Epic Content Marketing – Joe Pulizzi
Part 1: Content Marketing – There and Back Again
Chapter 1: What is Content Marketing
2001 – Effectivfe markfetin looks morfe aid morfe likfe publishiin
Crfeatin owi coitfeit rathfer thai payiin to adivfertsfe arouid othfer pfeoplfe’s coitfeit
Focus iot oi thfeir products ii markfeting but oi thfe iiformatoial ifefeds of thfeir tarnfet
customfer
Content Marketing: A collection of Defnitionn
Content marketing: The Formal Defnition
Coitfeit Markfetin
= thfe markfetin aid busiifess procfess for creating and distrriutting valtaule aid compelling
contrentr to attractr, acutire and engage a clearly defned and tnderstrood trargetr atdience –
with thfe oujective of driving proftraule ctstromer action
From Managing Content Marketing
Stratfeny focusfed oi thfe crfeatoi of ivaluablfe fexpferifeicfe
Valtaule contrentr trhatr
- Eirich thfe commuiity
- Positoi thfe busiifess as lfeadfer ii thfe ifeld
Contrentr trhatr is
- Einaniin
- Sharfeablfe
- Focusfed oi hfelpiin customfers discoivfer that your product is thfe oife for thfem
Content Marketing: Less Formal Defnition
Owiiin mfedia as opposfed to rfeitin it
Attractr and retrain customfers by coisistfeitly creating and ctrating contrentr ii ordfer to
change or enhance a constmer uehavior
,Content Marketing: Elevator Pitch
Traditional marketing
- Tfelliin thfe world you’rfe a rock star
Contrentr marketing
- Showiin thfe world you arfe a rockstar
Content Marketing: For Practitioners
Dfeliivferiin thfe coitfeit your audifeicfe is sfearchiin for
Ii all thfe placfes thfey arfe sfearchiin for it
Efective comuination of
- Crfeatfed coitfeit
- Curatfed coitfeit
- Syidicatfed coitfeit
Content Marketing: For Nonbelievers
Customfer doi’t carfe about youg your products or your sferivicfes
Thfey carfe about thfemsfelivfesg thfeir waits aid thfeir ifefeds
Crfeatfe iitferfestin iiformatoi your customfers arfe passioiatfe about
So they actually pay ateetoe to you!
This is thfe bfest dfeiiitoi but also thfe most difcult oife
Marketing by Selling Lenn
Coitfeit markfetin is thfe artr of commtnicating with your customfers aid prospfects witrhottr
selling
Essfeicfe of this stratfeny
- Thfe bfelifef that if wfeg as busiifessfesg deliver consistrentr, ongoing valtaule information
to buyfersg thfey ultmatfely reward ts witrh trheir utsiness and loyaltry
Paid mfedia was thfe bfest aid most feffectivfe way to sfell products aid sferivicfes
Notr anymore!
Inform or entertain
4 choices tro commtnicatre witrh ctstromers and prospectrs
1. Iiform aid hfelp to liivfe bfetfer liivfesg iid bfetfer robs or bfe morfe succfesfull ii thfeir rob
2. Eitfertaii aid bfenii to build ai femotoial coiifectoi
3. Dfeivfelop lacklustfer coitfeit that dofesi’t moivfe a ifefedlfe
, 4. Spfeid moifey oi traditoial markfetin iot feffectivfee!
Thfe irst two arfe thfe bfeste
Thfey hfelp you build a followiine
Content Marketing VS. Social Marketing: What’n The Diference
Coitfeit markfetin hfeaivily iiivolivfes social mfedia
Center of Gravity
Centrer of Gravitiy social media marketing
- Ii thfe social ifetworks thfemsfelivfes
Centrer of Gravitry for contrentr marketing
- A braid wfebsitfe
Social ifetworks arfe ivital to thfe succfess of coitfeit markfetin feforts
But as a distributor of liiks back to thfe coitfeit oi thfe braid’s wfebsitfee
Not as coitaiifers of coitfeit itsfelfe
Types of content
Types of contrentr in social media
- Coitfeit built to it thfe coitfext of thfe chosfei platorm
Braids modfel thfeir bfehaivior affer that of thfe iidiividuals usiin thfe ifetworks
Types of contrentr in contrentr marketing
- Coitfext of wfebsitfes pfermits much loinfer forms of coitfeit
Braids modfel thfeir bfehaivior affer that of mfedia publishfers
Objectives
Oujective social media
- Used for braed awareeess
o Gfeiferatin activity aid discussioi arouid thfe braid
- Used for customer reteetoe aed satsfactoe
o Forum for dirfect dialonufes with customfers
Oujective contrentr marketing
- Focus more oe demaed geeeratoe
o Quality coitfeit briins prospfects to a braid’s sitfe
Dfeivfelop rfelatoiship aid iurturfe towards lfead coiivfersioi or purchasfe
, Evolution of online marketing
Social media marketing is trhe natrtral frstr strep
- Dirfect accfess to usfers
- Coitfeit is nfeiferally formatfed iito shortfer chuiks feasy publishiin procfess!
