rise above with content marketing workshop - mesh conference

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Rise Above with Epic Content Marketing

Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Co-Author, Get Content Get Customers and Managing Content Marketing

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CONTENTMARKETING

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Example of trying…

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I see the future and it is

____________

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Red Bull – The Media Co.

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Show Me the Research!

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http://bitly.com/cm-research

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54%Increasing

http://bitly.com/cm-research

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Why Are We Here?Just 36% believe their

content marketing is effective

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Our Biggest Content Marketing Challenge

• Producing Enough Content• Producing the Kind of Content

that Engages

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THE PROBLEM WITH

WHAT?

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WRONG QUESTION

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WHY?

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Find Your Why

There Are Two

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Managing Content Marketing

My Goal: Increase leads by10% with no extra cost.

• Primary indicators for my csuiteand my board.

• Secondary indicators forinfluencers and for managers.

• User indicators – for my “onthe ground team”.

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Enabling Women to Have More Quality Time with

Their Families

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Enabling Teen Girls to Be More Confident with

Their Bodies

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Helping Men Become Better Men

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Help Engineers Answer the Most Challenging

Industrial Solder Questions

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Create a Content Marketing Mission

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Why?

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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.  

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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.  

1. Core Target Audience2. What Will Be Delivered3. The Outcome for the

Audience

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Assignment: Your Content Marketing Mission Statement

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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?

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Don’t Start with Channel First

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1. Situational Analysis – Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist.

2. Channel Objectives – Subscriber growth, Sharing that leads to search traction, Event signups.

3. Content Plan – Answering content marketing questions that aren’t being answered anywhere else. Challenging the community. Advancing the practice.

4. Metrics – Subscribers, Sharing metrics, Search indicators, referrals to event site.

5. Personas – “Doing” marketers at enterprise-level companies.

6. Editorial Calendar – Morning post, one per day. Instructional tone. Varied influencers.

@juntajoeContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.

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Focus on Subscription

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Building Audiences:Use Social Media 4-1-1

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56Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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SOCIAL MEDIA 4-1-1

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Leverage SlideShareBONUS

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60Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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61Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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62Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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THE LAST SLIDE!Get Uncomfortable:

If you don’t feel like you are going to run off the road, you are not driving fast enough.

http://taylordowns.com

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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

THANK YOU

Week of Sept. 9, 2013 CLEVELAND, OH