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5 Essentials toEpic Content Marketing[for Business]Joe Pulizzi (@JoePulizzi)Founder, Content Marketing Institute
Author, Content Inc.#acrolinxcc
CMI teaches marketers how to effectively own their media channels to attract and retain customers
CONTENT MARKETING INSTITUTE
EVENTS MAGAZINE CONSULTATIONContent Marketing World Chief Content Officer Education, Training, Advisory
@JoePulizzi
@JoePulizzi
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JEFF ROHRS CHANNELS SLIDE EXAMPLE
60+%
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Content MarketingInstead of communicating through someone else’s channel, we create and distributeour own amazing information and build audiences.
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Content MarketingThe content is closely related to what you sell – you are educating people so that they know, like and trust you enough to buy from you.
BUILDING ASSETS
90% OF BUSINESSES USE CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
30%
30%CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
EffectiveContent Marketers
IneffectiveContent Marketers
BUDGET
→ Effective = 37%
→ Ineffective = 16%
BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers Plan on Spending More Next Year
FIRST, BUILD AN AUDIENCETHEN, MONETIZE IT
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5 Elements
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What do all media companies do that you do not with your content?
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Create Your Mission Statement: - Defined Audience - Deliver - Outcome
A ProvenContent Formula
WAIT FOR IT…
LOADING
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del iveryTHE BASE
CASE STUDY
@JoePulizzi
Red Bull
CASE STUDY
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Copyblogger
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ONE CONTENT TYPE
One PlatformConsistent Delivery
OVER TIME (12+ MONTHS)
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YAY!
BOO!
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MUST HAVES
Amazing E-NewsletterExchange of Value(Ebook, Research Report, Etc.)
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CREATE THE PLAN…
FOCUS EVERYTHINGON BUILDING AN AUDIENCE.
CONTENT AS AN ASSET
@JoePulizzi
TAKEAWAYS• Set Your Goals for Sales, Savings or
Sunshine• Why Are You Using Each Channel?• Focus On the Reader’s Outcome• Create the Content Mission Statement• One Content Type, One Main Channel Per
Audience
• Need an amazing E-Newsletter and remarkable download
• Don’t Build Your House on Rented Land• What do your subscribers do differently?• Think About Buying vs. Building• BE PATIENT!!!
@JoePulizzi
TAKEAWAYS• Set Your Goals for Sales, Savings or
Sunshine• Why Are You Using Each Channel?• Focus On the Reader’s Outcome• Create the Content Mission Statement• One Content Type, One Main Channel Per
Audience
• Need an amazing E-Newsletter and remarkable download
• Don’t Build Your House on Rented Land• What do your subscribers do differently?• Think About Buying vs. Building• BE PATIENT!!!
TheStoryofContent.com
