rise above with content marketing workshop - mesh conference
Post on 15-Sep-2014
4 views
DESCRIPTION
Presentation from Joe Pulizzi delivered at Mesh Conference on six key strategies to how you can rise above with content marketing.TRANSCRIPT
@juntajoe
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
@juntajoe
CONTENTMARKETING
@juntajoe
@juntajoe
@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
@juntajoe
Example of trying…
@juntajoe
@juntajoe
@juntajoe
@juntajoe
I see the future and it is
____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Red Bull – The Media Co.
@juntajoe
Show Me the Research!
@juntajoe
http://bitly.com/cm-research
@juntajoe
@juntajoe
@juntajoe
54%Increasing
http://bitly.com/cm-research
@juntajoe
Why Are We Here?Just 36% believe their
content marketing is effective
@juntajoe
Our Biggest Content Marketing Challenge
• Producing Enough Content• Producing the Kind of Content
that Engages
@juntajoe
THE PROBLEM WITH
WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
WRONG QUESTION
@juntajoe
WHY?
@juntajoe
Find Your Why
There Are Two
@juntajoe
@juntajoe
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”.
@juntajoe
@juntajoe
Enabling Women to Have More Quality Time with
Their Families
@juntajoe
@juntajoe
Enabling Teen Girls to Be More Confident with
Their Bodies
@juntajoe
@juntajoe
Helping Men Become Better Men
@juntajoe
@juntajoe
Help Engineers Answer the Most Challenging
Industrial Solder Questions
@juntajoe
Create a Content Marketing Mission
@juntajoe
Why?
@juntajoe
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.
@juntajoe
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
@juntajoe
Assignment: Your Content Marketing Mission Statement
@juntajoe
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?
@juntajoe
Don’t Start with Channel First
@juntajoe
@juntajoe
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.
@juntajoe
Focus on Subscription
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Building Audiences:Use Social Media 4-1-1
@juntajoe
56Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
@juntajoe
SOCIAL MEDIA 4-1-1
@juntajoe
@juntajoe
Leverage SlideShareBONUS
@juntajoe
60Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
@juntajoe
61Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
@juntajoe
62Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
@juntajoe
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
@juntajoe
Joe [email protected] • @juntajoe on Twitter
THANK YOU
Week of Sept. 9, 2013 CLEVELAND, OH