Pulizzi content marketing now conf 2012-content strategy_day1

  • Published on
    13-May-2015

  • View
    832

  • Download
    0

DESCRIPTION

Joe Pulizzi, founder Junta42 the Content Marketing Institute, will explore why and how a web content strategy will help you attract and retain customers, and help you ultimately choose the right online marketing tactics. Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com #contentnow

Transcript

<ul><li>1.@juntajoe Web ContentStrategy(in 45 minutes)Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing</li></ul> <p>2. @juntajoe Agenda Setting the Stage Lots of Time on Why? Over 80 Slides Are you kidding me? End with a Case Study 3. @juntajoehttp://bit.ly/2012cmtrends 4. @juntajoeWhat? 5. @juntajoe 6. @juntajoe 7. @juntajoe 8. @juntajoeWrong Question 9. @juntajoeStrategy (the planning of thewhat) must always precede the tactics (the what andhow) 10. @juntajoeWhy? 11. @juntajoe 12. @juntajoe 13. @juntajoe 14. @juntajoe 15. @juntajoe 16. @juntajoe 17. @juntajoeWhy? 18. @juntajoeSearch EngineSocial Media OptimizationYOUR UNIQUE STORYLeadGeneration 19. @juntajoeWhere your talents meet theneeds of the world, therein lies your calling. Aristotle 20. @juntajoeBusinessHigherPurposePurpose 21. @juntajoe 22. @juntajoe HIGHERPURPOSE 23. @juntajoeHigher Purpose in Action 24. @juntajoe 25. @juntajoeEnabling Women to Have More Quality Time with Their Families 26. @juntajoe 27. @juntajoeEnabling Teen Girls toBe More Confident withTheir Sexuality 28. @juntajoe 29. @juntajoeHelping Men Become Better Men 30. @juntajoeWho? 31. @juntajoe 32. @juntajoeSet up Listening Posts(Identify Pain Points) KEYWORD ANALYSIS GOOGLE INSIGHTS 33. @juntajoePut your Journalist hat on: WHO is the persona? WHAT does she do? What does her daylook like? WHERE is the gap in his needs/wants? WHEN does he need to close this gap? WHY does he care about us 34. @juntajoeJeremy The IT BuyerJeremy Mid 30s Coffee lover Works at a bank Responds to email, phonenot so much. Frustrated because hiscompany is growing toofast to keep up with support USP: Enable Jeremy to be 25% more effective! 35. @juntajoeSmall or Big 36. @juntajoeThe Sales Funnel ContactsLeadsQualified Opportunities FinalistVerbal 37. @juntajoeThe Buying Process 38. @juntajoeThe Engagement Cycle 39. @juntajoeHow? 40. @juntajoe 41. @juntajoe 42. @juntajoe 43. @juntajoe 44. @juntajoe 45. @juntajoe 46. @juntajoeA Publishing Model 47. @juntajoeA Publishing Model 48. @juntajoeA Publishing Model 49. @juntajoeTime to get the content 50. @juntajoeBasic Content AuditTaking stock of your content can be complex. Goal is to identify the content Good enough is in many cases Good Enough Identify ALL the different types of marketing content Is it supporting the Engagement Cycle? 51. @juntajoe Filling the gaps1. Raw content that is POSSIBLE2. Employee AWARENESS3. OUTSIDE Sources5. Organizing the TEAM 52. @juntajoeThe content marketing team. Typical roles within your existing team 53. @juntajoeWhat?/When? 54. @juntajoeTaking the StoriesTITLE AUTHOR META DATA. 55. @juntajoeA Segmentation Grid 56. @juntajoeMap Our Content 57. @juntajoeFill The HolesNot All Content Is Equal Repurpose content Re-Title and Repackage Sometimes better targetedto another personaor elsewhere in funnel. 58. @juntajoeRepackaging The ContentBECOMESCFO TOP OF THE FUNNEL DIR. IT MID-FUNNEL 59. @juntajoeWhere? 60. @juntajoe 61. @juntajoeCreating Our Channel Plan1. Channel Objectives The objectives of the channel.. its purpose, personality, velocity, other initiatives2. Metrics Expectations for the channel not measurement goals.4. Personas Addressed Which personas are addressed by this channel? Editorial CalendarIts fed by multiple initiatives it should be balancedVelocity, Tone, Desired Action, Structure 62. @juntajoe 63. @juntajoehttp://bit.ly/cmplaybook 64. @juntajoe 65. @juntajoeThere is More Than 1 Content Metric 66. @juntajoeBuilding the Analytics Pyramid3.Measure everything Report only whats important4.Use analytics to drive changes to process, not prove a point.5.Always ask what is the action we can take on this metric (positive and negative)7.Budget for success and failure 67. @juntajoeBuilding the Analytics Pyramid My Goal: Increase leads by10% with no extrainvestment. 5.Primary indicators for my c- suite and my board. 6.Secondary indicators for influencers and for managers. 8.User indicators for my on the ground team. 68. @juntajoeStrategy in ACTION 69. @juntajoe 70. @juntajoe 71. @juntajoe 72. @juntajoeAWARENESS SEO PUBLIC RELATIONS NURTURINGEMAILLEAD NURTURINGCRM / SOCIAL LOYALTY PROGRAMCUSTOMER EVENTS 73. @juntajoeAWARENESS SEO PUBLIC RELATIONS NURTURINGEMAILLEAD NURTURINGCRM / SOCIAL LOYALTY PROGRAMCUSTOMER EVENTS 74. @juntajoeAWARENESS SEO PUBLIC RELATIONS NURTURINGEMAILLEAD NURTURINGCRM / SOCIAL LOYALTY PROGRAMCUSTOMER EVENTS 75. @juntajoeAWARENESS SEO PUBLIC RELATIONS NURTURINGEMAILLEAD NURTURINGCRM / SOCIAL LOYALTY PROGRAMCUSTOMER EVENTS 76. @juntajoeAWARENESS SEO PUBLIC RELATIONS NURTURINGEMAILLEAD NURTURINGCRM / SOCIAL LOYALTY PROGRAMCUSTOMER EVENTS 77. @juntajoeAWARENESS SEO PUBLIC RELATIONS NURTURINGEMAILLEAD NURTURINGCRM / SOCIAL LOYALTY PROGRAMCUSTOMER EVENTS 78. @juntajoeAWARENESS SEO PUBLIC RELATIONS NURTURINGEMAILLEAD NURTURINGCRM / SOCIAL LOYALTY PROGRAMCUSTOMER EVENTS 79. @juntajoeAverage 24 original posts per week plus dozensmore curated/90% participation.850% increase in site visitors in last 18 months.10,000+ enewsletter subscribers with 25% openrate.Over 1,000 published blogs, articles, videos andpodcasts Continually repurpose.More Closed Business, Shorter Sales Cycles 80. @juntajoeTHE LAST SLIDE Higher Purpose Calling Understand the reader Create Your Engagement Cycle The Story Platform The Channel Plan Define Your Metrics/SetExpectations 81. @juntajoeTHANK YOU Joe Pulizzijoe@contentinstitute.com @juntajoe on Twitter </p>

Recommended

View more >