Content Marketing: The Present and Future of PR?

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This is a presentation that I gave at the PRSA chapter in Cincinnati about the opportunities in Public Relations about the use of content generation.

Here I talk about how PR professionals are uniquely positioned to take advantage of growth in content marketing because they understand how to tell a story. Content marketing gives them the opportunity to tell their story in multiple channels in multiple media - and bring them closer to the customer at the same time.

Includes 5 reasons why the opportunity is now.

Published in: News & Politics, Business

Content Marketing: The Present and Future of PR?

  1. Content Marketing The Present and Future of PR? Joe Pulizzi Founder, Junta42 Co-Author, Get Content. Get Customers.
  2. 2007
  3. 2007 <ul><li>2008 </li></ul>
  4. Media is on death row… Traditional Media
  5. So, what of PR if Media is gone? <ul><li>Look for influencers? </li></ul><ul><li>Leverage social media? </li></ul><ul><li>Find new ways to help media interrupt consumers? </li></ul>
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  7. Think About This… <ul><li>Daily diary : </li></ul><ul><li>100 Billion SPAM emails </li></ul><ul><li>700 million direct mail pieces </li></ul><ul><li>3,000+ messages per person </li></ul>U.S. only. Source: Hunter Business Group, LLC
  8. <ul><li>We interrupt this ppt to sell you stuff. Hopefully you will keep paying attention. </li></ul><ul><li>PR already understands this – now I’m asking you to take the next step! </li></ul>LOOK AT ME!
  9. We’re Down to Two Choices <ul><li>Give customers relevant, compelling information or </li></ul><ul><li>Give them a good time… </li></ul>
  10. The Case for Content Marketing <ul><li>The art of understanding what your customers need to know and delivering it to them in a compelling way. </li></ul>
  11. What does that mean? <ul><li>A mini-magazine </li></ul><ul><li>E-newsletter </li></ul><ul><li>Community newspaper </li></ul><ul><li>Educational microsite </li></ul><ul><li>White paper/eBook series </li></ul><ul><li>Book </li></ul><ul><li>Customer educational events </li></ul><ul><li>Corporate blog (that is valuable) </li></ul><ul><li>Digital magazine </li></ul>
  12. http://www.junta42.com/resources/Content_Marketing_Spending_Points_Up/
  13. From the Experts <ul><li>Almost every one of the leading online marketing thought leaders today stress the importance of content marketing. </li></ul>Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”
  14. Where is Cont ent Marketing Going? Junta42 / BtoB Magazine Study 2008 & CPC/ContentWise 08 Content Marketing represents 27 - 30% of B-to-B and Consumer Marketing Budgets
  15. Be The Media <ul><li>Organizations are now beginning to understand that, along with the products and services that they offer, one of their core products is information . </li></ul><ul><li>If not the most important one… </li></ul>
  16. <ul><li>20% of Consumers Trust Corporate Advertising </li></ul>2008 Edelman Trust Barometer
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  18. 2.0 YOU
  19. The Role of Media <ul><li>Connecting a community of buyers and sellers through relevant and compelling information. </li></ul><ul><li>Be The Publisher </li></ul>
  20. The Role of Brands <ul><li>Connecting a community of buyers and seller through relevant and compelling information. </li></ul><ul><li>The New Role of PR? </li></ul>
  21. Create Your Own Media <ul><li>In order for your prospective buyer to try or buy your service, you FIRST need their trust. </li></ul><ul><li>Information must be relevant, compelling and consistent! </li></ul>
  22. 5 Media Trends Spell Opportunity
  23. 5 Media Trends Spell Opportunity <ul><li>Buyers are Open to Engaging in Your Content </li></ul>
  24. Buyers Used to Solve Problems… <ul><li>Talking to Company Sales Reps </li></ul><ul><li>Distributors/Resellers </li></ul><ul><li>Product Literature </li></ul><ul><li>Seeing Ads in Magazines </li></ul>
  25. Educated Buyers Now Solve Problems… <ul><li>Google searches. </li></ul><ul><li>Online portals and news sites. </li></ul><ul><li>Listening to bloggers’ advice and opinions. </li></ul><ul><li>Word-of-mouth & “Word-of-mouse” </li></ul><ul><li>Direct to company websites. </li></ul>
  26. Educated Buyers Now Solve Problems… <ul><li>Google searches. </li></ul><ul><li>Online portals and news sites. </li></ul><ul><li>Listening to bloggers’ advice and opinions. </li></ul><ul><li>Word-of-mouth & “Word-of-mouse” </li></ul><ul><li>Direct to company websites. </li></ul>Over 90% of Business Purchases Begin Online – Forrester (2007)
  27. 5 Media Trends Spell Opportunity <ul><li>Buyers are Open to Engaging in Your Content </li></ul><ul><li>Check Your Databases… </li></ul>
  28. 5 Media Trends Spell Opportunity <ul><li>Buyers are Open to Engaging in Your Content </li></ul><ul><li>Check Your Databases… </li></ul><ul><li>Traditional media is losing journalistic talent…and thus, quality. </li></ul>
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  31. 5 Media Trends Spell Opportunity <ul><li>Buyers are Open to Engaging in Your Content </li></ul><ul><li>Check Your Databases… </li></ul><ul><li>Traditional media is losing journalistic talent…and thus, quality. </li></ul><ul><li>NO TECHNOLOGY BARRIERS </li></ul>
  32. 5 Media Trends Spell Opportunity <ul><li>Buyers are Open to Engaging in Your Content </li></ul><ul><li>Check Your Databases… </li></ul><ul><li>Traditional media is losing journalistic talent…and thus, quality. </li></ul><ul><li>NO TECHNOLOGY BARRIERS </li></ul><ul><li>We are already seeing the transformation… </li></ul>
  33. <ul><li>Seven of the top 10 Newstand Publications in the UK are Corporate Publications. </li></ul>Association of Publishing Agencies
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  36. The fight for content <ul><li>Agencies </li></ul><ul><li>PR </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Traditional Publishing </li></ul><ul><li>Custom Publishing </li></ul><ul><li>Interactive </li></ul><ul><li>Social Media </li></ul>
  37. PR’s Next Projects <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks      </li></ul><ul><li>Case Studies </li></ul><ul><li>Print Newsletter </li></ul><ul><li>Content Microsites/Portals </li></ul><ul><li>Online Quizzes </li></ul><ul><li>Digital Magazines </li></ul><ul><li>Community Forums </li></ul><ul><li>eNewsletters </li></ul><ul><li>Variable eNewsletters </li></ul><ul><li>Books </li></ul><ul><li>Podcasts </li></ul><ul><li>Audio Books </li></ul><ul><li>Vodcasts </li></ul><ul><li>Video Portals   </li></ul><ul><li>Print Magazine </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Webcasts/Webinars </li></ul><ul><li>Virtual Trade Shows </li></ul><ul><li>Online Games </li></ul><ul><li>Content Widgets </li></ul><ul><li>Newspaper </li></ul>
  38. Continue the Con versation Joe Pulizzi Email: joe@junta42.com Phone: 216-941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe StumbleUpon: juntajoe Junta42: juntajoe http://www.junta42.com/match/ad/search/

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