<ul><li>Content that Drives Traffic, Engages and Converts </li></ul>
Right Content. Right Response. <ul><li>Keep your arms and legs inside the ride at all times. </li></ul><ul><li>Ask questio...
Presenting Joe Pulizzi Joel Granoff Brian Massey
Today’s Agenda <ul><li>The Presenters </li></ul><ul><li>Marketing today  </li></ul><ul><li>Why content is more important t...
<ul><li>It’s almost impossible to communicate anything to anybody. </li></ul><ul><li>Irv Gross, Institute for the Study of...
Reality Check
Think About This… <ul><li>Daily diary : </li></ul><ul><li>100 Billion SPAM emails </li></ul><ul><li>700 million direct mai...
Think About This… the last thing ‘they’ want is to hear from you, me...any of us.
HERE THERE
Challenge: Our customers NEED content to help make smarter buying decisions and solve problems…even if they are not aware ...
<ul><li>One chance! </li></ul><ul><li>Trust is on the line. </li></ul>http://www.flickr.com/photos/tuinkabouter/ Small Win...
Trust through Information <ul><li>In order for your prospective buyer to try or buy your service, you FIRST need their tru...
What is Content Marketing? <ul><li>Instead of starting with product messages, a company devotes resources to creating info...
Why Is This SO Important? Over 90% of  Business Purchases  Begin Online –   Forrester (2007)
Your Opportunity <ul><li>Buyers today want great content, but aren’t as concerned about where it comes from OPPORTUNITY! <...
Buyers Now Solve Problems… <ul><li>Google searches. </li></ul><ul><li>Online portals and news sites. </li></ul><ul><li>Lis...
Persona Profiles “ Your business has only 3 or 4 customers living at thousands of different addresses.” Roy H. Williams
Generational Boomer/Silent Generation X Millennial TV Email Social Media
Decision Mode Methodical Competitive Humanist Spontaneous Logical Emotional Quick Decisions Slow Decisions
Information <ul><li>What are the specific pieces of information that a visitor needs to  feel comfortable  taking action? ...
Content Effectiveness With each communication, offer  content that answers the next question. Source: MarketingProfs Resea...
 
 
 
 
 
Marketing is Publishing
<ul><li>Select someone to be your publisher or managing editor.  Be the Media . </li></ul><ul><li>Start with the reader.  ...
<ul><li>The greatest danger in communication is the illusion that it’s happened. </li></ul><ul><li>George Bernard Shaw </l...
<ul><li>Joe Pulizzi </li></ul><ul><li>Joel Granoff </li></ul>Continue the Conversation Brian Massey Email: joe@junta42.com...
Miscellaneous Resources <ul><li>Waiting for Your Cat to Bark?  by Jeffrey and Bryan Eisenberg </li></ul>
 
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Right Content. Right Response.™ with Pulizzi, Granoff, and Massey

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A conversation on creating website content that brings traffic, fosters engagement and boosts conversion with Brian Massey, Joe Pulizzi and Joel Granoff.

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Right Content. Right Response.™ with Pulizzi, Granoff, and Massey

