build your platform, your audience, and your business with content marketing

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BUILD YOUR PLATFORM, YOURAUDIENCE, AND YOUR BUSINESSWITH CONTENT MARKETING

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Ann Handley | Chief Content Officer Joe Pulizzi | FounderMarketingProfs@annhandley

Content Marketing Institute@JoePulizzi

PANEL SPEAKERS

The Dynamic CommunicatorTM

@dynamicjill

Jill Schiefelbein | Owner MODERATOR PRESENTER PRESENTER

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TODAY’S AGENDA

Rethinking The Way We MarketOur Businesses

Creating a Content Marketing Strategy

Delivering Value Outside Our Products

Strategizing Your Content Marketing Base

Building An Audience

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RETHINKING THE WAY WE MARKET OUR BUSINESSES

CHANNEL EXPLOSION

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CONTENT MARKETING

Instead of COMMUNICATINGthrough someone else’s channel,

we CREATE and DISTRIBUTEour own AMAZING information

and build audiences.

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AUDIENCE-CENTRIC VERSUS BUSINESS-DRIVEN

AMAZING INFORMATION

=WHAT YOUR

AUDIENCE VALUES

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IN A NOISY WORLD, THIS IS YOUR COMPETITION

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CONTENT MARKETING TRENDS

Source: 2016 Content Benchmarks Study

77% of B2C orgs plan to produce more content in 2016.

76% of B2B

50% of B2C orgs plan to spend more on content in 2016.

51% of B2B

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A BIGGER BOAT

WE’RE GONNA NEED

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ENGAGING CONTENT IS MOREABOUT BRAINS THAN BUDGET

‘Engaging Content’=

Top Challenge

*56% of B2C

Source: Content Benchmarks Study

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CREATING A CONTENTMARKETING STRATEGY

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FIRST, BUILD AN AUDIENCE.THEN, MONETIZE IT.

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ANN REARDON

January 2012100 YouTube Subscribers

2.5 Million Subscribers

April 2016

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EVERYONE STOPS AT THE SWEET SPOT…

HARDLY ANYONE TILTS THE CONTENT.

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FOOD SCIENTIST

IMPOSSIBLE FOOD CREATIONS

CONTENT TILT

AUDIENCE

EDUCATION

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DELIVERING VALUE OUTSIDE YOUR PRODUCTS

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CREATE ACONTENT MARKETINGMISSION STATEMENT

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THREE STEPS TO CREATING YOUR MISSION STATEMENT

Core Target Audience

“Welcome to Digital Photography School – a website with simple

tips to help digital camera owners get the most out of their cameras.”

What Will Be Delivered

The Outcome For the Audience

1

2

3

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CASE STUDY: INDIUM CORPORATION BLOGS

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HAVE A RECOGNIZABLEPERSPECTIVE AND

POINT OF VIEW

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THEY LEAD THEM. SMART COMPANIES DON’T FOLLOW TRENDS.

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STRATEGIZING YOURCONTENT MARKETING BASE

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CASE STUDY: COPYBLOGGER

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YOUR CONTENT MARKETING BASE

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BUILDING YOUR AUDIENCE

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CASE STUDY: FACEBOOK & GOOGLE+

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CASE STUDY: SOUNDCLOUD & SLACK

74.4 K

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FOCUS ON SUBSCRIBERS AS A KEY METRIC

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YAY!

BOO!

^^

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MUST HAVES

Amazing E-Newsletter

Exchange of Value

Ebook, Research Report, etc.

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WHAT’S THE DIFFERENCE BETWEEN...

THOSE WHO SUBSCRIBE TO MY CONTENT

AND THOSE WHO DON’T?

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CASE STUDY: JOHN DEERE’S THE FURROW

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CONTENT MARKETING AND MONETIZATION

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BE THE LEADING EXPERT IN YOUR NICHE

A LOYAL AUDIENCE LEADS TO REVENUE!

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Q&A

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CLOSING THOUGHTS

Ann HandleyChief Content Officer

MarketingProfs@annhandley

Joe PulizziFounder

Content Marketing Institute@JoePulizzi

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MORE GREAT THINGS TO COME

Look out for the recording in your

inbox coming soon

Today: Part 3 of 4in the Entrepreneur

Biz Tech Webinar Series made possible by Comcast Business

Find out what’s next and register at entrepreneur.com/

events

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THANK YOU

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