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Go Epic with Content!
with Joe Pulizzi
Go EPIC with Content Six Insights @JoePulizzi
Content Marketing Institute CMI teaches marketers how to effectively own their media channels
to attract and retain customers.
@JoePulizzi
Today
• A bit of history…
• A bit of research…
• Six content insights…
(Large/Small/B2B/B2C)
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@JoePulizzi
The Original Content Marketing
Program?
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@JoePulizzi
@JoePulizzi
Content Marketing is…
• Editorially-based
• Marketing-backed
• Behavior-driven
• Targeted
• Multi-platform (media agnostic)
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@JoePulizzi
The Most Famous Content Marketing
Strategy In the World!
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@JoePulizzi
@JoePulizzi
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@JoePulizzi
Show Me the Research!
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@JoePulizzi
http://bitly.com/cm-research
@JoePulizzi
Just 42% believe their
content marketing is effective
@JoePulizzi
http://bitly.com/cm-research
@JoePulizzi
Biggest Challenge:
Producing Enough Content
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@JoePulizzi
WHY?
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@JoePulizzi
Find Your Why
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Search Engine Optimization
Lead Generation
Social Media
INDIUM CONTENT
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@JoePulizzi
Create a Content
Marketing Mission
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@JoePulizzi
Why?
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@JoePulizzi
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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@JoePulizzi
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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1. Core Target Audience
2. What Will Be Delivered
3. The Outcome for the
Audience
@JoePulizzi
Answering
Customer Questions
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@JoePulizzi
Marcus Sheridan CEO, River Pools & Spas
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
@JoePulizzi
2007 • $4.5 million in Sales
• $250,000 advertising spend
• Sold more fiberglass swimming pools than any other pool retailer in North America.
• $40,000 in advertising spend
• Won 15% more bids
• Cut sales cycle in half.
2011
@JoePulizzi
@JoePulizzi
75,000 visits per month
@JoePulizzi
Yep, David vs. Goliath is Real
@JoePulizzi
@JoePulizzi
@JoePulizzi
Get Your Content on the
Same Page in the
Company
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@JoePulizzi
Social Media
Public Relations
Marketing
Mobile
Search 43
@JoePulizzi
Create a “why?” for each channel
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@JoePulizzi
Plan to Repurpose Up
Front, Not After
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@JoePulizzi
Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.
@JoePulizzi
Building Audience with
Influencers
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@JoePulizzi
The Social Media 4-1-1 Plan
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@JoePulizzi
Sales
Content Marketing
Influencer Sharing
@JoePulizzi
@JoePulizzi
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80%
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A year from now, what’s different?
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@JoePulizzi
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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@JoePulizzi
How can you create better customers
with content?
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@JoePulizzi
Mid-sized CMS company – large
considered purchase ($100k to $200k)
“okay, we’ll try this content marketing thing”
BUT, customer acquisition was
1.2x the cost
1.5x as long
@JoePulizzi
Persona #1 Building a Better Business/Thought Leadership
Webinar
How-To-Webinar
eBook/White Paper Version of Webinar (10 Steps)
CTAs in Report (Landing
Page/Phone #)
Attended
Attended
@JoePulizzi
“wait for it....”
Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share
Creating Better
Customers
@JoePulizzi
@JoePulizzi
1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Ask “why?” for each channel
4. Find Your Content Ambassadors
5. Consider a Subscription Strategy
6. Leverage SlideShare
7. Start Partnering with Influencers
8. Use Social Media 4-1-1
9. Know the Business Objective
10. Tell a Different Story!
Thanks for attending!
#VocusWebinar @vocus
The Vocus Family
About Vocus Vocus is a leading provider of cloud marketing software that helps
businesses reach and influence buyers across social networks, online and
through media. Vocus provides an integrated suite that combines social
marketing, search marketing, email marketing and publicity into a
comprehensive solution to help businesses attract, engage and retain
customers. Vocus software is used by more than 120,000 organizations
worldwide and is available in seven languages. Vocus is based in Beltsville,
MD with offices in North America, Europe and Asia. For further information,
please visit http://www.vocus.com or call (800) 345-5572
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