The Evolution of Content Marketing and How to Start with Strategy

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

sodahead.com

38%

@JoePulizzi |

@JoePulizzi |

EffectiveContent Marketers

IneffectiveContent Marketers

CloselyFollowTheStrategy

CRITICAL:

→ Documented Content Marketing Strategy

→ Follow It Consistently

STRUCTURE

→ Independent Unit→ Separate Department→ Organized in a Silo

EffectiveContent Marketers

IneffectiveContent Marketers

METRICS:

→ 8X More Successful

→ More Metrics (6 versus 4)

→ Less Emphasis on Web Traffic

BUDGET

→ Effective = 37%

→ Ineffective = 16%

BUDGET

→ Effective = 37%

→ Ineffective = 16%

All Content Marketers Plan on Spending More Next Year

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

• CMO Gas Station Example

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

Create Your Mission Statement: - Defined Audience - Deliver - Outcome

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |