Getting Started with Content Marketing - Workshop for Greenhouse Grower

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Workshop from Joe Pulizzi, Content Marketing Institute, for the greenhouse grower audience. Includes definitions of content marketing, content marketing research, and multiple case studies on finding your "why" with content marketing.

Negócios Tecnologia

Getting Started
With Content Marketing
Creating Powerful Content that Grows Your Business
@JoePulizzi

@JoePulizzi
Search Engine
Optimization
Lead
Generation
Social Media
Interesting Stories
11

@JoePulizzi
You Don’t Need to
be Coca-Cola or
Red Bull…
17

@JoePulizzi
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
2009
• Within Days of Bankruptcy

@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

@JoePulizzi
Yep, David vs. Goliath is Real

@JoePulizzi
http://bitly.com/cm-research

@JoePulizzi
http://bitly.com/cm-research
33%Budget

@JoePulizzi
54%Increasing
http://bitly.com/cm-research

@JoePulizzi
Just 36% believe their content
marketing is effective
32

@JoePulizzi
Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engages
33

@JoePulizzi
A year from now,
what’s different?

@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?

@JoePulizzi
But It’s About the
Customers’ Needs

@JoePulizzi
Create a Content
Marketing Mission

@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.

@JoePulizzi
Assignment: Your
Content Marketing
Mission Statement

@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?

@JoePulizzi
Don’t Start with
Channel First
(but be great at one channel)

@JoePulizzi
What is the difference
between those who
engage in your
content and those that
don’t?

@JoePulizzi
Building Audiences:
Use Social Media 4-1-1

@JoePulizzi
Sales
Content
Marketing
Influencer
Sharing

@JoePulizzi
69 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute

@JoePulizzi
70 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute

@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

@JoePulizzi
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
- Mario Andretti
http://taylordowns.com
72

@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter
Sept. 9-12, 2013
CLEVELAND
CONVENTION CENTER
Available Now on Pre-Order 73

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Insurers' journeys to build a mastery in the IoT usage

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3. 3

4. 4

10. @JoePulizzi

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Notas do Editor

And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
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Getting Started with Content Marketing - Workshop for Greenhouse Grower

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Notas do Editor