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Epic Content
Seven Insights
@JoePulizzi
Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain customers.
3
@JoePulizzi #2013IMF

Today
• A bit of history…
• A bit of research…
• Eight content insights…
(Large/Small/B2B/B2C)
4
@JoePulizzi #2013IMF

The Original
Content Marketing
Program?
5
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
@JoePulizzi #2013IMF

7
@JoePulizzi #2013IMF

Content Marketing is…
•
•
•
•
•

Editorially-based
Marketing backed
Behavior-driven
Targeted
Multi-platform (media agnostic)
8
@JoePulizzi #2013IMF

The Most Famous
Content Marketing
Strategy In the
World!
9
@JoePulizzi #2013IMF

The Porn Industry
(picture not
included)
10
@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

Show Me the
Research!
13
@JoePulizzi #2013IMF

http://bitly.com/cm-research
@JoePulizzi #2013IMF

Just 42% believe their
content marketing is effective
@JoePulizzi #2013IMF

http://bitly.com/cm-research
@JoePulizzi #2013IMF

Biggest Challenge:

Producing
Enough Content
17
@JoePulizzi #2013IMF

WHY?
18
@JoePulizzi #2013IMF

Find Your Why

19
@JoePulizzi #2013IMF

20
@JoePulizzi #2013IMF

21
@JoePulizzi #2013IMF

22
@JoePulizzi #2013IMF

23
@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

Social Media

Search Engine
Optimization

INDIUM CONTENT

Lead
Generation
28
@JoePulizzi #2013IMF

Create a Content
Marketing Mission

29
@JoePulizzi #2013IMF

Why?

30
@JoePulizzi #2013IMF

Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.

31
@JoePulizzi #2013IMF

Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1.
2.
3.

Core Target Audience
What Will Be Delivered
The Outcome for the
Audience
32
@JoePulizzi #2013IMF

Develop Your
Audience/Buyer Personas

33
@JoePulizzi #2013IMF

Jeremy Our Home Owner
Jeremy
• Mid 30’s – Coffee lover
• Works in an office
• Responds to email; phone
not so much.
• Can’t keep up with
outside household maintenance
• Help Jeremy feel like he knows what he’s doing with
his landscaping and help him save money and look
good doing it.

34
@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

Get Your Content on the
Same Page in the
Company
38
@JoePulizzi #2013IMF
@JoePulizzi #2013IMF

Create a “why?” for
each channel

40
@JoePulizzi #2013IMF

Social Media
Public Relations
Marketing
Email
Mobile
Search
41
@JoePulizzi #2013IMF

Plan to Repurpose Up
Front, Not After

42
@JoePulizzi #2013IMF

Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.
@JoePulizzi #2013IMF
@JoePulizzi #2013IMF

Building Audience with
Influencers

45
@JoePulizzi #2013IMF

46
@JoePulizzi #2013IMF

The Social Media
4-1-1 Plan

47
@JoePulizzi #2013IMF

Influencer
Sharing

Sales

Content
Marketing
48
@JoePulizzi #2013IMF

49
@JoePulizzi #2013IMF

50
@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

80%

52
@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

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@JoePulizzi #2013IMF

A year from now,
what’s different?

56
@JoePulizzi #2013IMF

Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our
customers happier, thus
helping with retention?
57
@JoePulizzi #2013IMF

Creating Better
Customers

58
@JoePulizzi #2013IMF

Mid-sized CMS company – large
considered purchase ($100k to $200k)

“okay, we’ll try this content marketing thing”
BUT, customer acquisition was

1.2x the cost
1.5x as long
@JoePulizzi #2013IMF

Persona #1

Building a Better
Business/Thought Leadership
Webinar
Attended
How-To-Webinar
Attended
eBook/White Paper Version of
Webinar (10 Steps)

CTAs in Report
(Landing
Page/Phone #)
@JoePulizzi #2013IMF

Creating Better
Customers
“wait for it....”

Customer Acquisition

Spent 2X as much
Stayed 5X as long
2X more likely to share
@JoePulizzi #2013IMF
@JoePulizzi #2013IMF

1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Ask “why?” for each channel
4. Find Your Content Ambassadors
5. Find Your Subscription Strategy
6. Leverage SlideShare
7. Start Partnering with Influencers
8. Use Social Media 4-1-1
9. Know the Business Objective
10. Tell a Different Story!
@JoePulizzi #2013IMF
@JoePulizzi #2013IMF

Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter

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7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013

Hinweis der Redaktion

  1. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  2. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  3. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  4. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  5. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  6. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  7. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  8. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  9. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  10. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  11. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.