increase content marketing effectiveness via content marketing assessment tools
DESCRIPTION
Do you ever wonder whether your current B2B content marketing investments are optimized and how these efforts compare to your peers and best practice leaders?TRANSCRIPT
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TOM PISELLO, Chairman & Founder
JOE PULIZZI, CEO
http://www.contentmarketinginstitute.com
Twitter: @juntajoe
Content Marketing: How do you Compare?
Research and Tools to Take your Content Marketing to the Next Level
http://www.alinean.com
Twitter: @tpisello
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Agenda
• Trends, Research and What to Do About It?
• How do You Compare? Content Marketing Assessment Tool
• Next Steps
• Questions & Answers
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• Questions & Answers
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Content MarketingTrends, Research and
What To Do About It
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Joe PulizziExecutive Director, Content Marketing Institute
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Are
Marketers
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Marketers
Publishers?
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Publishing Is?
•Publishing is the process of production and dissemination of information – the activity of making information available for public view.
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http://en.wikipedia.org/wiki/Publisher
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Former Barriers to Entry
•Content Acceptance
•Talent
•Technology
Databases
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•Databases
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The Difference?
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© 2011 Alinean, Inc.14Shutterstock
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Marketers as Publishers
Owning the media, not Renting the media
Content Marketing is…
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Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a
consistent basis to maintain or change a
behavior.
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Participant Demographics
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Content Marketing Budgets
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Content Marketing Spending Growth
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Content MarketingHow do You Compare?
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Tom PiselloChairman & Founder, Alinean, Inc.
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Content Marketing Assessment Tool
• For Marketers
– Confirm content marketing spending, tactics and effectiveness
– Identify improvement opportunities
– Get advice on recommended improvements
• For Consultants / Agencies
– Engage prospects with provocative insights
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– Engage prospects with provocative insights
– Deliver consultative advice based on research insights
• Goal: Make the research dynamic / personalized for every organization
– Provide specific peer comparisons – to averages and leaders
– Illuminate only relevant opportunities for improvement
– Deliver specific recommendations to help improve content marketing effectiveness and ROI
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Gives & Gets
• Give
– 8 to 10 minutes
– 26 questions
• Get
– 26 page research report
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– 26 page research report
– Completely customized for you
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Accessing the Tool
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Getting Started
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Organization Profile
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Go-To-Market Profile
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Goals and Measurement
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Management
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Strategy
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Spending
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Effectiveness
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Assessment Results
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Personalized Research / Analysis Report
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Tool Tips and Tricks
• Use Tip Help (i) icons
• If a group, answer as a group
– Workshop
– Use collaborate button to share input / results asynchronously
Don’t focus on issues alone …. Kudos are in order!
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• Don’t focus on issues alone …. Kudos are in order!
• For most relevant insight / advice
– Can do Overall Company, however ….
– Best used for each Business Unit vs. Overall Company
• Track over time
– Report card vs. prior reports
– Benchmarks updated every quarter
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Next Steps
• Take the personalized content marketing assessment:http://www.contentmarketinginstitute.com/assessment/
• Get answers to 50 common content marketing
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• Get answers to 50 common content marketing questions:http://bit.ly/50contentquestions
• Content Marketing World: September 6 - 8http://www.contentmarketingworld.com/
• Contact us for a complimentary 30-minute consultation:[email protected]
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Q&A
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http://www.contentmarketinginstitute.com/assessment/