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Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
Does Free Content Cannibalize Your Paid Consulting?
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 …

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.

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  • 1. @jaybaer@juntajoe
  • 2. Convince & Convertwww.convinceandconvert.comwww.nowrevolutionbook.com@jaybaer
  • 3. Content Marketing Institutewww.contentmarketinginstitute.comwww.contentmarketingworld.com@juntajoe
  • 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. 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. Search Engine Social Media Optimization STORYTELLING Lead#sxkimono@jaybaer Generation@juntajoe
  • 7. #sxkimono@jaybaer@juntajoe
  • 8. #sxkimono@jaybaer@juntajoe
  • 9. #sxkimono@jaybaer@juntajoe
  • 10. #sxkimono@jaybaer@juntajoe
  • 11. Lovers of orange Everything content marketing More than 70 content contributors Events Books eBooks Blog Video#sxkimono@jaybaer@juntajoe
  • 12. #sxkimono@jaybaer@juntajoe
  • 13. #sxkimono@jaybaer@juntajoe
  • 14. #sxkimono@jaybaer@juntajoe
  • 15. 6#sxkimono@jaybaer@juntajoe
  • 16. #sxkimono@jaybaer@juntajoe Google/ZeroMomentofTruth.com
  • 17. #sxkimono@jaybaer@juntajoe
  • 18. “Content Provides an Information Annuity”#sxkimono@jaybaer@juntajoe
  • 19. #sxkimono@jaybaer@juntajoe
  • 20. “Content is Fire. Social Media is Gasoline”#sxkimono@jaybaer@juntajoe
  • 21. #sxkimono@jaybaer@juntajoe
  • 22. Break Up Content 10x1Re-Imagine Pre-Activation Distribution
  • 23. #sxkimono@jaybaer@juntajoe
  • 24. 327,000 views Attention Interest Action#sxkimono@jaybaer@juntajoe
  • 25. “Having a Grocery List Doesn’t Make You a Chef”#sxkimono@jaybaer@juntajoe
  • 26. #sxkimono@jaybaer@juntajoe
  • 27. 3#sxkimono@jaybaer@juntajoe
  • 28. #sxkimono@jaybaer@juntajoe
  • 29. #sxkimono@jaybaer@juntajoe
  • 30. #sxkimono@jaybaer@juntajoe
  • 31. #sxkimono@jaybaer@juntajoe
  • 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. Consumption Sharing Metrics Metrics Lead Generation Sales Metrics Metrics#sxkimono@jaybaer@juntajoe
  • 34. Managing Content Marketing
  • 35. Questions!#sxkimono@jaybaer@juntajoe

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