Joe Pulizzi on Content Marketing Strategies
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Joe Pulizzi presented on content marketing trends and best practices. He discussed how barriers to entry have been removed, and content is now essential for customer retention. Pulizzi then covered strategy over tactics, focusing on why an organization engages in content marketing rather than just what content to create. He highlighted five types of content that differentiate good from great content marketers: niche non-sales platforms, story explosions, chief storytellers, leveraging employees, and building a content community.
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Joe Pulizzi on Content Marketing Strategies
- 1. @juntajoe Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and 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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- 7. @juntajoe Barriers to Entry are Gone • Content Acceptance • Talent • Technology
- 8. @juntajoe As Heard Recently… “We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.” Pam Didner Intel
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- 28. @juntajoe (the planning of the “what”) must always precede the tactics (the “what” and “how”) STRATEGY
- 29. @juntajoe WHY?
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- 33. @juntajoe Why?
- 34. @juntajoe Search Engine Optimization Lead Generation Social Media YOUR UNIQUE STORY (authority to publish)
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- 38. @juntajoe Five Content Types that Separate the Good to Great Content Marketers
- 39. @juntajoe The Niche, Non-Sales Content Platform
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- 47. @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 Ave Time to Close: 12-24 months
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- 51. @juntajoe The Content Marketing Team Typical roles within your existing team…
- 53. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services
- 54. @juntajoe Example… Rob Yoegel Content Marketing Director Monetate
- 55. @juntajoe Leveraging Employees in Content Creation
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- 61. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 62. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 63. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 64. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 65. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 66. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 67. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 68. @juntajoe Building the Content Community (a focus on referral traffic)
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- 77. @juntajoe • Higher Purpose Calling • Understand the “reader” like a publisher does. • The Story Platform • Remove “You” from the Story • Get Your Community Involved
- 78. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter
Notes de l'éditeur
- 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.
- 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.
- 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.
- – sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
- 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.
- 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.
- 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.