Content Marketing The Present and Future of PR? Joe Pulizzi Founder, Junta42 Co-Author, Get Content. Get Customers.

2007

2007 2008

2008

Media is on death row… Traditional Media

So, what of PR if Media is gone? Look for influencers? Leverage social media? Find new ways to help media interrupt consumers?

Look for influencers?

Leverage social media?

Find new ways to help media interrupt consumers?

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

Daily diary :

100 Billion SPAM emails

700 million direct mail pieces

3,000+ messages per person

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!

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!

We’re Down to Two Choices Give customers relevant, compelling information or Give them a good time…

Give customers relevant, compelling information or

Give them a good time…

The Case for Content Marketing The art of understanding what your customers need to know and delivering it to them in a compelling way.

The art of understanding what your customers need to know and delivering it to them in a compelling way.

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

A mini-magazine

E-newsletter

Community newspaper

Educational microsite

White paper/eBook series

Book

Customer educational events

Corporate blog (that is valuable)

Digital magazine

http://www.junta42.com/resources/Content_Marketing_Spending_Points_Up/

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.”

Almost every one of the leading online marketing thought leaders today stress the importance of content marketing.

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

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…

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…

20% of Consumers Trust Corporate Advertising 2008 Edelman Trust Barometer

20% of Consumers Trust Corporate Advertising

2.0 YOU

The Role of Media Connecting a community of buyers and sellers through relevant and compelling information. Be The Publisher

Connecting a community of buyers and sellers through relevant and compelling information.

Be The Publisher

The Role of Brands Connecting a community of buyers and seller through relevant and compelling information. The New Role of PR?

Connecting a community of buyers and seller through relevant and compelling information.

The New Role of PR?

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!

In order for your prospective buyer to try or buy your service, you FIRST need their trust.

Information must be relevant, compelling and consistent!

5 Media Trends Spell Opportunity

5 Media Trends Spell Opportunity Buyers are Open to Engaging in Your Content

Buyers are Open to Engaging in Your Content

Buyers Used to Solve Problems… Talking to Company Sales Reps Distributors/Resellers Product Literature Seeing Ads in Magazines

Talking to Company Sales Reps

Distributors/Resellers

Product Literature

Seeing Ads in Magazines

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.

Google searches.

Online portals and news sites.

Listening to bloggers’ advice and opinions.

Word-of-mouth & “Word-of-mouse”

Direct to company websites.

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)

Google searches.

Online portals and news sites.

Listening to bloggers’ advice and opinions.

Word-of-mouth & “Word-of-mouse”

Direct to company websites.

5 Media Trends Spell Opportunity Buyers are Open to Engaging in Your Content Check Your Databases…

Buyers are Open to Engaging in Your Content

Check Your Databases…

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.

Buyers are Open to Engaging in Your Content

Check Your Databases…

Traditional media is losing journalistic talent…and thus, quality.

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

Buyers are Open to Engaging in Your Content

Check Your Databases…

Traditional media is losing journalistic talent…and thus, quality.

NO TECHNOLOGY BARRIERS

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…

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…

Seven of the top 10 Newstand Publications in the UK are Corporate Publications. Association of Publishing Agencies

Seven of the top 10 Newstand Publications in the UK are Corporate Publications.

The fight for content Agencies PR Direct Marketing Traditional Publishing Custom Publishing Interactive Social Media

Agencies

PR

Direct Marketing

Traditional Publishing

Custom Publishing

Interactive

Social Media

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

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

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/