the evolution of content marketing and how to start with strategy
DESCRIPTION
Presentation by Joe Pulizzi that discusses the evolution of content marketing, presents the latest content marketing research, and shares three things that help a marketer get to a documented content marketing strategy.TRANSCRIPT
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sodahead.com
38%
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EffectiveContent Marketers
IneffectiveContent Marketers
CloselyFollowTheStrategy
CRITICAL:
→ Documented Content Marketing Strategy
→ Follow It Consistently
STRUCTURE
→ Independent Unit→ Separate Department→ Organized in a Silo
EffectiveContent Marketers
IneffectiveContent Marketers
METRICS:
→ 8X More Successful
→ More Metrics (6 versus 4)
→ Less Emphasis on Web Traffic
BUDGET
→ Effective = 37%
→ Ineffective = 16%
BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers Plan on Spending More Next Year
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• CMO Gas Station Example
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Create Your Mission Statement: - Defined Audience - Deliver - Outcome
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