Small Business Content Marketing Workshop - Good to Great

Good to GreatContent Marketing

Creating Powerful Content that Grows Your Business

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Hi, I’m Joe Pulizzi @JoePulizzi

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$39,400

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CONTENTMARKETING

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Example of trying…

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You Don’t Need to be Coca-Cola or

Red Bull…

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Marcus SheridanCEO, River Pools & Spas

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2007

• $4.5 million in Sales• $250,000 advertising spend

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2007

• $4.5 million in Sales• $250,000 advertising spend

2009• Within Days of Bankruptcy

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2007• $4.5 million in Sales• $250,000 advertising spend

• Sold more fiberglass swimming pools than any other pool retailer in North America.

• $40,000 in advertising spend• Won 15% more bids• Cut sales cycle in half.

2011

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75,000 visits per month

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Yep, David vs. Goliath is Real

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Show Me the Research!

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Source: sodahead.com

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31%Budget

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57%Increasing

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Just 34% believe their content

marketing is effective

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Our Biggest Content Marketing Challenge

• Producing Enough Content• Producing the Kind of Content

that Engages

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THE PROBLEM WITH

WHAT?31

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WRONG QUESTION

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WHY?

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Find Your Why

There Are Two

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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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Managing Content Marketing

My Goal: Impact on Sales, Costs or Retention

• Primary indicators for my CXO and my board.

• Secondary indicators forinfluencers and for managers.

• User indicators – for my “onthe ground team”.

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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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Create a Content Marketing Mission

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Why?

@JoePulizzi

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.  

@JoePulizzi

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

Audience

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Assignment: Your Content Marketing Mission Statement

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Activity

• Define the who?• What are their pain points?• What can you deliver that is truly

remarkable to that person?• What do you want them to accomplish?• What do you need to accomplish?

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Don’t Start with Channel First

(but be great at one channel)

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@JoePulizzi

1. Situational Analysis – Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist.

2. Channel Objectives – Subscriber growth, Sharing that leads to search traction, Event signups.

3. Content Plan – Answering content marketing questions that aren’t being answered anywhere else. Challenging the community. Advancing the practice.

4. Metrics – Subscribers, Sharing metrics, Search indicators, referrals to event site.

5. Personas – “Doing” marketers at enterprise-level companies.

6. Editorial Calendar – Morning post, one per day. Instructional tone. Varied influencers.

@JoePulizziContent 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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Focus on Subscription

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Tool: Pippity

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What is the difference between those who

engage in your content and those that

don’t?

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90%

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Building Audiences:Use Social Media 4-1-1

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4 - 1 - 1

Sales

Content Marketing

InfluencerSharing

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Leverage SlideShareBONUS

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70Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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71Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

@JoePulizzi

10 TO DO’S1. Watch Content 20202. Create a Content Marketing Mission Statement3. Be the Leading Information Expert in Your Industry4. Focus on Useful Content5. Answer Customer Questions6. Multiple Outputs Per Story Idea7. Focus on Subscription8. Leverage SlideShare9. Start Partnering with Influencers10. Use Social Media 4-1-1

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THE LAST SLIDE!Get Uncomfortable:

If you don’t feel like you are going to run off the road, you are not driving fast enough.

- Mario Andrettihttp://taylordowns.com

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Joe Pulizzijoe@contentinstitute.com • @JoePulizzi on Twitter

THANK YOU

Sept. 9-12, 2013 CLEVELAND

CONVENTION CENTER

Available Now on Pre-Order 74