Build Your Platform, Your Audience, and Your Business with Content Marketing

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<ul><li><p>Presented by Powered by</p><p>BUILD YOUR PLATFORM, YOURAUDIENCE, AND YOUR BUSINESSWITH CONTENT MARKETING</p></li><li><p>Presented by Powered by 2</p><p>Ann Handley | Chief Content Officer Joe Pulizzi | FounderMarketingProfs@annhandley</p><p>Content Marketing Institute@JoePulizzi</p><p>PANEL SPEAKERS</p><p>The Dynamic CommunicatorTM</p><p>@dynamicjill</p><p>Jill Schiefelbein | Owner MODERATOR PRESENTER PRESENTER</p></li><li><p>Presented by Powered by 3</p><p>TODAYS AGENDA</p><p>Rethinking The Way We MarketOur Businesses</p><p>Creating a Content Marketing Strategy</p><p>Delivering Value Outside Our Products</p><p>Strategizing Your Content Marketing Base</p><p>Building An Audience</p></li><li><p>Presented by Powered by 4</p><p>RETHINKING THE WAY WE MARKET OUR BUSINESSES</p><p>CHANNEL EXPLOSION</p></li><li><p>Presented by Powered by 5</p></li><li><p>Presented by Powered by 6</p></li><li><p>Presented by Powered by 7</p><p>CONTENT MARKETING</p><p>Instead of COMMUNICATINGthrough someone elses channel,</p><p>we CREATE and DISTRIBUTEour own AMAZING information</p><p>and build audiences.</p></li><li><p>Presented by Powered by 8</p><p>AUDIENCE-CENTRIC VERSUS BUSINESS-DRIVEN</p><p>AMAZING INFORMATION</p><p>=WHAT YOUR</p><p>AUDIENCE VALUES</p></li><li><p>Presented by Powered by 9</p><p>IN A NOISY WORLD, THIS IS YOUR COMPETITION</p></li><li><p>Presented by Powered by 10</p><p>CONTENT MARKETING TRENDS</p><p>Source: 2016 Content Benchmarks Study</p><p>77% of B2C orgs plan to produce more content in 2016.</p><p>76% of B2B</p><p>50% of B2C orgs plan to spend more on content in 2016.</p><p>51% of B2B</p></li><li><p>Presented by Powered by 11</p><p>A BIGGER BOAT</p><p>WERE GONNA NEED</p></li><li><p>Presented by Powered by 12</p><p>ENGAGING CONTENT IS MOREABOUT BRAINS THAN BUDGET</p><p>Engaging Content=</p><p>Top Challenge</p><p>*56% of B2C </p><p>Source: Content Benchmarks Study</p></li><li><p>Presented by Powered by 13</p><p>CREATING A CONTENTMARKETING STRATEGY</p></li><li><p>Presented by Powered by 14</p><p>FIRST, BUILD AN AUDIENCE.THEN, MONETIZE IT.</p></li><li><p>Presented by Powered by 15</p><p>ANN REARDON</p><p>January 2012100 YouTube Subscribers</p><p>2.5 Million Subscribers</p><p>April 2016</p></li><li><p>Presented by Powered by 16</p><p>EVERYONE STOPS AT THE SWEET SPOT</p><p>HARDLY ANYONE TILTS THE CONTENT.</p></li><li><p>Presented by Powered by 17</p></li><li><p>Presented by Powered by 18</p><p>FOOD SCIENTIST</p><p>IMPOSSIBLE FOOD CREATIONS</p><p>CONTENT TILT</p><p>AUDIENCE</p><p>EDUCATION</p></li><li><p>Presented by Powered by 19</p></li><li><p>Presented by Powered by 20</p><p>DELIVERING VALUE OUTSIDE YOUR PRODUCTS</p></li><li><p>Presented by Powered by 21</p><p>CREATE ACONTENT MARKETINGMISSION STATEMENT</p></li><li><p>Presented by Powered by 22</p><p>THREE STEPS TO CREATING YOUR MISSION STATEMENT</p><p>Core Target Audience</p><p>Welcome to Digital Photography School a website with simple </p><p>tips to help digital camera owners get the most out of their cameras.</p><p>What Will Be Delivered</p><p>The Outcome For the Audience</p><p>1</p><p>2</p><p>3</p></li><li><p>Presented by Powered by 23</p><p>CASE STUDY: INDIUM CORPORATION BLOGS</p></li><li><p>Presented by Powered by 24</p><p>HAVE A RECOGNIZABLEPERSPECTIVE AND </p><p>POINT OF VIEW</p></li><li><p>Presented by Powered by 25</p><p>THEY LEAD THEM. SMART COMPANIES DONT FOLLOW TRENDS. </p></li><li><p>Presented by Powered by 26</p><p>STRATEGIZING YOURCONTENT MARKETING BASE</p></li><li><p>Presented by Powered by 27</p></li><li><p>Presented by Powered by 28</p><p>CASE STUDY: COPYBLOGGER</p></li><li><p>Presented by Powered by 29</p><p>YOUR CONTENT MARKETING BASE</p></li><li><p>Presented by Powered by 30</p><p>BUILDING YOUR AUDIENCE</p></li><li><p>Presented by Powered by 31</p><p>CASE STUDY: FACEBOOK &amp; GOOGLE+</p></li><li><p>Presented by Powered by 32</p><p>CASE STUDY: SOUNDCLOUD &amp; SLACK</p><p>74.4 K</p></li><li><p>Presented by Powered by 33</p><p>FOCUS ON SUBSCRIBERS AS A KEY METRIC</p></li><li><p>Presented by Powered by 34</p><p>YAY!</p><p>BOO!</p><p>^^</p></li><li><p>Presented by Powered by 35</p></li><li><p>Presented by Powered by 36</p><p>MUST HAVES</p><p>Amazing E-Newsletter</p><p>Exchange of Value</p><p>Ebook, Research Report, etc.</p></li><li><p>Presented by Powered by 37</p><p>WHATS THE DIFFERENCE BETWEEN... </p><p>THOSE WHO SUBSCRIBE TO MY CONTENT</p><p>AND THOSE WHO DONT?</p></li><li><p>Presented by Powered by 38</p><p>CASE STUDY: JOHN DEERES THE FURROW</p></li><li><p>Presented by Powered by 39</p><p>CONTENT MARKETING AND MONETIZATION</p></li><li><p>Presented by Powered by 40</p><p>BE THE LEADING EXPERT IN YOUR NICHE</p><p>A LOYAL AUDIENCE LEADS TO REVENUE!</p></li><li><p>Presented by Powered by 41</p><p>Q&amp;A</p></li><li><p>Presented by Powered by 42</p><p>CLOSING THOUGHTS</p><p>Ann HandleyChief Content Officer</p><p>MarketingProfs@annhandley</p><p>Joe PulizziFounder</p><p>Content Marketing Institute@JoePulizzi</p></li><li><p>Presented by Powered by 43</p><p>MORE GREAT THINGS TO COME</p><p>Look out for the recording in your </p><p>inbox coming soon</p><p>Today: Part 3 of 4in the Entrepreneur</p><p>Biz Tech Webinar Series made possible by Comcast Business</p><p>Find out whats next and register at entrepreneur.com/</p><p>events</p></li><li><p>Presented by Powered by 44</p><p>THANK YOU</p><p>Want More Information?</p><p>Find ideas, solutions and perspectives from experts and real business owners at Comcast Business</p><p>cbcommunity.comcast.com</p></li></ul>