Good to Great Content Marketing

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Presentation by Joe Pulizzi (Content Marketing Institute) for SAP marketing team entitled Good to Great Content Marketing. The presentation reviews the history of content marketing, the latest content marketing research, and five trends separating the good to great in content marketing.

Publicada em: Educação

Good to Great Content Marketing

  1. @juntajoe GOOD to GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  2. @juntajoe TODAY’S AGENDA• Move Fast – 75+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five content activities that Separate the Good from the Great in Content• Q&A
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  4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
  5. @juntajoe As Heard Recently…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers. If we don’t, theywill not come back.”Pam DidnerIntel
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  9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
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  11. @juntajoehttp://bit.ly/2012cmtrends
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  16. @juntajoe Shutterstock
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  20. @juntajoeTHE PROBLEM WITHWHAT?
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  25. @juntajoe STRATEGY (the planning of the “what”)must always precede the tactics (the “what” and “how”)
  26. @juntajoeWHY?
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  30. @juntajoeWhy?
  31. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  32. @juntajoeBusiness HigherPurpose Purpose
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  34. @juntajoe HIGHERPURPOSE
  35. @juntajoe Five Content Types that Separate theGood to GreatContent Marketers
  36. @juntajoeThe Niche, Non-Sales Content Platform
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  43. @juntajoeStory Explosion
  44. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months
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  47. @juntajoeThe Chief Storyteller
  48. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
  49. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  50. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  51. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
  52. @juntajoeLeveraging Employees in Content Creation
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  58. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  59. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  60. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  61. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  65. @juntajoeBuilding the Content Community(a focus on referral traffic)
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  74. @juntajoe• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
  75. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

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