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10 Commandments for Custom Magazine Failure
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10 Commandments for Custom Magazine Failure

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Presentation includes 10 reasons why custom magazines fail, including talking about yourself too much, not setting up listening posts, and not paying attention to LEGO. Originally presented in ...

Presentation includes 10 reasons why custom magazines fail, including talking about yourself too much, not setting up listening posts, and not paying attention to LEGO. Originally presented in Helsinki, Finland for FPPA and Itella, and most recently at Pace Communications in Greensboro, NC.

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  • 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
  • In the beginning of media, we had many voices (pamphleteers). These voices then merged into what we knew as big newspapers, big radio and big tv (fewer voices).
  • Today, we are going back to the beginning. We now have fewer voices again. Knowing that changes how we need to go to market.
  • Since only 30% of our spend goes to customized content…to spread our ideas to many voices, and 70% still goes to media placement…things need to change. We are still marketing for when we had fewer voices.
  • 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.
  • Ask a question on whether they are marketers, publishers or something else. Lead into the concept that we are all publishers and need to have that mentality.
  • 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
  • Here’s the key – Marketers ARE Publishers. Because of all the forces that are going on today, trust, and then engagement, is created by companies that understand how to deliver an ongoing editorial product. Whether you like it or not, you are a publisher – you are a media company. It now depends upon how serious you want to take your new role.
  • What these four brands have done is all about storytelling, and each understand that their brand story is being told online.Today’s internet is ruled by the storytellers, which is why a company like YouTube was able to come from no where. They created a mechanism for people to tell their stories….because they knew what they wanted to achieve and they listened to their customers and prospects.
  • HomeMadeSimple.com is a home solutions website and enewsletter created by Procter & Gamble. Outside of a few coupon offers and logos at the bottom, you’d never know it was from P&G. I cut out the box of P&G brands from the bottom of the web page to show you…that’s it. The rest is packed with useful information for in and around the home.If you go to the about us section, here’s a snippet.When people ask me what Home Made Simple is all about, I often think of a friend of mine who does a great job balancing her life as a wife and working mom. \"Keep it simple,\" she always says.This positive attitude is what defines Home Made Simple. It's about ideas and products to make your life more enjoyable. It's about finding ways to simplify, organize, beautify, and inspire your life. It's about helping to keep it simple.Over 1 million+ opt-ins to receive their weekly eNewsletter. According to P&G, it’s own of the most important and influential R&D programs they run for those brands. So, for P&G, their goal is not only to create a conversation and relationship with these people, but they test new product ideas as well and bounce the concept off their customers.Along with the Weekly enewsletter, Home Made Simple has a Social networking site for moms called MomJunctionOverall, an Incredibly simple site that gets results.
  • HomeMadeSimple.com is a home solutions website and enewsletter created by Procter & Gamble. Outside of a few coupon offers and logos at the bottom, you’d never know it was from P&G. I cut out the box of P&G brands from the bottom of the web page to show you…that’s it. The rest is packed with useful information for in and around the home.If you go to the about us section, here’s a snippet.When people ask me what Home Made Simple is all about, I often think of a friend of mine who does a great job balancing her life as a wife and working mom. \"Keep it simple,\" she always says.This positive attitude is what defines Home Made Simple. It's about ideas and products to make your life more enjoyable. It's about finding ways to simplify, organize, beautify, and inspire your life. It's about helping to keep it simple.Over 1 million+ opt-ins to receive their weekly eNewsletter. According to P&G, it’s own of the most important and influential R&D programs they run for those brands. So, for P&G, their goal is not only to create a conversation and relationship with these people, but they test new product ideas as well and bounce the concept off their customers.Along with the Weekly enewsletter, Home Made Simple has a Social networking site for moms called MomJunctionOverall, an Incredibly simple site that gets results.
  • Your content should NOT be about you, your company or your products and services. That’s the content marketing difference.
  • The results: 43% of Deliver readers say it has increased their intention to spend more on direct marketing; 67% say it has increased their opinion of direct marketing; and more than 50% have taken action in the last year as a result of Deliver articles. There have been more than 70,000 downloads from the DeliverMagazine.com website, including more than 3,130 white papers. During the first six months of 2008, the website received more visits each month, with 9,347 visits in January and 43,036 in June. But the overall goal is not web site visits, it’s getting marketing decision makers to understand the value of direct mail and take the action to do more of it as part of their marketing program.
  • #1, Buyers are Open to Content coming from a variety of non-traditional media sources, and judge credibility on the fly.
  • Buying patterns have changed. Buyers used to solve problems by talking to sales reps, calling distributors and talking to resellers, reviewing product literature, and seeing ads in magazines, on billboards or on television.
  • Educated buyers now have the ability to acquire information in numerous ways, often and now, most times, before ever coming in contact with your company. This includes…Google searches, online portals, engaging in blogs, through offline and online word of mouth, and going direct to company branded websites for product and service information.
