Your Brand as PublisherShould Content Be the Center of Your Marketing?Joe Pulizzi (@juntajoe)Founder, Content Marketing In...
To help transform marketers into publishers.            Less renting, more owning.EVENTS               MEDIA             C...
Today’s Agenda• The Latest Research on What’s  Happening in Content Marketing• 8 Things That I Would Be Doing Right  Now I...
Today’s Agenda• The Latest Research on What’s  Happening in Content Marketing• 8 Things That I Would Be Doing Right  Now I...
As heard this week…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers. If we don’t, th...
As heard this week…“You don’t need the middlemananymore…you can nowcommunicate directly with yourcustomers. Your job is to...
The Difference? Marketers        Publishers/Media                              @juntajoe
The Difference? Marketers        Publishers/Media                              @juntajoe
@juntajoe
Content Marketing = Publishing?• Publishing is the process of production  and dissemination of information – the  activity...
Stories to Interruption and Back Again• Content Acceptance• Talent• Technology                                    @juntajoe
Content Marketing                @juntajoe
Content Marketing is…Marketers as PublishersOwning the media, not Renting the mediaAttract and/or retain customers by crea...
Search EngineSocial Media             Optimization         STORYTELLING             Lead           Generation             ...
@juntajoe
“Content MarketingIs the OnlyMarketing Left”       - Seth Godin                 @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
60%      @juntajoe
@juntajoeShutterstock
@juntajoeShutterstock
@juntajoe
“Content Marketing is like  using a new muscle.Marketers need to keep it       in shape.”                        @juntajoe
8 Things I Would Do      Right NowRe: Content Marketing                   @juntajoe
Tackle one biggoal, something broken or make something better      with content…                       @juntajoe
@juntajoe
ObjectiveConvert Porscheand other sportscars to CorvetteBuyers!            @juntajoe
@juntajoe
@juntajoe
@juntajoe
10 to 1content…reimagine                    @juntajoe
Story Concept• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the conte...
Re-Imagine                  Pre-Activation             Distribution                                      @juntajoe
Re-Imagine              Pre-Activation             Distribution                                  @juntajoe
Re-Imagine              Pre-Activation       Google PANDA     Changes Everything             Distribution                 ...
@juntajoe
Take the visual content       audit…                      @juntajoe
@juntajoe
http://www.progressiveoffice.com.au   @juntajoe
Clearly identify roles…                      @juntajoe
The content marketing team….Typical roles within your existing team…                       Chief Content                  ...
Test a niche to becomethe leading resource for your customers in that          area                       @juntajoe
@juntajoe
@juntajoe
@juntajoe
Partner if you have to…                      @juntajoe
@juntajoe
@juntajoe
Or buy the leading trade   media company…                       @juntajoe
Just Buy It   • JPG Magazine, the     innovative photography     magazine from 8020     publishing, closed its     doors… ...
Reach out to contentcreators and influencers                       @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
LAST QUESTION:   In two years, what    company will beresponsible for the mostcontent production in the         world?    ...
@juntajoe
THE LAST SLIDETHINKING LIKE A PUBLISHER• What does your audience really need to  know? (pain points)• Share awesome stuff ...
Q&A              Joe Pulizzijoe@junta42.com • @juntajoe on Twitter   September 4 – 6, 2012 – Columbus, Ohio               ...
8 Content Marketing Strategies to Take Now
8 Content Marketing Strategies to Take Now
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8 Content Marketing Strategies to Take Now

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Joe Pulizzi presentation to the American Marketing Association in Cleveland on the impact of content marketing. Includes some new content marketing research and eight content strategies you should be looking into now as part of your overall marketing program.

