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Epic Content Seven Insights @JoePuliz zi

7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013

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Presentation from Joe Pulizzi at the Integrated Marketing Forum 2013. Presentation covers finding your content why, content marketing mission statements, return on objectives and case studies/examples from Kelly Services, P&G, Indium and Minecraft.

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Page 1: 7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013

Epic Content

Seven Insights

@JoePulizzi

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Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.

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Today

• A bit of history…• A bit of research…• Eight content insights…

(Large/Small/B2B/B2C)

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The Original Content Marketing Program?

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Content Marketing is…

• Editorially-based• Marketing backed• Behavior-driven• Targeted• Multi-platform (media

agnostic)8

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The Most Famous Content Marketing

Strategy In the World!

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The Porn Industry

(picture not included)

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Show Me the Research!

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http://bitly.com/cm-research

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Just 42% believe their content marketing is effective

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http://bitly.com/cm-research

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Biggest Challenge:

Producing Enough Content

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WHY?

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Find Your Why

#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

#2

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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

Audience32

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Develop Your Audience/Buyer Personas

#3

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Jeremy

• Mid 30’s – Coffee lover• Works in an office• Responds to email; phone

not so much.• Can’t keep up with

outside household maintenance• Help Jeremy feel like he knows what he’s

doing with his landscaping and help him save money and look good doing it.

Jeremy Our Home Owner

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Click icon to add picture

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Click icon to add picture

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Click icon to add picture

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Get Your Content on the Same Page in the

Company

#4

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Create a “why?” for each channel

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Plan to Repurpose Up Front, Not After

#5

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@JoePulizzi #2013IMFContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.

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Building Audience with Influencers

#6

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The Social Media4-1-1 Plan

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4 - 1 - 1

Sales

Content Marketing

InfluencerSharing

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80%

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And Finally…

ROI55

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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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Creating BetterCustomers

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Mid-sized CMS company – large considered purchase ($100k to $200k)

“okay, we’ll try this content marketing thing”

BUT, customer acquisition was

1.2x the cost1.5x as long

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Persona #1 Building a Better Business/Thought Leadership

Webinar

How-To-Webinar

eBook/White Paper Version of Webinar (10 Steps)

CTAs in Report (Landing

Page/Phone #)

Attended

Attended

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“wait for it....”

Customer Acquisition

Spent 2X as muchStayed 5X as long2X more likely to share

Creating Better Customers

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10 TO DO’S1. Watch Content 20202. Create a Content Marketing Mission Statement3. Ask “why?” for each channel4. Find Your Content Ambassadors5. Find Your Subscription Strategy6. Leverage SlideShare7. Start Partnering with Influencers8. Use Social Media 4-1-19. Know the Business Objective10. Tell a Different Story!

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Joe [email protected] • @JoePulizzi on Twitter

THANK YOU