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Today’s Sponsor <ul><li>Find New Customers </li></ul><ul><li>“ Lead Generation Made Simple” </li></ul><ul><li>http://www.f...
More for you from friends at Avitage <ul><li>You can participate in live Q&A and learn more. </li></ul><ul><li>http://cont...
Content Marketing: Publishing is the New Marketing Joe Pulizzi Founder, Junta42 Co-Author,  Get Content Get Customers
Who’s Joe Pulizzi?  (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of...
What is Junta42? <ul><li>Vendor-finding service for brands in North America in need of content help. </li></ul><ul><li>Ove...
Why Are You Here? <ul><li>Business (and marketing) has changed. If we don’t accept that, we won’t move forward. </li></ul>...
Your Corporate Content
 
<ul><li>Your Customers Don’t Care  About You! </li></ul>
 
Why is this important?
 
<ul><li>90% of Buyers in USA Go Online Before making a  Buying Decision </li></ul>Forrester Research
 
<ul><li>Over 100 Million People Per Day Read Blogs </li></ul>Six Apart
<ul><li>People Spend More Time on  Social Networks Than Reading Email </li></ul>Nielsen
<ul><li>People Spend More Time on  Social Networks Than Reading Email </li></ul>Nielsen 2/3
So, what does all this mean?
<ul><li>Estimates are that in just a few years, Information will    DOUBLE every 72 hours </li></ul>SocialMediaToday.com
So, what does all this mean?
Traditional Marketing
Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
Advertising is a Luxury  Content is Survival
 
You Are the Publisher <ul><li>Direct Distribution </li></ul><ul><li>No Technology Barriers </li></ul><ul><li>Look to Brand...
<ul><li>Must be the </li></ul><ul><li>BEST </li></ul><ul><li>Content </li></ul>
The B.E.S.T. Process “ Create a definite plan for carrying out your desire and begin at once, whether you’re ready or not ...
Great Content <ul><li>How do you choose what you read? </li></ul><ul><li>What conveys quality? </li></ul><ul><li>How do yo...
 
Content Marketing… <ul><li>To Attract and Retain Customers: Deliver valuable, relevant and compelling content to your cust...
Content Marketing… <ul><li>To Attract and Retain Customers: Deliver valuable, relevant and compelling content to your cust...
Engagement (Consumer Experience) <ul><li>Give your customers relevant, compelling information (businesses/consumers) </li>...
The Big Shift <ul><li>Then… </li></ul><ul><li>A provider of XYZ products and services </li></ul>
The Big Shift <ul><li>Now… </li></ul><ul><li>The  trusted, expert resource  for something relevant to your customers (and ...
 
thinkMoney
90% of Readers Have Acted on Information Becoming THE industry Publication
 
 
Over Six Million Opt-Ins Best R&D Activity for P&G
 
One Million Visitors #1 New Business Driver
 
 
Your Ideas Spread! <ul><li>The  trusted expert resource  everywhere your customers are! </li></ul>Social Media does not wo...
<ul><li>Content Marketing </li></ul><ul><li>In </li></ul><ul><li>Eight Steps </li></ul>
#1 The Marketing Goal <ul><li>One Year from Now, What’s Different? </li></ul>
#2 Know the Informational Needs <ul><li>Think of customers like readers. What do they need to know to be successful?  What...
Listen First! <ul><li>www.google.com/alerts </li></ul>
Online Survey Tools
Twitter Search (search.twitter.com)
Collect Information to Build Personas <ul><li>Elite Eddie (Wealthy Persona for Financial Co.) </li></ul><ul><li>Eddie is 4...
#3 The Secret Sauce
Your Knowledge Their Needs
Your Knowledge Their Needs Content That Makes You Interesting
Secret Sauce Matrix <ul><li>Expertise or Want to Be Expert </li></ul>Customers’ Informational Needs
#4 Where is the Content? <ul><li>What are you doing? What’s working? (Audit) </li></ul><ul><li>Find Content Happening and ...
Expand the Reach of Presentations
#5 Where Are Your Customers? <ul><li>Target the top 10 – 15 blogs/websites in Your Niche </li></ul><ul><li>Read and Get Ac...
#5 Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google ...
#6 Choose the Tactics <ul><li>Focus on Three… </li></ul>
 
