epic content marketing - six insights - richmond ama american marketing association
Post on 21-Oct-2014
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DESCRIPTION
Joe Pulizzi's presentation at the Richmond AMA covering epic content marketing. In this presentation, Joe covers the content marketing mission statement, repurposing of content, the social media 4-1-1 strategy and having a subscription strategy.TRANSCRIPT
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
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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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@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
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75,000 visits per month
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Yep, David vs. Goliath is Real
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Get Your Content on the Same Page in the
Company
#4
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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.
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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…
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
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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
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!
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