10 steps to content marketing success - aaf madison wisconsin

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@juntajoe Good to Great Content Marketing: 10 Steps Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

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Presentation from Joe Pulizzi of Content Marketing Institute covering the history of content marketing, some content marketing research, and 10 steps to get started to successful content marketing.

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Page 1: 10 Steps to Content Marketing Success - AAF Madison Wisconsin

@juntajoe

Good to Great Content Marketing:

10 StepsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Co-Author, Get Content Get Customers and Managing Content Marketing

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING

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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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http://bitly.com/cm-research

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http://bitly.com/cm-research

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54%Increasing

http://bitly.com/cm-research

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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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WHY?

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Find Your Why

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Create a Content Marketing Mission

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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.  

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.  

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

1. Core Target Audience2. What Will Be Delivered3. The Outcome for the

Audience

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Develop Your Audience/Buyer Personas

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One Buyer Persona For Every Group

• Job title, Vertical, Power in organization

• Different products or services?• It’s the WHO you are marketing to

Developing Buyer Personas

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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 toofast 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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Buyer Persona Profiles

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Get Your Content on the Same Page in the

Company

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Plan to Repurpose Up Front, Not After

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Bring In the Influencers

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Focus on Subscription

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Use Social Media 4-1-1

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60Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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Give Content Gifts

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Leverage SlideShare

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65Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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66Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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67Design ©2012 Social Media Examiner, Content Copyright

Presenter • Do not distribute

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Get Uncomfortable:

If you don’t feel like you are going to run off the road, you are not driving fast enough.

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 [email protected] • @juntajoe on Twitter

Week of Sept. 9, 2013 CLEVELAND, OH