  1. 1. <ul><li>Content that Drives Traffic, Engages and Converts </li></ul>
  2. 2. Right Content. Right Response. <ul><li>Keep your arms and legs inside the ride at all times. </li></ul><ul><li>Ask questions at any time using your GoToWebinar Chat area at the bottom right of your screen. </li></ul>
  3. 3. Presenting Joe Pulizzi Joel Granoff Brian Massey
  4. 4. Today’s Agenda <ul><li>The Presenters </li></ul><ul><li>Marketing today </li></ul><ul><li>Why content is more important than ever </li></ul><ul><li>What is Content Marketing ? </li></ul><ul><li>Implement your content marketing strategy </li></ul><ul><li>Personas: Meet your visitors </li></ul><ul><li>Case Studies </li></ul><ul><li>Take Aways </li></ul><ul><li>Your Questions </li></ul>
  5. 5. <ul><li>It’s almost impossible to communicate anything to anybody. </li></ul><ul><li>Irv Gross, Institute for the Study of Business Markets </li></ul>
  6. 6. Reality Check
  7. 7. Think About This… <ul><li>Daily diary : </li></ul><ul><li>100 Billion SPAM emails </li></ul><ul><li>700 million direct mail pieces </li></ul><ul><li>3,000+ messages per person </li></ul>U.S. only. Source: Hunter Business Group, LLC
  8. 8. Think About This… the last thing ‘they’ want is to hear from you, me...any of us.
  9. 9. HERE THERE
  10. 10. Challenge: Our customers NEED content to help make smarter buying decisions and solve problems…even if they are not aware of it.
  11. 11. <ul><li>One chance! </li></ul><ul><li>Trust is on the line. </li></ul>http://www.flickr.com/photos/tuinkabouter/ Small Window
  12. 12. Trust through Information <ul><li>In order for your prospective buyer to try or buy your service, you FIRST need their trust. </li></ul><ul><li>Information must be relevant, compelling and consistent! </li></ul>
  13. 13. What is Content Marketing? <ul><li>Instead of starting with product messages, a company devotes resources to creating information that fulfills customer needs. </li></ul><ul><li>The art of understanding what your customers need to know, and delivering it to them in a compelling way. </li></ul><ul><li>Think Like a Publisher! Today’s marketing forces businesses to think more like publishers delivering an editorial product. </li></ul>
  14. 14. Why Is This SO Important? Over 90% of Business Purchases Begin Online – Forrester (2007)
  15. 15. Your Opportunity <ul><li>Buyers today want great content, but aren’t as concerned about where it comes from OPPORTUNITY! </li></ul><ul><li>Technology is cheap and easy. Barriers to enter the publishing world for corporations are non-existent. </li></ul><ul><li>Bye, Bye Middleman! </li></ul>
  16. 16. 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” (online groups and connections). </li></ul><ul><li>Direct to company websites. </li></ul>
  17. 17. Persona Profiles “ Your business has only 3 or 4 customers living at thousands of different addresses.” Roy H. Williams
  18. 18. Generational Boomer/Silent Generation X Millennial TV Email Social Media
  19. 19. Decision Mode Methodical Competitive Humanist Spontaneous Logical Emotional Quick Decisions Slow Decisions
  20. 20. Information <ul><li>What are the specific pieces of information that a visitor needs to feel comfortable taking action? </li></ul>
  21. 21. Content Effectiveness With each communication, offer content that answers the next question. Source: MarketingProfs Research Insights B2B Sales Lead Generation: Integration of Web 1.0 and Web 2.0 Media
  22. 27. Marketing is Publishing
  23. 28. <ul><li>Select someone to be your publisher or managing editor. Be the Media . </li></ul><ul><li>Start with the reader. Be clear about what they are trying to accomplish. </li></ul><ul><li>Profile , in writing, the most important visitors to your Web site… not just the demographics. </li></ul><ul><li>Evaluate every communication: are we providing pointers to the next piece of information they need? </li></ul>Next Steps
  24. 29. <ul><li>The greatest danger in communication is the illusion that it’s happened. </li></ul><ul><li>George Bernard Shaw </li></ul>
  25. 30. <ul><li>Joe Pulizzi </li></ul><ul><li>Joel Granoff </li></ul>Continue the Conversation Brian Massey Email: joe@junta42.com Phone: 216-941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com/ Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe StumbleUpon: juntajoe Junta42: juntajoe Email: joel@begreeted.com Phone: 800.587.2312 x210 Site: www.begreeted.com Blog: “Chatalytics” http://www.begreeted.com/lead-generation-resources/ Ways to Connect: LinkedIn: Joel Granoff StumbleUpon: JoelGranoff Junta42: jsgran Email: brian@conversci.com Phone: 512.961.6604 Site: www.customerchaos.com Ways to Connect: LinkedIn: Brian Massey Facebook: bmassey Twitter: bmassey Junta42: bmassey
  26. 31. Miscellaneous Resources <ul><li>Waiting for Your Cat to Bark? by Jeffrey and Bryan Eisenberg </li></ul>

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