Content Marketing 10 Ways You May Be Failing and How to Fix it Joe Pulizzi Executive Director, CMI Co-Author,  Get Content...
Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
Content Marketing Agenda <ul><li>What? </li></ul><ul><li>Why? </li></ul><ul><li>Who? </li></ul><ul><li>10 reasons why you ...
Are You a   Publisher?
Shutterstock
 
Shutterstock
 
Shutterstock
 
Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making i...
Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><l...
 
The Difference? Marketers  Publishers
Shutterstock
 
 
“ Content Marketing  Is the Only  Marketing Left” - Seth Godin
Yes, we are all  PUBLISHERS…
 
 
Search Engine  Optimization Lead Generation Social Media STORYTELLING
Shutterstock
Shutterstock
 
REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
GOALS  Too Many Content #1
The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </l...
The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </l...
Objective Convert Porsche and other sports cars to Corvette Buyers!
 
CALL TO ACTION Think first about your
 
From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. ...
EVERYTHING  Your Content is about #2
 
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 #3
 
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 #4
Your Content Competition
Great Content Marketing <ul><li>UNIQUE </li></ul><ul><li>USEFUL OR FUN </li></ul><ul><li>WELL EXECUTED </li></ul><ul><li>M...
STAND FOR?  What does your content UNIQUE CONTENT W/ A POV
 
Grew Business from FIVE TO 70 MILLION
IT’S NOT WHAT YOU SELL   (Wine) IT’S WHAT YOU STAND FOR   (Everyone deserves to understand the wine experience)
CATEGORY  Create Your Own The Timeout Experience –  “Giving people what they really didn’t know they wanted.” - Abe Peck, ...
 
Google Insights
 
 
CALENDAR Lack of a Content #5
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 #6
 
 
 
<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 #7
 
<ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active…start commenting </li...
 
Blog is NOT ENOUGH BEST off-line content
OWNER Your Content Has NO #8
Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li...
EXPERIENCE You Don’t Have Content #9
 
What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out ...
 
SUPPORT You Don’t Have Internal #10
300%  Less Chance of Success
How to Get “C”upport <ul><li>Read this (blatant pitch)……. </li></ul><ul><li>Do the Competitor Test </li></ul><ul><li>Easie...
The PATH to PUBLISHER <ul><li>Specific Blogging  Goals </li></ul><ul><li>Your Blog is SUPER  Niche </li></ul><ul><li>Blog ...
<ul><li>Joe Pulizzi </li></ul><ul><li>[email_address]   •  @juntajoe on Twitter  </li></ul>THANK YOU!
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Content Marketing Strategies Conference: Joe Puizzi 10 Ways You May Be Failing at Content Marketing

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

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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.
  • 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.
  • 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.
  • 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.
  • 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 Strategies Conference: Joe Puizzi 10 Ways You May Be Failing at Content Marketing

    1. 1. Content Marketing 10 Ways You May Be Failing and How to Fix it Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers
    2. 2. Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
    3. 3. Content Marketing Agenda <ul><li>What? </li></ul><ul><li>Why? </li></ul><ul><li>Who? </li></ul><ul><li>10 reasons why you might be failing at content marketing and how to fix them. </li></ul>
    4. 4. Are You a Publisher?
    5. 5. Shutterstock
    6. 7. Shutterstock
    7. 9. Shutterstock
    8. 11. Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making information available for public view. </li></ul>http:// en.wikipedia.org /wiki/Publisher
    9. 12. Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><li>Databases </li></ul>
    10. 14. The Difference? Marketers Publishers
    11. 15. Shutterstock
    12. 18. “ Content Marketing Is the Only Marketing Left” - Seth Godin
    13. 19. Yes, we are all PUBLISHERS…
    14. 22. Search Engine Optimization Lead Generation Social Media STORYTELLING
    15. 23. Shutterstock
    16. 24. Shutterstock
    17. 26. REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
    18. 27. GOALS Too Many Content #1
    19. 28. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>
    20. 29. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>Prioritize and Choose
    21. 30. Objective Convert Porsche and other sports cars to Corvette Buyers!
    22. 32. CALL TO ACTION Think first about your
    23. 34. From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. </li></ul><ul><li>Ask us a question </li></ul><ul><li>Download our e-book </li></ul><ul><li>Sign up for our free webinar </li></ul><ul><li>Request our toolkit </li></ul><ul><li>Sign up for our e-newsletter </li></ul><ul><li>Request a demo </li></ul>
    24. 35. EVERYTHING Your Content is about #2
    25. 37. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    26. 38. YOU YOU YOU Your Content is about #3
    27. 40. 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>
    28. 41. FIND Customers’ Pain Points KEYWORD ANALYSIS
    29. 43. GOOD ENOUGH Good Enough is NOT #4
    30. 44. Your Content Competition
    31. 45. Great Content Marketing <ul><li>UNIQUE </li></ul><ul><li>USEFUL OR FUN </li></ul><ul><li>WELL EXECUTED </li></ul><ul><li>MATCHES THE MEDIA CHANNEL </li></ul>
    32. 46. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
    33. 48. Grew Business from FIVE TO 70 MILLION
    34. 49. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
    35. 50. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
    36. 52. Google Insights
    37. 55. CALENDAR Lack of a Content #5
    38. 56. 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>
    39. 57. <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>
    40. 60. EMPLOYEES Not Leveraging Your #6
    41. 64. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>Over 30,000 visits in six months. </li></ul><ul><li>3,000 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 700 published blogs, articles, videos and podcasts. </li></ul>
    42. 66. ENGAGE IN CONTENT That People Will Magically #7
    43. 68. <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?
    44. 70. Blog is NOT ENOUGH BEST off-line content
    45. 71. OWNER Your Content Has NO #8
    46. 72. Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li>17 Twitter Accounts </li></ul><ul><li>Kodak Community Exchange </li></ul>
    47. 73. EXPERIENCE You Don’t Have Content #9
    48. 75. 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>
    49. 77. SUPPORT You Don’t Have Internal #10
    50. 78. 300% Less Chance of Success
    51. 79. How to Get “C”upport <ul><li>Read this (blatant pitch)……. </li></ul><ul><li>Do the Competitor Test </li></ul><ul><li>Easier to Show Savings over Revenue (Wasted Salesperson Time) </li></ul>
    52. 80. The PATH to PUBLISHER <ul><li>Specific Blogging Goals </li></ul><ul><li>Your Blog is SUPER Niche </li></ul><ul><li>Blog focuses on Customer Pain Points </li></ul><ul><li>Blog content is among the BEST in the industry </li></ul><ul><li>You stick to your publishing schedule </li></ul><ul><li>Employees are a key part of your blog </li></ul><ul><li>You build online relationships and great off-line content to spread your message. </li></ul><ul><li>You have a Chief Content Officer </li></ul><ul><li>You Insource or Outsource your content to experts </li></ul><ul><li>You have C-Level support for content marketing and blog. </li></ul>
    53. 81. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!
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