20 Steps to Becoming THE Publisher in Your Industry
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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......

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.

Transcript

  • 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. About Joe Pulizzi (@juntajoe) September 6-8, 2011
  • 3. 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
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9. 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
  • 10. Former Barriers to Entry
    • Content Acceptance
    • Talent
    • Technology
    • Databases
  • 11. The Difference? Marketers Publishers
  • 12. The Difference? Marketers Publishers
  • 13.  
  • 14.  
  • 15.  
  • 16. Content Marketing
  • 17.
    • 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…
  • 18. Content Strategy Before Social Media Strategy
  • 19. Search Engine Optimization Lead Generation Social Media STORYTELLING
  • 20.  
  • 21.  
  • 22. Shutterstock
  • 23. Shutterstock
  • 24.  
  • 25. 10 REASONS YOUR CONTENT ISN ’T WORKING AND HOW TO FIX IT
  • 26. GOALS Lack of Content #1
  • 27. 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
  • 28. 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
  • 29.  
  • 30. Objective Convert Porsche and other sports cars to Corvette Buyers!
  • 31. EVERYTHING Your Content is about #2
  • 32.  
  • 33. THE World’s Leading Expert
  • 34. Get SUPER NICHE
    • Pets
    • Issues pertaining to pet owners who like to travel with their dogs.
  • 35. Get SUPER NICHE
    • Pets
    • Issues pertaining to pet owners who like to travel with their dogs.
  • 36. YOU YOU YOU Your Blog is about #3
  • 37.  
  • 38.  
  • 39.  
  • 40. 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.
  • 41. Be the Solutions Provider The TRUSTED EXPERT
    • Give your customers relevant, compelling information
    • and/or
    • Show them a good time…
  • 42. FIND Customers’ Pain Points KEYWORD ANALYSIS
  • 43.  
  • 44.  
  • 45. GOOD ENOUGH Good Enough is NOT #4
  • 46. Your Content Competition
  • 47. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
  • 48.  
  • 49. Grew Business from FIVE TO 70 MILLION
  • 50. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
  • 51. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
  • 52.  
  • 53.  
  • 54.  
  • 55.  
  • 56. CALENDAR Lack of a Content #5
  • 57. 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)
  • 58. EMPLOYEES Not Leveraging Your #6
  • 59.  
  • 60.  
  • 61.  
  • 62.
    • 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
  • 63. ENGAGE IN CONTENT That People Will Magically #7
  • 64.  
  • 65.
    • 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?
  • 66.  
  • 67. Online is NOT ENOUGH BEST off-line content
  • 68. OWNER Your Content Has NO #8
  • 69. Jenny Cisney Chief Blogger/Sr. Social Media
    • 3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
    • 17 Twitter Accounts
    • Kodak Community Exchange
  • 70. EXPERIENCE You Don’t Have Content #9
  • 71.  
  • 72. What to do?
    • Hire or freelance a journalist?
    • Hire a content agency?
    • Search out your internal content producers.
  • 73. SUPPORT You Don’t Have Internal #10
  • 74. 300% Less Chance of Success
  • 75. 10 TIPS TO FIX YOUR CONTENT RIGHT NOW
  • 76. HEADLINE Use a Proper #1
  • 77. 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
  • 78. PROBLEM From the Start, Scope the #2
  • 79.  
  • 80. MORE Less is #3
  • 81. Short Tips
    • Short sentences
    • Bullets
    • Short paragraphs
    • Get rid of unnecessary words
    • Edit, Edit, Edit
  • 82.  
  • 83. CALL TO ACTION Think first about your #4
  • 84. Always Forget???
    • Call to Action
    • Blog to What???
  • 85. 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
  • 86.  
  • 87.  
  • 88.  
  • 89. A SMALL PART One Blog Post is Just #5
  • 90.  
  • 91.  
  • 92.  
  • 93.  
  • 94. LOVE Guest Blogging: Spreading the #6
  • 95.
    • Over 100 blogs, Over 100 Webinars
  • 96. INFLUENCERS Promote the Key #7
  • 97. LISTS
  • 98.  
  • 99. INFLUENCERS Do Q&A’s with the #8
  • 100.  
  • 101.  
  • 102.  
  • 103. ADJUST Measure What’s Working & #9
  • 104.  
  • 105. OUTSOURCE FINAL TIP #10
  • 106. Not a skill…yet…
    • “ Speed versus perfection...always choose speed.” - Sunil Mittal
    Shutterstock
  • 107.  
  • 108.  
  • 109.  
  • 110. CHIEF EDITOR Story/Reader Focused Not Tool Focused
  • 111. How-To Articles
  • 112. Expert Interviews
  • 113. Create the News
  • 114. Similar Situation Stories
  • 115. Reports/Studies
  • 116. Free Tools http://www.contentmarketinginstitute.com/assessment/
  • 117. THE LAST SLIDE: THINKING LIKE A PUBLISHER
    • What does your audience really need to know? (pain points)
    • Share awesome stuff (the best in your industry).
    • It’s almost never about you.
    • Small businesses have the most opportunity.
  • 118.
    • Joe Pulizzi
    • [email_address] • @juntajoe
    THANK YOU! September 6-8, 2011 Use “CBUS” for $100 Discount