filmteractive conference 2014 presentation - joe pulizzi "epic content marketing – how to...
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Epic Content Marketing – how to tell a different story, break through clutter and win more customers.TRANSCRIPT
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@JoePulizzi #CMWorld
How to Become anEpic Content Marketer
@JoePulizziFounder, Content Marketing Institute
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@JoePulizzi #CMWorld@JoePulizzi |
20 Minute Agenda- (Move Fast)- Research- 6 Steps to Epic- Getting Started the Right Way
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@JoePulizzi #CMWorld
2015 RESEARCH
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@JoePulizzi #CMWorld
2010
→ 1,100 Marketers in North America
2014
→ 5,000 Marketers in 109 countries 25 industry sectors
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@JoePulizzi #CMWorld
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@JoePulizzi #CMWorld
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@JoePulizzi #CMWorld
38%
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@JoePulizzi #CMWorld
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@JoePulizzi #CMWorld
EffectiveContent Marketers
IneffectiveContent Marketers
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@JoePulizzi #CMWorld
CloselyFollowTheStrategy
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@JoePulizzi #CMWorld
CRITICAL:
→ Documented Content Marketing Strategy
→ Follow It Consistently
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@JoePulizzi #CMWorld
STRUCTURE
→ Independent Unit→ Separate Department→ Organized in a Silo
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@JoePulizzi #CMWorld
EffectiveContent Marketers
IneffectiveContent Marketers
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@JoePulizzi #CMWorld
METRICS:
→ 8X More Successful
→ More Metrics (6 versus 4)
→ Less Emphasis on Web Traffic
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@JoePulizzi #CMWorld
In-PersonEvents Webinars Videos
MOST EFFECTIVE
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@JoePulizzi #CMWorld
Blogs Research Social
HUGE GAPS
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@JoePulizzi #CMWorld
BooksPodcasts
BIGGEST GAP
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@JoePulizzi #CMWorld
BUDGET
→ Effective = 37%
→ Ineffective = 16%
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@JoePulizzi #CMWorld
BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers Plan on Spending
More (50%)
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@JoePulizzi #CMWorld
→ Documented Strategy→ Follows It Closely→ Measures More Things→ Differentiate through Books, Research & Blogs→ Produce More→ Spend More
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@JoePulizzi #CMWorld@JoePulizzi |
6 Elements ofEpic Content Marketing
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@JoePulizzi #CMWorld@JoePulizzi |
1. Fill a Need
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@JoePulizzi #CMWorld@JoePulizzi |
1. Fill a Need2. Be Consistent
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@JoePulizzi #CMWorld@JoePulizzi |
1. Fill a Need2. Be Consistent3. Be Human
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@JoePulizzi #CMWorld@JoePulizzi |
1. Fill a Need2. Be Consistent3. Be Human4. Have a Point of View
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@JoePulizzi #CMWorld@JoePulizzi |
1. Fill a Need2. Be Consistent3. Be Human4. Have a Point of View5. Remove the Sale
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@JoePulizzi #CMWorld@JoePulizzi |
1. Fill a Need2. Be Consistent3. Be Human4. Have a Point of View5. Remove the Sale6. Be Best of Breed (GOAL)
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@JoePulizzi #CMWorld@JoePulizzi |
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@JoePulizzi #CMWorld@JoePulizzi |
Create Your Mission Statement: - Defined Audience - Deliver - Outcome
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@JoePulizzi #CMWorld@JoePulizzi |
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@JoePulizzi #CMWorld@JoePulizzi |
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@JoePulizzi #CMWorld@JoePulizzi |
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@JoePulizzi #CMWorld@JoePulizzi |