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Presentation from Joe Pulizzi, Content Marketing Institute, for CFE Media, focusing on content marketing in the manufacturing and engineering space.
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Content MarketingGiving Away Your Secret Sauce
Joe PulizziFounder, Content Marketing Institute
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Joe Pulizzi (@juntajoe)
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CONTENTMARKETING
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THE DIFFERENCE?
MARKETERS PUBLISHERS/MEDIA
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THE DIFFERENCE?
MARKETERS PUBLISHERS/MEDIA
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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Example of trying…
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I see the future and it is
____________
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Red Bull – The Media Co.
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Show Me the Research!
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54%Increasing
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Why Are We Here?Just 36% believe their
content marketing is effective
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Our Biggest Content Marketing Challenge
• Producing Enough Content• Producing the Kind of Content
that Engages
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THE PROBLEM WITH
WHAT?
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WRONG QUESTION
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WHY?
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Search Engine Optimization
LeadGeneration
Social Media
Content MarketingMission
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Why?
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Enabling Women to Have More Quality Time with
Their Families
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Enabling Teen Girls to Be More Confident with
Their Bodies
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Helping Men Become Better Men
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Help Engineers Answer the Most Challenging
Industrial Solder Questions
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Help Engineers Answer the Most Challenging
Industrial Solder Questions
600% Jump In LeadsRick Short – “Get Engineers Talking to
Engineers”
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Why?
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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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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
Audience
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Story Explosion
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Content Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
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Managing the Process
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The Content Marketing TeamTypical roles within your existing team…
Chief Content Officer
Managing Editors
Content Producers
Chief Listening Officers
Content Creators
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Social MediaPublic RelationsMarketingEmailMobileSearch
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Leveraging Employeesin Content Creation
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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Building a Following through Content &
Community
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$39,400
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GIVE CONTENT GIFTS
A Rising Tide Lifts All Ships
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SOCIAL MEDIA 4-1-1
Define Your Hit List of Influencers
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THE LAST SLIDE!Get Uncomfortable:
If you don’t feel like you are going to run off the road, you are not driving fast enough.
http://taylordowns.com
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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
THANK YOU
Week of Sept. 9, 2013 CLEVELAND, OH
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