Content Marketing: The Present and Future of PR?

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

2007
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?

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

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’re Down to Two Choices
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.

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

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.”

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…

20% of Consumers Trust Corporate Advertising
2008 Edelman Trust Barometer

2.0 YOU

The Role of Media
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?

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!

5 Media Trends Spell Opportunity

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

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.

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)

Check Your Databases…

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

NO TECHNOLOGY BARRIERS

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

The fight for content
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

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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Content Marketing: The Present and Future of PR?

by Joe Pulizzi on Jan 14, 2009

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Content Marketing: The Present and Future of PR? — Presentation Transcript