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Joe Pulizzi's presentation for AAF Cleveland discussing his resolutions for content marketing in 2014. Includes subscription, Content 2020 from Coca-Cola, finding your content marketing mission statement and seven more (see the second last slide).
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Epic Content MarketingResolutions
@JoePulizzi
Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.
@JoePulizzi
Today
• A bit of history…• A bit of research…• Tangible Steps to Take with Your
Content Marketing for 2014
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@JoePulizzi
The ONE Key to a Successful
Presentation?
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@JoePulizzi
5Image courtesy of Pooky Poetry
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@JoePulizzi
The Original Content Marketing Program?
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@JoePulizzi
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HOMEWORK
The Most Famous Content Marketing
Strategy In the World!
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Show Me the Research!
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@JoePulizzi
http://bitly.com/cm-research
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Just 42% believe their content marketing is effective
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How Many of You Have a Documented Content Marketing
Strategy?
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http://bitly.com/cm-research
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http://bitly.com/cmstrategy
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Fill a Need &Find Your Why
Resolution #1
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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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Search Engine Optimization
LeadGeneration
Social Media
INDIUM CONTENT
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Create a Content Marketing Mission
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Resolution #2
@JoePulizzi
Why?
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@JoePulizzi
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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@JoePulizzi
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
Audience34
@JoePulizzi
Publicly Answer Your Customers’ Questions
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Resolution #3
@JoePulizzi
Marcus SheridanCEO, River Pools & Spas
@JoePulizzi
2007
• $4.5 million in Sales• $250,000 advertising spend
@JoePulizzi
2007• $4.5 million in Sales• $250,000 advertising spend
• Sold more fiberglass swimming pools than any other pool retailer in North America.
• $40,000 in advertising spend• Won 15% more bids• Cut sales cycle in half.
2011
@JoePulizzi
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75,000 visits per month
@JoePulizzi
Yep, David vs. Goliath is Real
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1 Post over 3 years = 50,000 visitors = 4,000 subscribers = $84,000.00
@JoePulizzi
Subscribers:Build It or Buy It
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Resolution #4
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What’s the difference between those who
subscribe to my content and those that don’t?
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Image courtesy sendgrid.com
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HOMEWORK:
Active Community of Subscribers in Your Niche
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Image courtesy of thefutureorganization.com
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Building Audience with Influencers
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The Social Media4-1-1 Plan
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@JoePulizzi
4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
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80%
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ROI66
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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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@JoePulizzi
2014 Resolutions1. Watch Content 20202. Create a Content Marketing Mission Statement3. Create a Subscription Strategy4. Leverage SlideShare5. Start Partnering with Influencers6. Use Social Media 4-1-17. Know the Business Objective8. Consider Buying a Small Media Company9. Answer Your Customers’ Questions Publicly10. Tell a Different Story!
@JoePulizzi
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