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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. …

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

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  • Transcript

    • 1. Content Marketing The Present and Future of PR? Joe Pulizzi Founder, Junta42 Co-Author, Get Content. Get Customers.
    • 2. 2007
    • 3. 2007
      • 2008
    • 4. Media is on death row… Traditional Media
    • 5. So, what of PR if Media is gone?
      • Look for influencers?
      • Leverage social media?
      • Find new ways to help media interrupt consumers?
    • 6.  
    • 7. Think About This…
      • Daily diary :
      • 100 Billion SPAM emails
      • 700 million direct mail pieces
      • 3,000+ messages per person
      U.S. only. Source: Hunter Business Group, LLC
    • 8.
      • We interrupt this ppt to sell you stuff. Hopefully you will keep paying attention.
      • PR already understands this – now I’m asking you to take the next step!
      LOOK AT ME!
    • 9. We’re Down to Two Choices
      • Give customers relevant, compelling information or
      • Give them a good time…
    • 10. The Case for Content Marketing
      • The art of understanding what your customers need to know and delivering it to them in a compelling way.
    • 11. What does that mean?
      • A mini-magazine
      • E-newsletter
      • Community newspaper
      • Educational microsite
      • White paper/eBook series
      • Book
      • Customer educational events
      • Corporate blog (that is valuable)
      • Digital magazine
    • 12. http://www.junta42.com/resources/Content_Marketing_Spending_Points_Up/
    • 13. From the Experts
      • Almost every one of the leading online marketing thought leaders today stress the importance of content marketing.
      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
      • Organizations are now beginning to understand that, along with the products and services that they offer, one of their core products is information .
      • If not the most important one…
    • 16.
      • 20% of Consumers Trust Corporate Advertising
      2008 Edelman Trust Barometer
    • 17.  
    • 18. 2.0 YOU
    • 19. The Role of Media
      • Connecting a community of buyers and sellers through relevant and compelling information.
      • Be The Publisher
    • 20. The Role of Brands
      • Connecting a community of buyers and seller through relevant and compelling information.
      • The New Role of PR?
    • 21. Create Your Own Media
      • In order for your prospective buyer to try or buy your service, you FIRST need their trust.
      • Information must be relevant, compelling and consistent!
    • 22. 5 Media Trends Spell Opportunity
    • 23. 5 Media Trends Spell Opportunity
      • Buyers are Open to Engaging in Your Content
    • 24. Buyers Used to Solve Problems…
      • Talking to Company Sales Reps
      • Distributors/Resellers
      • Product Literature
      • Seeing Ads in Magazines
    • 25. Educated Buyers Now Solve Problems…
      • Google searches.
      • Online portals and news sites.
      • Listening to bloggers’ advice and opinions.
      • Word-of-mouth & “Word-of-mouse”
      • Direct to company websites.
    • 26. Educated Buyers Now Solve Problems…
      • Google searches.
      • Online portals and news sites.
      • Listening to bloggers’ advice and opinions.
      • Word-of-mouth & “Word-of-mouse”
      • Direct to company websites.
      Over 90% of Business Purchases Begin Online – Forrester (2007)
    • 27. 5 Media Trends Spell Opportunity
      • Buyers are Open to Engaging in Your Content
      • Check Your Databases…
    • 28. 5 Media Trends Spell Opportunity
      • Buyers are Open to Engaging in Your Content
      • Check Your Databases…
      • Traditional media is losing journalistic talent…and thus, quality.
    • 29.  
    • 30.  
    • 31. 5 Media Trends Spell Opportunity
      • Buyers are Open to Engaging in Your Content
      • Check Your Databases…
      • Traditional media is losing journalistic talent…and thus, quality.
      • NO TECHNOLOGY BARRIERS
    • 32. 5 Media Trends Spell Opportunity
      • Buyers are Open to Engaging in Your Content
      • Check Your Databases…
      • Traditional media is losing journalistic talent…and thus, quality.
      • NO TECHNOLOGY BARRIERS
      • We are already seeing the transformation…
    • 33.
      • Seven of the top 10 Newstand Publications in the UK are Corporate Publications.
      Association of Publishing Agencies
    • 34.  
    • 35.  
    • 36. The fight for content
      • Agencies
      • PR
      • Direct Marketing
      • Traditional Publishing
      • Custom Publishing
      • Interactive
      • Social Media
    • 37. PR’s Next Projects
      • A Blog
      • White Paper Series
      • eBooks     
      • Case Studies
      • Print Newsletter
      • Content Microsites/Portals
      • Online Quizzes
      • Digital Magazines
      • Community Forums
      • eNewsletters
      • Variable eNewsletters
      • Books
      • Podcasts
      • Audio Books
      • Vodcasts
      • Video Portals  
      • Print Magazine
      • Social Networking Sites
      • Webcasts/Webinars
      • Virtual Trade Shows
      • Online Games
      • Content Widgets
      • Newspaper
    • 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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