October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing

Epic Content Marketing:10 Forgotten Strategies

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Today• A bit of history…• A bit of research…• 10 forgotten strategies…

(Large/Small/B2B/B2C)

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Example of trying…

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Show Me the Research!

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http://bitly.com/cm-research 14

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Just 42% believe their content marketing is effective

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Biggest Challenge:

Producing Enough Content

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A PROBLEM WITH

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Find Your Why

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Create a Content Marketing Mission

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Why?

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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.

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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

Audience34

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Develop Your Audience/Buyer Personas

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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

• Sales USP: Enable Jeremy to be 25% more effective! • Personal UVP: Give me more time to be me!!

Jeremy Our IT Buyer

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Put your Journalist or Storyteller hat on:

• WHO is the persona… emotionally attached• WHAT does she do? What does his day look like?• WHERE is the gap in his needs/wants?• WHEN does he need to close this gap?

• WHY does he care about the product us?

Buyer Persona Profiles

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Get Your Content on the Same Page in the

Company

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Plan to Repurpose Up Front, Not After

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Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.

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Audience Building: The Influencer Hit List

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Use Social Media 4-1-1

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SalesSales

Content MarketingContent Marketing

InfluencerSharing

InfluencerSharing

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Give Content Gifts

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Focus on Subscription

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80%

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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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TO DO:Ask ‘why?’ for every

channel

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1. 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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Joe Pulizzijoe@contentinstitute.com • @JoePulizzi on Twitter