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Presentation by Joe Pulizzi (Content Marketing Institute) for SAP marketing team entitled Good to Great Content Marketing. The presentation reviews the history of content marketing, the latest content marketing research, and five trends separating the good to great in content marketing.
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GOOD to GREAT
Content MarketingJoe 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 – 75+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five 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 DidnerIntel
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
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http://bit.ly/2012cmtrends
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http://bit.ly/2012cmtrends
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http://bit.ly/2012cmtrends
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http://bit.ly/2012cmtrends
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http://bit.ly/2012cmtrends
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Shutterstock
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Shutterstock
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THE PROBLEM WITH
WHAT?
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(the planning of the “what”) must always precede the tactics (the
“what” and “how”)
STRATEGY
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WHY?
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Why?
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Search Engine Optimization
LeadGeneration
Social Media
YOUR UNIQUE STORY(authority to publish)
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BusinessPurpose
HigherPurpose
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HIGHERPURPOSEHIGHER
PURPOSE
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Five Content Types that Separate the
Good to Great Content Marketers
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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 solutions
Target: Largest 5,000 companies globally
Deal Size: $50m - $2bn
Key Buyer Titles: HR, Procurement, Operations, C-Suite
Ave 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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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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Building the Content Community
(a focus on referral traffic)
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• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
