TOM PISELLO, Chairman & Founder

JOE PULIZZI, CEO

http://www.contentmarketinginstitute.com

Twitter: @juntajoe

Content Marketing: How do you Compare?

Research and Tools to Take your Content Marketing to the Next Level

http://www.alinean.com

Twitter: @tpisello

Agenda

• Trends, Research and What to Do About It?

• How do You Compare? Content Marketing Assessment Tool

• Next Steps

• Questions & Answers

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• Questions & Answers

Content MarketingTrends, Research and

What To Do About It

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Joe PulizziExecutive Director, Content Marketing Institute

Are

Marketers

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Marketers

Publishers?

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Publishing Is?

•Publishing is the process of production and dissemination of information – the activity of making information available for public view.

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http://en.wikipedia.org/wiki/Publisher

Former Barriers to Entry

•Content Acceptance

•Talent

•Technology

Databases

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•Databases

The Difference?

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Marketers as Publishers

Owning the media, not Renting the media

Content Marketing is…

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Owning the media, not Renting the media

Attract and/or retain customers by creating /curating valuable and compelling content on a

consistent basis to maintain or change a

behavior.

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Participant Demographics

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Content Marketing Budgets

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Content Marketing Spending Growth

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Content MarketingHow do You Compare?

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Tom PiselloChairman & Founder, Alinean, Inc.

Content Marketing Assessment Tool

• For Marketers

– Confirm content marketing spending, tactics and effectiveness

– Identify improvement opportunities

– Get advice on recommended improvements

• For Consultants / Agencies

– Engage prospects with provocative insights

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– Engage prospects with provocative insights

– Deliver consultative advice based on research insights

• Goal: Make the research dynamic / personalized for every organization

– Provide specific peer comparisons – to averages and leaders

– Illuminate only relevant opportunities for improvement

– Deliver specific recommendations to help improve content marketing effectiveness and ROI

Gives & Gets

• Give

– 8 to 10 minutes

– 26 questions

• Get

– 26 page research report

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– 26 page research report

– Completely customized for you

Accessing the Tool

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Getting Started

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Organization Profile

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Go-To-Market Profile

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Goals and Measurement

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Management

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Strategy

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Spending

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Effectiveness

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Assessment Results

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Personalized Research / Analysis Report

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Tool Tips and Tricks

• Use Tip Help (i) icons

• If a group, answer as a group

– Workshop

– Use collaborate button to share input / results asynchronously

Don’t focus on issues alone …. Kudos are in order!

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• Don’t focus on issues alone …. Kudos are in order!

• For most relevant insight / advice

– Can do Overall Company, however ….

– Best used for each Business Unit vs. Overall Company

• Track over time

– Report card vs. prior reports

– Benchmarks updated every quarter

Next Steps

• Take the personalized content marketing assessment:http://www.contentmarketinginstitute.com/assessment/

• Get answers to 50 common content marketing

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• Get answers to 50 common content marketing questions:http://bit.ly/50contentquestions

• Content Marketing World: September 6 - 8http://www.contentmarketingworld.com/

• Contact us for a complimentary 30-minute consultation:Robert@junta42.com

Q&A

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http://www.contentmarketinginstitute.com/assessment/