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

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

About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio

Content Marketing Agenda
Why Publishing?
What?
Who?
12 reasons why you are not generating enough leads with your content and how to fix it.

Are Marketers Publishers?

Shutterstock

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

Former Barriers to Entry
Content Acceptance
Talent
Technology
Databases

The Difference? Marketers Publishers

Shutterstock

http:// www.marketingsherpa.com/article.php?ident =31802

Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior.
Content Marketing is…

http://www.flickr.com/photos/joriel/2994549358/

Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website

Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website In 2009, Revenues Up 18%

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

“ Content Marketing Is the Only Marketing Left” - Seth Godin

Search Engine Optimization Lead Generation Social Media STORYTELLING

Shutterstock

REASONS YOUR CONTENT ISN’T WORKING FOR SALES AND HOW TO FIX IT

GOALS Lack of Content Marketing #1

What Most Marketers Want
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It

What Most Marketers Want
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It
Choose One

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

Objective Convert Porsche and other sports cars to Corvette Buyers!

EVERYTHING Your Content is about #2

Get SUPER NICHE
Pets
Issues pertaining to pet owners who like to travel with their dogs.

YOU YOU YOU Your Content is about #3

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.
"...Ford Focus is a sporty car with serious smarts..." "...Ford is continually improving its vehicles..."

Be the Solutions Provider The TRUSTED EXPERT
Give your customers relevant, compelling information
and/or
Show them a good time…

FIND Customers’ Pain Points KEYWORD ANALYSIS

GOOD ENOUGH Good Enough is NOT #4

Your Content Competition

Great Content Marketing
UNIQUE
USEFUL OR FUN
WELL EXECUTED
MATCHES THE MEDIA CHANNEL

100,000+ DOWNLOADS Millions in Business

STAND FOR? What does your content UNIQUE CONTENT W/ A POV

Grew Business from FIVE TO 70 MILLION

IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)

CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism

Google Insights

CALENDAR Lack of a Content #5

1-7-30-4-2-1 Plan
1=Daily (Twitter, Blog)
7=Weekly (eNewsletter)
30=Monthly (Webinar)
4=Quarterly (eBook, Magazine)
2=Bi-Annually (User Event)
1=Yearly (Large Research Project)

Podcasts (2)
Print Article
Digital Article
Tweet Schedule
Facebook Posts
Blog Posts
Guest Posts
White Paper
Case Study

EMPLOYEES Not Leveraging Your #6

Average 24 posts per week/90% participation.
Over 30,000 visits in six months.
3,000 enewsletter subscribers with 25% open rate.
Over 700 published blogs, articles, videos and podcasts.

ENGAGE IN CONTENT That People Will Magically #7

Target the top 10 – 15 blogs or websites in your niche
Read and get active…start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert
Where are your customers HANGING OUT?

The BEST Off-Line Content

OWNER Your Content Has NO #8

Jenny Cisney Chief Blogger/Sr. Social Media
3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
17 Twitter Accounts
Kodak Community Exchange

EXPERIENCE You Don’t Have Content #9

What to do?
Hire or freelance a journalist?
Hire a content agency?
Search out your internal content producers.

SUPPORT You Don’t Have Internal #10

300% Less Chance of Success

REMARKABLE You Don’t Create Something #11

http://contentplaybook.com

TRADITIONAL You Don’t Leverage #12 RENT TO OWN

Wall Street Journal

The PATH to MORE LEADS
Specific Content Marketing Goals
Your Content is SUPER Niche
Content focuses on Customer Pain Points
Content is among the BEST in the industry
You stick to your publishing schedule
Employees are a key part of your content
You build online relationships and great off-line content to spread your message.
You have a Chief Content Officer
You Insource or Outsource your content to experts
You have C-Level support for content marketing
You are developing Remarkable content
You leverage your content through traditional

Joe Pulizzi
[email_address] • @juntajoe on Twitter
THANK YOU!

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

by Joe Pulizzi on Jan 28, 2011

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