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@jaybaer@juntajoe
Convince & Convertwww.convinceandconvert.comwww.nowrevolutionbook.com@jaybaer
Content Marketing Institutewww.contentmarketinginstitute.comwww.contentmarketingworld.com@juntajoe
Is Content Required?        Death of the Intermediary        Knowledgeable Professionals        Viable Technology         ...
Professional services companies are creating        content        Media companies are creating content        Increasingl...
Search Engine     Social Media                 Optimization               STORYTELLING                      Lead#sxkimono@...
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
Lovers of orange        Everything content        marketing        More than 70        content contributors            Eve...
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
6#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe   Google/ZeroMomentofTruth.com
#sxkimono@jaybaer@juntajoe
“Content Provides an Information Annuity”#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
“Content is Fire. Social Media is Gasoline”#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
Break Up Content 10x1Re-Imagine                  Pre-Activation             Distribution
#sxkimono@jaybaer@juntajoe
327,000 views            Attention   Interest      Action#sxkimono@jaybaer@juntajoe
“Having a Grocery List Doesn’t Make You            a Chef”#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
3#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
#sxkimono@jaybaer@juntajoe
Blogging (36 hours @ $45/hour) = 3 posts/week        Chunky Content (16 hours @36/hour) = 1 big        piece/quarter      ...
Consumption     Sharing              Metrics       Metrics              Lead            Generation    Sales Metrics       ...
Managing Content Marketing
Questions!#sxkimono@jaybaer@juntajoe
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
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Does Free Content Cannibalize Your Paid Consulting?

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Does embracing content marketing gain you new customers, or cost you new customers? Jay Baer and Joe Pulizzi address the thorny questions of content marketing and content strategy for professional services firm, in this featured content marketing session at SXSW 2012.

Published in: Business, Technology

Transcript of "Does Free Content Cannibalize Your Paid Consulting?"

  1. 1. @jaybaer@juntajoe
  2. 2. Convince & Convertwww.convinceandconvert.comwww.nowrevolutionbook.com@jaybaer
  3. 3. Content Marketing Institutewww.contentmarketinginstitute.comwww.contentmarketingworld.com@juntajoe
  4. 4. Is Content Required? Death of the Intermediary Knowledgeable Professionals Viable Technology “Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.”#sxkimono@jaybaer@juntajoe -- Rupert Murdoch
  5. 5. Professional services companies are creating content Media companies are creating content Increasingly, the type and quality of this content is strikingly similar No more barriers to entry What’s the difference?#sxkimono@jaybaer@juntajoe
  6. 6. Search Engine Social Media Optimization STORYTELLING Lead#sxkimono@jaybaer Generation@juntajoe
  7. 7. #sxkimono@jaybaer@juntajoe
  8. 8. #sxkimono@jaybaer@juntajoe
  9. 9. #sxkimono@jaybaer@juntajoe
  10. 10. #sxkimono@jaybaer@juntajoe
  11. 11. Lovers of orange Everything content marketing More than 70 content contributors Events Books eBooks Blog Video#sxkimono@jaybaer@juntajoe
  12. 12. #sxkimono@jaybaer@juntajoe
  13. 13. #sxkimono@jaybaer@juntajoe
  14. 14. #sxkimono@jaybaer@juntajoe
  15. 15. 6#sxkimono@jaybaer@juntajoe
  16. 16. #sxkimono@jaybaer@juntajoe Google/ZeroMomentofTruth.com
  17. 17. #sxkimono@jaybaer@juntajoe
  18. 18. “Content Provides an Information Annuity”#sxkimono@jaybaer@juntajoe
  19. 19. #sxkimono@jaybaer@juntajoe
  20. 20. “Content is Fire. Social Media is Gasoline”#sxkimono@jaybaer@juntajoe
  21. 21. #sxkimono@jaybaer@juntajoe
  22. 22. Break Up Content 10x1Re-Imagine Pre-Activation Distribution
  23. 23. #sxkimono@jaybaer@juntajoe
  24. 24. 327,000 views Attention Interest Action#sxkimono@jaybaer@juntajoe
  25. 25. “Having a Grocery List Doesn’t Make You a Chef”#sxkimono@jaybaer@juntajoe
  26. 26. #sxkimono@jaybaer@juntajoe
  27. 27. 3#sxkimono@jaybaer@juntajoe
  28. 28. #sxkimono@jaybaer@juntajoe
  29. 29. #sxkimono@jaybaer@juntajoe
  30. 30. #sxkimono@jaybaer@juntajoe
  31. 31. #sxkimono@jaybaer@juntajoe
  32. 32. Blogging (36 hours @ $45/hour) = 3 posts/week Chunky Content (16 hours @36/hour) = 1 big piece/quarter Social Media and Community Building (10 hours @ $45/hour, per every 10 employees) Official Outposts and Measurement (24 hours/month @ $30/hour) Total annual labor costs for a 50-person professional services firm = $62,280#sxkimono@jaybaer@juntajoe
  33. 33. Consumption Sharing Metrics Metrics Lead Generation Sales Metrics Metrics#sxkimono@jaybaer@juntajoe
  34. 34. Managing Content Marketing
  35. 35. Questions!#sxkimono@jaybaer@juntajoe
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