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Epic Content Marketing:10 Forgotten Strategies
@JoePulizzi
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@JoePulizzi
@JoePulizzi
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@JoePulizzi
Today• A bit of history…• A bit of research…• 10 forgotten strategies…
(Large/Small/B2B/B2C)
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@JoePulizzi
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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@JoePulizzi
Example of trying…
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@JoePulizzi
Show Me the Research!
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@JoePulizzi
http://bitly.com/cm-research 14
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@JoePulizzi
Just 42% believe their content marketing is effective
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@JoePulizzi
Biggest Challenge:
Producing Enough Content
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@JoePulizzi
A PROBLEM WITH
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@JoePulizzi
Find Your Why
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@JoePulizzi
Create a Content Marketing Mission
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@JoePulizzi
Why?
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@JoePulizzi
Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
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@JoePulizzi
Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
1. Core Target Audience2. What Will Be Delivered3. The Outcome for the
Audience34
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@JoePulizzi
Develop Your Audience/Buyer Personas
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@JoePulizzi
Jeremy
• Mid 30’s – Coffee lover• Works at a bank • Responds to email; phone
not so much.• Frustrated because his
company is growing toofast to keep up with support
• Sales USP: Enable Jeremy to be 25% more effective! • Personal UVP: Give me more time to be me!!
Jeremy Our IT Buyer
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@JoePulizzi
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?
Buyer Persona Profiles
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@JoePulizzi
Get Your Content on the Same Page in the
Company
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@JoePulizzi
Social MediaPublic Relations
MarketingEmailMobileSearch
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@JoePulizzi
Plan to Repurpose Up Front, Not After
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@JoePulizzi
Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
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@JoePulizzi
Audience Building: The Influencer Hit List
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@JoePulizzi
Use Social Media 4-1-1
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@JoePulizzi
SalesSales
Content MarketingContent Marketing
InfluencerSharing
InfluencerSharing
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@JoePulizzi
Give Content Gifts
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@JoePulizzi
Focus on Subscription
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@JoePulizzi
80%
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@JoePulizzi
A year from now, what’s different?
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@JoePulizzi
Return on Objective
• Is the content driving sales?• Is the content saving costs?• Is the content making our customers happier, thus helping with retention?
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@JoePulizzi
Managing Content Marketing
My Goal: Impact on Sales, Costs or Retention
• Primary indicators for my CXO and my board.
• Secondary indicators forinfluencers and for managers.
• User indicators – for my “onthe ground team”.
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@JoePulizzi
TO DO:Ask ‘why?’ for every
channel
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@JoePulizzi
1. Watch Content 20202. Create a Content Marketing Mission Statement3. Be the Leading Information Expert in Your Industry4. Focus on Useful Content5. Answer Customer Questions6. Multiple Outputs Per Story Idea7. Focus on Subscription8. Leverage SlideShare9. Start Partnering with Influencers10. Use Social Media 4‐1‐1