20 Steps to Becoming THE Publisher in Your Industry

20 Steps & Tactics To Becoming THE Publisher for Your Industry Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers

About Joe Pulizzi (@juntajoe) September 6-8, 2011

10 and 10 AGENDA
The art of publishing to BUILD a business
10 reasons why your content stinks and how to fix it (strategic)
10 very specific things you need to be doing right now to help you create great content

Publishing:
Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http://en.wikipedia.org/wiki/Publisher

Former Barriers to Entry
Content Acceptance
Talent
Technology
Databases

The Difference? Marketers Publishers

Content Marketing

Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior.
Content Marketing is…

Content Strategy Before Social Media Strategy

Search Engine Optimization Lead Generation Social Media STORYTELLING

Shutterstock

10 REASONS YOUR CONTENT ISN ’T WORKING AND HOW TO FIX IT

GOALS Lack of Content #1

The Goal of Content?
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It

The Goal of Content?
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It
Prioritize and Choose

Objective Convert Porsche and other sports cars to Corvette Buyers!

EVERYTHING Your Content is about #2

THE World’s Leading Expert

Get SUPER NICHE
Pets
Issues pertaining to pet owners who like to travel with their dogs.

YOU YOU YOU Your Blog is about #3

Engaging with Content
73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.
61% are more likely to buy.

Be the Solutions Provider The TRUSTED EXPERT
Give your customers relevant, compelling information
and/or
Show them a good time…

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, Medill School of Journalism

CALENDAR Lack of a Content #5

1-7-30-4-2-1 Plan
1=Daily (Twitter, Blog)
7=Weekly (eNewsletter)
30=Monthly (Webinar)
4=Quarterly (eBook, Magazine)
2=Bi-Annually (User Event)
1=Yearly (Large Research Project)

EMPLOYEES Not Leveraging Your #6

Average 24 posts per week/90% participation.
850% increase in site visitors in last 18 months.
6,200 enewsletter subscribers with 25% open rate.
Over 1,000 published blogs, articles, videos and podcasts.
More Closed Business, Shorter Sales Cycles

ENGAGE IN CONTENT That People Will Magically #7

Target the top 10 – 15 blogs or websites in your niche
Read and get active … start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert
Where are your customers HANGING OUT?

Online is NOT ENOUGH BEST off-line content

OWNER Your Content Has NO #8

Jenny Cisney Chief Blogger/Sr. Social Media
3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
17 Twitter Accounts
Kodak Community Exchange

EXPERIENCE You Don’t Have Content #9

What to do?
Hire or freelance a journalist?
Hire a content agency?
Search out your internal content producers.

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
Think about the Problem
Focus on a Keyword Search (Google External Search)
Numbers Rule
Be VERY Specific
Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks

PROBLEM From the Start, Scope the #2

MORE Less is #3

Short Tips
Short sentences
Bullets
Short paragraphs
Get rid of unnecessary words
Edit, Edit, Edit

CALL TO ACTION Think first about your #4

Always Forget???
Call to Action
Blog to What???

From Debbie Weil
Download our white paper
Join us on Twitter, Facebook, LinkedIn, YouTube, etc.
Ask us a question
Download our e-book
Sign up for our free webinar
Request our visitor’s guide
Sign up for our e-newsletter
Request a virtual demo

A SMALL PART One Blog Post is Just #5

LOVE Guest Blogging: Spreading the #6

Over 100 blogs, Over 100 Webinars

INFLUENCERS Promote the Key #7

INFLUENCERS Do Q&A’s with the #8

ADJUST Measure What’s Working & #9

OUTSOURCE FINAL TIP #10

Not a skill…yet…
“ Speed versus perfection...always choose speed.” - Sunil Mittal
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CHIEF EDITOR Story/Reader Focused Not Tool Focused

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20 Steps to Becoming THE Publisher in Your Industry

by Joe Pulizzi on Jun 09, 2011

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20 Steps to Becoming THE Publisher in Your Industry — Presentation Transcript