20 Steps & Tactics To Becoming THE Publisher for Your Industry Joe Pulizzi Executive Director, Content Marketing Institute...
About Joe Pulizzi (@juntajoe) September 6-8, 2011
10 and 10 AGENDA <ul><li>The art of publishing to BUILD a business </li></ul><ul><li>10 reasons why your content stinks an...
 
 
 
 
 
Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making i...
Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><l...
The Difference? Marketers  Publishers
The Difference? Marketers  Publishers
 
 
 
Content Marketing
<ul><li>Marketers as Publishers </li></ul><ul><li>Owning  the media, not  Renting  the media </li></ul><ul><li>Attract and...
Content Strategy Before Social Media Strategy
Search Engine  Optimization Lead Generation Social Media STORYTELLING
 
 
Shutterstock
Shutterstock
 
10 REASONS YOUR CONTENT ISN ’T WORKING AND HOW TO FIX IT
GOALS  Lack of Content #1
The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </l...
The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </l...
 
Objective Convert Porsche and other sports cars to Corvette Buyers!
EVERYTHING  Your Content is about #2
 
THE  World’s Leading Expert
Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
YOU YOU YOU Your Blog is about #3
 
 
 
Engaging with Content <ul><li>73%  of consumers prefer to get information from a company in the form of a collection of he...
Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information  </li></ul><ul><...
FIND Customers’ Pain Points KEYWORD ANALYSIS
 
 
GOOD ENOUGH  Good Enough is NOT #4
Your Content Competition
STAND FOR?  What does your content UNIQUE CONTENT W/ A POV
 
Grew Business from FIVE TO 70 MILLION
IT’S NOT WHAT YOU SELL   (Wine) IT’S WHAT YOU STAND FOR   (Everyone deserves to understand the wine experience)
CATEGORY  Create Your Own The Timeout Experience –  “Giving people what they really didn’t know they wanted.” - Abe Peck, ...
 
 
 
 
CALENDAR Lack of a Content #5
1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (W...
EMPLOYEES Not Leveraging Your #6
 
 
 
<ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>850% increase in site visitors in last 18 months. <...
ENGAGE IN CONTENT That People Will Magically #7
 
<ul><li>Target the top 10  –  15 blogs or websites in your niche </li></ul><ul><li>Read and get active … start commenting ...
 
Online is NOT ENOUGH BEST off-line content
OWNER Your Content Has NO #8
Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li...
EXPERIENCE You Don’t Have Content #9
 
What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out ...
SUPPORT You Don’t Have Internal #10
300%  Less Chance of Success
10 TIPS TO FIX YOUR CONTENT RIGHT NOW
HEADLINE Use a Proper #1
Headline Tips <ul><li>Think about the Problem </li></ul><ul><li>Focus on a Keyword Search (Google External Search) </li></...
PROBLEM From the Start, Scope the #2
 
MORE Less is #3
Short Tips <ul><li>Short sentences </li></ul><ul><li>Bullets </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Get rid ...
 
CALL TO ACTION Think first about your #4
Always Forget??? <ul><li>Call to Action </li></ul><ul><li>Blog to What??? </li></ul>
From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. ...
 
 
 
A SMALL PART One Blog Post is Just #5
 
 
 
 
LOVE Guest Blogging: Spreading the #6
<ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
INFLUENCERS Promote the Key #7
LISTS
 
INFLUENCERS Do Q&A’s with the #8
 
 
 
ADJUST Measure What’s Working & #9
 
OUTSOURCE FINAL TIP #10
Not a skill…yet… <ul><li>“ Speed versus perfection...always choose speed.”    - Sunil Mittal </li></ul>Shutterstock
 
 
 
CHIEF EDITOR Story/Reader Focused Not Tool Focused
How-To Articles
Expert Interviews
Create the News
Similar Situation Stories
Reports/Studies
Free Tools http://www.contentmarketinginstitute.com/assessment/
THE LAST SLIDE: THINKING LIKE A PUBLISHER <ul><li>What does your audience really need to know? (pain points) </li></ul><ul...
<ul><li>Joe Pulizzi </li></ul><ul><li>[email_address]   •  @juntajoe </li></ul>THANK YOU! September 6-8, 2011 Use “CBUS” f...
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20 Steps to Becoming THE Publisher in Your Industry

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Presentation from Joe Pulizzi given at the Ohio Growth Summit about Content marketing and how small businesses can learn to become THE information resource (publisher) for their industry to attract and retain customers.

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  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
  • Case in point, this spread in MyFord magazine. All the highlighted areas are where Ford mentions their brands or Ford itself. Does this look like content that someone would want to engage in?
  • So, in order to be successful in social media, we have two choices (see above). Can anyone think of any others?
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Identify where your customers are hanging out at…
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • 20 Steps to Becoming THE Publisher in Your Industry

