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Content Marketing: Publishing is the New Marketing
 

Content Marketing: Publishing is the New Marketing

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Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content ...

Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.

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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
  • 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.
  • 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.
  • 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.
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.

Content Marketing: Publishing is the New Marketing Content Marketing: Publishing is the New Marketing Presentation Transcript

  • 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!