Pulizzi content marketing now conf 2012-content strategy_day1

@juntajoe

Web ContentStrategy

(in 45 minutes)

Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Co-Author, Get Content Get Customers and Managing Content Marketing

@juntajoe

Agenda

• Setting the Stage• Lots of Time on “Why?”• Over 80 Slides – Are you kidding me?• End with a Case Study

@juntajoehttp://bit.ly/2012cmtrends

@juntajoe

What?

@juntajoe

@juntajoe

@juntajoe

@juntajoe

Wrong Question

@juntajoe

Strategy (the planning of the “what”) must always precede

the tactics (the “what” and “how”)

@juntajoe

Why?

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

Why?

@juntajoe

Search Engine Optimization

LeadGeneration

Social MediaYOUR UNIQUE

STORY

@juntajoe

“Where your talents meet the needs of the world, therein lies

your calling.”

Aristotle

@juntajoe

BusinessPurpose

HigherPurpose

@juntajoe

@juntajoe

HIGHERPURPOSE

@juntajoe

Higher Purpose in Action

@juntajoe

@juntajoe

Enabling Women to Have More Quality Time with

Their Families

@juntajoe

@juntajoe

Enabling Teen Girls to Be More Confident with

Their Sexuality

@juntajoe

@juntajoe

Helping Men Become Better Men

@juntajoe

Who?

@juntajoe

@juntajoe

Set up Listening Posts(Identify Pain Points)

KEYWORDANALYSIS

GOOGLEINSIGHTS

@juntajoe

Put your Journalist hat on:

• WHO is the persona?

• WHAT does she do? What does her day look like?

• WHERE is the gap in his needs/wants?

• WHEN does he need to close this gap?

• WHY does he care about us

@juntajoe

Jeremy• Mid 30’s – Coffee lover• Works at a bank • Responds to email, phone

not so much.• Frustrated because his

company is growing toofast to keep up with support

• USP: Enable Jeremy to be 25% more effective!

Jeremy The IT Buyer

@juntajoe

Small or Big

@juntajoe

The Sales Funnel

Contacts

Leads

Qualified Opportunities

Finalist

Verbal

@juntajoe

The Buying Process

@juntajoe

The Engagement Cycle

@juntajoe

How?

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

@juntajoe

A Publishing Model

@juntajoe

A Publishing Model

@juntajoe

A Publishing Model

@juntajoe

Time to get the content…

@juntajoe

Taking stock of your content can be complex….

• Goal is to identify the content• Good enough is in many cases… Good

Enough• Identify ALL the different types of

marketing content• Is it supporting the Engagement Cycle?

Basic Content Audit

@juntajoe

Filling the gaps…

1. Raw content that is POSSIBLE

2. Employee AWARENESS

3. OUTSIDE Sources

4. Organizing the TEAM

@juntajoe

The content marketing team….Typical roles within your existing team…

@juntajoe

What?/When?

@juntajoe

TITLE AUTHOR META DATA.

Taking the Stories…

@juntajoe

A Segmentation Grid

@juntajoe

Map Our Content

@juntajoe

Not All Content Is Equal• Repurpose content• Re-Title and Repackage• Sometimes better targeted

to another personaor elsewhere in funnel.

Fill The Holes

@juntajoe

Repackaging The Content

BECOMES

CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL

@juntajoe

Where?

@juntajoe

@juntajoe

Creating Our Channel Plan1. Channel Objectives

The objectives of the channel.. its purpose, personality, velocity, other initiatives

2. MetricsExpectations for the channel – not measurement goals.

3. Personas AddressedWhich personas are addressed by this channel?

4. Editorial CalendarIt’s fed by multiple initiatives – it should be balancedVelocity, Tone, Desired Action, Structure

@juntajoe

@juntajoe

http://bit.ly/cmplaybook

@juntajoe

@juntajoe

There is More Than 1 Content Metric

@juntajoe

Building the Analytics Pyramid

1.Measure everything – Report only what’s important

2.Use analytics to drive changes to process, not prove a point.

3.Always ask – “what is the action we can take on this metric” (positive and negative)

4.Budget for success and failure

@juntajoe

Building the Analytics Pyramid

My Goal: Increase leads by 10% with no extra investment.

1.Primary indicators for my c-suite and my board.

2.Secondary indicators for influencers and for managers.

3.User indicators – for my “on the ground team”.

@juntajoe

Strategy in ACTION

@juntajoe

@juntajoe

@juntajoe

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

Average 24 original posts per week plus dozens more

curated/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 – Continually repurpose.

More Closed Business, Shorter Sales Cycles

@juntajoe

THE LAST SLIDE• Higher Purpose Calling• Understand the “reader”• Create Your Engagement Cycle• The Story Platform• The Channel Plan• Define Your Metrics/Set Expectations

@juntajoe

Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

THANK YOU