Content Marketing: Publishing is the New Marketing

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

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?
Vendor-finding service for brands in North America in need of content help.
Over 400 projects in last two years.

Why Am I Here?
Business (and marketing) has changed (maybe different than you think).
To take your marketing back from the media companies.
To motivate you to get passionate about your expertise…and share it with your customers.

Your Corporate Content

Your Customers Don’t Care About You!

Why is this important?

90% of Buyers in USA Go Online Before making a 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

So, what does all this mean?

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

So, what does all this mean?

Traditional Marketing

Traditional Marketing Challenges 800-555-1234 Annoying Salesperson

Advertising is a Luxury Content is Survival

You Are the Publisher
Direct Distribution
No Technology Barriers
Look to Brands 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

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

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)!

thinkMoney

90% of Readers Have Acted on Information

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

One Million Visitors #1 Marketing Effort

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

Content Marketing
In
Eight Steps

#1 The Marketing Goal
One Year from Now, What’s Different?

#2 Know the Informational Needs
Think of customers like readers. What do they need to know to be successful? What are their pain points?

Listen First!
www.google.com/alerts

Online Survey Tools

Twitter Search (search.twitter.com)

#3 The Secret Sauce

Your Knowledge Their Needs

Your Knowledge Their Needs Content That Makes You Interesting

Secret Sauce Matrix
Expertise or Want to Be Expert
Customers’ Informational Needs

#4 Where is the Content?
What are you doing? What’s working? (Audit)
Find Content Happening and Publish it!

Expand the Reach of Presentations

#5 Where Are Your Customers?
Target the top 10 – 15 blogs/websites in Your Niche
Read and Get Active…start commenting

#5 Where Are Your Customers?
LinkedIn Groups
Yahoo! / LinkedIn Answers
Google Groups
Niche Online Communities (Ning?)
Twitter/Facebook
StumbleUpon
BusinessWeek Xchange

#6 Choose the Tactics
Focus on Three…

#7 Develop the Content Calendar

#8 Execute back to Objective
Most important – consistency (the Content Promise)
Focus on what you do well, outsource the rest
It will never be perfect…evolve with feedback and experimentation.

The Motivational Conclusion

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

What if?
What if they signed up for your magazine/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?

Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!

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Content Marketing: Publishing is the New Marketing

by Joe Pulizzi on Mar 24, 2010

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Content Marketing: Publishing is the New Marketing — Presentation Transcript