Content Marketing: Arming Your Sales Reps with the Right Content to Drive Sales

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Presentation from Joe Pulizzi of the Content Marketing Institute on the 12 ways that companies go wrong with content and how they can fix them in order to drive more interest for sales. Includes case studies, research and insights into why marketers need to act like publishers.

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  • 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.
  • Content Marketing: Arming Your Sales Reps with the Right Content to Drive Sales

    1. Content Marketing Arming Your Sales Reps with The Right Content to Drive Business Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
    3. Content Marketing Agenda <ul><li>Why Publishing? </li></ul><ul><li>What? </li></ul><ul><li>Who? </li></ul><ul><li>12 reasons why you are not generating enough leads with your content and how to fix it. </li></ul>
    4. Are Marketers Publishers?
    5. Shutterstock
    6.  
    7. Shutterstock
    8.  
    9. Shutterstock
    10.  
    11. Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making information available for public view. </li></ul>http:// en.wikipedia.org /wiki/Publisher
    12. Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><li>Databases </li></ul>
    13.  
    14. The Difference? Marketers Publishers
    15.  
    16. Shutterstock
    17. http:// www.marketingsherpa.com/article.php?ident =31802
    18.  
    19. <ul><li>Marketers as Publishers </li></ul><ul><li>Owning the media, not Renting the media </li></ul><ul><li>Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior. </li></ul>Content Marketing is…
    20. http://www.flickr.com/photos/joriel/2994549358/
    21.  
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    25.  
    26. 1987
    27. Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website
    28. Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website In 2009, Revenues Up 18%
    29. OVER 6 MILLION OPT-INS Best R&D Activity for P&G 100,000+ DOWNLOADS Millions in Business 90% OF READERS Directly Acted on Information
    30.  
    31. “ Content Marketing Is the Only Marketing Left” - Seth Godin
    32. Search Engine Optimization Lead Generation Social Media STORYTELLING
    33.  
    34.  
    35.  
    36. Shutterstock
    37. Shutterstock
    38.  
    39. REASONS YOUR CONTENT ISN’T WORKING FOR SALES AND HOW TO FIX IT
    40. GOALS Lack of Content Marketing #1
    41. What Most Marketers Want <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>
    42. What Most Marketers Want <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>Choose One
    43. Biggest single investment from their marketing budget – 2x per year. Objective Reach senior executives and begin conversations with target prospects. http:// www.altair.com/MagazineCurrentIssue.aspx
    44. Objective Convert Porsche and other sports cars to Corvette Buyers!
    45.  
    46.  
    47. EVERYTHING Your Content is about #2
    48.  
    49. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    50. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    51. YOU YOU YOU Your Content is about #3
    52.  
    53.  
    54. <ul><li>There are 17 separate content sections in the magazine (mini-features, sidebars, etc.). Of the 17 areas, Ford is mentioned in the title or first sentence of 14 of them. </li></ul><ul><li>&quot;...Ford Focus is a sporty car with serious smarts...&quot; &quot;...Ford is continually improving its vehicles...&quot; </li></ul>
    55. Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information </li></ul><ul><li>and/or </li></ul><ul><li>Show them a good time… </li></ul>
    56. FIND Customers’ Pain Points KEYWORD ANALYSIS
    57. GOOD ENOUGH Good Enough is NOT #4
    58. Your Content Competition
    59. Great Content Marketing <ul><li>UNIQUE </li></ul><ul><li>USEFUL OR FUN </li></ul><ul><li>WELL EXECUTED </li></ul><ul><li>MATCHES THE MEDIA CHANNEL </li></ul>
    60.  
    61. 100,000+ DOWNLOADS Millions in Business
    62. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
    63.  
    64. Grew Business from FIVE TO 70 MILLION
    65. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
    66. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
    67. Google Insights
    68.  
    69.  
    70.  
    71. CALENDAR Lack of a Content #5
    72. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
    73. <ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </li></ul><ul><li>Facebook Posts </li></ul><ul><li>Blog Posts </li></ul><ul><li>Guest Posts </li></ul><ul><li>White Paper </li></ul><ul><li>Case Study </li></ul>
    74. EMPLOYEES Not Leveraging Your #6
    75.  
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    77.  
    78. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>Over 30,000 visits in six months. </li></ul><ul><li>3,000 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 700 published blogs, articles, videos and podcasts. </li></ul>
    79. ENGAGE IN CONTENT That People Will Magically #7
    80.  
    81. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active…start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>Where are your customers HANGING OUT?
    82. The BEST Off-Line Content
    83. OWNER Your Content Has NO #8
    84. Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li>17 Twitter Accounts </li></ul><ul><li>Kodak Community Exchange </li></ul>
    85. EXPERIENCE You Don’t Have Content #9
    86.  
    87. What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out your internal content producers. </li></ul>
    88. SUPPORT You Don’t Have Internal #10
    89. 300% Less Chance of Success
    90.  
    91. REMARKABLE You Don’t Create Something #11
    92.  
    93. http://contentplaybook.com
    94. TRADITIONAL You Don’t Leverage #12 RENT TO OWN
    95.  
    96.  
    97. Wall Street Journal
    98. The PATH to MORE LEADS <ul><li>Specific Content Marketing Goals </li></ul><ul><li>Your Content is SUPER Niche </li></ul><ul><li>Content focuses on Customer Pain Points </li></ul><ul><li>Content is among the BEST in the industry </li></ul><ul><li>You stick to your publishing schedule </li></ul><ul><li>Employees are a key part of your content </li></ul><ul><li>You build online relationships and great off-line content to spread your message. </li></ul><ul><li>You have a Chief Content Officer </li></ul><ul><li>You Insource or Outsource your content to experts </li></ul><ul><li>You have C-Level support for content marketing </li></ul><ul><li>You are developing Remarkable content </li></ul><ul><li>You leverage your content through traditional </li></ul>
    99. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!

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