Best Practices in Content Marketing - Australia

Best Practices in Content Marketing - Australia
@juntajoe GOOD to GREAT Content Marketing 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 – 90 Slides in 45 Minutes! • Brief History of Content Marketing • The Latest Research • The Problem with “What?” • Five content activities that Separate the Good from the Great in Content • Q&A
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@juntajoe Barriers to Entry are Gone • Content Acceptance • Talent • Technology
@juntajoe As Heard Recently… “We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.” Pam Didner Intel
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@juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation
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POLL What is your biggest content marketing challenge?
@juntajoe http://bit.ly/2012cmtrends
@juntajoe Shutterstock
@juntajoe Shutterstock
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@juntajoe THE PROBLEM WITH WHAT?
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@juntajoe STRATEGY (the planning of the “what”) must always precede the tactics (the “what” and “how”)
@juntajoe WHY?
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@juntajoe Why?
@juntajoe Search Engine Social Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
@juntajoe Business Higher Purpose Purpose
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@juntajoe HIGHER PURPOSE
@juntajoe Five Content Types that Separate the Good to Great Content Marketers
@juntajoe The Niche, Non-Sales Content Platform
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@juntajoe Story Explosion
@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
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@juntajoe Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
@juntajoe The Chief Storyteller
@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 Example… Rob Yoegel Content Marketing Director Monetate
@juntajoe Leveraging Employees in Content Creation
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@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
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@juntajoe Building the Content Community (a focus on referral traffic)
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@juntajoe • Higher Purpose Calling • Understand the “reader” like a publisher does. • The Story Platform • Remove “You” from the Story • Get Your Community Involved
@juntajoe • 4-5-6 March 2013 • Sheraton On the Park, Sydney • http://sydney.contentmarketingworld.com • CODE: GOTOWEBINAR for 100 AUD Discount
@juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter

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