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@juntajoe
Content Marketing:
The Workshop
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute
Co-Author, Get Content Get Customers
and Managing Content Marketing

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@juntajoe
To help transform marketers into publishers.
Less renting, more owning.
EVENTS MEDIA CONSULTING
Sept 4-6, 2012
Columbus, OH

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@juntajoe
Today
• First 30 minutes: Lecture
• Second 30 minutes: Discussion
• Rest of time plus 30 minute break: creating your
content marketing plan.
• THERE IS NO ONE RIGHT WAY – NO SILVER BULLET
• GOAL – 3 ACTIONABLE IDEAS TO
START TOMORROW

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@juntajoe
What has content done for me?

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@juntajoe

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@juntajoe
The first 30 minutes:
The content marketing and
blogging mindset

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The Ultimate Goal
The trusted, expert resource in your
niche wherever your customers are
at online.

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@juntajoe
FORGET
What You Know
About Social Media

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@juntajoe
Content is fire…
social media is
gasoline.

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@juntajoe
Searching for Information
Google/Zero Moment of Truth

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@juntajoe
9 of 10 consumers
are using the web to make buying decisions
Forrester Research

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@juntajoe
Looking to Solve Problems

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@juntajoe

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@juntajoe
Marcus Sheridan
CEO, River Pools & Spas

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@juntajoe
2007
• $4.5 million in Sales
• $250,000 advertising spend

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@juntajoe
2007
• $4.5 million in Sales
• $250,000 advertising spend
2010
• 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.

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@juntajoe

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@juntajoe
75,000 visits per month

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@juntajoe
Yep, David vs. Goliath is Real

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@juntajoe
How Many Tickets Do You Have?

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@juntajoe
How Many Tickets Do You Have?

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BEFORE @juntajoe
AFTER 3 MONTHS

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@juntajoe
Corporate Brochure-itis
Custom Content Council

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@juntajoe
Content Wins
67% More
Likely to
Purchase
Custom Content Council

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@juntajoe
Conditioned Air – Naples, FL

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@juntajoe

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@juntajoe

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Why?
• Great blog content makes us sound
interesting and positions us as experts
• Search engines love blogs
• Social media loves blogs
• Your customers read blogs
• Non-sales touch
• Minimal investment compared to outbound
marketing options

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@juntajoe
Search Engine
Social Media Optimization
STORYTELLING
Lead
Generation

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@juntajoe
The problem…
content marketing
is super hard.

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@juntajoe
The second 20/30 minutes:
What do you need to
leave with today?

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10 Steps:
@juntajoe
Your Content
Marketing Plan

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@juntajoe
Step #1:
Executive Buy In
“Why should we have a
blog?”

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@juntajoe
Step #2:
Define Your Audience

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• Who exactly are you targeting?
–B2B/B2C
–Age
–Title/Function
–Their Internet Preferences/Patterns
• What do they think about you?

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@juntajoe
A Buyer Persona For Every Group
• Job title, Vertical, Power in organization
• Different products or services?
• It’s the WHO you are marketing to

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@juntajoe
EXERCISE
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

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@juntajoe
Jeremy The IT Buyer
Jeremy
• Mid 30’s – 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!

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@juntajoe
Step #3:
Define Your Expertise
Area

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EXERCISE
Take five minutes and write down the
questions your customers and prospects
ask you on a regular basis?

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Or…Set up Listening Posts
(Identify Pain Points)
KEYWORD
ANALYSIS

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Google External Tool

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• www.google.com/alerts

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Google Alerts
- Listen to Share Relevant Content
- Listen for Story Ideas
- Listen to Build Your Influencer List

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@juntajoe
Google Insights

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@juntajoe
This is Tweetdeck, a Twitter
Management Tool
IMPORTANT: Follow keywords, # and your brand names

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@juntajoe

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Secret Sauce Matrix

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Secret Sauce Matrix
The leading provider • Latest research on
of lean shipping trends
manufacturing • How to integrate lean
information for small marketing into a traditional
manufacturers in mfg environment
North America. • Ongoing training for lower-
level personnel specific to
floor managers

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@juntajoe
EXERCISE: Secret Sauce Matrix

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Step #4:
People and
Technology Structure

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The content marketing team….
Typical roles within your existing team…

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Managing Editors
THE single point of contact… the actual day-to-day
storytellers… the ones who can make it compelling.
But… not always the “source” of the content – the thought
leaders.
This role is sometimes outsourced.
Responsibilities include:
Content creation/production, scheduling, consistency
Mechanics of publishing and management (SEO etc..)
Tagging, images, style, approvals, etc.

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@juntajoe
Example….
Michelle Linn
Content Development Director
“Coordinates, manages, writes and serves as editor for content on
CMI and coordinates with contributors. If you have content
marketing questions that you would like our contributors to
answer or if you are someone who wants to write for us, let me
know..”
Barb Schmitz
Managing Editor / PTC
In addition to having her own company, serves as outsourced
managing editor for PTC’s blog creo.ptc.com

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The Blog Structure

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SocialCapitalManagement.com

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Step #5:
Types of Content

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First, what do you
have?

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Where is Content Happening?
• Customers (including sales calls)
• Internal experts
• Events (yours and industry events)
• All employees
• Current content and reports to be
storified!

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EXERCISE
Take five minutes and write down where you
have access to expert content in your
organization.