 
 
#7 Develop the Content Calendar
#8 Execute back to Objective <ul><li>Most important – consistency (the Content Promise) </li></ul><ul><li>Focus on what yo...
The Motivational Conclusion
What if? <ul><li>What if your customers saw your company as the industry thought leader?  </li></ul>
What if? <ul><li>What if they signed up for your magazine/enewsletters and other marketing because they felt you could pos...
What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing dis...
Become the publisher… http://bit.ly/Publish-Now
Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Tha...
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Content Marketing featuring Joe Pulizzi

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In this webinar, Joe Pulizzi of Junta42 presents content marketing, sponsored by Find New Cusotmers, http://www.findnewcustomers.net

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  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Kirk Cheyfitz, legendary journalist and current CEO for Story Worldwide, a post-advertising agency, says that marketers have only two choices when communicating with customers today. One is giving them relevant, compelling and valuable information, or, number 2, show them a good time, or entertain them. That’s how we engage our customers. And this is not easy stuff, frankly, it’s sooo much easier to buy placement and interrupt customers with product and service offers. But almost across the board for most brands, we don’t live in that world anymore.
  • Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
  • Transcript of "Content Marketing featuring Joe Pulizzi"

    1. 1. Today’s Sponsor <ul><li>Find New Customers </li></ul><ul><li>“ Lead Generation Made Simple” </li></ul><ul><li>http://www.findnewcustomers.com </li></ul>
    2. 2. More for you from friends at Avitage <ul><li>You can participate in live Q&A and learn more. </li></ul><ul><li>http://content.avitage.com/Weekly-QA-Sessions-Upcoming.html </li></ul><ul><li>Content Strategy and Execution microsite:  </li></ul><ul><li>http://content.avitage.com/Enter-Content-Strategy-and-Execution-Microsite.html </li></ul>
    3. 3. Content Marketing: Publishing is the New Marketing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
    4. 4. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Founder Junta42 </li></ul>
    5. 5. What is Junta42? <ul><li>Vendor-finding service for brands in North America in need of content help. </li></ul><ul><li>Over 400 projects in last two years. </li></ul>
    6. 6. Why Are You Here? <ul><li>Business (and marketing) has changed. If we don’t accept that, we won’t move forward. </li></ul><ul><li>To take your marketing back from the media companies. </li></ul><ul><li>To motivate you to get passionate about your expertise…and share it with your customers. </li></ul>
    7. 7. Your Corporate Content
    8. 9. <ul><li>Your Customers Don’t Care About You! </li></ul>
    9. 11. Why is this important?
    10. 13. <ul><li>90% of Buyers in USA Go Online Before making a Buying Decision </li></ul>Forrester Research
    11. 15. <ul><li>Over 100 Million People Per Day Read Blogs </li></ul>Six Apart
    12. 16. <ul><li>People Spend More Time on Social Networks Than Reading Email </li></ul>Nielsen
    13. 17. <ul><li>People Spend More Time on Social Networks Than Reading Email </li></ul>Nielsen 2/3
    14. 18. So, what does all this mean?
    15. 19. <ul><li>Estimates are that in just a few years, Information will DOUBLE every 72 hours </li></ul>SocialMediaToday.com
    16. 20. So, what does all this mean?
    17. 21. Traditional Marketing
    18. 22. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
    19. 23. Advertising is a Luxury Content is Survival
    20. 25. You Are the Publisher <ul><li>Direct Distribution </li></ul><ul><li>No Technology Barriers </li></ul><ul><li>Look to Brands for Content </li></ul><ul><li>Plenty of Expertise to Help </li></ul><ul><li>BUT ONE MORE… </li></ul>
    21. 26. <ul><li>Must be the </li></ul><ul><li>BEST </li></ul><ul><li>Content </li></ul>
    22. 27. The B.E.S.T. Process “ Create a definite plan for carrying out your desire and begin at once, whether you’re ready or not to put this plan into action.” - Napoleon Hill
