The State of Content Marketing 2013 - AAF North Dakota

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Presentation given by Joe Pulizzi, Content Marketing Institute to AAF North Dakota in Fargo on the State of Content Marketing 2013. Includes the latest research on content marketing and covers five key content marketing trends for now into the future.

Business

@juntajoe

The State of Content
Marketing 2013
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and Managing Content Marketing

@juntajoe

TODAY’S AGENDA
• Move Fast – 80+ Slides in 45 Minutes!
• Brief History of Content Marketing
• The Latest B2B Research
• The Problem with “What?”
• Content Marketing Tips & Trends
• Q&A

@juntajoe

Search Engine
Social Media Optimization
STORYTELLING

Lead
Generation

@juntajoe

I see the future
and it is
____________

@juntajoe

Why Are We Here?
Just 36% believe their
content marketing is effective

@juntajoe

Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engages

@juntajoe

WHY?
Tell a Different Story, Not
the Same Story
Incrementally Better

@juntajoe

Search Engine
Social Media Optimization

Why?
Lead
Generation

@juntajoe

The Niche, Non-Sales
Content Platform
&
A Clear Mission

@juntajoe

The Content Marketing Team
Typical roles within your existing team…

Chief Content
Officer

Managing Chief
Content
Editors Listening
Producers
Officers

Content
Creators

@juntajoe

Social Media
Public Relations
Marketing
Email
Mobile
Search

@juntajoe

Example….

Todd Wheatland
VP of Thought Leadership
Kelly Services

@juntajoe

The Kelly Situation:
Product: Complex workforce solutions
Target: Largest 5,000 companies globally
Deal Size: $50m - $2bn
Key Buyer Titles: HR, Procurement, Operations, C-Suite
Ave Time to Close: 12-24 months

@juntajoe

Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.

@juntajoe

Leveraging Employees
in Content Creation

@juntajoe
AWARENESS
SEO
PUBLIC RELATIONS

NURTURING

EMAIL
LEAD NURTURING

CRM / SOCIAL
LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

Building Content Expertise
through Community

@juntajoe

The Content Marketing Team

Chief Content
Officer

Managing Chief
Content
Editors Listening
Producers
Officers

Content
Creators

@juntajoe

The Content Marketing Team
Titler
SEO Specialist
Chief Content Metrics
Officer

Managing Chief
Content
Editors Listening
Producers
Officers

150+ Contributors
Content
Creators 1 Paid Freelancer
Partner Content Program

@juntajoe

A Rising Tide Lifts All Ships

@juntajoe

Define Your Hit List of Influencers

@juntajoe

Both Bricks & Feathers
• Use Feathers to Promote Bricks

@juntajoe
.COM Email Webinars
Magazine

Paid Content
Paid Events

@juntajoe

Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.

http://taylordowns.com

@juntajoe

Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter

Week of Sept. 9, 2013
CLEVELAND, OH

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The State of Content Marketing 2013 - AAF North Dakota

1. @juntajoe The State of Content Marketing 2013 Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

2. @juntajoe MY STORY

3. @juntajoe TODAY’S AGENDA • Move Fast – 80+ Slides in 45 Minutes! • Brief History of Content Marketing • The Latest B2B Research • The Problem with “What?” • Content Marketing Tips & Trends • Q&A

10. @juntajoe

11. @juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation

12. @juntajoe Example of trying…

13. @juntajoe

14. @juntajoe

15. @juntajoe

16. @juntajoe I see the future and it is ____________

17. @juntajoe

18. @juntajoe

19. @juntajoe

20. @juntajoe

21. @juntajoe Red Bull – The Media Co.

22. @juntajoe Sponsored by

23. @juntajoe

24. @juntajoe

25. @juntajoe

26. @juntajoe

27. @juntajoe

28. @juntajoe

29. @juntajoe 54% Increasing

30. @juntajoe

31. @juntajoe Why Are We Here? Just 36% believe their content marketing is effective

32. @juntajoe Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages

33. @juntajoe THE PROBLEM WITH WHAT?

34. @juntajoe

35. @juntajoe

36. @juntajoe

37. @juntajoe

38. @juntajoe WHY? Tell a Different Story, Not the Same Story Incrementally Better

39. @juntajoe Search Engine Social Media Optimization Why? Lead Generation

40. @juntajoe Why?

41. @juntajoe Content Marketing Trends

42. @juntajoe The Niche, Non-Sales Content Platform & A Clear Mission

43. @juntajoe

44. @juntajoe

45. @juntajoe

46. @juntajoe

47. @juntajoe

48. @juntajoe

49. @juntajoe

50. @juntajoe

51. @juntajoe

52. @juntajoe

53. @juntajoe

54. @juntajoe The Chief Storyteller

55. @juntajoe The Content Marketing Team Typical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators

56. @juntajoe Social Media Public Relations Marketing Email Mobile Search

57. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services

58. @juntajoe Story Explosion

59. @juntajoe The Kelly Situation: Product: Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months

60. @juntajoe

61. @juntajoe Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.

62. @juntajoe Leveraging Employees in Content Creation

63. @juntajoe

64. @juntajoe

65. @juntajoe

66. @juntajoe

67. @juntajoe

68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

69. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

70. @juntajoe Building Content Expertise through Community

71. @juntajoe

72. @juntajoe

73. @juntajoe

74. @juntajoe

75. @juntajoe

76. @juntajoe The Content Marketing Team Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators

77. @juntajoe The Content Marketing Team Titler SEO Specialist Chief Content Metrics Officer Managing Chief Content Editors Listening Producers Officers 150+ Contributors Content Creators 1 Paid Freelancer Partner Content Program

78. @juntajoe

79. @juntajoe

80. @juntajoe

81. @juntajoe

82. @juntajoe A Rising Tide Lifts All Ships

83. @juntajoe

84. @juntajoe Define Your Hit List of Influencers

85. @juntajoe

86. @juntajoe Both Bricks & Feathers • Use Feathers to Promote Bricks

87. @juntajoe

88. @juntajoe

89. @juntajoe

90. @juntajoe

91. @juntajoe

92. @juntajoe .COM Email Webinars Magazine Paid Content Paid Events

93. @juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com

94. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH

Hinweis der Redaktion

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.
– sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
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.