8 Essential Content Marketing Initiatives

@juntajoe

8 Essential
Content Marketing
Initiatives You Shouldn’t
Be Without
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and Managing Content Marketing

@juntajoe

TODAY’S AGENDA
• Move Fast – 100+ Slides!
• Brief History of Content Marketing
• The Latest Research
• The Biggest Content Marketing Questions
with Answers and Cases for Each
• Q&A

@juntajoe

What happens
when you start
telling a story?

@juntajoe

Why is this SO
important?

@juntajoe

Search Engine
Social Media Optimization
STORYTELLING
STORYTELLING

Lead
Generation

@juntajoe

Example of
trying…

@juntajoe

I see the future
and it is
____________

@juntajoe

Red Bull – The Media Co.

@juntajoe

Why Are We Here?
Just 36% believe their
content marketing is effective

@juntajoe

Our Biggest Content
Marketing Challenge
•Producing Enough Content
•Producing the Kind of Content
that Engages

@juntajoe

“We are trying to
figure out how our
marketing can be
more useful.”

@juntajoe

THE PROBLEM WITH

WHAT?

@juntajoe

Search Engine
Social Media Optimization
YOUR UNIQUE STORY
(authority to publish)

Lead
Generation

@juntajoe

Business Higher
Purpose Purpose

@juntajoe

HIGHER
HIGHER
PURPOSE
PURPOSE

@juntajoe

“How do we find and
create engaging
content? Right now,
we don’t have any.”

@juntajoe

“How do we measure
the success of our
content?”

@juntajoe

Keys to ROI
1.Know Why You Are Making
Content

@jaybaer
@juntajoe

Are You Measuring the Right Things?

@jaybaer
@juntajoe

Content Helps Achieve Business
Objectives, Not Content Objectives

Courtesy Jay Baer

@jaybaer
@juntajoe

The Goal Isn’t to be
Good at Content.
The Goal is to be Good at
Business, Because of
Content.
Courtesy Jay Baer

@juntajoe

Keys to ROI
1.Know Why You Are Making
Content
2.Buyer’s Journey
3.Select the Right Metrics

@jaybaer
@juntajoe

4 Categories of Content
Metrics

Courtesy Jay Baer

@jaybaer
@juntajoe

Consumption Metrics
Question answered:
“How many people viewed,
downloaded, listened to this
piece of content”

@jaybaer
@juntajoe

Key Questions
• Do people consuming that content engage
in other, more desirable behaviors on the
site?
• Do they do so at a ratio different from site
visitors overall?
• Do people consuming that content return
to the site?
• Do they do so at a ratio different from site
visitors overall?

@jaybaer
@juntajoe

On Customer Retention

@juntajoe

“How do we get more
content out of each
story idea?”

@juntajoe

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
Avg Time to Close: 12-24 months

@juntajoe

“Too many silos…we
have content all over
the place. Very
political.”

@juntajoe

The Content Marketing Team
Typical roles within your existing team…

@juntajoe

Social Media
Public Relations
Marketing
Email
Mobile
Search

@juntajoe

Example….

Todd Wheatland
VP of Thought Leadership
Kelly Services

@juntajoe

Example…
Rob Yoegel
Content Marketing Director
Monetate

@juntajoe

“How do we get our
employees to start
creating content?”

@juntajoe
AWARENESS
SEO
PUBLIC RELATIONS

NURTURING

EMAIL
LEAD NURTURING

CRM / SOCIAL
LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

“We need to be
producing more
content. More, more,
more.”

@juntajoe

LEADING
INFORMATION
PROVIDER
FOR YOUR
NICHE

@juntajoe

Deliver content at all the right stages of the buying process
to attract and retain customers.

Subscribers continually show positive behaviors
throughout the year - purchase, sharing, attending
web events, subscribing, etc.

@juntajoe
Site & Event
Sponsors Email Webinars
Magazine

SUBSCRIBER

Paid Events Consulting
Paid Content

@juntajoe

A Rising Tide Lifts All Ships

@juntajoe

Define Your Hit List of Influencers

@juntajoe

• Last five years
– over 300
different guest
posts,
interviews or
webinars

@juntajoe

The latest full-length
books on the discipline of
content marketing.

@juntajoe
Site & Event
Sponsors Email Webinars
Magazine

Paid Events Consulting
Paid Content

@juntajoe

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 7-8, 2012 Cleveland, OH

November 15, 2012 4-5-6 March, 2013
New York, NY Sydney, Australia

@juntajoe

Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter

Week of Sept. 9, 2013
CLEVELAND, OH

8 Essential Content Marketing Initiatives

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