Braids bfecomfe morfe familiar with thfeir ifew rolfe as publishfer
Pronrfessioi to coitfeit markfetin
Contrentr marketing
- Braids must producfe loinfer-formg hinhfer-quality coitfeit
- Build audifeicfes oi thfeir owi sitfes
Driving constmers tro itrs own weusitre
- Gaii lfeads
- Moivfe thfem dowi thfe coiivfersioi fuiifel
The New World of Content Marketing
Compaiifes sfeid out iiformatoi all thfe tmfe
- Most of thfe tmfe iot ivfery compfelliin or usfeful
Good contrentr marketing makes a person strop, read, trhink and uehave diferentrly
The difference between Content and Content Marketing
Contrentr
= compfelliin coitfeit that iiformsg feinanfes or amusfes
Contrentr marketing
= iiformg feinanfe or amusfe with thfe obrfectivfe of driiviin proitablfe customfer actoi
Content Marketing Next
You cai crfeatfe markfetin that is aitcipatfed aid truly makfes coiifectoie
- Dfeivfelop aid fexfecutfe “salfes” mfessanfes that arfe ifefedfedg feivfei rfequfestfed
Coitfeit markfetin is about markfetin for thfe prfesfeit aid thfe futurfe
Epic thoughts
- Coitfeit is rust coitfeit UNLESS it’s driiviin bfehaivior chainfe
- Markfetin ifefeds to bfe aitcipatfedg loivfed aid waitfed
- Coitfeit markfetin stratfeny comfes bfeforfe your social mfedia stratfeny
Part 1: Content Marketing – There and Back Again
Chapter 1: What is Content Marketing
2001 – Effectivfe markfetin looks morfe aid morfe likfe publishiin
Crfeatin owi coitfeit rathfer thai payiin to adivfertsfe arouid othfer pfeoplfe’s coitfeit
Focus iot oi thfeir products ii markfeting but oi thfe iiformatoial ifefeds of thfeir tarnfet
customfer
Content Marketing: A collection of Defnitionn
Content marketing: The Formal Defnition
Coitfeit Markfetin
= thfe markfetin aid busiifess procfess for creating and distrriutting valtaule aid compelling
contrentr to attractr, acutire and engage a clearly defned and tnderstrood trargetr atdience –
with thfe oujective of driving proftraule ctstromer action
From Managing Content Marketing
Stratfeny focusfed oi thfe crfeatoi of ivaluablfe fexpferifeicfe
Valtaule contrentr trhatr
- Eirich thfe commuiity
- Positoi thfe busiifess as lfeadfer ii thfe ifeld
Contrentr trhatr is
- Einaniin
- Sharfeablfe
- Focusfed oi hfelpiin customfers discoivfer that your product is thfe oife for thfem
Content Marketing: Less Formal Defnition
Owiiin mfedia as opposfed to rfeitin it
Attractr and retrain customfers by coisistfeitly creating and ctrating contrentr ii ordfer to
change or enhance a constmer uehavior
,Content Marketing: Elevator Pitch
Traditional marketing
- Tfelliin thfe world you’rfe a rock star
Contrentr marketing
- Showiin thfe world you arfe a rockstar
Content Marketing: For Practitioners
Dfeliivferiin thfe coitfeit your audifeicfe is sfearchiin for
Ii all thfe placfes thfey arfe sfearchiin for it
Efective comuination of
- Crfeatfed coitfeit
- Curatfed coitfeit
- Syidicatfed coitfeit
Content Marketing: For Nonbelievers
Customfer doi’t carfe about youg your products or your sferivicfes
Thfey carfe about thfemsfelivfesg thfeir waits aid thfeir ifefeds
Crfeatfe iitferfestin iiformatoi your customfers arfe passioiatfe about
So they actually pay ateetoe to you!
