10 Steps to

Content Marketing Success

Joe Pulizzi

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Example of trying…

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I see the future and it is

____________

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Red Bull – The Media Co.

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Show Me the Research!

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http://bitly.com/cm-research

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http://bitly.com/cm-research

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54%Increasing

http://bitly.com/cm-research

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Why Are We Here?Just 36% 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?

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WHY?

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Questions?

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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 Audience

2. What Will Be Delivered

3. The Outcome for the

Audience

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Develop Your

Audience/Buyer Personas

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One Buyer Persona For Every Group

• Job title, Vertical, Power in organization

• Different products or services?

• It’s the WHO you are marketing to

Developing Buyer Personas

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Jeremy

• Mid 30’s – Coffee lover

• Works at a bank

• Responds to email; phonenot so much.

• Frustrated because hiscompany 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 Media

Public Relations

Marketing

Email

Mobile

Search

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Plan to Repurpose Up

Front, Not After

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Highly Atomized Within 5 Key Topic Areas

At least 20 unique pieces of content for each of 100+ keywords per year.

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Bring In the Influencers

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Focus on Subscription

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Use Social Media 4-1-1

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61 Design ©2012 Social Media Examiner, Content

Copyright Presenter • Do not distribute

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Give Content Gifts

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Leverage SlideShare

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66 Design ©2012 Social Media Examiner, Content

Copyright Presenter • Do not distribute

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67 Design ©2012 Social Media Examiner, Content

Copyright Presenter • Do not distribute

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68 Design ©2012 Social Media Examiner, Content

Copyright Presenter • Do not distribute

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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 • @juntajoe on Twitter

Sept. 9-11, 2013

CLEVELAND, OH

Available Now on Pre-Order