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Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
Utilizing Content Marketing to Drive Demand
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Utilizing Content Marketing to Drive Demand

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  • Presentation Title Goes Here Insert Version Number Here © 2003 Citrix Systems, Inc.—All rights reserved.
  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Since only 30% of our spend goes to customized content…to spread our ideas to many voices, and 70% still goes to media placement…things need to change. We are still marketing for when we had fewer voices.
  • Buying patterns have changed. Buyers used to solve problems by talking to sales reps, calling distributors and talking to resellers, reviewing product literature, and seeing ads in magazines, on billboards or on television.
  • Since only 30% of our spend goes to customized content…to spread our ideas to many voices, and 70% still goes to media placement…things need to change. We are still marketing for when we had fewer voices.
  • Educated buyers now have the ability to acquire information in numerous ways, often and now, most times, before ever coming in contact with your company. This includes…Google searches, online portals, engaging in blogs, through offline and online word of mouth, and going direct to company branded websites for product and service information.
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • And now we are back to publishing relevant stories using these kinds of tools.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • So, what do you have to do? Ask this question before, during and after the content creation process. "How can our business help their business be more successful?" While the “Strategic” component of your content relates directly to your business, the “Behavioral,” “Essential,” and “Targeted” components are all about your reader. Place your B.E.T.s Demographics : What generation are they a part of? How comfortable are they with technology? How are they used to getting information? What are their trust issues? Psychographics : Are they in a logical or emotional frame of mind? How much information do they need? What calls to action will spur interest? How immediate is their need? Their Story : Why are they coming to your at this particular time? What’s their motivation? What problem are they trying to solve? What pain are they trying to erradicate? Are they new or returning visitors? Your Offering : How will you guide them toward solving their problem?
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
  • And here’s what it looks like when I get the email. So, in this alert, someone at bizsugar blogged about my article, Patsi Krakoff is talking about content marketing – so I should go comment there, and the third one discusses a company that offers content marketing and social media – definitely have to check that out.
  • Transcript

    • 1. Utilizing Content Marketing To Drive Demand
    • 2. Welcome Webinar Attendees <ul><li>Your GoToWebinar Attendee Viewer is made of 2 parts: </li></ul>1. Viewer Window 2. Control Panel Type your question here
    • 3. Panelists Andrew Gaffney Publisher Retail TouchPoints Joe Pulizzi Founder Junta42
    • 4. You are a Publisher! Content as the Center of Your Marketing Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
    • 5. Hi! I’m Joe Pulizzi (Twitter @juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Founder and Chief Content Officer for Junta42, the custom-content matchmaking service. </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Former Vice President at Penton Media, Inc. </li></ul>
    • 6. Let’s Start Off with Some Questions
    • 7. Most Content Revolves Around <ul><li>Programs </li></ul><ul><li>Products </li></ul><ul><li>Services </li></ul><ul><li>Company Promotions/Changes </li></ul><ul><li>Investor Updates </li></ul>
    • 8. How Most of Your Content is Developed
    • 9.  
    • 10.  
    • 11. <ul><li>Who Cares? </li></ul>
    • 12.  
    • 13. Forrester Research
    • 14. They are not looking for you… Forrester Research
    • 15. Information Evolution Borrowing The Message (Advertising)
    • 16. Business Buyers Used to Solve Problems… <ul><li>Talking to Company Sales Reps </li></ul><ul><li>Distributors/Resellers </li></ul><ul><li>Product Literature </li></ul><ul><li>Seeing Ads in Magazines </li></ul>
    • 17. Information Evolution Go Direct (Content Marketing)
    • 18. Educated Buyers Now Solve Problems… <ul><li>Google searches. </li></ul><ul><li>Online portals and news sites. </li></ul><ul><li>Listening to bloggers’ advice and opinions. </li></ul><ul><li>Word-of-mouth & “Word-of-mouse” </li></ul><ul><li>Direct to company websites. </li></ul>
    • 19.  
    • 20. The Dark Side of Content
    • 21.  
    • 22.  
    • 23. Everyone is a Publisher Today <ul><li>Like it or not, everyone is a publisher, and you need to understand what that means. </li></ul><ul><li>Look at your marketing activities…starting to feel a lot more like publishing. </li></ul>Magazines Newsletters
    • 24. What Content Marketing is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>… to maintain or change a behavior.
    • 25. Telling Relevant Stories <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks      </li></ul><ul><li>Case Studies </li></ul><ul><li>Vertical Search </li></ul><ul><li>Content Microsites/Portals </li></ul><ul><li>Online Quizzes </li></ul><ul><li>Digital Magazines </li></ul><ul><li>Community Forums </li></ul><ul><li>eNewsletters </li></ul><ul><li>Variable eNewsletters </li></ul><ul><li>eZines </li></ul><ul><li>Podcasts </li></ul><ul><li>Audio Books </li></ul><ul><li>Vodcasts </li></ul><ul><li>Video Portals   </li></ul><ul><li>Website RSS Feeds </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Webcasts/Webinars </li></ul><ul><li>Virtual Trade Shows </li></ul><ul><li>Online Games </li></ul><ul><li>Twitter Channel </li></ul>
    • 26. <ul><li>Most Marketers are Horrible Publishers </li></ul>
    • 27. <ul><li>How? </li></ul>
    • 28.  
    • 29. Your Knowledge Their Needs
    • 30. Start Thinking Like a Publisher <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
    • 31.  
    • 32. Content Marketing 1.0 Website Blog Community Video Channel Articles
    • 33. Website Blog Community Video Channel Articles
    • 34.  
    • 35. Content 2.0 Website Blog Community Video Channel Articles
    • 36. Content 2.0 Website Blog Community Video Channel Articles
    • 37.  
    • 38. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    • 39. What if…a helpful Video Series
    • 40. The Dramatic Conclusion
    • 41. Listen/Commenting <ul><li>Where are your customers hanging out? </li></ul><ul><li>Target Top 15-20 blogs in your niche. </li></ul>
    • 42. Listen First! <ul><li>www.google.com/alerts </li></ul>
    • 43.  
    • 44. Twitter Search (search.twitter.com)
    • 45.  
    • 46. Leveraging Tweetdeck
    • 47. Be Democratic and Share
    • 48. LinkedIn Answers – Become the Expert
    • 49. Slideshare – Your Preso on Steroids
    • 50. StumbleUpon – You Share, People will Follow
    • 51. BW Business Exchange
    • 52. The Last Slide <ul><li>Find Your Special Sauce to each customer segment! </li></ul><ul><li>Listen Everywhere </li></ul><ul><li>Yes, Content – but don’t force customers to come to you. Go to them! </li></ul><ul><li>Choose the tools that best help your story spread. </li></ul>
    • 53. Free White Paper on How to Be a Publisher! <ul><li>http://tinyurl.com/J42-Blackboard </li></ul>
    • 54. Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com About Joe: www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe

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