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Online Content Marketing Attracting Customers with Web Content Joe Pulizzi Founder, Junta42 Co-Author,  Get Content Get Cu...
Who’s Joe Pulizzi?  (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of...
What’s Junta42? <ul><li>Vendor-finding service for brands in need of content help. </li></ul><ul><li>Over 200 projects in ...
How Did We Make Buying Decisions 15 Years Ago?
Traditional Marketing
Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
How Do We Make Buying Decisions Today?
Buying Decisions Today
Looking to Solve Problems
 
<ul><li>Who Cares? </li></ul>
Your Customer
 
Most Corporate Publishing
The Dark Side of Content
 
 
 
Over Six Million Opt-Ins Best R&D Activity for P&G
Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI
Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage
HP
HP 90%of all sales from online content Gilbane, 2009
Whole Foods – the Whole Story <ul><li>1600+ pages </li></ul><ul><li>12,000 Inbound Links </li></ul><ul><li>1.5 Million Twi...
Listen and Publish to make impact here…
Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees
 
 
 
 
 
 
 
 
 
Hubspot’s Content Factory <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></...
 
Content Makes You Interesting
Over 2,000 Customers In Two Years
 
Create More Highways w/Content <ul><li>SEO (people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></...
 
Customers? Website Blog Community Video Channel Articles
Website Blog Community Video Channel Articles
Website Blog Community Video Channel Articles
Your Ideas Spread! <ul><li>The  trusted expert resource  everywhere your customers are! </li></ul>Social Media does not wo...
The Motivational Conclusion
What if? <ul><li>What if your customers saw your company as the industry thought leader?  </li></ul>
What if? <ul><li>What if they signed up for your enewsletters and other marketing because they felt you could positively a...
What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing dis...
<ul><li>Go out and answer  What If? </li></ul>
ContentPlaybook.com
Thank You! Joe Pulizzi [email_address] (216) 941-5842 Site:  www.junta42.com About Joe:  www.joepulizzi.com Blog: blog.jun...
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Attracting Customers with Web Content - Online Content Marketing

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Presentation from Customer Media Congress 2009 from Joe Pulizzi about how to attract customers with relevant web content. Includes cases from WillitBlend.com, Homemadesimple.com and Hubspot. Also talks about how to leverage social media to find hard to reach prospects.

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  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Transcript of "Attracting Customers with Web Content - Online Content Marketing"

    1. 1. Online Content Marketing Attracting Customers with Web Content Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
    2. 2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Founder Junta42 </li></ul>
    3. 3. What’s Junta42? <ul><li>Vendor-finding service for brands in need of content help. </li></ul><ul><li>Over 200 projects in last year. </li></ul>
    4. 4. How Did We Make Buying Decisions 15 Years Ago?
    5. 5. Traditional Marketing
    6. 6. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
    7. 7. How Do We Make Buying Decisions Today?
    8. 8. Buying Decisions Today
    9. 9. Looking to Solve Problems
    10. 11. <ul><li>Who Cares? </li></ul>
    11. 12. Your Customer
    12. 14. Most Corporate Publishing
    13. 15. The Dark Side of Content
    14. 19. Over Six Million Opt-Ins Best R&D Activity for P&G
    15. 20. Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI
    16. 21. Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage
    17. 22. HP
    18. 23. HP 90%of all sales from online content Gilbane, 2009
    19. 24. Whole Foods – the Whole Story <ul><li>1600+ pages </li></ul><ul><li>12,000 Inbound Links </li></ul><ul><li>1.5 Million Twitter Followers </li></ul><ul><li>150k+ Facebook Fans </li></ul><ul><li>Articles, posts, recipes, videos contributed by over 20 employees </li></ul>
    20. 25. Listen and Publish to make impact here…
    21. 26. Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees
    22. 36. Hubspot’s Content Factory <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
    23. 38. Content Makes You Interesting
    24. 39. Over 2,000 Customers In Two Years
    25. 41. Create More Highways w/Content <ul><li>SEO (people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></ul><ul><ul><li>More Google Juice </li></ul></ul><ul><li>Social Media (people share great content) </li></ul><ul><ul><li>Word-of-Mouse </li></ul></ul><ul><ul><li>Develop Real Relationships </li></ul></ul>
    26. 43. Customers? Website Blog Community Video Channel Articles
    27. 44. Website Blog Community Video Channel Articles
    28. 45. Website Blog Community Video Channel Articles
    29. 46. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    30. 47. The Motivational Conclusion
    31. 48. What if? <ul><li>What if your customers saw your company as the industry thought leader? </li></ul>
    32. 49. What if? <ul><li>What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives? </li></ul>
    33. 50. What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm? </li></ul>
    34. 51. <ul><li>Go out and answer What If? </li></ul>
    35. 52. ContentPlaybook.com
    36. 53. Thank You! Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com About Joe: www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe
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