build your platform, your audience, and your business with content marketing

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  • Presented by Powered by

    BUILD YOUR PLATFORM, YOURAUDIENCE, AND YOUR BUSINESSWITH CONTENT MARKETING

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    Ann Handley | Chief Content Officer Joe Pulizzi | FounderMarketingProfs@annhandley

    Content Marketing Institute@JoePulizzi

    PANEL SPEAKERS

    The Dynamic CommunicatorTM

    @dynamicjill

    Jill Schiefelbein | Owner MODERATOR PRESENTER PRESENTER

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    TODAYS AGENDA

    Rethinking The Way We MarketOur Businesses

    Creating a Content Marketing Strategy

    Delivering Value Outside Our Products

    Strategizing Your Content Marketing Base

    Building An Audience

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    RETHINKING THE WAY WE MARKET OUR BUSINESSES

    CHANNEL EXPLOSION

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    CONTENT MARKETING

    Instead of COMMUNICATINGthrough someone elses channel,

    we CREATE and DISTRIBUTEour own AMAZING information

    and build audiences.

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    AUDIENCE-CENTRIC VERSUS BUSINESS-DRIVEN

    AMAZING INFORMATION

    =WHAT YOUR

    AUDIENCE VALUES

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    IN A NOISY WORLD, THIS IS YOUR COMPETITION

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    CONTENT MARKETING TRENDS

    Source: 2016 Content Benchmarks Study

    77% of B2C orgs plan to produce more content in 2016.

    76% of B2B

    50% of B2C orgs plan to spend more on content in 2016.

    51% of B2B

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    A BIGGER BOAT

    WERE GONNA NEED

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    ENGAGING CONTENT IS MOREABOUT BRAINS THAN BUDGET

    Engaging Content=

    Top Challenge

    *56% of B2C

    Source: Content Benchmarks Study

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    CREATING A CONTENTMARKETING STRATEGY

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    FIRST, BUILD AN AUDIENCE.THEN, MONETIZE IT.

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    ANN REARDON

    January 2012100 YouTube Subscribers

    2.5 Million Subscribers

    April 2016

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    EVERYONE STOPS AT THE SWEET SPOT

    HARDLY ANYONE TILTS THE CONTENT.

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    FOOD SCIENTIST

    IMPOSSIBLE FOOD CREATIONS

    CONTENT TILT

    AUDIENCE

    EDUCATION

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    DELIVERING VALUE OUTSIDE YOUR PRODUCTS

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    CREATE ACONTENT MARKETINGMISSION STATEMENT

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    THREE STEPS TO CREATING YOUR MISSION STATEMENT

    Core Target Audience

    Welcome to Digital Photography School a website with simple

    tips to help digital camera owners get the most out of their cameras.

    What Will Be Delivered

    The Outcome For the Audience

    1

    2

    3

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    CASE STUDY: INDIUM CORPORATION BLOGS

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    HAVE A RECOGNIZABLEPERSPECTIVE AND

    POINT OF VIEW

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    THEY LEAD THEM. SMART COMPANIES DONT FOLLOW TRENDS.

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    STRATEGIZING YOURCONTENT MARKETING BASE

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    CASE STUDY: COPYBLOGGER

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    YOUR CONTENT MARKETING BASE

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    BUILDING YOUR AUDIENCE

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    CASE STUDY: FACEBOOK & GOOGLE+

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    CASE STUDY: SOUNDCLOUD & SLACK

    74.4 K

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    FOCUS ON SUBSCRIBERS AS A KEY METRIC

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    YAY!

    BOO!

    ^^

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    MUST HAVES

    Amazing E-Newsletter

    Exchange of Value

    Ebook, Research Report, etc.

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    WHATS THE DIFFERENCE BETWEEN...

    THOSE WHO SUBSCRIBE TO MY CONTENT

    AND THOSE WHO DONT?

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    CASE STUDY: JOHN DEERES THE FURROW

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    CONTENT MARKETING AND MONETIZATION

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    BE THE LEADING EXPERT IN YOUR NICHE

    A LOYAL AUDIENCE LEADS TO REVENUE!

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    Q&A

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    CLOSING THOUGHTS

    Ann HandleyChief Content Officer

    MarketingProfs@annhandley

    Joe PulizziFounder

    Content Marketing Institute@JoePulizzi

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    MORE GREAT THINGS TO COME

    Look out for the recording in your

    inbox coming soon

    Today: Part 3 of 4in the Entrepreneur

    Biz Tech Webinar Series made possible by Comcast Business

    Find out whats next and register at entrepreneur.com/

    events

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    THANK YOU

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