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5 Essentials to Epic Content Marketing [for Business]

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5 Essentials to Epic Content Marketing [for Business] Joe Pulizzi (@JoePulizzi) Founder, Content Marketing Institute Author, Content Inc. #acrolinxcc


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CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World Chief Content Officer Education, Training, Advisory @JoePulizzi


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@JoePulizzi


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@JoePulizzi


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JEFF ROHRS CHANNELS SLIDE EXAMPLE


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60+%


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@JoePulizzi | 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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@JoePulizzi | Content Marketing The content is closely related to what you sell – you are educating people so that they know, like and trust you enough to buy from you. BUILDING ASSETS


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90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi


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30%


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30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING


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Effective Content Marketers Ineffective Content Marketers


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BUDGET > Effective = 37% > Ineffective = 16%


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BUDGET > Effective = 37% > Ineffective = 16% All Content Marketers Plan on Spending More Next Year


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FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT


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@JoePulizzi | 5 Elements


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi | What do all media companies do that you do not with your content?


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi | Create Your Mission Statement: - Defined Audience - Deliver - Outcome


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A Proven Content Formula


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WAIT FOR IT… LOADING


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(1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE


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CASE STUDY @JoePulizzi Red Bull


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CASE STUDY @JoePulizzi Copyblogger


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@JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi YAY! BOO!


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@JoePulizzi


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@JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi |


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@JoePulizzi CREATE THE PLAN… FOCUS EVERYTHING ON BUILDING AN AUDIENCE. CONTENT AS AN ASSET


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@JoePulizzi TAKEAWAYS Set Your Goals for Sales, Savings or Sunshine Why Are You Using Each Channel? Focus On the Reader’s Outcome Create the Content Mission Statement One Content Type, One Main Channel Per Audience Need an amazing E-Newsletter and remarkable download Don’t Build Your House on Rented Land What do your subscribers do differently? Think About Buying vs. Building BE PATIENT!!!


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@JoePulizzi TAKEAWAYS Set Your Goals for Sales, Savings or Sunshine Why Are You Using Each Channel? Focus On the Reader’s Outcome Create the Content Mission Statement One Content Type, One Main Channel Per Audience Need an amazing E-Newsletter and remarkable download Don’t Build Your House on Rented Land What do your subscribers do differently? Think About Buying vs. Building BE PATIENT!!! TheStoryofContent.com


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Thank You #acrolinxcc For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com


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