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Presentation given by Joe Pulizzi, founder of the Content Marketing Institute and author, Epic Content Marketing for the Business Marketing Association - Colorado Chapter. Presentation covers what content marketing is, details on buyer personas, a social media strategy for B2Bs re: Content and a subscription strategy.
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DevelopingEpic Content
Marketing to Drive Your Business
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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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Show Me the Research!
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http://bitly.com/cm-research
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Just 42% believe their content marketing is effective
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http://bitly.com/cm-research
66%
11%
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Biggest Content Marketing Challenge
Producing
Enough Content16
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WHY?
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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?
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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
Audience29
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Define the Audience
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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 should he care about the product us?
@JoePulizzi
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
@JoePulizzi
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
@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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Subscription Strategy
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Audience Building: The Influencer Hit List
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Use Social Media 4-1-1
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4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
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Give Content Gifts
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80%+
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And Finally…
ROI
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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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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 Idea (Kelly)7. Focus on Subscription8. Leverage SlideShare9. Start Partnering with Influencers10. Use Social Media 4-1-1
