Joe Pulizzi Founder, Junta42 Co-Author,  Get Content Get Customers Content Marketing: Publishing is the New Marketing
Who’s Joe Pulizzi?  (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of...
What is Junta42? <ul><li>It’s like “eHarmony for Content Marketing” </li></ul><ul><li>Over 400 projects in last two years....
A Few Questions
Your Corporate Content
 
<ul><li>Your Customers Don’t Care  About You! </li></ul>
 
Why is this important?
 
<ul><li>90% of Buyers in USA Go Online At Some Point During the Buying Decision </li></ul>Forrester Research
<ul><li>Over 100 Million People Per Day Read Blogs </li></ul>Six Apart
<ul><li>People Spend More Time on  Social Networks Than Reading Email </li></ul>Nielsen
<ul><li>People Spend More Time on  Social Networks Than Reading Email </li></ul>Nielsen 2/3
<ul><li>Estimates are that in just a few years, Information will    DOUBLE every 72 hours </li></ul>SocialMediaToday.com
<ul><li>What about Traditional Marketing? </li></ul>
Traditional Marketing
Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
<ul><li>How In the World Do We Market? </li></ul>
 
Advertising is a Luxury  Content is Survival
Content Marketing… <ul><li>To Attract and Retain Customers: Deliver valuable, relevant and compelling content to your cust...
You Are the Publisher <ul><li>Direct Distribution </li></ul><ul><li>No Technology Barriers </li></ul><ul><li>Look to Brand...
<ul><li>Must be the </li></ul><ul><li>BEST </li></ul><ul><li>Content </li></ul>
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 ...
Great Content <ul><li>How do you choose what you read? </li></ul><ul><li>What conveys quality? </li></ul><ul><li>How do yo...
 
Engagement (Consumer Experience) <ul><li>Give your customers relevant, compelling information (businesses/consumers) </li>...
The Big Shift <ul><li>Then… </li></ul><ul><li>A provider of XYZ products and services </li></ul>
The Big Shift <ul><li>Now… </li></ul><ul><li>The  trusted, expert resource  for something relevant to your customers (and ...
<ul><li>Most Marketers are Horrible Publishers </li></ul>
 
 
 
 
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! <ul><li>The  trusted expert resource  everywhere your customers are! </li></ul>Social Media does not wo...
<ul><li>STEAL   THESE  IDEAS </li></ul>
<ul><li>One Year from Now, What’s Different? </li></ul>
 
Your Knowledge Their Needs
<ul><li>Think of customers like readers. What do they need to know to be successful?  What are their pain points? </li></ul>
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? <ul><li>What if your customers saw your company as the content thought leader?  </li></ul>
What if? <ul><li>What if they signed up for your enewsletters and other marketing because they felt you could positively a...
What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing dis...
<ul><li>Go out and answer  What If? </li></ul>
Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Tha...
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Content Marketing for the Wine Industry

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Presentation given by Joe Pulizzi, Junta42 for the National Wine Marketing conference in Geneva, Ohio. Presentation discusses how the new marketing for wineries is actually publishing, and gives 10+ ideas for wineries to steal as part of their own content marketing program.

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  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Kirk Cheyfitz, legendary journalist and current CEO for Story Worldwide, a post-advertising agency, says that marketers have only two choices when communicating with customers today. One is giving them relevant, compelling and valuable information, or, number 2, show them a good time, or entertain them. That’s how we engage our customers. And this is not easy stuff, frankly, it’s sooo much easier to buy placement and interrupt customers with product and service offers. But almost across the board for most brands, we don’t live in that world anymore.
  • Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Content Marketing for the Wine Industry

