Moderator Jill Schiefelbein, owner of The Dynamic Communicator™, along with panelists Ann Handley, chief content officer at MarketingProfs, and Joe Pulizzi, founder of the Content Marketing Institute, discuss how to: use content marketing to drive revenue for your business, establish expertise and credibility by providing value-based content, create marketing that doesn’t feel like marketing, and identify your audience and find your unique story.

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BUILD YOUR PLATFORM, YOUR
AUDIENCE, AND YOUR BUSINESS
WITH CONTENT MARKETING

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Ann Handley | Chief Content Officer Joe Pulizzi | Founder
MarketingProfs
@annhandley
Content Marketing Institute
@JoePulizzi
PANEL SPEAKERS
The Dynamic CommunicatorTM
@dynamicjill
Jill Schiefelbein | Owner
MODERATOR PRESENTER PRESENTER

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TODAY’S AGENDA
Rethinking The Way We Market
Our Businesses
Creating a Content Marketing Strategy
Delivering Value Outside Our Products
Strategizing Your Content Marketing Base
Building An Audience

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RETHINKING THE WAY WE
MARKET OUR BUSINESSES

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CONTENT MARKETING
Instead of COMMUNICATING
through someone else’s channel,
we CREATE and DISTRIBUTE
our own AMAZING information
and build audiences.

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AUDIENCE-CENTRIC VERSUS BUSINESS-DRIVEN
AMAZING
INFORMATION
=
WHAT YOUR
AUDIENCE VALUES

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IN A NOISY WORLD, THIS IS YOUR COMPETITION

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CONTENT MARKETING TRENDS
Source: 2016 Content Benchmarks Study
77% of B2C orgs plan
to produce more
content in 2016.
76% of B2B
50% of B2C orgs plan
to spend more on
content in 2016.
51% of B2B

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A BIGGER BOAT
WE’RE GONNA NEED

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ENGAGING CONTENT IS MORE
ABOUT BRAINS THAN BUDGET
‘Engaging Content’
=
Top Challenge
*56% of B2C
Source: Content Benchmarks Study

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CREATING A CONTENT
MARKETING STRATEGY

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FIRST, BUILD AN AUDIENCE.
THEN, MONETIZE IT.

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ANN REARDON
January 2012
100 YouTube
Subscribers
2.5 Million
Subscribers
April 2016

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EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.

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FOOD SCIENTIST
IMPOSSIBLE FOOD
CREATIONS
CONTENT TILT
AUDIENCE
EDUCATION

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DELIVERING VALUE OUTSIDE
YOUR PRODUCTS

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CREATE A
CONTENT MARKETING
MISSION STATEMENT

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THREE STEPS TO CREATING YOUR MISSION STATEMENT
Core Target Audience
“Welcome to Digital Photography
School – a website with simple
tips to help digital camera owners
get the most out of their cameras.”
What Will Be Delivered
The Outcome For the Audience
1
2
3

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CASE STUDY: INDIUM CORPORATION BLOGS

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HAVE A RECOGNIZABLE
PERSPECTIVE AND
POINT OF VIEW

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THEY LEAD THEM.
SMART COMPANIES DON’T FOLLOW TRENDS.

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STRATEGIZING YOUR
CONTENT MARKETING BASE

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CASE STUDY: COPYBLOGGER

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YOUR CONTENT MARKETING BASE

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BUILDING YOUR AUDIENCE

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CASE STUDY: FACEBOOK & GOOGLE+

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CASE STUDY: SOUNDCLOUD & SLACK
74.4 K

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FOCUS ON SUBSCRIBERS
AS A KEY METRIC

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YAY!
BOO!
^
^

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MUST HAVES
Amazing E-Newsletter
Exchange of Value
Ebook, Research Report, etc.

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WHAT’S THE DIFFERENCE BETWEEN...
THOSE WHO
SUBSCRIBE TO
MY CONTENT
AND THOSE
WHO DON’T?

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CASE STUDY: JOHN DEERE’S THE FURROW

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CONTENT MARKETING AND MONETIZATION

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BE THE LEADING EXPERT
IN YOUR NICHE
A LOYAL AUDIENCE
LEADS TO REVENUE!

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Q&A

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CLOSING THOUGHTS
Ann Handley
Chief Content Officer
MarketingProfs
@annhandley
Joe Pulizzi
Founder
Content Marketing Institute
@JoePulizzi

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MORE GREAT THINGS TO COME
Look out for the
recording in your
inbox coming soon
Today: Part 3 of 4
in the Entrepreneur
Biz Tech Webinar Series
made possible by
Comcast Business
Find out what’s
next and register at
entrepreneur.com/
events

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THANK YOU
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