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Presentation from Joe Pulizzi, Content Marketing Institute, highlighting 10 keys to content marketing success. Presented at Social Media Marketing World and Web Association Cleveland.
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Good to Great Content Marketing:
10 StepsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World
Co-Author, Get Content Get Customers and Managing Content Marketing
September 9-12, 2013 CLEVELAND, OH
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
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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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54%Increasing
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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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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.
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.
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
1. Core Target Audience2. What Will Be Delivered3. 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; 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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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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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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60Design ©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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65Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
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66Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
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67Design ©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.
Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
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