Content Marketing 2.0 - Beyond the Basics - Cleveland AMA

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Information about Content Marketing 2.0 - Beyond the Basics - Cleveland AMA
Business & Mgmt

Published on March 6, 2014

Author: juntajoe

Source: slideshare.net

Description

A presentation given by Joe Pulizzi to the Cleveland chapter of the AMA (American Marketing Association). The presentation covered 10 non-basic steps to get your content marketing off the ground and attracting and retaining customers.

JOE PULIZZI’S PRESENTATION: Content Marketing 2.0: Beyond the Basics in 10 Steps @JoePulizzi

Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers. @JoePulizzi

@JoePulizzi

There Is One Key to a Successful Presentation @JoePulizzi

@JoePulizzi Image courtesy of Pooky Poetry 5

@JoePulizzi

The Evolution of Content Marketing @JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

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@JoePulizzi

@JoePulizzi

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91/100 http://bitly.com/cm-research @JoePulizzi

@JoePulizzi sodahead.com

Just 42% believe their content marketing is effective http://bitly.com/cm-research @JoePulizzi

@JoePulizzi

How Many of You Have a Documented Content Marketing Strategy? @JoePulizzi

http://bitly.com/cm-research @JoePulizzi

@JoePulizzi

@JoePulizzi

Fill a Need & Find Your Why @JoePulizzi

@JoePulizzi 24

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Social Media Search Engine Optimization INDIUM CONTENT Lead Generation @JoePulizzi 28

Your Sweet Spot What You Know What Your Prospect Cares About @JoePulizzi

Create a Content Marketing Mission @JoePulizzi 30

Why? @JoePulizzi 31

Welcome to Inc.com, the place Why? where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. 2. 3. @JoePulizzi Core Target Audience What Will Be Delivered The Outcome for the Audience 32

THE CONTENT BRAND @JoePulizzi

Why? @JoePulizzi 34

Why? OpenView Labs is Dedicated to Helping Entrepreneurs Build Great Companies. 1. 2. 3. @JoePulizzi Who? What’s the Outcome? How? 35

@JoePulizzi

@JoePulizzi

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Publicly Answer Your Customers’ Questions @JoePulizzi 39

Marcus Sheridan CEO, River Pools & Spas @JoePulizzi

2007 • $4.5 million in Sales • $250,000 advertising spend 2011 • Sold more fiberglass swimming pools than any other pool retailer in North America. • $40,000 in advertising spend • Won 15% more bids • Cut sales cycle in half. @JoePulizzi

@JoePulizzi

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Focus on Subscribers As a Key Metric @JoePulizzi

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What’s the difference between those who subscribe to my content and those that don’t? @JoePulizzi

BUILDING AUDIENCE @JoePulizzi

Build an Influencer List @JoePulizzi

@JoePulizzi

Use the Social Media 4-1-1 Program @JoePulizzi 54

Influencer Sharing Content Marketing @JoePulizzi Sales

Bake Influencers Into Your Content @JoePulizzi

@JoePulizzi

@JoePulizzi

Create an Engine to Get and Keep Subscribers @JoePulizzi

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62 @JoePulizzi

63 @JoePulizzi

Don’t Overcomplicate @JoePulizzi

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

Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share @JoePulizzi

Persona #1 Building a Better Business/Thought Leadership Webinar Attended How-To-Webinar Attended eBook/White Paper Version of Webinar (10 Steps) @JoePulizzi CTAs in Report (Landing Page/Phone #)

Get Your Marketing Objectives in Order @JoePulizzi

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1. Find Your Why 2. Create a Content Marketing Mission Statement 3. Publicly Answer Your Customers’ Questions 4. Focus on Subscribers as a Key Metric 5. Build an Influencer List 6. Use Social Media 4-1-1 7. Bake Influencers Into Your Content 8. Create an Engine to Get and Keep Subscribers 9. Leverage SlideShare 10.Create a Why for Each Content Channel @JoePulizzi

@JoePulizzi

Joe Pulizzi joe@contentinstitute.com @JoePulizzi @JoePulizzi

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