rise above with epic content marketing - hamburg, germany best of corporate publishing
Post on 21-Oct-2014
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DESCRIPTION
Joe Pulizzi's keynote presentation from the "Best of Corporate Publishing" conference in Hamburg, Germany. In this presentation, Joe talks in-depth about what content marketing really needs to be, adding in some case studies and the latest research.TRANSCRIPT
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@juntajoe
Rise Above with Epic Content Marketing
Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World
Author, Epic Content Marketing (Sept. 2013)
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@juntajoe
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@juntajoe
CONTENTMARKETING
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@juntajoe
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@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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@juntajoe
Example of trying…
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@juntajoe
I see the future and it is
____________
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@juntajoe
Red Bull – The Media Co.
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@juntajoe
Show Me the Research!
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@juntajoe
http://bitly.com/cm-research
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@juntajoe
54%USA
61%Australia
64%UK
http://bitly.com/cm-research
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@juntajoe
Why Are We Here?
Just 1 in 3 marketers feel they are effective
http://bitly.com/cm-research
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@juntajoe
Our Biggest Content Marketing Challenge
• Producing Enough Content• Producing the Kind of Content
that Engages
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@juntajoe
A Lack of Strategy
Just 1 in 10 have a documented content marketing strategy
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@juntajoe
THE PROBLEM WITH
WHAT?
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@juntajoe
WRONG QUESTION
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@juntajoe
WHY?
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@juntajoe
4 Keys to Epic
• Content Marketing Mission• Focus on Subscription• Building Audiences• Return on Objective
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@juntajoe
Enabling Women to Have More Quality Time with
Their Families
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@juntajoe
Enabling Teen Girls to Be More Confident with
Their Bodies
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@juntajoe
Helping Men Become Better Men
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@juntajoe
Help Engineers Answer the Most Challenging
Industrial Solder Questions
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@juntajoe
Create a Content Marketing Mission
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@juntajoe
Why?
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@juntajoe
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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@juntajoe
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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@juntajoe
Focus onSubscription
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@juntajoe
47Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
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@juntajoe
48Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute
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@juntajoe
90%
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@juntajoe
Building Audiences:Use Social Media
4-1-1
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@juntajoe
51
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@juntajoe
4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
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@juntajoe
And Finally…
ROI
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@juntajoe
A year from now, what’s different?
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@juntajoe
Return on Objective
• Is the content driving sales?• Is the content saving costs?• Is the content making our
customers happier, thus helping with retention?
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@juntajoe
Managing Content Marketing
My Goal: Impact on Sales, Costs or Retention
• Primary indicators for my CXO and my board.
• Secondary indicators forinfluencers and for managers.
• User indicators – for my “onthe ground team”.
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@juntajoe
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.
- Mario Andrettihttp://taylordowns.com