The document discusses content marketing strategies and insights. It provides tips for creating effective content marketing programs, including developing buyer personas, creating a content marketing mission statement focused on core audiences and outcomes, planning content repurposing across multiple channels, leveraging influencers, and measuring return on objectives like sales, costs, and customer retention and satisfaction. The presentation emphasizes finding the "why" of a company's content strategy and telling a different story to customers through content.
31. @JoePulizzi #2013IMF
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
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32. @JoePulizzi #2013IMF
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1.
2.
3.
Core Target Audience
What Will Be Delivered
The Outcome for the
Audience
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34. @JoePulizzi #2013IMF
Jeremy Our Home Owner
Jeremy
• Mid 30’s – Coffee lover
• Works in an office
• Responds to email; phone
not so much.
• Can’t keep up with
outside household maintenance
• Help Jeremy feel like he knows what he’s doing with
his landscaping and help him save money and look
good doing it.
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57. @JoePulizzi #2013IMF
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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59. @JoePulizzi #2013IMF
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
60. @JoePulizzi #2013IMF
Persona #1
Building a Better
Business/Thought Leadership
Webinar
Attended
How-To-Webinar
Attended
eBook/White Paper Version of
Webinar (10 Steps)
CTAs in Report
(Landing
Page/Phone #)
63. @JoePulizzi #2013IMF
1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Ask “why?” for each channel
4. Find Your Content Ambassadors
5. Find Your Subscription Strategy
6. Leverage SlideShare
7. Start Partnering with Influencers
8. Use Social Media 4-1-1
9. Know the Business Objective
10. Tell a Different Story!
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.