Drive Business with the Right Content for Sales Reps
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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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Drive Business with the Right Content for Sales Reps
- 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
- 4. Are Marketers Publishers?
- 5. Shutterstock
- 7. Shutterstock
- 9. Shutterstock
- 14. The Difference? Marketers Publishers
- 16. Shutterstock
- 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
- 31. “ Content Marketing Is the Only Marketing Left” - Seth Godin
- 32. Search Engine Optimization Lead Generation Social Media STORYTELLING
- 36. Shutterstock
- 37. Shutterstock
- 39. REASONS YOUR CONTENT ISN’T WORKING FOR SALES AND HOW TO FIX IT
- 40. GOALS Lack of Content Marketing #1
- 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!
- 47. EVERYTHING Your Content is about #2
- 51. YOU YOU YOU Your Content is about #3
- 56. FIND Customers’ Pain Points KEYWORD ANALYSIS
- 57. GOOD ENOUGH Good Enough is NOT #4
- 61. 100,000+ DOWNLOADS Millions in Business
- 62. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
- 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
- 71. CALENDAR Lack of a Content #5
- 74. EMPLOYEES Not Leveraging Your #6
- 79. ENGAGE IN CONTENT That People Will Magically #7
- 82. The BEST Off-Line Content
- 83. OWNER Your Content Has NO #8
- 85. EXPERIENCE You Don’t Have Content #9
- 88. SUPPORT You Don’t Have Internal #10
- 89. 300% Less Chance of Success
- 91. REMARKABLE You Don’t Create Something #11
- 94. TRADITIONAL You Don’t Leverage #12 RENT TO OWN
Editor's Notes
- 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.