10 Steps to
Content Marketing Success
Joe Pulizzi
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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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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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WHY?
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Questions?
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Find Your Why
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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 Audience
2. What Will Be Delivered
3. The Outcome for the
Audience
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Develop Your
Audience/Buyer Personas
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One Buyer Persona For Every Group
• Job title, Vertical, Power in organization
• Different products or services?
• It’s the WHO you are marketing to
Developing Buyer Personas
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Jeremy
• Mid 30’s – Coffee lover
• Works at a bank
• Responds to email; phonenot so much.
• Frustrated because hiscompany is growing toofast to keep up with support
• Sales USP: Enable Jeremy to be 25% more effective!
• Personal UVP: Give me more time to be me!!
Jeremy Our IT Buyer
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Put your Journalist or Storyteller hat on:
• WHO is the persona… emotionally attached
• WHAT does she do? What does his day look like?
• WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?
• WHY does he care about the product us?
Buyer Persona Profiles
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Get Your Content on the
Same Page in the
Company
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Social Media
Public Relations
Marketing
Mobile
Search
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Plan to Repurpose Up
Front, Not After
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Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.
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Bring In the Influencers
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Focus on Subscription
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Use Social Media 4-1-1
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61 Design ©2012 Social Media Examiner, Content
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Give Content Gifts
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Leverage SlideShare
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66 Design ©2012 Social Media Examiner, Content
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Copyright Presenter • Do not distribute
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68 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute
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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 [email protected] • @juntajoe on Twitter
Sept. 9-11, 2013
CLEVELAND, OH
Available Now on Pre-Order