Epic Content Marketing Forgotten Strategies to Execute Now Joe - PowerPoint PPT Presentation

Epic Content Marketing Forgotten Strategies to Execute Now Joe Pulizzi Founder Content Marketing Institute

Session Speaker Joe Pulizzi Content Marketing Institute Author, Epic Content Marketing @JoePulizzi 2

@JoePulizzi 1 3

Let’s Discuss • A Bit of History (and definition) • A Smidge of Research • 6 Forgotten Strategies Specific to Content and Nurturing

@JoePulizzi

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@JoePulizzi Search Engine Social Media Optimization CONTENT STRATEGY Lead Generation 7

http://bitly.com/cm-research 8

Just 36% believe their content marketing is effective

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@JoePulizzi Nurturing with Content 11 11

Content Marketing Funnel The Messy Middle

@JoePulizzi Forgotten Strategies #1 – Define the Audience 13 13

Audience Persona Profiles Put your Journalist or Storyteller hat on: • WHO is the persona… emotionally attached • WHAT does she do? What does his day look like? • WHERE is the gap in his needs/wants? • WHEN does he need to close this gap? WHY should he care about the product us ? • 14

Jeremy Our IT Buyer Jeremy • Mid 30’s – Coffee lover • Works at a bank • Responds to email; phone not so much. • Frustrated because his company is growing too fast to keep up with support • Sales USP: Enable Jeremy to be 25% more effective! • Personal UVP: Give me more time to be me!! 15

Buyer Persona Profiles Put your Journalist or Storyteller hat on: • WHO is the persona… emotionally attached • WHAT does she do? What does his day look like? • WHERE is the gap in his needs/wants? • WHEN does he need to close this gap? WHY does he care about the product us ? • 16

Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year. 17

@JoePulizzi Forgotten Strategies #2 – Define the Outcome 18 18

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@JoePulizzi Create a Content Marketing Mission Statement 27 27

Why? 28

Welcome to Inc.com, the place Why? where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 29

Welcome to Inc.com, the place Why? where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience 30

@JoePulizzi Forgotten Strategies #3 – Choose the Right Content 31 31

Types of Content Early Stage Thought leadership and Research data, funny videos, entertainment to build curated lists, infographics, brand and awareness thought leadership Middle Stage Tools that help buyers find Buying guides, RFP templates, you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinars Late Stage Company-specific Pricing, demos, services information, 3 rd party reviews, information to help evaluate and reaffirm selection customer case studies Source: Marketo

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Best to Nurture • eNewsletters • In-Person Events • White Papers • Research Reports • eBooks 34

80%+

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AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@JoePulizzi • Deliver specific LinkedIn content to sales team. • Faster closes, more customer interactions. 39

@JoePulizzi Forgotten Strategies #4 – Don’t Overcomplicate 41 41

Mid-sized CMS company – large considered purchase ($100k to $200k) “okay, we’ll try this content marketing thing” BUT, customer acquisition was 1.2x the cost 1.5x as long 42

Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share 43

Building a Better Persona #1 Business/Thought Leadership Webinar Attended How-To-Webinar Attended CTAs in Report (Landing eBook/White Paper Version of Page/Phone #) Webinar (10 Steps) 44

@JoePulizzi Forgotten Strategies #5 – Find the Bigger Story 45 45

@JoePulizzi #5 – Find the Bigger Story 46 46

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@JoePulizzi Forgotten Strategies #6 – Don’t Forget Print 50 50

@JoePulizzi • 90% of subscribers take some kind of action upon reading the publication.

@JoePulizzi • “Has helped us get more conversations with the C- Suite than any other tool we have.” – Mike Kidder, VP Marketing 52

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Thank You Joe Pulizzi Founder Content Marketing Institute joe@contentinstitute.com @JoePulizzi