Content Marketing Services Opportunities for Publishers


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A presentation from Joe Pulizzi delivered at the Folio Show 2010 about the opportunities for traditional publishers to deliver content marketing services. Includes some b2b content marketing research as well.

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  • Circulation – Going Social Media Kicking and Screaming Joe Pulizzi, Founder, Junta 42, A division of Z Squared Media, LLC What does audience development have to do with social media? Well, too much to answer here. Here’s the deal: Social media needs to go from something you should be doing or should be doing better to something you just do. We’ll tell you why, how, what’s next, and why Twitter isn’t really that stupid. You’ll have some fun in this session with content marketing expert Joe Pulizzi, author of Get Content Get Customers.
  • What these four brands have done is all about storytelling, and each understand that their brand story is being told online. Today’s internet is ruled by the storytellers, which is why a company like YouTube was able to come from no where. They created a mechanism for people to tell their stories….because they knew what they wanted to achieve and they listened to their customers and prospects.
  • 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
  • Content Marketing Services Opportunities for Publishers

    1. 1. Joe Pulizzi Founder, Junta42 | Content Marketing Institute Co-Author, Get Content Get Customers Content Marketing Services
    2. 2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist, entrepreneur for content marketing. </li></ul>
    3. 3. The Perfect Storm of Content Search Engine Optimization Lead Generation Social Media
    4. 6. 25.5%
    5. 8. B2C 2x
    6. 10. Interactive Services Web Content Strategy Social Media Search Engine Optimization Direct Marketing Public Relations Traditional Media Advertising Agencies Custom Publishers Content
    7. 12. <ul><li>Unpredictable revenue streams </li></ul><ul><li>Agency-type processes </li></ul><ul><li>Possibly lower margin business </li></ul><ul><li>Ultra competitive </li></ul>
    8. 14. UX / IA Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile/ iPad Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print/In-Person Content Marketing
    9. 16. <ul><li>Focus on your niche (be very picky) </li></ul>What can you be the best in?
    10. 17. <ul><li>Decide – do you do it all or are you focused? </li></ul>What can you be the best in?
    11. 18. Content Strategy?
    12. 19. <ul><li>Walk the talk </li></ul>How will they know?
    13. 21. Ideas You Can Use
    14. 22. <ul><li>Lead Gen – White Papers </li></ul>
    15. 24. <ul><li>Lead Gen – Webinars </li></ul>
    16. 25. High-End ON24 Stream57 Low-End Go-to-Webinar
    17. 26. <ul><li>Lead Gen – Marketplace/ Business Matching </li></ul>
    18. 28. <ul><li>Education and Training </li></ul>
    19. 30. <ul><li>Engagement – Blogging/Social Media Service </li></ul>
    20. 33. <ul><li>Listening/ Research Service </li></ul>
    21. 34. Listening Service (Research) Create a monthly fee to listen for customers
    22. 36. Joe Pulizzi [email_address] Ways to Connect: @JuntaJoe Thank You!
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