Content Marketing for the Wine Industry

Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers Content Marketing: Publishing is the New Marketing

Who’s Joe Pulizzi? (@juntajoe)
Speaker, blogger, evangelist for content marketing.
Co-author of Get Content Get Customers (McGraw-Hill)
Founder Junta42

What is Junta42?
It’s like “eHarmony for Content Marketing”
Over 400 projects in last two years.

A Few Questions

Your Corporate Content

Your Customers Don’t Care About You!

Why is this important?

90% of Buyers in USA Go Online At Some Point During the Buying Decision
Forrester Research

Over 100 Million People Per Day Read Blogs
Six Apart

People Spend More Time on Social Networks Than Reading Email
Nielsen

People Spend More Time on Social Networks Than Reading Email
Nielsen 2/3

Estimates are that in just a few years, Information will DOUBLE every 72 hours
SocialMediaToday.com

What about Traditional Marketing?

Traditional Marketing

Traditional Marketing Challenges 800-555-1234 Annoying Salesperson

How In the World Do We Market?

Advertising is a Luxury Content is Survival

Content Marketing…
To Attract and Retain Customers: Deliver valuable, relevant and compelling content to your customers on a consistent basis.
To Maintain or Change Behavior

You Are the Publisher
Direct Distribution
No Technology Barriers
Look to Brands Like You for Content
Plenty of Expertise to Help
BUT ONE MORE…

Must be the
BEST
Content

The B.E.S.T. Process “ Create a definite plan for carrying out your desire and begin at once, whether you’re ready or not to put this plan into action.” - Napoleon Hill

Great Content
How do you choose what you read?
What conveys quality?
How do you determine credibility?
SEOMOZ/200 Respondents

Engagement (Consumer Experience)
Give your customers relevant, compelling information (businesses/consumers)
or
Show them a good time… (consumers)

The Big Shift
Then…
A provider of XYZ products and services

The Big Shift
Now…
The trusted, expert resource for something relevant to your customers (and your business)!

Most Marketers are Horrible Publishers

Over Six Million Opt-Ins Best R&D Activity for P&G

One Million Visitors #1 New Business Driver

Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI

Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage

$60+ Million Business The Wine Rock Star 7 Figure Book Deal Millions of Followers

Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy

STEAL THESE IDEAS

One Year from Now, What’s Different?

Your Knowledge Their Needs

Think of customers like readers. What do they need to know to be successful? What are their pain points?

What if…Everything about Your Niche

What if…a helpful Video Series

What if…a Twitter Tips Channel

What if…a Mobile Helper for Choosing Wine In-Store

What if…You Buy a Local Trade Magazine

What if…a Email Wine Report

What if…a wine series on slideshare

Niche Wine Group on LinkedIn

What if…A Web App That Chooses Wine

What if…a Blog Your Customers Relied On

The Essential Wine Newsletter

Write the Book!

Twitter Listening Using Tweetdeck

The Ultimate Wine eBook http://contentplaybook.com

Become the publisher… http://bit.ly/Publish-Now

The Motivational Conclusion

What if?
What if your customers saw your company as the content thought leader?

What if?
What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives?

What if?
What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?

Go out and answer What If?

Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You & Questions Joe in Amsterdam - 2009

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Content Marketing for the Wine Industry

by Joe Pulizzi on Apr 14, 2010

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Content Marketing for the Wine Industry — Presentation Transcript