Joe Pulizzi, founder Junta42 the Content Marketing Institute, will explore why and how a web content strategy will help you attract and retain customers, and help you ultimately choose the right online marketing tactics.
Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com #contentnow
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Pulizzi content marketing now conf 2012-content strategy_day1
1. @juntajoe
Web Content
Strategy (in 45 minutes)
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World
Co-Author, Get Content Get Customers
and Managing Content Marketing
2. @juntajoe
Agenda
⢠Setting the Stage
⢠Lots of Time on âWhy?â
⢠Over 80 Slides â Are you kidding me?
⢠End with a Case Study
33. @juntajoe
Put your Journalist hat on:
⢠WHO is the persona?
⢠WHAT does she do? What does her day
look like?
⢠WHERE is the gap in his needs/wants?
⢠WHEN does he need to close this gap?
⢠WHY does he care about us
34. @juntajoe
Jeremy The IT Buyer
Jeremy
⢠Mid 30âs â Coffee lover
⢠Works at a bank
⢠Responds to email, phone
not so much.
⢠Frustrated because his
company is growing too
fast to keep up with support
⢠USP: Enable Jeremy to be 25% more effective!
50. @juntajoe
Basic Content Audit
Taking stock of your content can be complexâŚ.
⢠Goal is to identify the content
⢠Good enough is in many cases⌠Good Enough
⢠Identify ALL the different types of marketing content
⢠Is it supporting the Engagement Cycle?
51. @juntajoe
Filling the gapsâŚ
1. Raw content that is POSSIBLE
2. Employee AWARENESS
3. OUTSIDE Sources
5. Organizing the TEAM
57. @juntajoe
Fill The Holes
Not All Content Is Equal
⢠Repurpose content
⢠Re-Title and Repackage
⢠Sometimes better targeted
to another persona
or elsewhere in funnel.
61. @juntajoe
Creating Our Channel Plan
1. Channel Objectives
The objectives of the channel.. its purpose, personality,
velocity, other initiatives
2. Metrics
Expectations for the channel â not measurement goals.
4. Personas Addressed
Which personas are addressed by this channel?
⢠Editorial Calendar
Itâs fed by multiple initiatives â it should be balanced
Velocity, Tone, Desired Action, Structure
66. @juntajoe
Building the Analytics Pyramid
3.Measure everything â Report only whatâs important
4.Use analytics to drive changes to process, not prove
a point.
5.Always ask â âwhat is the action we can take on this
metricâ (positive and negative)
7.Budget for success and failure
67. @juntajoe
Building the Analytics Pyramid
My Goal: Increase leads by
10% with no extra
investment.
5.Primary indicators for my c-
suite and my board.
6.Secondary indicators for
influencers and for
managers.
8.User indicators â for my âon
the ground teamâ.
72. @juntajoe
AWARENESS
SEO
PUBLIC RELATIONS
NURTURING
EMAIL
LEAD NURTURING
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
73. @juntajoe
AWARENESS
SEO
PUBLIC RELATIONS
NURTURING
EMAIL
LEAD NURTURING
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
74. @juntajoe
AWARENESS
SEO
PUBLIC RELATIONS
NURTURING
EMAIL
LEAD NURTURING
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
75. @juntajoe
AWARENESS
SEO
PUBLIC RELATIONS
NURTURING
EMAIL
LEAD NURTURING
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
76. @juntajoe
AWARENESS
SEO
PUBLIC RELATIONS
NURTURING
EMAIL
LEAD NURTURING
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
77. @juntajoe
AWARENESS
SEO
PUBLIC RELATIONS
NURTURING
EMAIL
LEAD NURTURING
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
78. @juntajoe
AWARENESS
SEO
PUBLIC RELATIONS
NURTURING
EMAIL
LEAD NURTURING
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
79. @juntajoe
Average 24 original posts per week plus dozens
more curated/90% participation.
850% increase in site visitors in last 18 months.
10,000+ enewsletter subscribers with 25% open
rate.
Over 1,000 published blogs, articles, videos and
podcasts â Continually repurpose.
More Closed Business, Shorter Sales Cycles
80. @juntajoe
THE LAST SLIDE
⢠Higher Purpose Calling
⢠Understand the âreaderâ
⢠Create Your Engagement Cycle
⢠The Story Platform
⢠The Channel Plan
⢠Define Your Metrics/Set
Expectations
81. @juntajoe
THANK YOU
Joe Pulizzi
joe@contentinstitute.com ⢠@juntajoe on Twitter
Hinweis der Redaktion
Okay, thatâs quick â but you get the idea⌠What weâre identifying in building a Persona is the following⌠And the way I do it is to remember my old Journalism rules of Who What where When and WHY WHO is the persona â letâs get emotionally attached by giving him a name and making him real. WHAT does he do. What does his day look like â W hat is his normal routine WHERE is his Insight Gap â in other word whereâs the gap with our target with and without our solution. How would our solution close that gap WHEN does he he need to close this gap⌠Is this immediate or is this not a critical piece to what he needs to live his lifeâŚ. WHY does he care⌠This is the USP to this target. What can we uniquely to help this person out.
We have Two Buyer personas here â our Director of IT and The CFO at Financial Services companies⌠We want to really understand these people⌠Letâs draw a bit of a personality profile⌠You can do this by interviewing customers⌠Or, by interviewing sales people, or talking with prospective customers â or usually some combination of all of thatâŚ. So, through that process we might determine that: Our Director of IT â his name is Jeremy â and heâs young (mid 30âs) and he works at an Insurance company. He comes in every day and supports the organization through desktop support â working on their computers and heâs the typical geeky IT guy⌠Responds well to Email, but not so much on the phone⌠Heâs frustrated because he canât tie all his office computers together into one dashboard⌠With his company growing so quickly â he seems to continually be chasing his tail and behind in fixing computers⌠So, he could see BEFORE a computer crashes that itâs going to crash⌠Thatâs where your WIMP solution comes inâŚ. If he could just have that â heâd know BEFORE there were problems and could fix or replace broken computers⌠So, whatâs the GAP with Jeremy â well he doesnât really know how to build a business case for this. Heâs not a business guy â and while heâs seen the Web site for the WIMP solution â he doesnât really know much about it. So, the USP (or our Unique Selling Proposition) to Jeremy is that our WIMP solution will uniquely enable him to save more than 10 hours per week in saved calls, repair time and waiting for replacement parts. That means we can make Jeremy look like a rock star (his personal win) to his colleagues while we enable him to be 25% more effective at his jobâŚ