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@juntajoe #oms12
Good to Great Content Marketing
Joe Pulizzi (@juntajoe)Founder, Content Marketing InstituteCo-Author, Get Content Get Customers and Managing Content Marketing
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To help transform marketers into publishers. Less renting, more owning.
EVENTS MEDIA CONSULTING
Sept 4-6, 2012Columbus, OH
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Today’s Agenda
• Brief History of Content Marketing• The Latest Research on What’s
Happening in Content Marketing• Six content activities that separate the
Good from the Great in Content• Q&A
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Barriers to Entry are Gone
• Content Acceptance• Talent• Technology
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As heard recently…
“We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.”
- Pam Didner, Intel
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Content Marketing
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Marketers Publishers/Media
@juntajoe #oms12The Difference?
Marketers Publishers/Media
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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CONTENT 2020 – COCA-COLA
@juntajoe #oms12http://bit.ly/2012cmtrends
@juntajoe #oms12http://bit.ly/2012cmtrends
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60%
http://bit.ly/2012cmtrends
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Shutterstock
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Shutterstock
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50/50
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Six Characteristics that Separate the Good to
Great Content Marketers
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#1The Focused, Non-Sales
Content Mission & Platform
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Go Broad in a SUPER NICHE
• Not just Pets• Issues pertaining to pet owners
who like to travel with their dogs.
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• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
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#2Opening Up New
Content/Media Markets
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#3The Chief Storyteller
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The content marketing team….
Typical roles within your existing team…
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Social MediaPublic Relations
MarketingEmailMobileSearch
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Example….Joe ChernovVice President, Content MarketingEloqua
“Joe is responsible for identifying, sourcing and distributing Eloqua’s market-facing content over all relevant social channels. He also oversees public relations, analyst relations and social media. Joe doubles as @eloqua on Twitter. He co-chairs the Word of Mouth Marketing Association’s member ethics panel and speaks at conferences and universities about social media and marketing ethics.”
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Example….Rob YoegelContent Marketing DirectorMonetate
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#4Leveraging Employees
in Content Creation
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Average 24 posts per week/90% participation.
850% increase in site visitors in last 18 months.
10,000+ enewsletter subscribers with 25% open
rate.
Over 1,000 published blogs, articles, videos and
podcasts.
More Closed Business, Shorter Sales Cycles
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#5Removing the Brand from
the Story
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BEFORE THE LAST ONE, A QUESTION:
In two years, what company will be
responsible for the most original content production
in the world?
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#6Building the Influencer or
Customer Community (a focus on referral traffic)
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@juntajoe #oms12http://bit.ly/2012cmtrends
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Google External Tool
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Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
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Social Media 4-1-1
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THE LAST SLIDETHINKING LIKE A PUBLISHER
– Choose a niche you can become the leading expert in the world at.
– Develop AND share the best multi-channel content on the planet.
– Remove YOU from the story as much as possible…it will travel farther.
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Joe [email protected] • @juntajoe on Twitter
THANK YOU
September 4 – 6, 2012 – Columbus, Ohio
CODE “JUNTAJOE” TO SAVE $100