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  • 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.
  • 8 Content Marketing Strategies to Take Now

    1. 1. Your Brand as PublisherShould Content Be the Center of Your Marketing?Joe Pulizzi (@juntajoe)Founder, Content Marketing InstituteCo-Author, Get Content Get Customersand Managing Content Marketing @juntajoe
    2. 2. To help transform marketers into publishers. Less renting, more owning.EVENTS MEDIA CONSULTING @juntajoe
    3. 3. Today’s Agenda• The Latest Research on What’s Happening in Content Marketing• 8 Things That I Would Be Doing Right Now If I Were You re: Content• Q&A @juntajoe
    4. 4. Today’s Agenda• The Latest Research on What’s Happening in Content Marketing• 8 Things That I Would Be Doing Right Now If I Were You re: Content• Q&A 65 Slides in 40 Minutes @juntajoe
    5. 5. As heard this week…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers. If we don’t, theywill not come back.”- Pam Didner, Intel @juntajoe
    6. 6. As heard this week…“You don’t need the middlemananymore…you can nowcommunicate directly with yourcustomers. Your job is to createvalue.”- Mitch Joel, Twist Image NYTimes Best Selling Author @juntajoe
    7. 7. The Difference? Marketers Publishers/Media @juntajoe
    8. 8. The Difference? Marketers Publishers/Media @juntajoe
    9. 9. @juntajoe
    10. 10. Content Marketing = 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 @juntajoe
    11. 11. Stories to Interruption and Back Again• Content Acceptance• Talent• Technology @juntajoe
    12. 12. Content Marketing @juntajoe
    13. 13. Content Marketing is…Marketers as PublishersOwning the media, not Renting the mediaAttract and/or retain customers by creating/curating valuable and compelling content on aconsistent basis to maintain or change abehavior. @juntajoe
    14. 14. Search EngineSocial Media Optimization STORYTELLING Lead Generation @juntajoe
    15. 15. @juntajoe
    16. 16. “Content MarketingIs the OnlyMarketing Left” - Seth Godin @juntajoe
    17. 17. @juntajoe
    18. 18. @juntajoe
    19. 19. @juntajoe
    20. 20. @juntajoe
    21. 21. 60% @juntajoe
    22. 22. @juntajoeShutterstock
    23. 23. @juntajoeShutterstock
    24. 24. @juntajoe
    25. 25. “Content Marketing is like using a new muscle.Marketers need to keep it in shape.” @juntajoe
    26. 26. 8 Things I Would Do Right NowRe: Content Marketing @juntajoe
    27. 27. Tackle one biggoal, something broken or make something better with content… @juntajoe
    28. 28. @juntajoe
    29. 29. ObjectiveConvert Porscheand other sportscars to CorvetteBuyers! @juntajoe
    30. 30. @juntajoe
    31. 31. @juntajoe
    32. 32. @juntajoe
    33. 33. 10 to 1content…reimagine @juntajoe
    34. 34. Story Concept• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the content become? @juntajoe
    35. 35. Re-Imagine Pre-Activation Distribution @juntajoe
    36. 36. Re-Imagine Pre-Activation Distribution @juntajoe
    37. 37. Re-Imagine Pre-Activation Google PANDA Changes Everything Distribution @juntajoe
    38. 38. @juntajoe
    39. 39. Take the visual content audit… @juntajoe
    40. 40. @juntajoe
    41. 41. http://www.progressiveoffice.com.au @juntajoe
    42. 42. Clearly identify roles… @juntajoe
    43. 43. The content marketing team….Typical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators @juntajoe
    44. 44. Test a niche to becomethe leading resource for your customers in that area @juntajoe
    45. 45. @juntajoe
    46. 46. @juntajoe
    47. 47. @juntajoe
    48. 48. Partner if you have to… @juntajoe
    49. 49. @juntajoe
    50. 50. @juntajoe
    51. 51. Or buy the leading trade media company… @juntajoe
    52. 52. Just Buy It • JPG Magazine, the innovative photography magazine from 8020 publishing, closed its doors… @juntajoe
    53. 53. Reach out to contentcreators and influencers @juntajoe
    54. 54. @juntajoe
    55. 55. @juntajoe
    56. 56. @juntajoe
    57. 57. @juntajoe
    58. 58. @juntajoe
    59. 59. LAST QUESTION: In two years, what company will beresponsible for the mostcontent production in the world? @juntajoe
    60. 60. @juntajoe
    61. 61. THE LAST SLIDETHINKING LIKE A PUBLISHER• What does your audience really need to know? (pain points)• Share awesome stuff (the best in your industry) with clear goals!• It’s almost never about you (your story needs to be about your customers).• What are your content roles? @juntajoe
    62. 62. Q&A Joe Pulizzijoe@junta42.com • @juntajoe on Twitter September 4 – 6, 2012 – Columbus, Ohio @juntajoe
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