Content Marketing Why Your Content is Broken  and How to Fix it Joe Pulizzi Executive Director, Content Marketing Institut...
Content Marketing About Joe Pulizzi (@juntajoe) September 6-8, 2011 joepulizzi.com/bio
 
 
 
 
 
Custom Publishing
Custom Publishing
Content Marketing
<ul><li>Marketers as Publishers </li></ul><ul><li>Owning  the media, not  Renting  the media </li></ul><ul><li>Attract and...
The Trusted Resource…everywhere
The Difference? Marketers  Publishers
The Difference? Marketers  Publishers
 
 
Search Engine  Optimization Lead Generation Social Media STORYTELLING
 
 
Shutterstock
Shutterstock
 
WHY YOUR CONTENT ISN’T WORKING & WHAT TO DO ABOUT IT
EVERYTHING  Your Content is about
 
Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
YOU YOU YOU Your Content is about
 
 
The Right Engagement <ul><li>73%  of consumers prefer to get information from a company in the form of a collection of hel...
ChineseDrywallProblem.com
Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information  </li></ul><ul><...
FIND Customers’ Pain Points KEYWORD ANALYSIS
GOOD ENOUGH  Good Enough is NOT
Your Content Competition
 
 
CALENDAR Lack of a Content
1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (W...
<ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </...
EMPLOYEES Not Leveraging Your
 
 
 
<ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>Over 30,000 visits in six months. </li></ul><ul><li...
ENGAGE IN CONTENT That People Will Magically
<ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active…start commenting </li...
EXPERIENCE You Don’t Have Content
 
What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out ...
REMARKABLE Create Something Joe’s Last Point
 
CHIEF EDITOR Story/Reader Focused Not Tool Focused
How-To Articles
Expert Interviews
Create the News
Similar Situation Stories
Reports/Studies
Free Tools http:// www.contentmarketinginstitute.com /assessment/
<ul><li>Joe Pulizzi </li></ul><ul><li>[email_address]   •  @juntajoe on Twitter  </li></ul>THANK YOU!
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Content Marketing Strategy

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Joe Pulizzi's slides from the May 18 Exploring Social Media Business Summit in Toledo, Ohio.

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  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
  • Case in point, this spread in MyFord magazine. All the highlighted areas are where Ford mentions their brands or Ford itself. Does this look like content that someone would want to engage in?
  • So, in order to be successful in social media, we have two choices (see above). Can anyone think of any others?
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Identify where your customers are hanging out at…
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Content Marketing Strategy

    1. 1. Content Marketing Why Your Content is Broken and How to Fix it Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. 2. Content Marketing About Joe Pulizzi (@juntajoe) September 6-8, 2011 joepulizzi.com/bio
    3. 8. Custom Publishing
    4. 9. Custom Publishing
    5. 10. Content Marketing
    6. 11. <ul><li>Marketers as Publishers </li></ul><ul><li>Owning the media, not Renting the media </li></ul><ul><li>Attract and/or retain customers by creating valuable and compelling content on a consistent basis to maintain or change a behavior </li></ul>Content Marketing is…
    7. 12. The Trusted Resource…everywhere
    8. 13. The Difference? Marketers Publishers
    9. 14. The Difference? Marketers Publishers
    10. 17. Search Engine Optimization Lead Generation Social Media STORYTELLING
    11. 20. Shutterstock
    12. 21. Shutterstock
    13. 23. WHY YOUR CONTENT ISN’T WORKING & WHAT TO DO ABOUT IT
    14. 24. EVERYTHING Your Content is about
    15. 26. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    16. 27. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    17. 28. YOU YOU YOU Your Content is about
    18. 31. The Right Engagement <ul><li>73% of consumers prefer to get information from a company in the form of a collection of helpful articles  over an advertisement or offer. </li></ul><ul><li>61% are more likely to buy. </li></ul>
    19. 32. ChineseDrywallProblem.com
    20. 33. Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information </li></ul><ul><li>and/or </li></ul><ul><li>Show them a good time… </li></ul>
    21. 34. FIND Customers’ Pain Points KEYWORD ANALYSIS
    22. 35. GOOD ENOUGH Good Enough is NOT
    23. 36. Your Content Competition
    24. 39. CALENDAR Lack of a Content
    25. 40. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
    26. 41. <ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </li></ul><ul><li>Facebook Posts </li></ul><ul><li>Blog Posts </li></ul><ul><li>Guest Posts </li></ul><ul><li>White Paper </li></ul><ul><li>Case Study </li></ul>
    27. 42. EMPLOYEES Not Leveraging Your
    28. 46. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>Over 30,000 visits in six months. </li></ul><ul><li>4,500 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 700 published blogs, articles, videos and podcasts. </li></ul>
    29. 47. ENGAGE IN CONTENT That People Will Magically
    30. 48. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active…start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>Where are your customers HANGING OUT?
    31. 49. EXPERIENCE You Don’t Have Content
    32. 51. What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out your internal content producers. </li></ul>
    33. 52. REMARKABLE Create Something Joe’s Last Point
    34. 54. CHIEF EDITOR Story/Reader Focused Not Tool Focused
    35. 55. How-To Articles
    36. 56. Expert Interviews
    37. 57. Create the News
    38. 58. Similar Situation Stories
    39. 59. Reports/Studies
    40. 60. Free Tools http:// www.contentmarketinginstitute.com /assessment/
    41. 61. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!
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