Post on 21-Oct-2014
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Rise Above with Epic Content Marketing
Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World
Author, Epic Content Marketing (Sept. 2013)
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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%USA
61%Australia
64%UK
http://bitly.com/cm-research
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Why Are We Here?
Just 1 in 3 marketers feel they are effective
http://bitly.com/cm-research
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Our Biggest Content Marketing Challenge
• Producing Enough Content• Producing the Kind of Content
that Engages
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A Lack of Strategy
Just 1 in 10 have a documented content marketing strategy
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THE PROBLEM WITH
WHAT?
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WRONG QUESTION
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WHY?
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4 Keys to Epic
• Content Marketing Mission• Focus on Subscription• Building Audiences• Return on Objective
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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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Focus onSubscription
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47Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
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48Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
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90%
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Building Audiences:Use Social Media
4-1-1
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4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
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And Finally…
ROI
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A year from now, what’s different?
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Return on Objective
• Is the content driving sales?• Is the content saving costs?• Is the content making our
customers happier, thus helping with retention?
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Managing Content Marketing
My Goal: Impact on Sales, Costs or Retention
• Primary indicators for my CXO and my board.
• Secondary indicators forinfluencers and for managers.
• User indicators – for my “onthe ground team”.
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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.
- Mario Andrettihttp://taylordowns.com
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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
THANK YOU