Joe Pulizzi: The Evolution of Content

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sodahead.com

38%

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EffectiveContent Marketers

IneffectiveContent Marketers

CloselyFollowTheStrategy

CRITICAL:

→ Documented Content Marketing Strategy

→ Follow It Consistently

STRUCTURE

→ Independent Unit→ Separate Department→ Organized in a Silo

EffectiveContent Marketers

IneffectiveContent Marketers

METRICS:

→ 8X More Successful

→ More Metrics (6 versus 4)

→ Less Emphasis on Web Traffic

BUDGET

→ Effective = 37%

→ Ineffective = 16%

BUDGET

→ Effective = 37%

→ Ineffective = 16%

All Content Marketers Plan on Spending More Next Year

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5 Elements

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• CMO Gas Station Example

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Create Your Mission Statement: - Defined Audience - Deliver - Outcome

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