@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

sodahead.com

38%

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@JoePulizzi |

Effective Content Marketers

Ineffective Content Marketers

Closely

Follow

The

Strategy

CRITICAL:

→ Documented Content

Marketing Strategy

→ Follow It Consistently

STRUCTURE

→ Independent Unit

→ Separate Department

→ Organized in a Silo

Effective Content Marketers

Ineffective Content 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

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@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

Create Your Mission

Statement:

- Defined Audience

- Deliver

- Outcome

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |

@JoePulizzi |