Filmteractive Conference 2014 presentation - Joe Pulizzi "Epic Content Marketing – how to tell a...

transcript

@JoePulizzi #CMWorld

How to Become anEpic Content Marketer

@JoePulizziFounder, Content Marketing Institute

@JoePulizzi #CMWorld@JoePulizzi |

20 Minute Agenda- (Move Fast)- Research- 6 Steps to Epic- Getting Started the Right Way

2015 RESEARCH

→ 1,100 Marketers in North America

→ 5,000 Marketers in 109 countries 25 industry sectors

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

In-PersonEvents Webinars Videos

MOST EFFECTIVE

Blogs Research Social

HUGE GAPS

BooksPodcasts

BIGGEST GAP

BUDGET

→ Effective = 37%

→ Ineffective = 16%

BUDGET

→ Effective = 37%

→ Ineffective = 16%

All Content Marketers Plan on Spending

More (50%)

→ Documented Strategy→ Follows It Closely→ Measures More Things→ Differentiate through Books, Research & Blogs→ Produce More→ Spend More

6 Elements ofEpic Content Marketing

1. Fill a Need

1. Fill a Need2. Be Consistent

1. Fill a Need2. Be Consistent3. Be Human

1. Fill a Need2. Be Consistent3. Be Human4. Have a Point of View

1. Fill a Need2. Be Consistent3. Be Human4. Have a Point of View5. Remove the Sale

1. Fill a Need2. Be Consistent3. Be Human4. Have a Point of View5. Remove the Sale6. Be Best of Breed (GOAL)

Create Your Mission Statement: - Defined Audience - Deliver - Outcome