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TOM PISELLO, Chairman & Founder
JOE PULIZZI, CEO
http://www.contentmarketinginstitute.com
Twitter: @juntajoe
Content Marketing: How do you Compare?
Research and Tools to Take your Content Marketing to the Next Level
http://www.alinean.com
Twitter: @tpisello
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Agenda
• Trends, Research and What to Do About It?
• How do You Compare? Content Marketing Assessment Tool
• Next Steps
• Questions & Answers
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• Questions & Answers
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Content MarketingTrends, Research and
What To Do About It
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Joe PulizziExecutive Director, Content Marketing Institute
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Are
Marketers
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Marketers
Publishers?
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Publishing Is?
•Publishing is the process of production and dissemination of information – the activity of making information available for public view.
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http://en.wikipedia.org/wiki/Publisher
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Former Barriers to Entry
•Content Acceptance
•Talent
•Technology
Databases
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•Databases
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The Difference?
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Marketers as Publishers
Owning the media, not Renting the media
Content Marketing is…
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Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a
consistent basis to maintain or change a
behavior.
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Participant Demographics
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Content Marketing Budgets
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Content Marketing Spending Growth
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Content MarketingHow do You Compare?
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Tom PiselloChairman & Founder, Alinean, Inc.
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Content Marketing Assessment Tool
• For Marketers
– Confirm content marketing spending, tactics and effectiveness
– Identify improvement opportunities
– Get advice on recommended improvements
• For Consultants / Agencies
– Engage prospects with provocative insights
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– Engage prospects with provocative insights
– Deliver consultative advice based on research insights
• Goal: Make the research dynamic / personalized for every organization
– Provide specific peer comparisons – to averages and leaders
– Illuminate only relevant opportunities for improvement
– Deliver specific recommendations to help improve content marketing effectiveness and ROI
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Gives & Gets
• Give
– 8 to 10 minutes
– 26 questions
• Get
– 26 page research report
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– 26 page research report
– Completely customized for you
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Accessing the Tool
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Getting Started
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Organization Profile
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Go-To-Market Profile
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Goals and Measurement
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Management
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Strategy
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Spending
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Effectiveness
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Assessment Results
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Personalized Research / Analysis Report
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Tool Tips and Tricks
• Use Tip Help (i) icons
• If a group, answer as a group
– Workshop
– Use collaborate button to share input / results asynchronously
Don’t focus on issues alone …. Kudos are in order!
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• Don’t focus on issues alone …. Kudos are in order!
• For most relevant insight / advice
– Can do Overall Company, however ….
– Best used for each Business Unit vs. Overall Company
• Track over time
– Report card vs. prior reports
– Benchmarks updated every quarter
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Next Steps
• Take the personalized content marketing assessment:http://www.contentmarketinginstitute.com/assessment/
• Get answers to 50 common content marketing
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• Get answers to 50 common content marketing questions:http://bit.ly/50contentquestions
• Content Marketing World: September 6 - 8http://www.contentmarketingworld.com/
• Contact us for a complimentary 30-minute consultation:[email protected]
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Q&A
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http://www.contentmarketinginstitute.com/assessment/