6 Steps to Creating a Content Marketing Strategy - #SMMW15

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The document outlines six steps to creating an effective content marketing strategy: 1) Identify your sweet spot by finding the intersection of your knowledge and customer needs. 2) Tilt your content beyond your sweet spot to expand your audience. 3) Build your base through consistent delivery of one content type on one main platform over time. 4) Harvest your audience by engaging them across multiple platforms. 5) Diversify your content types and platforms. 6) Monetize your content through methods like advertising, sponsorships, products, and services. The key is to first focus on building a large audience before attempting to monetize.

Marketing Business

@JoePulizzi
Six Steps
To Creating a Content Marketing Strategy
ThatJust Won’t Quit
6 Steps to Creating
a Content
Marketing Strategy
Joe Pulizzi @JoePulizzi
Content Marketing Institute

@JoePulizzi@JoePulizzi |

@JoePulizzi
2 of 3 Marketers

@JoePulizzi
MY STORY

@JoePulizzi

@JoePulizzi
Was I alone?

@JoePulizzi

@JoePulizzi

@JoePulizzi
First, build an audience.
Then, monetize it.

@JoePulizzi
1. Sweet Spot
2. Content Tilt
3. Building the Base
4. Harvesting Audience
5. Diversification
6. Monetization

@JoePulizzi
The Sweet Spot

@JoePulizzi
Knowledge or Skill Passion
Sweet Spot

@JoePulizzi
Knowledge or Skill
Customer
Pain Point
Alternative Sweet Spot

@JoePulizzi Columbia Missourian

@JoePulizzi

@JoePulizzi

@JoePulizzi
Backyard Poultry Teaching
Sweet Spot

@JoePulizzi
The Content Tilt

@JoePulizzi
Ann Reardon
100 YouTube Subscribers
In January, 2012

@JoePulizzi

@JoePulizzi
Food Scientist Education

@JoePulizzi

@JoePulizzi
More examples here

@JoePulizzi

@JoePulizzi
Food Scientist Education
Impossible
Food Creations Content Tilt

@JoePulizzi
Everyone stops at the sweet spot…
Hardly anyone “tilts” the content.

@JoePulizzi
• Google Trends

@JoePulizzi

@JoePulizzi

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

@JoePulizzi

@JoePulizzi@JoePulizzi |

@JoePulizzi

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

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

@JoePulizzi
Building the Base

@JoePulizzi
One Content Type
One Main Platform
Consistent Delivery
Long Period of Time
The Base

@JoePulizzi@JoePulizzi |

@JoePulizzi

@JoePulizzi@JoePulizzi |

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi
One Content Type
+ One Platform
+ Time

@JoePulizzi
Harvesting Audience

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi
Diversification

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi@JoePulizzi |

@JoePulizzi@JoePulizzi |

@JoePulizzi

@JoePulizzi
Monetization

@JoePulizzi@JoePulizzi |

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi
Create the plan…
but focus everything
on building an audience.

@JoePulizzi

@JoePulizzi
1. Sweet Spot
2. Content Tilt
3. Building the Base
4. Harvesting Audience
5. Diversification
6. Monetization

@JoePulizzi

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Unlock the power of digital marketing and take your business to the next level! This comprehensive presentation covers the fundamentals of digital marketing, including search engine optimization, pay-per-click advertising, social media marketing, email marketing, and content marketing. Learn how to create a digital marketing strategy that drives website traffic, generates leads, and increases brand awareness. Discover the benefits of digital marketing, including cost-effectiveness, measurability, flexibility, and increased reach. Get insights into the latest digital marketing trends and best practices, and learn how to measure and optimize your digital marketing efforts. Whether you're a seasoned marketer or just starting out, this presentation is your ultimate guide to succeeding in the digital landscape. https://www.instagram.com/zoraizahmadd/

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Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

In 2024, voice SEO will dominate as users interact hands-free, emphasizing long-tail keywords and natural language. Mobile optimization remains crucial for Google's mobile-first indexing, ensuring seamless experiences. Video SEO gains prominence by captivating audiences and boosting engagement. These are some of the SEO trends you have to be updated with because Google in its constant effort to tackle spam is focusing on quality content. Read more at: https://banyanbrain.com/seo-trends/

Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

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Podcast Marketing Master Class - Roger Nairn

Podcast Marketing Master Class - Roger Nairn

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This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

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Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

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In her talk, Natalia will introduce the absolute essentials of the International SEO Strategy, Process and Execution. Through the 5 essential International SEO tools we will also learn about the international SEO mindset, which is no less important than the toolset itself. From troubleshooting, data analysis, rank tracking and improvement implementation, we will cover the must-haves between the tools, that at the same time, don't break the bank. Without going too far away from Google, we will touch base on tools that are also relevant to Baidu and Yandex SEO tasks. Never done any International SEO before? Perfect! This talk will equip you with actionable steps to go and try the international SEO approach yourself, for the very first time! A seasoned SEO expert who has done International in the past? Make sure your tools and approaches are up to date. As with any SEO area, International SEO is never boring.

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Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15

The way brands view LinkedIn is completely backwards. In both B2C and B2B marketing, LinkedIn has massive untapped potential for all companies, including activating employees as thought leaders and influencers. Learn about the ways brands are currently using the platform, how they should be using the platform, and how business leader’s should be using about the platform to drive business results. Key Takeaways: - Why LinkedIn is so important for all brands- How brands should view LinkedIn- How marketing leaders should use LinkedIn for their own brand

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SEO in a World of AI Presentation Description (150 words max): Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search. Key Takeaways: 1. Have a plan to prepare for search generative experience (SGE) 2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha 3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

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