88
CONTENT INC. A Proven, Strategic Model for Successful B2B Content Marketing Joe Pulizzi Founder, Content Marketing Institute

Content Marketing for B2B - A Proven Strategic Six-Step Approach

Embed Size (px)

Citation preview

Page 1: Content Marketing for B2B - A Proven Strategic Six-Step Approach

CONTENT INC.A Proven, Strategic Model forSuccessful B2B Content Marketing

Joe Pulizzi Founder, Content Marketing Institute

Page 2: Content Marketing for B2B - A Proven Strategic Six-Step Approach

Interact with this sessiongo to glsr.it/summit in your browser

Page 3: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THERE IS ONE KEYTO A SUCCESSFUL

PRESENTATION

Page 4: Content Marketing for B2B - A Proven Strategic Six-Step Approach

EXPECTATION IS

THE ROOT OFALL HEARTACHE

William Shakespeare

@JoePulizzi

Page 5: Content Marketing for B2B - A Proven Strategic Six-Step Approach

ONE@JoePulizzi@JoePulizzi

Page 6: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 7: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 8: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 9: Content Marketing for B2B - A Proven Strategic Six-Step Approach

JEFF ROHRS CHANNELS SLIDE EXAMPLE

Page 10: Content Marketing for B2B - A Proven Strategic Six-Step Approach

60+%

Page 11: Content Marketing for B2B - A Proven Strategic Six-Step Approach

Content MarketingInstead of communicating through someone else’s channel, we create and distributeour own amazing information and build audiences.

@JoePulizzi

Page 12: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 13: Content Marketing for B2B - A Proven Strategic Six-Step Approach

90% OF B2B BUSINESSES USE CONTENT MARKETING

bitly.com/cm-research

@JoePulizzi

Page 14: Content Marketing for B2B - A Proven Strategic Six-Step Approach

30%

Page 15: Content Marketing for B2B - A Proven Strategic Six-Step Approach

30%CAMPAIGNS BRAND TALK

NO CLEAR GOALS NO STRATEGY

TREATING CONTENT LIKE ADVERTISING

Page 16: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THERE IS ALWAYS A BETTER WAY

Thomas Edison

@JoePulizzi

Page 17: Content Marketing for B2B - A Proven Strategic Six-Step Approach

FIRST, BUILD AN AUDIENCETHEN, MONETIZE IT

Page 18: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 19: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THE CONTENT INC.

MODEL

@JoePulizzi

Page 20: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THE CONTENT INC.

MODEL

@JoePulizzi

Page 21: Content Marketing for B2B - A Proven Strategic Six-Step Approach

SWEET SPOT

K N O W L E D G E / S K I L L PA S S I O N /C U S T O M E R PA I N P O I N T

@JoePulizzi

Page 22: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 23: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 24: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 25: Content Marketing for B2B - A Proven Strategic Six-Step Approach

SWEET SPOT

B A C K YA R D P O U LT R Y T E A C H I N G

@JoePulizzi

Page 26: Content Marketing for B2B - A Proven Strategic Six-Step Approach

FARMERS

A G R I C U LT U R E / T E C HO P E R AT I O N A L C H A L L E N G E SO N A FA R M

@JoePulizzi

Page 27: Content Marketing for B2B - A Proven Strategic Six-Step Approach

The FurrowBy John Deere

CASE STUDY

Page 28: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THE CONTENT INC.

MODEL

@JoePulizzi

Page 29: Content Marketing for B2B - A Proven Strategic Six-Step Approach

100 YouTube SubscribersJanuary, 2012

ANN REARDON

2.5 Million SubscribersApril, 2016

@JoePulizzi

Page 30: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 31: Content Marketing for B2B - A Proven Strategic Six-Step Approach

EVERYONE STOPS AT THE SWEET SPOT…

HARDLY ANYONE TILTS THE CONTENT.

Page 32: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 33: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 34: Content Marketing for B2B - A Proven Strategic Six-Step Approach

AUDIENCEF O O D S C I E N T I S T E D U C AT I O N

@JoePulizzi

I M P O S S I B L E F O O DC R E AT I O N S

CONTENT TILT

Page 35: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

WHAT DO ALL MEDIA COMPANIES DO

THAT YOU DO NOT WITH YOUR CONTENT?

Page 36: Content Marketing for B2B - A Proven Strategic Six-Step Approach

CREATE A CONTENT MARKETING MISSION STATEMENT

Page 37: Content Marketing for B2B - A Proven Strategic Six-Step Approach

Indium Corp.Blogs

CASE STUDY

@JoePulizzi

Page 38: Content Marketing for B2B - A Proven Strategic Six-Step Approach

Indium Corporation

CASE STUDY

@JoePulizzi

Page 39: Content Marketing for B2B - A Proven Strategic Six-Step Approach

CASE STUDY

@JoePulizzi

Page 40: Content Marketing for B2B - A Proven Strategic Six-Step Approach

1. CORE TARGET AUDIENCE

2. WHAT WILL BE DELIVERED

3. THE OUTCOME FOR THE AUDIENCE

@JoePulizzi

“Welcome to Digital Photography School – a website with simple tips

to help digital camera owners get the most out

of their cameras.”

Page 41: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

CREATE YOUR MISSION STATEMENT

• Defined audience

• Deliver

• Outcome YOUR TURN

Page 42: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THE CONTENT INC.

MODEL

@JoePulizzi

Page 43: Content Marketing for B2B - A Proven Strategic Six-Step Approach

WAIT FOR IT…

LOADING

Page 44: Content Marketing for B2B - A Proven Strategic Six-Step Approach

(1) Content Type

(1) Main Platform

Long Period of Time

Consistent Del iveryTHE BASE

Page 45: Content Marketing for B2B - A Proven Strategic Six-Step Approach

CASE STUDY

@JoePulizzi

Copyblogger

Page 46: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 47: Content Marketing for B2B - A Proven Strategic Six-Step Approach

CASE STUDY

@JoePulizzi

CMO.com

Page 48: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 49: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 50: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

• iTunes Subscribers to Email Subscribers

• Millions of Downloads• ZERO to Multi-

Millionaire in 2 Years

Page 51: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

ONE CONTENT TYPE

One PlatformConsistent Delivery

OVER TIME (12+ MONTHS)

Page 52: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 53: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THE CONTENT INC.

MODEL

@JoePulizzi

Page 54: Content Marketing for B2B - A Proven Strategic Six-Step Approach

FacebookCASE STUDY

@JoePulizzi

Page 55: Content Marketing for B2B - A Proven Strategic Six-Step Approach

Google+CASE STUDY

@JoePulizzi

Page 56: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

FOCUS ON SUBSCRIBERS AS A KEY METRIC

Page 57: Content Marketing for B2B - A Proven Strategic Six-Step Approach

CASE STUDY

@JoePulizzi

Copyblogger

Page 58: Content Marketing for B2B - A Proven Strategic Six-Step Approach

CASE STUDY

@JoePulizzi

thinkMoney

Page 59: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

YAY!

BOO!

Page 60: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 61: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 62: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 63: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

MUST HAVES

Amazing E-NewsletterExchange of Value(Ebook, Research Report, Etc.)

Page 64: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THE CONTENT INC.

MODEL

@JoePulizzi

Page 65: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

RULE OF THREE

• Magic Number isOver THREE

• BE the OCTOPUS

Page 66: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 67: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 68: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 69: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 70: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 71: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 72: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

DIVERSIFICATION

Page 73: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 74: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THE CONTENT INC.

MODEL

@JoePulizzi

Page 75: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY

CONTENT AND THOSE WHO DON’T?

Page 76: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

MONETIZATION

Advertising / Sponsorship

Increased Product Sales

More Loyal Customers

Data

Events

Cost Savings

Paid Subscriptions

Revenue Ripples

Page 77: Content Marketing for B2B - A Proven Strategic Six-Step Approach

The FurrowBy John Deere

@JoePulizzi

Page 78: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 79: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 80: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 81: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

Page 82: Content Marketing for B2B - A Proven Strategic Six-Step Approach
Page 83: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

YOU MUST CREATE VALUEFOR YOUR AUDIENCE

BEFORE YOU EXTRACT VALUE

Page 84: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

BE THE LEADING EXPERT IN YOUR NICHE.

A LOYAL AUDIENCE LEADS TO REVENUE!

Page 85: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

TAKEAWAYS• Find a niche where you can be

the leading expert in the world• Develop your content mission• Focus on content type, platform

and deliver consistently• Why do use your channels?• Don’t build your house on rented land

• Build an audience of opt-in subscribers• Need an amazing E-Newsletter

and remarkable download• Diversify into the “rule of three”• What do your subscribers do differently?• BE PATIENT!!!

Page 86: Content Marketing for B2B - A Proven Strategic Six-Step Approach

ONE@JoePulizzi@JoePulizzi

Page 87: Content Marketing for B2B - A Proven Strategic Six-Step Approach

@JoePulizzi

TAKEAWAYS• Set Your Goals for Sales, Savings or

Sunshine• Why Are You Using Each Channel?• Focus On the Reader’s Outcome• Create the Content Mission Statement• One Content Type, One Main Channel Per

Audience

• Need an amazing E-Newsletter and remarkable download

• Don’t Build Your House on Rented Land• What do your subscribers do differently?• Think About Buying vs. Building• BE PATIENT!!!

TheStoryofContent.com

Page 88: Content Marketing for B2B - A Proven Strategic Six-Step Approach

THANK YOU!

@JoePulizzi@JoePulizzi

For Book & Podcast visitContent-Inc.com

Joe [email protected]

Designed by