View the full replay of the webinar for free, here: http://bit.ly/1c6Kbhh Content marketing isn’t new any more. With 90 percent of brands now in the content game, how can you keep customers’ attention and earn their business? Go epic, says Joe Pulizzi. This means creating content so valuable, compelling and different that customers can’t ignore you. These slides are from Joe Pulizzi's Vocus Webinar, which teaches you to discover 10 techniques to create epic content, including how to: -Produce hyper-targeted content by answering your top customers’ questions -Build an epic content team using expertise from every department -Use an easy-to-implement subscription strategy to keep audiences returning View the full replay of the webinar for free, here: http://bit.ly/1c6Kbhh About the Speaker: Joe Pulizzi is the founder of the Content Marketing Institute, which offers consulting to LinkedIn, AT&T and PetCo among others. Joe recently authored “Epic Content Marketing” and has co-authored two other books. Joe has spoken about content marketing at more than 200 locations in 10 countries.

1. Go Epic with Content!
with Joe Pulizzi

2. Go EPIC
with Content
Six Insights
@JoePulizzi

3. Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain customers.

4. @JoePulizzi
Today
• A bit of history…
• A bit of research…
• Six content insights…
(Large/Small/B2B/B2C)
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5. @JoePulizzi
The Original
Content Marketing
Program?
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7. @JoePulizzi

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Content Marketing is…
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•
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•
•
Editorially-based
Marketing-backed
Behavior-driven
Targeted
Multi-platform (media agnostic)
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9. @JoePulizzi
The Most Famous
Content Marketing
Strategy In the
World!
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10. @JoePulizzi

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Show Me the
Research!
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http://bitly.com/cm-research

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Just 42% believe their
content marketing is effective

15. @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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Social Media
Search Engine
Optimization
INDIUM CONTENT
Lead
Generation
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Create a Content
Marketing Mission
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Why?
29

30. Welcome to Inc.com, the place
Why?
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
@JoePulizzi
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31. Welcome to Inc.com, the place
Why?
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1.
2.
3.
@JoePulizzi
Core Target Audience
What Will Be Delivered
The Outcome for the
Audience
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Answering
Customer Questions
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Marcus Sheridan
CEO, River Pools & Spas

34. @JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend

35. 2007
@JoePulizzi
• $4.5 million in Sales
• $250,000 advertising spend
2011
• 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.

36. @JoePulizzi

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75,000 visits per month

38. @JoePulizzi
Yep, David vs. Goliath is Real

39. @JoePulizzi

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Get Your Content on the
Same Page in the
Company
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Social Media
Public Relations
Marketing
Email
Mobile
Search
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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.

47. @JoePulizzi
Building Audience with
Influencers
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48. @JoePulizzi
The Social Media
4-1-1 Plan
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49. @JoePulizzi
Influencer
Sharing
Sales
Content
Marketing

50. @JoePulizzi

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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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61. @JoePulizzi
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

62. @JoePulizzi
Persona #1
Building a Better
Business/Thought Leadership
Webinar
Attended
How-To-Webinar
Attended
eBook/White Paper Version of
Webinar (10 Steps)
CTAs in Report
(Landing
Page/Phone #)

63. @JoePulizzi
Creating Better
Customers
“wait for it....”
Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share

64. @JoePulizzi

65. @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!

66. @JoePulizzi
Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter

67. Thanks for attending!
#VocusWebinar @vocus

68. The Vocus Family
About Vocus
Vocus is a leading provider of cloud marketing software that helps
businesses reach and influence buyers across social networks, online and
through media. Vocus provides an integrated suite that combines social
marketing, search marketing, email marketing and publicity into a
comprehensive solution to help businesses attract, engage and retain
customers. Vocus software is used by more than 120,000 organizations
worldwide and is available in seven languages. Vocus is based in Beltsville,
MD with offices in North America, Europe and Asia. For further information,
please visit http://www.vocus.com or call (800) 345-5572
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