Epic Content Marketing Forgotten Strategies to Execute Now Joe - - PowerPoint PPT Presentation

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Epic Content Marketing Forgotten Strategies to Execute Now Joe - - PowerPoint PPT Presentation

Jun 22, 2023 480 likes •1.04k views

Epic Content Marketing Forgotten Strategies to Execute Now Joe Pulizzi Founder Content Marketing Institute Session Speaker Joe Pulizzi Content Marketing Institute Author, Epic Content Marketing @JoePulizzi 2 @JoePulizzi 1 3 Lets

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Forgotten Strategies to Execute Now

Epic Content Marketing

Joe Pulizzi Founder Content Marketing Institute

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Session Speaker

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Joe Pulizzi Content Marketing Institute Author, Epic Content Marketing @JoePulizzi

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@JoePulizzi

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Let’s Discuss

  • A Bit of History (and definition)
  • A Smidge of Research
  • 6 Forgotten Strategies Specific to Content and

Nurturing

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@JoePulizzi

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@JoePulizzi

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Search Engine Optimization

Lead Generation Social Media

CONTENT STRATEGY

@JoePulizzi

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http://bitly.com/cm-research

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Just 36% believe their content marketing is effective

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Nurturing with Content

@JoePulizzi

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The Messy Middle

Content Marketing Funnel

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#1 – Define the Audience

@JoePulizzi

Forgotten Strategies

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Put your Journalist or Storyteller hat on:

  • WHO is the persona… emotionally attached
  • WHAT does she do? What does his day look like?
  • WHERE is the gap in his needs/wants?
  • WHEN does he need to close this gap?
  • WHY should he care about the productus?

Audience Persona Profiles

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Jeremy

  • Mid 30’s – Coffee lover
  • Works at a bank
  • Responds to email; phone

not so much.

  • Frustrated because his

company is growing too fast to keep up with support

  • Sales USP: Enable Jeremy to be 25% more effective!
  • Personal UVP: Give me more time to be me!!

Jeremy Our IT Buyer

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Put your Journalist or Storyteller hat on:

  • WHO is the persona… emotionally attached
  • WHAT does she do? What does his day look like?
  • WHERE is the gap in his needs/wants?
  • WHEN does he need to close this gap?
  • WHY does he care about the productus?

Buyer Persona Profiles

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

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#2 – Define the Outcome

@JoePulizzi

Forgotten Strategies

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Create a Content Marketing Mission Statement

@JoePulizzi

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Why?

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Why?

Welcome to Inc.com, the place where entrepreneurs and business

  • wners 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

  • wners can find useful information,

advice, insights, resources and inspiration for running and growing their businesses.

  • 1. Core Target Audience
  • 2. What Will Be Delivered
  • 3. The Outcome for the Audience
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#3 – Choose the Right Content

@JoePulizzi

Forgotten Strategies

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Research data, funny videos, curated lists, infographics, thought leadership

Types of Content

Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage Middle Stage Late Stage

Source: Marketo

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Best to Nurture

  • eNewsletters
  • In-Person Events
  • White Papers
  • Research Reports
  • eBooks
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80%+

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AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

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@JoePulizzi

  • Deliver specific

LinkedIn content to sales team.

  • Faster closes,

more customer interactions.

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#4 – Don’t Overcomplicate

@JoePulizzi

Forgotten Strategies

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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

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“wait for it....” Customer Acquisition

Spent 2X as much Stayed 5X as long 2X more likely to share

Creating Better Customers

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

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#5 – Find the Bigger Story

@JoePulizzi

Forgotten Strategies

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#5 – Find the Bigger Story

@JoePulizzi

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#6 – Don’t Forget Print

@JoePulizzi

Forgotten Strategies

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@JoePulizzi

  • 90% of subscribers

take some kind of action upon reading the publication.

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@JoePulizzi

  • “Has helped us get more

conversations with the C- Suite than any other tool we have.”

– Mike Kidder, VP Marketing

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Thank You

Joe Pulizzi Founder Content Marketing Institute joe@contentinstitute.com

@JoePulizzi