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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
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@juntajoe
Web ContentStrategy
(in 45 minutes)
Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World
Co-Author, Get Content Get Customers and Managing Content Marketing
@juntajoe
Agenda
• Setting the Stage• Lots of Time on “Why?”• Over 80 Slides – Are you kidding me?• End with a Case Study
@juntajoehttp://bit.ly/2012cmtrends
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What?
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Wrong Question
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Strategy (the planning of the “what”) must always precede
the tactics (the “what” and “how”)
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Why?
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Why?
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Search Engine Optimization
LeadGeneration
Social MediaYOUR UNIQUE
STORY
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“Where your talents meet the needs of the world, therein lies
your calling.”
Aristotle
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BusinessPurpose
HigherPurpose
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HIGHERPURPOSE
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Higher Purpose in Action
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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 Sexuality
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Helping Men Become Better Men
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Who?
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Set up Listening Posts(Identify Pain Points)
KEYWORDANALYSIS
GOOGLEINSIGHTS
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Put your Journalist hat on:
• WHO is the persona?
• WHAT does she do? What does her day look like?
• WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?
• WHY does he care about us
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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
• USP: Enable Jeremy to be 25% more effective!
Jeremy The IT Buyer
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Small or Big
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The Sales Funnel
Contacts
Leads
Qualified Opportunities
Finalist
Verbal
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The Buying Process
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The Engagement Cycle
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How?
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A Publishing Model
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A Publishing Model
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A Publishing Model
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Time to get the content…
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Taking 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?
Basic Content Audit
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Filling the gaps…
1. Raw content that is POSSIBLE
2. Employee AWARENESS
3. OUTSIDE Sources
4. Organizing the TEAM
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The content marketing team….Typical roles within your existing team…
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What?/When?
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TITLE AUTHOR META DATA.
Taking the Stories…
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A Segmentation Grid
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Map Our Content
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Not All Content Is Equal• Repurpose content• Re-Title and Repackage• Sometimes better targeted
to another personaor elsewhere in funnel.
Fill The Holes
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Repackaging The Content
BECOMES
CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
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Where?
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Creating Our Channel Plan1. Channel Objectives
The objectives of the channel.. its purpose, personality, velocity, other initiatives
2. MetricsExpectations for the channel – not measurement goals.
3. Personas AddressedWhich personas are addressed by this channel?
4. Editorial CalendarIt’s fed by multiple initiatives – it should be balancedVelocity, Tone, Desired Action, Structure
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http://bit.ly/cmplaybook
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There is More Than 1 Content Metric
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Building the Analytics Pyramid
1.Measure everything – Report only what’s important
2.Use analytics to drive changes to process, not prove a point.
3.Always ask – “what is the action we can take on this metric” (positive and negative)
4.Budget for success and failure
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Building the Analytics Pyramid
My Goal: Increase leads by 10% with no extra investment.
1.Primary indicators for my c-suite and my board.
2.Secondary indicators for influencers and for managers.
3.User indicators – for my “on the ground team”.
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Strategy in ACTION
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
Average 24 original posts per week plus dozens more
curated/90% participation.
850% increase in site visitors in last 18 months.
10,000+ enewsletter subscribers with 25% open rate.
Over 1,000 published blogs, articles, videos and
podcasts – Continually repurpose.
More Closed Business, Shorter Sales Cycles
@juntajoe
THE LAST SLIDE• Higher Purpose Calling• Understand the “reader”• Create Your Engagement Cycle• The Story Platform• The Channel Plan• Define Your Metrics/Set Expectations
