Content Marketing Revolution: 10 Reasons Why Your Content Isn't Working

The Content Marketing Revolution Becoming THE Expert In Your Industry Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers

About Joe Pulizzi (@juntajoe)

Publishing:
Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http://en.wikipedia.org/wiki/Publisher

Former Barriers to Entry
Content Acceptance
Talent
Technology
Databases

The Difference? Marketers Publishers

Content Marketing

Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior.
Content Marketing is…

Content Strategy Before Social Media Strategy

Search Engine Optimization Lead Generation Social Media STORYTELLING

Are Increasing Content Marketing Budget $

http://www.youtube.com/user/CMI42#p/u/7/Q5Tt5JSRsOc

Shutterstock

10 REASONS YOUR CONTENT ISN ’T WORKING AND HOW TO FIX IT

GOALS Lack of Content #1

The Goal of Content?
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It

The Goal of Content?
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It
Prioritize and Choose

Objective Convert Porsche and other sports cars to Corvette Buyers!

EVERYTHING Your Content is about #2

THE World’s Leading Expert

Get SUPER NICHE
Pets
Issues pertaining to pet owners who like to travel with their dogs.

YOU YOU YOU Your Content is about #3

Engaging with Content
73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.
61% are more likely to buy.

2 CHOICES: OR

FIND Customers’ Pain Points KEYWORD ANALYSIS

GOOD ENOUGH Good Enough is NOT #4

Your Content Competition

STAND FOR? What does your content UNIQUE CONTENT W/ A POV

Grew Business from FIVE TO 70 MILLION

IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)

CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism

CALENDAR Lack of a Content #5

1-7-30-4-2-1 Plan
1=Daily (Twitter, Blog)
7=Weekly (eNewsletter)
30=Monthly (Webinar)
4=Quarterly (eBook, Magazine)
2=Bi-Annually (User Event)
1=Yearly (Large Research Project)

EMPLOYEES Not Leveraging Your #6

Average 24 posts per week/90% participation.
850% increase in site visitors in last 18 months.
8,500 enewsletter subscribers with 25% open rate.
Over 1,000 published blogs, articles, videos and podcasts.
More Closed Business, Shorter Sales Cycles

ENGAGE IN CONTENT That People Will Magically #7

Target the top 10 – 15 blogs or websites in your niche
Read and get active … start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert
Where are your customers HANGING OUT?

Over 100 blogs, Over 100 Webinars

Online is NOT ENOUGH BEST off-line content

OWNER Your Content Has NO #8

Jenny Cisney Chief Blogger/Sr. Social Media
3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
17 Twitter Accounts
Kodak Community Exchange

The content marketing team…. More typically roles within your existing team…

EXPERIENCE You Don’t Have Content #9

What to do?
Hire or freelance a journalist?
Hire a content agency?
Search out your internal content producers.

SUPPORT You Don’t Have Internal #10

300% Less Chance of Success

“ Content Marketing is like using a new muscle. Marketers need to keep it in shape.”

THE LAST SLIDE: THINKING LIKE A PUBLISHER
What does your audience really need to know? (pain points)
Share awesome stuff (the best in your industry).
It’s almost never about you (your story needs to be about your customers).
Who’s your Chief Content Officer?

Joe Pulizzi
[email_address] • @juntajoe on Twitter
Thank You/Q&A http://bit.ly/cmplaybook http://bit.ly/CMIPRO

Content Marketing Revolution: 10 Reasons Why Your Content Isn't Working

by Joe Pulizzi on Oct 18, 2011

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Content Marketing Revolution: 10 Reasons Why Your Content Isn’t Working — Presentation Transcript