  • Here’s what it comes down to…when someone is going to make a buying decision, they are going to the web first. That’s why it’s so important that your brand is part of the conversation online when your customers and prospects are looking for information.
  • #2 Check your databases. 10 years ago, media companies, especially trade magazines, had the best databases in the world. In order to find prospects, you had to go through the media. Today, most corporations have excellent databases, and they are getting better and better. In some marketplaces, large corporation databases actually dwarf what the media has in quantity and quality.Point is, you have the information on your customers in order to target them effectively with content.
  • #3 I’m sure you’ve noticed, but top journalistic talent is either leaving or getting kicked out of media operations in large quantities.
  • This is a November 18th enewsletter for Folio, which covers the magazine industry. The headlines do not look good. For the one at the bottom, I was at the conference where a few publishers shared the information that print advertising has dropped off the map completely, forcing them to continue major cutbacks in talent across the board.
  • Here’s another article from the New York Times about more talent being lost on newspapers.The point is, the business models of most traditional media companies are in the middle of collapsing. That presents two opportunities for you – 1 is that you can invest to cover areas they simply can’t invest in, and 2, you can pick off top editorial talent from media companies in your industry. More and more journalists are now more than open to working with and for brand marketers on custom content projects – and this trend will continue as the growth opportunities for journalists are in the corporate arena.
  • #4, sort of obvious, but it needs to be said. In the past, the creation of a content-based website took time and a ton of resources. Today, anyone, anywhere with a free Wordpress account or even a TypePad account can launch a media brand. Same is true for podcasting services, video manipulation, etc. There are literally thousands of free online services to help you get your information out to customers. Publishing used to have a very high barrier to entry, when you combine the database and technology needs. Today, that barrier to entry is gone.
  • #2 – Use Online tools to Listen
  • So, how do you do it? 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.
  • Of all the listening tools out there, Google Alerts is probably the one I use the most. The way Google Alerts works is that I can monitor keywords and brand names, and whenever anyone mentions them pretty much anywhere on the Internet, I’ll get a notification. As a rule, when anyone blogs about me, my company, or my book, I want to know about it and comment to them. Google Alerts helps me find most of this.But where this is really of value is to find out what people are saying around they topics that are important to you and your company. For example, by monitoring the term “content marketing” over the past couple years, I’ve really gained insight into how the definition has broadened and how more people are using the term in general. Also, we can help shape the conversation through our own content because we know what’s being talked about on other sites.
  • Now, I prefer using a phrase match to my google alerts. A phrase match is, as you see here, I put quotation marks around the term I want to be notified on. This means that content and marketing must be next to each other in order for me to get an update. What you might want to do is start with the general search and see how relevant the results are. If there are too many non-relevant returns, then use can change it at any time to a phrase match.
  • And here’s what it looks like when I get the email. So, in this alert, someone at bizsugar blogged about my article, Patsi Krakoff is talking about content marketing – so I should go comment there, and the third one discusses a company that offers content marketing and social media – definitely have to check that out.
  • Do you have a Twitter Strategy?The average Twitter user is between 35 and 55. It’s a pretty good bet that at least some of your customers are on it. If you are in the marketing field, you MUST be trying to figure this tool out.
  • Leading brands are using Twitter. JetBlue communicates frequently with Fans. Comcast uses it as a customer service tool. H&R Block holds customer Q&A’s via Twitter.Twitter lets you listen to your customers in real-time.
  • Twitter MustsNever answer the question “What are you doing?” Noone cares about that. Only communicate what is important to your customers/prospects/readers/followers.Someone needs to own your Twitter account for your company.Share information that doesn’t necessarily come from you, but is also valuable. Be democratic…you’ll get more credibility that way.Who’s the human behind the Twitter account. Be ready to respond. Be real. People want to work with other people, not with companies anymore.
  • Get a Twitter management system like Tweetdeck or Tweetgrid.Now, to use Tweetdeck, you must first sign up at www.twitter.com and set up your free account. With Twitter you can search to find if your friends and colleagues are on the system and, if you want to, you can follow them. Following someone is like “friending” them in Facebook or a connection in LinkedIn. Some people on Twitter have thousands of followers, while others follow hundreds and thousands.Since this is very hard to keep track off, Tweetdeck becomes a great tool.I’ll talk more about Twitter a bit later, but I want you to know that I personally thought that Twitter was a silly tool when I started. Once I got into it though, I have found that it is a powerful tool. We’ve actually done business partnerships through Twitter, and it drives about 10% of my total website traffic now. So, if you’re not on Twitter, today’s a good day. If you have any questions, just follow me and send me a note, I can walk you through.TweetDeck is a Twitter management system where I can see real time what is going on regarding our brands and our key searches. TweetDeck allows you to set searches ahead of time, and as something is typed in, like “content marketing” I can look up that person or be directed to the article being discussed. Incredibly valuable.In this screen, I can see all the people I follow on the left hand side, people talking to me under replies, and then anyone talking about me at all in the 3rd Column.
