20 Steps to Becoming THE Publisher
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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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20 Steps to Becoming THE Publisher
- 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
- 11. The Difference? Marketers Publishers
- 12. The Difference? Marketers Publishers
- 18. Content Strategy Before Social Media Strategy
- 19. Search Engine Optimization Lead Generation Social Media STORYTELLING
- 22. Shutterstock
- 23. Shutterstock
- 25. 10 REASONS YOUR CONTENT ISN ’T WORKING AND HOW TO FIX IT
- 26. GOALS Lack of Content #1
- 30. Objective Convert Porsche and other sports cars to Corvette Buyers!
- 31. EVERYTHING Your Content is about #2
- 33. THE World’s Leading Expert
- 36. YOU YOU YOU Your Blog is about #3
- 42. FIND Customers’ Pain Points KEYWORD ANALYSIS
- 45. GOOD ENOUGH Good Enough is NOT #4
- 47. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
- 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
- 56. CALENDAR Lack of a Content #5
- 58. EMPLOYEES Not Leveraging Your #6
- 63. ENGAGE IN CONTENT That People Will Magically #7
- 67. Online is NOT ENOUGH BEST off-line content
- 68. OWNER Your Content Has NO #8
- 70. EXPERIENCE You Don’t Have Content #9
- 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
- 78. PROBLEM From the Start, Scope the #2
- 80. MORE Less is #3
- 83. CALL TO ACTION Think first about your #4
- 89. A SMALL PART One Blog Post is Just #5
- 94. LOVE Guest Blogging: Spreading the #6
- 96. INFLUENCERS Promote the Key #7
- 97. LISTS
- 99. INFLUENCERS Do Q&A’s with the #8
- 103. ADJUST Measure What’s Working & #9
- 105. OUTSOURCE FINAL TIP #10
- 110. CHIEF EDITOR Story/Reader Focused Not Tool Focused
- 111. How-To Articles
- 112. Expert Interviews
- 113. Create the News
- 115. Reports/Studies
Editor's Notes
- 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.