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ContentPlaybook.com

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Choose Content Tactics for the
Plan
• Small Content – consistent, everyday advice.
• Big Content – pieces of research and larger
information that people want to talk about.

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Content Types
• Daily/Weekly Content – Blog Posts
• Weekly/Monthly Content – Email and/or
Print Newsletter
• Monthly/Quarterly – eBooks/White Paper
• Quarterly/Annual – Webinars/Customer
Event

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Step #6:
Evergreen Resources
and Repackaging

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EXERCISE
Discuss evergreen content – Content that
lives outside news and trends.
What can we create specific to our industry?

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The Buying Cycle

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Repackaging The Content
BECOMES
CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL

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Step #7:
Editorial Calendar

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A Schedule
• 1=Daily (Twitter, Blog)
• 7=Weekly (Facebook Picture)
• 30=Monthly (eNewsletter)
• 4=Quarterly (eBook)
• 2=Bi-Annually (Customer Event)
• 1=Yearly (Large Research Project)

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How-To Articles

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Expert Interviews

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Create the News

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Case Studies

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Reports/Studies

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Free Tools
http://www.contentmarketinginstitute.com/assessment/

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Content Inventory

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Editorial Tools

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• THINK
MULTIPLE
• Podcasts (2)
• Print Article
• Digital Article
• Tweet
Schedule
• Facebook Posts
• Blog Posts
• Guest Posts
• White Paper
• Case Study

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@juntajoe
Headline Tips
• Think about the Problem
• Focus on a Keyword Search (Google
External Search)
• Numbers Rule
• Be VERY Specific
Ways to Increase Your Stock Returns
10 Ways to Make More Money with Small-Cap Stocks

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Step #8:
Developing Your
Channels

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Where are your customers
HANGING OUT?
Target the top 10 – 15 blogs or websites in
your niche
Read and get active…start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert

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@juntajoe
Where Are Your Customers?
• LinkedIn Groups
• Yahoo! / LinkedIn Answers
• Google Groups
• Niche Online Communities (Ning?)
• Twitter/Facebook
• StumbleUpon
• BusinessWeek Xchange

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OPC
• Over 200 blogs, Over 200 Webinars

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SOCIAL MEDIA

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Social Media 4-1-1

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Tip #1 – Try not to answer the question
Focus on what your audience cares about…
and that’s it.

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Tip #2 – Be Democratic
• Mix in other’s content, not just your own.
• Use title, then via @ so the person knows you
are talking about them.

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Tip #3 – Listen, Listen, Listen

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Tip #4 – Use a Management System
Tweetdeck, Tweetgrid, Hootsuite

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Tip #5 – Integrate with Content

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Be the Expert using LinkedIn Answers

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Advanced SEO
• Link from your
LinkedIn profile
using keywords, not
your company
name.

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Promote the Key
INFLUENCERS

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LISTS @juntajoe

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Create Employee Rock Stars
• Set up blogs for your employees on your platform.
• Create a Social Media Policy (see IBM’s for an
example)
• Teach them how to leverage social media
(ACTUAL TRAINING)
By Giving Up Control You
Can Take Back Control

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Step #9:
Guest Contributors

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Step #10:
Measurement &
Budgeting

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Blogging (36 hours @ $45/hour) = 3
posts/week
Chunky Content (16 hours @ 36/hour) = 1 big
piece/quarter
Social Media and Community Building (10
hours @ $45/hour, per every 10 employees)
Listening and Measurement (24 hours/month
@ $30/hour)
Total annual labor costs for a 50 person firm =
$62,280

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Hard measures
• Number of marketing-produced prospects who
purchased
• Number of sales-produced prospects who
purchased
• Dollar amount of deals
• Margin on the deal
• Length of time in marketing-to-sales process
• Customer lifetime value
Ardath Albee

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Goal Conversion

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Measuring Engagement
• Time spent through online research or by
using analytic measures on eNewsletter.
– Engaged visitors
– Open rate/CTR enewsletters
20% rule
• APA 25 minutes research
www.25minutes.co.uk/

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Tactics to Help Generate
Return on Objective (ROO)

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ROO Tactics
• Using Distinct 800 numbers for print and online initiatives
• Using unique URLs for different content projects
• Leveraging bit.ly for specific content projects

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ROO Tactics
• Ensuring every print or web page has a call to action
• Measure what works best, and use more of those kind of
calls to action.

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Always Forget???
• Call to Action
• Blog to What???

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From Debbie Weil
• Download our white paper
• Join us on Twitter, Facebook, LinkedIn, YouTube,
etc.
• Ask us a question
• Download our e-book
• Sign up for our free webinar
• Request our visitor’s guide
• Sign up for our e-newsletter
• Request a virtual demo

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Follow What’s Working
• What content is working? Why? Should you develop more
of that content?
• Tie to conversions/goals

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Social Media Measurement
@juntajoe
Visitors from Social Media
Visitors Leads Customers
SEO 5,289 754 12
Social Media 834 72 3
YouTube 511 28 1

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User Indicators (“the doers”)
• Web traffic increases
• Increase in page views
• Decrease in bounce rates
• Tweets or Facebook shares
• Search engine rankings

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In Summary
• This is not easy…but it can support your
long-term marketing and business goals.
• Content strategy before social media.
• Dedicate resources.
• Temper expectations.

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@juntajoe
QUESTIONS
Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter
September 4 – 6, 2012 – Columbus, Ohio
CODE “JUNTAJOE” TO SAVE $100