best practices in content marketing - australia
Post on 15-Sep-2014
1 views
DESCRIPTION
Presentation given by Joe Pulizzi, Content Marketing Institute on behalf of GoToWebinar Australia. Presentation covers the latest research in content marketing and five best practices seen in the field of content marketing.TRANSCRIPT
@juntajoe
GOOD to GREAT
Content MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World
Co-Author, Get Content Get Customers and Managing Content Marketing
@juntajoe
TODAY’S AGENDA• Move Fast – 90 Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five content activities that Separate the
Good from the Great in Content• Q&A
@juntajoe
@juntajoe
Barriers to Entry are Gone
• Content Acceptance
• Talent
• Technology
@juntajoe
As Heard Recently…
“We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.”
Pam DidnerIntel
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
@juntajoe
What is your biggest content marketing challenge?
POLL
@juntajoe
http://bit.ly/2012cmtrends
@juntajoe
http://bit.ly/2012cmtrends
@juntajoe
http://bit.ly/2012cmtrends
@juntajoe
http://bit.ly/2012cmtrends
@juntajoe
http://bit.ly/2012cmtrends
@juntajoe
Shutterstock
@juntajoe
Shutterstock
@juntajoe
@juntajoe
@juntajoe
THE PROBLEM WITH
WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
(the planning of the “what”) must always precede the tactics (the
“what” and “how”)
STRATEGY
@juntajoe
WHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Why?
@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
YOUR UNIQUE STORY(authority to publish)
@juntajoe
BusinessPurpose
HigherPurpose
@juntajoe
@juntajoe
HIGHERPURPOSEHIGHER
PURPOSE
@juntajoe
Five Content Types that Separate the
Good to Great Content Marketers
@juntajoe
The Niche, Non-Sales Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Story Explosion
@juntajoe
The Kelly Situation:
Product: Complex workforce solutions
Target: Largest 5,000 companies globally
Deal Size: $50m - $2bn
Key Buyer Titles: HR, Procurement, Operations, C-Suite
Ave Time to Close: 12-24 months
@juntajoe
@juntajoe
@juntajoe
The Chief Storyteller
@juntajoe
The Content Marketing TeamTypical roles within your existing team…
@juntajoe
Social MediaPublic Relations
MarketingEmailMobileSearch
@juntajoe
Example….
Todd WheatlandVP of Thought LeadershipKelly Services
@juntajoe
Example…
Rob YoegelContent Marketing DirectorMonetate
@juntajoe
Leveraging Employeesin Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
@juntajoe
Building the Content Community
(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
@juntajoe
• 4-5-6 March 2013• Sheraton On the Park, Sydney• http://sydney.contentmarketingworld.com• CODE: GOTOWEBINAR for 100 AUD Discount
