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.
Value Proposition canvas- Customer needs and pains
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20 Steps to Becoming THE Publisher in Your Industry
1. 20 Steps & Tactics To Becoming THE Publisher for Your Industry Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
50. ITāS NOT WHAT YOU SELL (Wine) ITāS WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
51. CATEGORY Create Your Own The Timeout Experience ā āGiving people what they really didnāt know they wanted.ā - Abe Peck, Medill School of Journalism
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 letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās 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 letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
Identify where your customers are hanging out atā¦
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.
And letās start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, itās critical to understand what we do for the buyer community.