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  • 1. Good to Great Content Marketing Creating Powerful Content that Grows Your Business @JoePulizzi

2. Hi, Im Joe Pulizzi @JoePulizzi 3. 3 4. 4 5. $39,400 5 6. @JoePulizzi 6 7. @JoePulizzi 8 8. @JoePulizzi Search Engine Optimization Lead Generation Social Media STORYTELLING 9 9. @JoePulizzi Example of trying 10 10. @JoePulizzi 11. @JoePulizzi 12 12. @JoePulizzi 13 13. @JoePulizzi 14. @JoePulizzi You Dont Need to be Coca-Cola or Red Bull 15 15. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas 16. @JoePulizzi 2007 $4.5 million in Sales $250,000 advertising spend 17. @JoePulizzi 2007 $4.5 million in Sales $250,000 advertising spend 2009 Within Days of Bankruptcy 18. @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 19. @JoePulizzi 20. @JoePulizzi 75,000 visits per month 21. @JoePulizzi Yep, David vs. Goliath is Real 22. @JoePulizzi Show Me the Research! 23 23. @JoePulizzi 24 http://bitly.com/cm-research 24. @JoePulizzi Source: sodahead.com 25. @JoePulizzi 26 26. @JoePulizzi 27 31%Budget 27. @JoePulizzi 28 57%Increasing 28. @JoePulizzi Just 34% believe their content marketing is effective 29 29. @JoePulizzi Our Biggest Content Marketing Challenge Producing Enough Content Producing the Kind of Content that Engages 30 30. @JoePulizzi THE PROBLEM WITH WHAT? 31 31. @JoePulizzi 32 32. @JoePulizzi 33 33. @JoePulizzi 34 34. @JoePulizzi 35 35. @JoePulizzi WHY? 36. @JoePulizzi Find Your Why There Are Two 37. @JoePulizzi A year from now, whats different? 38. @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? 39. @JoePulizzi Managing Content Marketing My Goal: Impact on Sales, Costs or Retention Primary indicators for my CXO and my board. Secondary indicators for influencers and for managers. User indicators for my on the ground team. 40. @JoePulizzi 41. @JoePulizzi 42. @JoePulizzi 43. @JoePulizzi 44. @JoePulizzi 45. @JoePulizzi 46. @JoePulizzi 47. @JoePulizzi 48. @JoePulizzi Create a Content Marketing Mission 49. @JoePulizzi Why? 50. @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. 51. @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 Audience 2. What Will Be Delivered 3. The Outcome for the Audience 52. @JoePulizzi Assignment: Your Content Marketing Mission Statement 53. @JoePulizzi Activity Define the who? What are their pain points? What can you deliver that is truly remarkable to that person? What do you want them to accomplish? What do you need to accomplish? 54. @JoePulizzi Dont Start with Channel First (but be great at one channel) 55. @JoePulizzi 56. @JoePulizzi 1. Situational Analysis Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist. 2. Channel Objectives Subscriber growth, Sharing that leads to search traction, Event signups. 3. Content Plan Answering content marketing questions that arent being answered anywhere else. Challenging the community. Advancing the practice. 4. Metrics Subscribers, Sharing metrics, Search indicators, referrals to event site. 5. Personas Doing marketers at enterprise-level companies. 6. Editorial Calendar Morning post, one per day. Instructional tone. Varied influencers. 57. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year. 58. @JoePulizzi Focus on Subscription 59. @JoePulizzi 60. @JoePulizzi Tool: Pippity 61. @JoePulizzi 62 62. @JoePulizzi What is the difference between those who engage in your content and those that dont? 63. @JoePulizzi 90% 64. @JoePulizzi Building Audiences: Use Social Media 4-1-1 65. @JoePulizzi 66 66. @JoePulizzi Sales Content Marketing Influencer Sharing 67. @JoePulizzi 68. @JoePulizzi Leverage SlideShare 69. @JoePulizzi 70 Design 2012 Social Media Examiner, Content Copyright Presenter Do not distribute 70. @JoePulizzi 71 Design 2012 Social Media Examiner, Content Copyright Presenter Do not distribute 71. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Be the Leading Information Expert in Your Industry 4. Focus on Useful Content 5. Answer Customer Questions 6. Multiple Outputs Per Story Idea 7. Focus on Subscription 8. Leverage SlideShare 9. Start Partnering with Influencers 10. Use Social Media 4-1-1 72. @JoePulizzi Get Uncomfortable: If you dont feel like you are going to run off the road, you are not driving fast enough. - Mario Andretti http://taylordowns.com 73 73. @JoePulizzi Joe Pulizzi joe@contentinstitute.com @JoePulizzi on Twitter Sept. 9-12, 2013 CLEVELAND CONVENTION CENTER Available Now on Pre-Order 74