epic content marketing - meclabs...jeremy • mid 30’s –coffee lover • works at a bank •...
TRANSCRIPT
Forgotten Strategies to Execute NowEpic Content Marketing
Joe Pulizzi
Founder
Content Marketing Institute
Session Speaker
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Joe Pulizzi
Content Marketing Institute
Author, Epic Content Marketing
@JoePulizzi
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@JoePulizzi
Let’s Discuss
• A Bit of History (and definition)
• A Smidge of Research
• 6 Forgotten Strategies Specific to Content and Nurturing
@JoePulizzi
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@JoePulizzi
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Search Engine Optimization
LeadGeneration
Social Media
CONTENT
STRATEGY
@JoePulizzi
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http://bitly.com/cm-research
Just 36% believe their
content marketing is effective
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Nurturing with Content
@JoePulizzi
The Messy Middle
Content Marketing Funnel
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#1 – Define the Audience
@JoePulizzi
Forgotten Strategies
Put your Journalist or Storyteller
hat on:
• WHO is the persona… emotionally attached
• WHAT does she do? What does his day look like?
• WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?
• WHY should he care about the product us?
Audience Persona Profiles
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Jeremy
• Mid 30’s – Coffee lover
• Works at a bank
• Responds to email; phonenot so much.
• Frustrated because hiscompany 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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Put your Journalist or Storyteller
hat on:
• WHO is the persona… emotionally attached
• WHAT does she do? What does his day look like?
• WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?
• WHY does he care about the product us?
Buyer Persona Profiles
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Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per
year.
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#2 – Define the Outcome
@JoePulizzi
Forgotten Strategies
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Create a Content Marketing Mission Statement
@JoePulizzi
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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 Audience
2. What Will Be Delivered
3. The Outcome for the Audience
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#3 – Choose the Right Content
@JoePulizzi
Forgotten Strategies
Research data, funny videos, curated lists, infographics, thought leadership
Types of Content
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
Source: Marketo
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Best to Nurture
• eNewsletters
• In-Person Events
• White Papers
• Research Reports
• eBooks
80%+
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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@JoePulizzi
• Deliver specific LinkedIn content to sales team.
• Faster closes, more customer interactions.
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#4 – Don’t Overcomplicate
@JoePulizzi
Forgotten Strategies
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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 cost
1.5x as long
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“wait for it....”
Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share
Creating Better Customers
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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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#5 – Find the Bigger Story
@JoePulizzi
Forgotten Strategies
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#5 – Find the Bigger Story
@JoePulizzi
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#6 – Don’t Forget Print
@JoePulizzi
Forgotten Strategies
@JoePulizzi
• 90% of subscribers take some kind of action upon reading the publication.
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@JoePulizzi
• “Has helped us get more conversations with the C-Suite than any other tool we have.”
– Mike Kidder, VP Marketing
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