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Joe Pulizzi presents research about the State of Content Marketing for the New England Content Strategy meetup. Also included are differences/similarities between content strategy, content marketing and inbound marketing.
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The State of Content MarketingA Wednesday in New England
@Hubspot w/ @JuntaJoe
Marketing Services Content Marketing
September 6-7-8, 2011CLEVELAND, OH
Agenda
ONE
The 80/20 Rule of Content
CustomerContent
SalesContent
SalesContent
CustomerContent
Your Customers
Don’tCare
About You!
Content Marketing…
• Marketers as publishers
• Owning the media, not renting the media
• Attract and/or retain customers by creating/curatingvaluable and compelling content on a consistent basis to maintain or change a behavior.
Content Marketing vs.
• Content Strategy
Content strategy is the first step. The PLAN for how we “create, deliver and govern content.” (KH) Content marketing is how we take that plan and leverage it to attract and retain customers.
Much more internal-focus on process. CM more external focus on engagement/action.
Content Marketing vs.
• Inbound Marketing
IM is “getting found by people already learning about or shopping in your industry.” (Hubspot)
This is an important part of CM, but does not including lead nurturing, customer retention and other content goals.
Yes, we are all publishers…
Search Engine Optimization
LeadGeneration
Social Media
