epic content marketing - six insights - richmond ama american marketing association

Epic ContentMarketingSix 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

@JoePulizzi

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

@JoePulizzi

Just 42% believe their content marketing is effective

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http://bitly.com/cm-research

@JoePulizzi

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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@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

Audience32

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AnsweringCustomer Questions

#3

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Marcus SheridanCEO, River Pools & Spas

@JoePulizzi

2007

• $4.5 million in Sales• $250,000 advertising spend

@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

@JoePulizzi

@JoePulizzi

75,000 visits per month

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Yep, David vs. Goliath is Real

@JoePulizzi

@JoePulizzi

@JoePulizzi

Get Your Content on the Same Page in the

Company

#4

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@JoePulizzi

Social MediaPublic Relations

MarketingEmailMobileSearch

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Create a “why?” for each channel

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Plan to Repurpose Up Front, Not After

#5

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@JoePulizziContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.

@JoePulizzi

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…

ROI58

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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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How can you create better customers

with content?

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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

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

@JoePulizzi

“wait for it....”

Customer Acquisition

Spent 2X as muchStayed 5X as long2X more likely to share

Creating Better Customers

@JoePulizzi

@JoePulizzi

10 TO DO’S1. Watch Content 20202. Create a Content Marketing Mission Statement3. Ask “why?” for each channel4. Find Your Content Ambassadors5. Consider a Subscription Strategy6. Leverage SlideShare7. Start Partnering with Influencers8. Use Social Media 4-1-19. Know the Business Objective10. Tell a Different Story!

@JoePulizzi

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@JoePulizzi

Joe Pulizzijoe@contentinstitute.com • @JoePulizzi on Twitter

THANK YOU