  • Once you’ve mastered listening, you can distribute your RSS content feeds automatically using a free tool like Twitterfeed.
  • Five out of every 10 magazines and newspapers will go out of business, scale down their frequency or move entirely to the Web,” predicts Andy Cohn, vice president and group publisher, Fader Media. “This will not just be survival of the fittest, rather survival of the most willing and able to adapt to the changing media paradigm and throw all of the old rules out the window
  • I’ll work this down, but you get the picture.
  • I’ll work this down, but you get the picture.

10 Commandments for Custom Magazine Failure 10 Commandments for Custom Magazine Failure Presentation Transcript

  • The TEN Commandments for Custom Magazine FAILURE Joe Pulizzi, Junta42 Co-Author, Get Content Get Customers
  • Hi! I’m Joe Pulizzi (@juntajoe) • Evangelist, speaker, author for content marketing – why marketers need to be publishers. • Founder and Chief Content Officer for Junta42 • Co-author of Get Content Get Customers (McGraw-Hill) • Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company
  • Today’s Inspiration • Follow these – and you’ll be sure to fail! • Convert to the TEN Commandments for Custom Magazine FAILURE
  • Let’s Start Off with Some Questions
  • Information Evolution CBS Fast Draw
  • Information Evolution CBS Fast Draw
  • Information Evolution CBS Fast Draw
  • Forrester Research
  • COMMANDMENT #1: Keep Thinking Like a Marketer
  • Marketer or Publisher?
  • Everyone is a Publisher Today • Like it or not, everyone is a publisher, and you need to understand what that means. • Look at your marketing activities…starting to feel a lot more like publishing. Magazines Newsletters
  • What this is all about… Branded Content Content Marketing Content Strategy The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior. Custom Media Custom Publishing Customer Media Information Marketing
  • What this is all about… Branded Content Content Marketing Content Strategy This isof understanding what your The art BEST accomplished customers need to know, throughitPUBLISHING, and delivering to them in a compelling way to not Marketingbehavior. create or change a Custom Media Custom Publishing Customer Media Information Marketing
  • The Publisher Mindset Organizations are just now beginning to understand that, along with the products and services that they offer, one of their core products is information. If not the most important one…
  • The Fight for Content • Agencies • PR • Direct Marketing • Traditional Publishing • Custom Publishing • Interactive • Web Content Strategy • SEO • Social Media • Internal departments of your customers
  • Look at all the publishing… Custom Publishing comprises 30% of Marketing Budgets Junta42 / BtoB Magazine Study 2008
  • COMMANDMENT #2: Talk About Yourself (a lot!) – Sell, Sell, Sell
  • It’s Not about You! Provide relevant content that gives solutions to some of the toughest problems customers are facing. (and leave out the sales pitch!)
  • COMMANDMENT #3: Keep Doing the Same Thing
  • 80% Do Magazines Like This • Create glossy custom magazine • Mail magazine to targeted list of customers, or ship to distribution spots (retail) • Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website • Repeat process every three months
  • The Content Promise • The promise you make to your customers is consistent, great content – it’s not just about the medium.
  • The Content Promise • The promise you make to your customers is consistent, great content – it’s not just about the medium. A Custom Magazine today cannot just be a Custom Magazine
  • The Custom Magazine - 2009 • Record interviews (video/audio) for later repurposing. • Develop a news release schedule pre- and post- issue release. • Discuss upcoming issue on your magazine blog (editor). Set up RSS feeds. • Post video interviews via YouTube or Vimeo. Embed in your blog post. • Print and mail/ship your magazine.
  • The Custom Magazine - 2009 • Send digital replica version to international audience or online subscribers. • Upload content onto magazine website. Be sure content is sharable via targeted social media (Facebook, Digg, StumbleUpon) • Provide a “remarkable” download on magazine site (eBook, white paper, etc.) • Continue to provide relevant content on magazine website – articles, blog posts.
  • The Custom Magazine - 2009 • Use Pay-Per-Click, targeted specific keywords to drive people to your online magazine or download. • Continue news release program (plan for at least one, best for two per month). • “Listen” to who’s talking about what online (more to come on this). • Upload articles to key vertical and social bookmarking sites. • Other social media – Facebook movement, LinkedIn group, etc.
  • Spread Ideas! • Should be the core of your magazine campaign. • Position yourself as the trusted solutions provider for your industry and help people spread the word!
