@JoePulizzi
Persona #1 Building a Better Business/Thought Leadership
Webinar
How-To-Webinar
eBook/White Paper Version of Webinar (10 Steps)
CTAs in Report (Landing
Page/Phone #)
Attended
Attended
@JoePulizzi
“wait for it....”
Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share
Creating Better
Customers
@JoePulizzi
@JoePulizzi
1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Ask “why?” for each channel
4. Find Your Content Ambassadors
5. Consider a Subscription Strategy
6. Leverage SlideShare
7. Start Partnering with Influencers
8. Use Social Media 4-1-1
9. Know the Business Objective
10. Tell a Different Story!
Thanks for attending!
#VocusWebinar @vocus
The Vocus Family
About Vocus Vocus is a leading provider of cloud marketing software that helps
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please visit http://www.vocus.com or call (800) 345-5572
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