This is thfe bfest dfeiiitoi but also thfe most difcult oife
Marketing by Selling Lenn
Coitfeit markfetin is thfe artr of commtnicating with your customfers aid prospfects witrhottr
selling
Essfeicfe of this stratfeny
- Thfe bfelifef that if wfeg as busiifessfesg deliver consistrentr, ongoing valtaule information
to buyfersg thfey ultmatfely reward ts witrh trheir utsiness and loyaltry
Paid mfedia was thfe bfest aid most feffectivfe way to sfell products aid sferivicfes
Notr anymore!
Inform or entertain
4 choices tro commtnicatre witrh ctstromers and prospectrs
1. Iiform aid hfelp to liivfe bfetfer liivfesg iid bfetfer robs or bfe morfe succfesfull ii thfeir rob
2. Eitfertaii aid bfenii to build ai femotoial coiifectoi
3. Dfeivfelop lacklustfer coitfeit that dofesi’t moivfe a ifefedlfe
, 4. Spfeid moifey oi traditoial markfetin iot feffectivfee!
Thfe irst two arfe thfe bfeste
Thfey hfelp you build a followiine
Content Marketing VS. Social Marketing: What’n The Diference
Coitfeit markfetin hfeaivily iiivolivfes social mfedia
Center of Gravity
Centrer of Gravitiy social media marketing
- Ii thfe social ifetworks thfemsfelivfes
Centrer of Gravitry for contrentr marketing
- A braid wfebsitfe
Social ifetworks arfe ivital to thfe succfess of coitfeit markfetin feforts
But as a distributor of liiks back to thfe coitfeit oi thfe braid’s wfebsitfee
Not as coitaiifers of coitfeit itsfelfe
Types of content
Types of contrentr in social media
- Coitfeit built to it thfe coitfext of thfe chosfei platorm
Braids modfel thfeir bfehaivior affer that of thfe iidiividuals usiin thfe ifetworks
Types of contrentr in contrentr marketing
- Coitfext of wfebsitfes pfermits much loinfer forms of coitfeit
Braids modfel thfeir bfehaivior affer that of mfedia publishfers
Objectives
Oujective social media
- Used for braed awareeess
o Gfeiferatin activity aid discussioi arouid thfe braid
- Used for customer reteetoe aed satsfactoe
o Forum for dirfect dialonufes with customfers
Oujective contrentr marketing
- Focus more oe demaed geeeratoe
o Quality coitfeit briins prospfects to a braid’s sitfe
Dfeivfelop rfelatoiship aid iurturfe towards lfead coiivfersioi or purchasfe
, Evolution of online marketing
Social media marketing is trhe natrtral frstr strep
- Dirfect accfess to usfers
- Coitfeit is nfeiferally formatfed iito shortfer chuiks feasy publishiin procfess!
Braids bfecomfe morfe familiar with thfeir ifew rolfe as publishfer
Pronrfessioi to coitfeit markfetin
Contrentr marketing
- Braids must producfe loinfer-formg hinhfer-quality coitfeit
- Build audifeicfes oi thfeir owi sitfes
Driving constmers tro itrs own weusitre
- Gaii lfeads
- Moivfe thfem dowi thfe coiivfersioi fuiifel
The New World of Content Marketing
Compaiifes sfeid out iiformatoi all thfe tmfe
- Most of thfe tmfe iot ivfery compfelliin or usfeful
Good contrentr marketing makes a person strop, read, trhink and uehave diferentrly
The difference between Content and Content Marketing
Contrentr
= compfelliin coitfeit that iiformsg feinanfes or amusfes
Contrentr marketing
= iiformg feinanfe or amusfe with thfe obrfectivfe of driiviin proitablfe customfer actoi
Content Marketing Next
You cai crfeatfe markfetin that is aitcipatfed aid truly makfes coiifectoie
- Dfeivfelop aid fexfecutfe “salfes” mfessanfes that arfe ifefedfedg feivfei rfequfestfed
Coitfeit markfetin is about markfetin for thfe prfesfeit aid thfe futurfe
Epic thoughts
- Coitfeit is rust coitfeit UNLESS it’s driiviin bfehaivior chainfe
- Markfetin ifefeds to bfe aitcipatfedg loivfed aid waitfed
- Coitfeit markfetin stratfeny comfes bfeforfe your social mfedia stratfeny