    23. 28. Great Content <ul><li>How do you choose what you read? </li></ul><ul><li>What conveys quality? </li></ul><ul><li>How do you determine credibility? </li></ul>SEOMOZ/200 Respondents
    24. 30. Content Marketing… <ul><li>To Attract and Retain Customers: Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>
    25. 31. Content Marketing… <ul><li>To Attract and Retain Customers: Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul><ul><li>To Maintain or Change Behavior </li></ul>
    26. 32. Engagement (Consumer Experience) <ul><li>Give your customers relevant, compelling information (businesses/consumers) </li></ul><ul><li>or </li></ul><ul><li>Show them a good time… (consumers) </li></ul>
    27. 33. The Big Shift <ul><li>Then… </li></ul><ul><li>A provider of XYZ products and services </li></ul>
    28. 34. The Big Shift <ul><li>Now… </li></ul><ul><li>The trusted, expert resource for something relevant to your customers (and your business)! </li></ul>
    29. 36. thinkMoney
    30. 37. 90% of Readers Have Acted on Information Becoming THE industry Publication
    31. 40. Over Six Million Opt-Ins Best R&D Activity for P&G
    32. 42. One Million Visitors #1 New Business Driver
    33. 45. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    34. 46. <ul><li>Content Marketing </li></ul><ul><li>In </li></ul><ul><li>Eight Steps </li></ul>
    35. 47. #1 The Marketing Goal <ul><li>One Year from Now, What’s Different? </li></ul>
    36. 48. #2 Know the Informational Needs <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
    37. 49. Listen First! <ul><li>www.google.com/alerts </li></ul>
    38. 50. Online Survey Tools
    39. 51. Twitter Search (search.twitter.com)
    40. 52. Collect Information to Build Personas <ul><li>Elite Eddie (Wealthy Persona for Financial Co.) </li></ul><ul><li>Eddie is 42 years old, has been married for 17 years and has two teenage daughters (Dar, 16 and Mary, 14). Eddie, now an executive vice president with a large international firm, has amassed quite a nest egg. </li></ul><ul><li>Eddie travels the world as part of his job (amassing 200,000 miles last year) and also enjoys traveling to the islands off Croatia on holiday as much as possible. Wherever Eddie goes, his Blackberry World keeps him up to date with the office, although he’s been thinking about an iPhone for the past few months. Golf is Eddie’s definition of living. </li></ul><ul><li>Over the past few weeks, Eddie has been working to consolidate his finances with one provider…and has made steps in that direction by recently developing a trust for his family. </li></ul>
    41. 53. #3 The Secret Sauce
    42. 54. Your Knowledge Their Needs
    43. 55. Your Knowledge Their Needs Content That Makes You Interesting
    44. 56. Secret Sauce Matrix <ul><li>Expertise or Want to Be Expert </li></ul>Customers’ Informational Needs
    45. 57. #4 Where is the Content? <ul><li>What are you doing? What’s working? (Audit) </li></ul><ul><li>Find Content Happening and Publish it! </li></ul>
    46. 58. Expand the Reach of Presentations
    47. 59. #5 Where Are Your Customers? <ul><li>Target the top 10 – 15 blogs/websites in Your Niche </li></ul><ul><li>Read and Get Active…start commenting </li></ul>
    48. 60. #5 Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>
    49. 61. #6 Choose the Tactics <ul><li>Focus on Three… </li></ul>
    50. 65. #7 Develop the Content Calendar
    51. 66. #8 Execute back to Objective <ul><li>Most important – consistency (the Content Promise) </li></ul><ul><li>Focus on what you do well, outsource the rest </li></ul><ul><li>It will never be perfect…evolve with feedback and experimentation. </li></ul>
    52. 67. The Motivational Conclusion
    53. 68. What if? <ul><li>What if your customers saw your company as the industry thought leader? </li></ul>
    54. 69. What if? <ul><li>What if they signed up for your magazine/enewsletters and other marketing because they felt you could positively affect their lives? </li></ul>
    55. 70. What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm? </li></ul>
    56. 71. Become the publisher… http://bit.ly/Publish-Now
    57. 72. Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You! Joe in Amsterdam - 2009
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