    1. 1. Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers Content Marketing: Publishing is the New Marketing
    2. 2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Founder Junta42 </li></ul>
    3. 3. What is Junta42? <ul><li>It’s like “eHarmony for Content Marketing” </li></ul><ul><li>Over 400 projects in last two years. </li></ul>
    4. 4. A Few Questions
    5. 5. Your Corporate Content
    6. 7. <ul><li>Your Customers Don’t Care About You! </li></ul>
    7. 9. Why is this important?
    8. 11. <ul><li>90% of Buyers in USA Go Online At Some Point During the Buying Decision </li></ul>Forrester Research
    9. 12. <ul><li>Over 100 Million People Per Day Read Blogs </li></ul>Six Apart
    10. 13. <ul><li>People Spend More Time on Social Networks Than Reading Email </li></ul>Nielsen
    11. 14. <ul><li>People Spend More Time on Social Networks Than Reading Email </li></ul>Nielsen 2/3
    12. 15. <ul><li>Estimates are that in just a few years, Information will DOUBLE every 72 hours </li></ul>SocialMediaToday.com
    13. 16. <ul><li>What about Traditional Marketing? </li></ul>
    14. 17. Traditional Marketing
    15. 18. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
    16. 19. <ul><li>How In the World Do We Market? </li></ul>
    17. 21. Advertising is a Luxury Content is Survival
    18. 22. Content Marketing… <ul><li>To Attract and Retain Customers: Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul><ul><li>To Maintain or Change Behavior </li></ul>
    19. 23. You Are the Publisher <ul><li>Direct Distribution </li></ul><ul><li>No Technology Barriers </li></ul><ul><li>Look to Brands Like You for Content </li></ul><ul><li>Plenty of Expertise to Help </li></ul><ul><li>BUT ONE MORE… </li></ul>
    20. 24. <ul><li>Must be the </li></ul><ul><li>BEST </li></ul><ul><li>Content </li></ul>
    21. 25. 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
    22. 26. Great Content <ul><li>How do you choose what you read? </li></ul><ul><li>What conveys quality? </li></ul><ul><li>How do you determine credibility? </li></ul>SEOMOZ/200 Respondents
    23. 28. Engagement (Consumer Experience) <ul><li>Give your customers relevant, compelling information (businesses/consumers) </li></ul><ul><li>or </li></ul><ul><li>Show them a good time… (consumers) </li></ul>
    24. 29. The Big Shift <ul><li>Then… </li></ul><ul><li>A provider of XYZ products and services </li></ul>
    25. 30. The Big Shift <ul><li>Now… </li></ul><ul><li>The trusted, expert resource for something relevant to your customers (and your business)! </li></ul>
    26. 31. <ul><li>Most Marketers are Horrible Publishers </li></ul>
    27. 36. Over Six Million Opt-Ins Best R&D Activity for P&G
    28. 38. One Million Visitors #1 New Business Driver
    29. 39. Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI
    30. 40. Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage
    31. 42. $60+ Million Business The Wine Rock Star 7 Figure Book Deal Millions of Followers
    32. 45. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    33. 46. <ul><li>STEAL THESE IDEAS </li></ul>
    34. 47. <ul><li>One Year from Now, What’s Different? </li></ul>
    35. 49. Your Knowledge Their Needs
    36. 50. <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
    37. 51. What if…Everything about Your Niche
    38. 52. What if…a helpful Video Series
    39. 53. What if…a Twitter Tips Channel
    40. 54. What if…a Mobile Helper for Choosing Wine In-Store
    41. 55. What if…You Buy a Local Trade Magazine
    42. 56. What if…a Email Wine Report
    43. 57. What if…a wine series on slideshare
    44. 58. Niche Wine Group on LinkedIn
    45. 59. What if…A Web App That Chooses Wine
    46. 60. What if…a Blog Your Customers Relied On
    47. 61. The Essential Wine Newsletter
    48. 62. Write the Book!
    49. 63. Twitter Listening Using Tweetdeck
    50. 64. The Ultimate Wine eBook http://contentplaybook.com
    51. 65. Become the publisher… http://bit.ly/Publish-Now
    52. 66. The Motivational Conclusion
    53. 67. What if? <ul><li>What if your customers saw your company as the content thought leader? </li></ul>
    54. 68. What if? <ul><li>What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives? </li></ul>
    55. 69. What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm? </li></ul>
    56. 70. <ul><li>Go out and answer What If? </li></ul>
    57. 71. 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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