  • COMMANDMENT #4: Wait for Better Timing to Expand
  • 4 Media Trends Spell Opportunity 1. Buyers are Open to Engaging in Your Content
  • Buyers Used to Solve Problems… • Talking to Company Sales Reps • Distributors/Resellers • Product Literature • Seeing Ads in Magazines Marketing/Advertising Worked
  • Educated Buyers Now Solve Problems… • Google searches. • Online portals and news sites. • Listening to bloggers’ advice and opinions. • Word-of-mouth & “Word-of-mouse” • Direct to company websites. How?…by publishing…
  • Educated Buyers Now Solve Problems… • Google searches. Purchase Behavior • Online portals and news sites. Begins Online • Listening to bloggers’ advice and opinions. 92% USA (Forrester) • Word-of-mouth & “Word-of-mouse” 70%+ Belgium (ProFacts) • Direct to company websites.
  • 4 Media Trends Spell Opportunity 1. Buyers are Open to Engaging in Your Content 2. Check Your Databases…
  • 4 Media Trends Spell Opportunity 1. Buyers are Open to Engaging in Your Content 2. Check Your Databases…Is reach an issue? 3. Traditional media is losing journalistic talent…and thus, quality.
  • 4 Media Trends Spell Opportunity 1. Buyers are Open to Engaging in Your Content 2. Check Your Databases… 3. Traditional media is losing journalistic talent…and thus, quality. 4. NO TECHNOLOGY BARRIERS
  • COMMANDMENT #5: Don’t Leverage Free Online Tools
  • SECOND Are You Listening?
  • www.google.com/alerts
  • Blogs as Listening Posts 1. Where are your customers hanging out? 2. Find those blogs…read and participate 3. Listen – with goals 4. Then Blog…Clearly define the purpose 5. Connect & be human 6. Transparency/honesty 7. Frequency
  • Twitter To Do’s • Never answer the question “What are you doing?” • Assign ownership • Be democratic • Be human • Have a strategy!
  • Twitter To Do’s • Then…use it as a distribution mechanism.
  • COMMANDMENT #6: Create Multiple Marketing Objectives
  • What Most Marketers Want • Customer Retention • Lead Generation • Thought Leadership • Lower Customer Service Costs • Open New Markets • Inspire Former Decision Makers • Magazine to Pay for Itself • Solve World Hunger
  • What Most Marketers Want • Customer Retention • Lead Generation • Thought Leadership • Lower Customer Service Costs Choose One • Open New Markets • Inspire Former Decision Makers • Magazine to Pay for Itself • Solve World Hunger
  • • Biggest single investment from their marketing budget – 2x per year. • Goal is to reach senior executives and begin conversations with target prospects.
  • • Convert Porsche and other sports cars to Corvette Buyers!
  • COMMANDMENT #7: Ignore Traditional Media in your Market
  • Once-in-a-lifetime Opportunity • Five out of every 10 consumer magazines and newspapers will go out of business, scale down their frequency or move entirely to the Web.
  • • JPG Magazine, the innovative photography magazine from 8020 publishing, closed its doors… • That is, until a “non-media” company – Adorama – purchased the company.
  • COMMANDMENT #8: You Don’t Need a Content Audit
  • Time to “go get the content …” where is the content?
  • Where IS the content?
  • Here’s what happens next. • No one has time. • No one wants to deal with the complexities. • The writer is overwhelmed by requirements, scope, gaps, and so on. • The people who didn’t care too much about the project at first come out of the woodwork with new demands. • The people in charge of creating the content don’t have the tools to help you get your arms around the information. • No one has time to think about what happens to the content after it launches … which means the content quality has no oversight … which puts you right back at square one in less than a year.
  • Here’s what happens next. • No one has time. • No one wants to deal with the complexities. • The writer is overwhelmed by requirements, scope, It’s a Mess! gaps, and so on. • The people who didn’t care too much about the project at first come out of the woodwork with new demands. • The people in charge of creating the content don’t have the tools to help you get your arms around the information. • No one has time to think about what happens to the content after it launches … which means the content quality has no oversight … which puts you right back at square one in less than a year.
  • The Content Audit • Possibly the most important thing you can do easily understand your content assets • Catalog web pages, print materials, magazine articles, all communications • Digital Asset Management
  • COMMANDMENT #9: Let the Customer Figure out the Action Step
  • COMMANDMENT #10 Disregard the LEGO Principle
  • Email Newsletter Music Website Club Meetings @Stores Custom Magazine Versions On Demand TV Channel Videos Social Network
  • Final Thoughts • Everyone is a Publisher • Take the myFord test • Relevant Content is Necessary for Survival • Love your Print Magazine, but Embrace other Distribution Tools • Listen first – Social Media is not an option • Look for Opportunities with faltering traditional magazines/newspapers • When in doubt, go to www.LEGO.com.
  • Thanks! Joe Pulizzi joe@junta42.com (216) 941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe StumbleUpon: juntajoe