Becoming the Media - Using Content Marketing to Launch Your Startup

Joe Pulizzi, Founder, Junta42 USC – Marshall School of Business February 5, 2009

Quick Agenda

My journey

We are all publishers

Listen and succeed

Building a media company that isn’t a media company

Five things I would do again

Things I would do over

Let’s Talk about You First

Facebook?

MySpace?

Blogs?

Twitter?

Started an online business?

What else?

2007

2009

Marketing in the past… Create brand awareness Targeted mass media Interrupt and repeat

Marketing now and the future… Create behavior change Conversational media Communicate directly

You Have Two Choices

Give your customers relevant, compelling information or

Show them a good time…

You Don’t Have to Be a Media Company to Be a Media Company

Content, if good, will be accepted.

NO TECHNOLOGY BARRIERS.

Reach/Circulation no longer an issue.

Extra bonus for transparency and immediate communication (most publishers are not good at this).

You Need to Be like Media Company

Organizations are now beginning to understand that, along with the products and services that they offer, one of their core products is information .

If not the most important one…

Today’s Business Models = Content Marketing

The art of understanding what your customers need to know and delivering it to them in a compelling way.

From the Experts

Almost every one of the leading online marketing thought leaders today stress the importance of content marketing.

Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”

Where is Content Marketing Going? Junta42 / BtoB Magazine Study 2008 & CPC/ContentWise 08 Content Marketing represents 27 - 30% of B-to-B and Consumer Marketing Budgets

Where is Content Marketing Going? Junta42 / BtoB Magazine Study 2008 & CPC/ContentWise 08 Content Marketing represents 27 - 30% of B-to-B and Consumer Marketing Budgets 56% 

Storytellers Have the Advantage

www.google.com/alerts

Launching a Business with a dollar and determination.

THINGS I WOULD DO AGAIN

Go Niche! (smaller the better)

Understand Where the Money Will Come From

Custom Content Providers Marketing Professionals Service Providers (to CPers)

Create Lots of Content & Market through Multiple Channels

Follow and Comment on Top 10 – 20 Blogs where Your Customers Are At.

Social Networking

Answer Questions

Copy a Model from another Industry

Borrow Credibility from Key Partners

Three Things I Wish I Did Differently

O N E

Better Understanding of Technology

T W O

Started my blog before I left my job.

T H R E E

Focus on multiple revenue streams from the beginning.

Follow the streams…

Be the Trusted Resource through Content Everywhere

You Are the Publisher

A Blog

White Paper Series

eBooks

Case Studies

Vertical Search

Content Microsites/Portals

Online Quizzes

Digital Magazines

Community Forums

eNewsletters

Variable eNewsletters

eZines

Podcasts

Audio Books

Vodcasts

Video Portals

Website RSS Feeds

Social Networking Sites

Webcasts/Webinars

Virtual Trade Shows

Online Games

Content Widgets

Continue the Con versation Joe Pulizzi Email: joe@junta42.com Phone: 216-941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com/ Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe StumbleUpon: juntajoe Junta42: juntajoe