Content Marketing Essentials That Will Drive Your Business - Business Marketing Association Chicago

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EssentialContent Marketing

Initiatives You Shouldn’t Be Without

Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Co-Author, Get Content Get Customers and Managing Content Marketing

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TODAY’S AGENDA• Move Fast – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five+ essential activities that Separate the

Good from the Great in Content• Q&A

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLINGSTORYTELLING

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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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Underwritten by

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54%Increasing

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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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Why?

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Why?

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Search Engine Optimization

LeadGeneration

Social MediaContent Marketing

Mission

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Content Marketing Trends

& Essentials

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The Niche, Non-Sales Content Platform

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Story Explosion

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The Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months

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The Chief Storyteller

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The Content Marketing TeamTypical roles within your existing team…

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Example….

Todd WheatlandVP of Thought LeadershipKelly Services

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Example…Rob YoegelContent Marketing DirectorMonetate

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Leveraging Employeesin Content Creation

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AWARENESSSEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESSSEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESSSEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESSSEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESSSEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESSSEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESSSEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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Building Content Expertise through Community

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A Rising Tide Lifts All Ships

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Define Your Hit List of Influencers

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• Last five years – over 300 different guest posts, interviews or webinars

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Paid EventsPaid Content

Consulting

Site & EventSponsors Email Webinars Magazine

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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.

http://taylordowns.com

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November 15, 2012 New York, NY

November 7-8, 2012 Cleveland, OH

4-5-6 March, 2013Sydney, Australia

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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

Week of Sept. 9, 2013 CLEVELAND, OH