Epic Content Marketing

Forgotten Strategies to Execute Now

Joe Pulizzi
Founder
Content Marketing Institute
Session Speaker

Joe Pulizzi
Content Marketing Institute
Author, Epic Content Marketing

@JoePulizzi

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Let’s Discuss
• A Bit of History (and definition)
• A Smidge of Research
• 6 Forgotten Strategies Specific to Content and
Nurturing
@JoePulizzi
 @JoePulizzi

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 @JoePulizzi

Search Engine
Social Media Optimization
CONTENT
STRATEGY

Lead
Generation
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 http://bitly.com/cm-research

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 Just 36% believe their
content marketing is effective
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 @JoePulizzi

Nurturing with Content

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 Content Marketing Funnel

The Messy Middle

 @JoePulizzi
Forgotten Strategies

#1 – Define the Audience

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Audience Persona Profiles
Put your Journalist or Storyteller
hat on:
• WHO is the persona… emotionally attached
• WHAT does she do? What does his day look like?
• WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?

• WHY should he care about the product us?

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Jeremy Our 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
• Sales USP: Enable Jeremy to be 25% more effective!
• Personal UVP: Give me more time to be me!!

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Buyer Persona Profiles
Put your Journalist or Storyteller
hat on:
• WHO is the persona… emotionally attached
• WHAT does she do? What does his day look like?
• WHERE is the gap in his needs/wants?
• WHEN does he need to close this gap?

• WHY does he care about the product us?

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

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 @JoePulizzi
Forgotten Strategies

#2 – Define the Outcome

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 @JoePulizzi

Create a Content Marketing

Mission Statement

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Why?

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Welcome to Inc.com, the place
Why?
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.

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Welcome to Inc.com, the place
Why?
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.

1. Core Target Audience

2. What Will Be Delivered
3. The Outcome for the Audience
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 @JoePulizzi
Forgotten Strategies

#3 – Choose the Right

Content

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 Types of Content
Early Stage
Thought leadership and Research data, funny videos,
entertainment to build curated lists, infographics,
brand and awareness thought leadership

Middle Stage
Tools that help buyers find Buying guides, RFP templates,
you when they are looking ROI calculators, whitepapers,
for solutions analyst reports, webinars

LateCompany-specific
Stage Pricing, demos, services
information to help evaluate information, 3rd party reviews,
and reaffirm selection customer case studies

Source: Marketo
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 Best to Nurture
• eNewsletters
• In-Person Events
• White Papers
• Research Reports
• eBooks
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80%+
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 AWARENESS
SEO
PUBLIC RELATIONS

NURTURING

EMAIL
LEAD NURTURING

CRM / SOCIAL
LOYALTY PROGRAM

CUSTOMER EVENTS
 @JoePulizzi

• Deliver specific
LinkedIn content
to sales team.
• Faster closes,
more customer
interactions.

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 @JoePulizzi
Forgotten Strategies

#4 – Don’t Overcomplicate

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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
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Creating Better Customers
“wait for it....”

Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share

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Persona #1 Building a Better
Business/Thought Leadership
Webinar

Attended

How-To-Webinar

Attended
CTAs in Report
eBook/White Paper Version of (Landing
Webinar (10 Steps) Page/Phone #)

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 @JoePulizzi
Forgotten Strategies

#5 – Find the Bigger Story

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 @JoePulizzi

#5 – Find the Bigger Story

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Forgotten Strategies

#6 – Don’t Forget Print

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 @JoePulizzi

• 90% of subscribers
take some kind of
action upon reading
the publication.
 @JoePulizzi

• “Has helped us get more

conversations with the C-
Suite than any other tool
we have.”
– Mike Kidder, VP Marketing

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Thank You
Joe Pulizzi
Founder
Content Marketing Institute
joe@contentinstitute.com

@JoePulizzi