7 content insights - epic content marketing - integrated marketing forum 2013
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Epic Content
Seven Insights
@JoePulizzi
Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.
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Today
• A bit of history…• A bit of research…• Eight content insights…
(Large/Small/B2B/B2C)
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The Original Content Marketing Program?
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Content Marketing is…
• Editorially-based• Marketing backed• Behavior-driven• Targeted• Multi-platform (media
agnostic)8
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The Most Famous Content Marketing
Strategy In the World!
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The Porn Industry
(picture not included)
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Show Me the Research!
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http://bitly.com/cm-research
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Just 42% believe their content marketing is effective
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http://bitly.com/cm-research
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Biggest Challenge:
Producing Enough Content
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WHY?
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Find Your Why
#1
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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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Search Engine Optimization
LeadGeneration
Social Media
INDIUM CONTENT
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Create a Content Marketing Mission
#2
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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
Audience32
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Develop Your Audience/Buyer Personas
#3
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Jeremy
• Mid 30’s – Coffee lover• Works in an office• Responds to email; phone
not so much.• Can’t keep up with
outside household maintenance• Help Jeremy feel like he knows what he’s
doing with his landscaping and help him save money and look good doing it.
Jeremy Our Home Owner
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Click icon to add picture
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Click icon to add picture
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Click icon to add picture
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Get Your Content on the Same Page in the
Company
#4
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Create a “why?” for each channel
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Social MediaPublic Relations
MarketingEmailMobileSearch
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Plan to Repurpose Up Front, Not After
#5
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@JoePulizzi #2013IMFContent 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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Building Audience with Influencers
#6
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The Social Media4-1-1 Plan
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4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
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80%
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And Finally…
ROI55
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A year from now, what’s different?
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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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Creating BetterCustomers
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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 cost1.5x as long
@JoePulizzi #2013IMF
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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“wait for it....”
Customer Acquisition
Spent 2X as muchStayed 5X as long2X more likely to share
Creating Better Customers
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@JoePulizzi #2013IMF
10 TO DO’S1. Watch Content 20202. Create a Content Marketing Mission Statement3. Ask “why?” for each channel4. Find Your Content Ambassadors5. Find Your Subscription Strategy6. Leverage SlideShare7. Start Partnering with Influencers8. Use Social Media 4-1-19. Know the Business Objective10. Tell a Different Story!
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Joe Pulizzijoe@contentinstitute.com • @JoePulizzi on Twitter
THANK YOU
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