10 epic content marketing resolutions - aaf cleveland chapter
Post on 21-Oct-2014
1.843 views
DESCRIPTION
Joe Pulizzi's presentation for AAF Cleveland discussing his resolutions for content marketing in 2014. Includes subscription, Content 2020 from Coca-Cola, finding your content marketing mission statement and seven more (see the second last slide).TRANSCRIPT
![Page 1: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/1.jpg)
Epic Content MarketingResolutions
@JoePulizzi
![Page 2: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/2.jpg)
Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.
![Page 3: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/3.jpg)
@JoePulizzi
Today
• A bit of history…• A bit of research…• Tangible Steps to Take with Your
Content Marketing for 2014
3
![Page 4: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/4.jpg)
@JoePulizzi
The ONE Key to a Successful
Presentation?
4
![Page 5: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/5.jpg)
@JoePulizzi
5Image courtesy of Pooky Poetry
![Page 6: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/6.jpg)
@JoePulizzi
16
![Page 7: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/7.jpg)
@JoePulizzi
The Original Content Marketing Program?
7
![Page 8: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/8.jpg)
![Page 9: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/9.jpg)
![Page 10: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/10.jpg)
@JoePulizzi
![Page 11: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/11.jpg)
@JoePulizzi
11
![Page 12: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/12.jpg)
@JoePulizzi
HOMEWORK
The Most Famous Content Marketing
Strategy In the World!
12
![Page 13: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/13.jpg)
@JoePulizzi
13
![Page 14: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/14.jpg)
@JoePulizzi
14
![Page 15: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/15.jpg)
@JoePulizzi
Show Me the Research!
15
![Page 16: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/16.jpg)
@JoePulizzi
http://bitly.com/cm-research
![Page 17: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/17.jpg)
@JoePulizzi
Just 42% believe their content marketing is effective
![Page 18: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/18.jpg)
@JoePulizzi
How Many of You Have a Documented Content Marketing
Strategy?
18
![Page 19: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/19.jpg)
@JoePulizzi
http://bitly.com/cm-research
![Page 20: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/20.jpg)
@JoePulizzi
20
http://bitly.com/cmstrategy
![Page 21: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/21.jpg)
@JoePulizzi
Fill a Need &Find Your Why
Resolution #1
21
![Page 22: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/22.jpg)
@JoePulizzi
22
![Page 23: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/23.jpg)
@JoePulizzi
Enabling Women to Have More Quality Time with
Their Families
23
![Page 24: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/24.jpg)
@JoePulizzi
24
![Page 25: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/25.jpg)
@JoePulizzi
Enabling Teen Girls to Be More Confident with
Their Bodies
25
![Page 26: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/26.jpg)
@JoePulizzi
26
![Page 27: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/27.jpg)
@JoePulizzi
Helping Men Become Better Men
27
![Page 28: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/28.jpg)
@JoePulizzi
28
![Page 29: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/29.jpg)
@JoePulizzi
Help Engineers Answer the Most Challenging
Industrial Solder Questions
29
![Page 30: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/30.jpg)
@JoePulizzi
Search Engine Optimization
LeadGeneration
Social Media
INDIUM CONTENT
30
![Page 31: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/31.jpg)
@JoePulizzi
Create a Content Marketing Mission
31
Resolution #2
![Page 32: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/32.jpg)
@JoePulizzi
Why?
32
![Page 33: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/33.jpg)
@JoePulizzi
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.
33
![Page 34: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/34.jpg)
@JoePulizzi
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
Audience34
![Page 35: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/35.jpg)
@JoePulizzi
Publicly Answer Your Customers’ Questions
35
Resolution #3
![Page 36: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/36.jpg)
@JoePulizzi
Marcus SheridanCEO, River Pools & Spas
![Page 37: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/37.jpg)
@JoePulizzi
2007
• $4.5 million in Sales• $250,000 advertising spend
![Page 38: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/38.jpg)
@JoePulizzi
2007• $4.5 million in Sales• $250,000 advertising spend
• 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.
2011
![Page 39: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/39.jpg)
@JoePulizzi
![Page 40: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/40.jpg)
@JoePulizzi
75,000 visits per month
![Page 41: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/41.jpg)
@JoePulizzi
Yep, David vs. Goliath is Real
![Page 42: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/42.jpg)
@JoePulizzi
![Page 43: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/43.jpg)
@JoePulizzi
![Page 44: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/44.jpg)
@JoePulizzi
1 Post over 3 years = 50,000 visitors = 4,000 subscribers = $84,000.00
![Page 45: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/45.jpg)
@JoePulizzi
Subscribers:Build It or Buy It
45
Resolution #4
![Page 46: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/46.jpg)
@JoePulizzi
46
![Page 47: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/47.jpg)
@JoePulizzi
47
![Page 48: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/48.jpg)
@JoePulizzi
48
![Page 49: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/49.jpg)
@JoePulizzi
What’s the difference between those who
subscribe to my content and those that don’t?
![Page 50: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/50.jpg)
@JoePulizzi
Image courtesy sendgrid.com
![Page 51: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/51.jpg)
@JoePulizzi
51
![Page 52: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/52.jpg)
@JoePulizzi
52
![Page 53: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/53.jpg)
@JoePulizzi
HOMEWORK:
Active Community of Subscribers in Your Niche
53
![Page 54: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/54.jpg)
@JoePulizzi
Image courtesy of thefutureorganization.com
![Page 55: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/55.jpg)
@JoePulizzi
Building Audience with Influencers
55
![Page 56: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/56.jpg)
@JoePulizzi
56
![Page 57: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/57.jpg)
@JoePulizzi
The Social Media4-1-1 Plan
57
![Page 58: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/58.jpg)
@JoePulizzi
4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
58
![Page 59: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/59.jpg)
@JoePulizzi
59
![Page 60: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/60.jpg)
@JoePulizzi
60
![Page 61: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/61.jpg)
@JoePulizzi
61
![Page 62: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/62.jpg)
@JoePulizzi
62
![Page 63: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/63.jpg)
@JoePulizzi
80%
63
![Page 64: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/64.jpg)
@JoePulizzi
64
![Page 65: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/65.jpg)
@JoePulizzi
65
![Page 66: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/66.jpg)
@JoePulizzi
ROI66
![Page 67: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/67.jpg)
@JoePulizzi
Return on Objective
• Is the content driving sales?• Is the content saving costs?• Is the content making our
customers happier, thus helping with retention?
67
![Page 68: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/68.jpg)
@JoePulizzi
2014 Resolutions1. Watch Content 20202. Create a Content Marketing Mission Statement3. Create a Subscription Strategy4. Leverage SlideShare5. Start Partnering with Influencers6. Use Social Media 4-1-17. Know the Business Objective8. Consider Buying a Small Media Company9. Answer Your Customers’ Questions Publicly10. Tell a Different Story!
![Page 69: 10 Epic Content Marketing Resolutions - AAF Cleveland Chapter](https://reader033.vdocuments.mx/reader033/viewer/2022061109/5446c1fdb1af9fe83a8b4699/html5/thumbnails/69.jpg)
@JoePulizzi
169