    1. 1. 20 Steps & Tactics To Becoming THE Publisher for Your Industry Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. 2. About Joe Pulizzi (@juntajoe) September 6-8, 2011
    3. 3. 10 and 10 AGENDA <ul><li>The art of publishing to BUILD a business </li></ul><ul><li>10 reasons why your content stinks and how to fix it (strategic) </li></ul><ul><li>10 very specific things you need to be doing right now to help you create great content </li></ul>
    4. 9. Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making information available for public view. </li></ul>http://en.wikipedia.org/wiki/Publisher
    5. 10. Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><li>Databases </li></ul>
    6. 11. The Difference? Marketers Publishers
    7. 12. The Difference? Marketers Publishers
    8. 16. Content Marketing
    9. 17. <ul><li>Marketers as Publishers </li></ul><ul><li>Owning the media, not Renting the media </li></ul><ul><li>Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior. </li></ul>Content Marketing is…
    10. 18. Content Strategy Before Social Media Strategy
    11. 19. Search Engine Optimization Lead Generation Social Media STORYTELLING
    12. 22. Shutterstock
    13. 23. Shutterstock
    14. 25. 10 REASONS YOUR CONTENT ISN ’T WORKING AND HOW TO FIX IT
    15. 26. GOALS Lack of Content #1
    16. 27. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>
    17. 28. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>Prioritize and Choose
    18. 30. Objective Convert Porsche and other sports cars to Corvette Buyers!
    19. 31. EVERYTHING Your Content is about #2
    20. 33. THE World’s Leading Expert
    21. 34. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    22. 35. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    23. 36. YOU YOU YOU Your Blog is about #3
    24. 40. Engaging with Content <ul><li>73% of consumers prefer to get information from a company in the form of a collection of helpful articles  over an advertisement or offer. </li></ul><ul><li>61% are more likely to buy. </li></ul>
    25. 41. Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information </li></ul><ul><li>and/or </li></ul><ul><li>Show them a good time… </li></ul>
    26. 42. FIND Customers’ Pain Points KEYWORD ANALYSIS
    27. 45. GOOD ENOUGH Good Enough is NOT #4
    28. 46. Your Content Competition
    29. 47. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
    30. 49. Grew Business from FIVE TO 70 MILLION
    31. 50. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
    32. 51. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
    33. 56. CALENDAR Lack of a Content #5
    34. 57. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
    35. 58. EMPLOYEES Not Leveraging Your #6
    36. 62. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>850% increase in site visitors in last 18 months. </li></ul><ul><li>6,200 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 1,000 published blogs, articles, videos and podcasts. </li></ul>More Closed Business, Shorter Sales Cycles
    37. 63. ENGAGE IN CONTENT That People Will Magically #7
    38. 65. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active … start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>Where are your customers HANGING OUT?
    39. 67. Online is NOT ENOUGH BEST off-line content
    40. 68. OWNER Your Content Has NO #8
    41. 69. Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li>17 Twitter Accounts </li></ul><ul><li>Kodak Community Exchange </li></ul>
    42. 70. EXPERIENCE You Don’t Have Content #9
    43. 72. What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out your internal content producers. </li></ul>
    44. 73. SUPPORT You Don’t Have Internal #10
    45. 74. 300% Less Chance of Success
    46. 75. 10 TIPS TO FIX YOUR CONTENT RIGHT NOW
    47. 76. HEADLINE Use a Proper #1
    48. 77. Headline Tips <ul><li>Think about the Problem </li></ul><ul><li>Focus on a Keyword Search (Google External Search) </li></ul><ul><li>Numbers Rule </li></ul><ul><li>Be VERY Specific </li></ul>Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks
    49. 78. PROBLEM From the Start, Scope the #2
    50. 80. MORE Less is #3
    51. 81. Short Tips <ul><li>Short sentences </li></ul><ul><li>Bullets </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Get rid of unnecessary words </li></ul><ul><li>Edit, Edit, Edit </li></ul>
    52. 83. CALL TO ACTION Think first about your #4
    53. 84. Always Forget??? <ul><li>Call to Action </li></ul><ul><li>Blog to What??? </li></ul>
    54. 85. From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. </li></ul><ul><li>Ask us a question </li></ul><ul><li>Download our e-book </li></ul><ul><li>Sign up for our free webinar </li></ul><ul><li>Request our visitor’s guide </li></ul><ul><li>Sign up for our e-newsletter </li></ul><ul><li>Request a virtual demo </li></ul>
    55. 89. A SMALL PART One Blog Post is Just #5
    56. 94. LOVE Guest Blogging: Spreading the #6
    57. 95. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
    58. 96. INFLUENCERS Promote the Key #7
    59. 97. LISTS
    60. 99. INFLUENCERS Do Q&A’s with the #8
    61. 103. ADJUST Measure What’s Working & #9
    62. 105. OUTSOURCE FINAL TIP #10
    63. 106. Not a skill…yet… <ul><li>“ Speed versus perfection...always choose speed.” - Sunil Mittal </li></ul>Shutterstock
    64. 110. CHIEF EDITOR Story/Reader Focused Not Tool Focused
    65. 111. How-To Articles
    66. 112. Expert Interviews
    67. 113. Create the News
    68. 114. Similar Situation Stories
    69. 115. Reports/Studies
    70. 116. Free Tools http://www.contentmarketinginstitute.com/assessment/
    71. 117. THE LAST SLIDE: THINKING LIKE A PUBLISHER <ul><li>What does your audience really need to know? (pain points) </li></ul><ul><li>Share awesome stuff (the best in your industry). </li></ul><ul><li>It’s almost never about you. </li></ul><ul><li>Small businesses have the most opportunity. </li></ul>
    72. 118. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe </li></ul>THANK YOU! September 6-8, 2011 Use “CBUS” for $100 Discount
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