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Small business content marketing workshop given for COSE (Council of Smaller Enterprises) in Cleveland, OH. Workshop covers content marketing strategy, tactics, measurement and more.
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Good to GreatContent Marketing
Creating Powerful Content that Grows Your Business
@JoePulizzi
Hi, I’m Joe Pulizzi @JoePulizzi
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$39,400
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@JoePulizzi
CONTENTMARKETING
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@JoePulizzi
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@JoePulizzi
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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@JoePulizzi
Example of trying…
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@JoePulizzi
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@JoePulizzi
You Don’t Need to be Coca-Cola or
Red Bull…
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Marcus SheridanCEO, 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
2009• Within Days of Bankruptcy
@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
Show Me the Research!
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@JoePulizzi
Source: sodahead.com
@JoePulizzi
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31%Budget
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57%Increasing
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Just 34% believe their content
marketing is effective
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Our Biggest Content Marketing Challenge
• Producing Enough Content• Producing the Kind of Content
that Engages
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THE PROBLEM WITH
WHAT?31
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WRONG QUESTION
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WHY?
@JoePulizzi
Find Your Why
There Are Two
@JoePulizzi
A year from now, what’s different?
@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?
@JoePulizzi
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”.
@JoePulizzi
@JoePulizzi
Enabling Women to Have More Quality Time with
Their Families
@JoePulizzi
@JoePulizzi
Enabling Teen Girls to Be More Confident with
Their Bodies
@JoePulizzi
@JoePulizzi
Helping Men Become Better Men
@JoePulizzi
@JoePulizzi
Help Engineers Answer the Most Challenging
Industrial Solder Questions
@JoePulizzi
Create a Content Marketing Mission
@JoePulizzi
Why?
@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.
@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.
1. Core Target Audience2. What Will Be Delivered3. The Outcome for the
Audience
@JoePulizzi
Assignment: Your Content Marketing Mission Statement
@JoePulizzi
Activity
• Define the who?• What are their pain points?• What can you deliver that is truly
remarkable to that person?• What do you want them to accomplish?• What do you need to accomplish?
@JoePulizzi
Don’t Start with Channel First
(but be great at one channel)
@JoePulizzi
@JoePulizzi
1. Situational Analysis – Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist.
2. Channel Objectives – Subscriber growth, Sharing that leads to search traction, Event signups.
3. Content Plan – Answering content marketing questions that aren’t being answered anywhere else. Challenging the community. Advancing the practice.
4. Metrics – Subscribers, Sharing metrics, Search indicators, referrals to event site.
5. Personas – “Doing” marketers at enterprise-level companies.
6. Editorial Calendar – Morning post, one per day. Instructional tone. Varied influencers.
@JoePulizziContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
@JoePulizzi
Focus on Subscription
@JoePulizzi
@JoePulizzi
Tool: Pippity
@JoePulizzi
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What is the difference between those who
engage in your content and those that
don’t?
@JoePulizzi
90%
@JoePulizzi
Building Audiences:Use Social Media 4-1-1
@JoePulizzi
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4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
@JoePulizzi
@JoePulizzi
Leverage SlideShareBONUS
@JoePulizzi
70Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
@JoePulizzi
71Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
@JoePulizzi
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 Idea7. Focus on Subscription8. Leverage SlideShare9. Start Partnering with Influencers10. Use Social Media 4-1-1
@JoePulizzi
THE LAST SLIDE!Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
- Mario Andrettihttp://taylordowns.com
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@JoePulizzi
Joe [email protected] • @JoePulizzi on Twitter
THANK YOU
Sept. 9-12, 2013 CLEVELAND
CONVENTION CENTER
Available Now on Pre-Order 74
