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

Does Free Content Cannibalize Your Paid Consulting?

  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
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  11. Lovers of orange Everything content marketing More than 70 content contributors Events Books eBooks Blog Video#sxkimono@jaybaer@juntajoe
  12. #sxkimono@jaybaer@juntajoe
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  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
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  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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