3. REASONS FOR FAILS
• All about you
• Backup planning
• Fear
• No ownership of content
• Setting the bar too low
• No buy in from higher ups
• Not sourcing correctly
• Not a thought leader in
industry
• Silo-based
communications
• Niche is not defined
• Stay within comfort
zones
• Too slow
• No call to action!
• Search isn’t considered
• Too much focus on one
channel/platform
• Inconsistent distribution
4. PULIZZI’S SIX PRINCIPLES
1. Fill a need
2. Be consistent
3. Be human
4. Have a point of view
5. Avoid salespeak
6. Be best of breed/class
6. BUSINESS GOALS OF CM
• Awareness
• Leads/Customer conversion
• Customer service
• Loyalty and Retention
• Upsell
• Passion/WOM generation
7. CM “SEGMENTATION”
• Instead of segments think audience person
• Target audience/content consumer
• Profiles of the kinds of people who would most be
interested in your content
• Your audience
• Multiple personas—content is adapted! Speak to each
individually as well as collectively
8. CM ENGAGEMENT CYCLE
• Tied to audience persona information needs
• Share content that meets those needs at the
appropriate time
• Where are they in the ‘buying’ cycle?
9. CONTENT MARKETING
MISSION STATEMENT
What is the goal or purpose
behind all of that content you
are building?
Why are you building all of
this content and what do you
expect to achieve from it?
Include:
•
Target audience/personas
•
What will be delivered to
them
•
What they will get out of it
