Custom Publisher to Content Agency

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Presentation on the evolution of the custom publisher, moving from a core of print publishing, to a all-purpose content agency with specialization on listening and content marketing.

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  • 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.
  • How does the audience solve problems? How are you marketing? 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
  • How does the audience solve problems? How are you marketing? 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
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • Here’s the key – Marketers ARE Publishers. Because of all the forces that are going on today, trust, and then engagement, is created by companies that understand how to deliver an ongoing editorial product. Whether you like it or not, you are a publisher – you are a media company. It now depends upon how serious you want to take your new role.
  • So, in the past we would focus on this kind of media (ad from GE)
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • And now we are back to publishing relevant stories using these kinds of tools.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Custom Publisher to Content Agency

    1. The New Custom Publisher Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
    2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Founder Junta42 </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul>
    3. What’s Junta42? <ul><li>Vendor-finding service for brands in need of content help. </li></ul><ul><li>Over 200 projects in last year. </li></ul>
    4. Outsourcing Options – 1999 Corporate Editorial Content Internal Resources Random Marketing Services/ Freelancers Custom Publisher
    5. The Perfect Storm of Content Search Engine Optimization Lead Generation Social Media
    6. The Fight for Content
    7. Interactive Services Web Content Strategy Social Media Search Engine Optimization Direct Marketing Public Relations Traditional Media Advertising Agencies Custom Publishers Content
    8. 2009 – A Custom Publisher Search <ul><li>Fortune 1000 Brand (Content Audit/Strategy, Print/Web Program, Traditional/Social Distribution) </li></ul><ul><li>Custom Publisher </li></ul><ul><li>Online Direct Marketing Agency </li></ul><ul><li>Media Company with Custom Division </li></ul><ul><li>Web Content Strategy Organization </li></ul><ul><li>SEO/Social Media Services Company </li></ul>
    9. Custom Publishing – Old Model <ul><li>Create glossy custom magazine </li></ul><ul><li>Mail magazine to targeted list of customers, or ship to distribution spots (retail) </li></ul><ul><li>Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website </li></ul><ul><li>Repeat process every three months Measure through Surveys </li></ul>
    10. UX / IA Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print/In-Person Content Marketing
    11. How Did We Make Buying Decisions 15 Years Ago?
    12. Traditional Marketing
    13. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
    14. How Do We Make Buying Decisions Today?
    15. Buying Decisions Today
    16. Looking to Solve Problems
    17. Forrester Research
    18.  
    19. Your Customer
    20. Putting on the Publishing Hat
    21. Warning! <ul><li>Programs </li></ul><ul><li>Products </li></ul><ul><li>Services </li></ul><ul><li>Company Promotions/Changes </li></ul><ul><li>Investor Updates </li></ul>We Like to Talk about Ourselves
    22. How Most of Your Content is Developed
    23.  
    24. <ul><li>Who Cares? </li></ul>
    25. Forrester Research They are not looking for you…
    26. Most Corporate Publishing
    27. Your Real Competitors
    28. Everyone is a Publisher Today <ul><li>Like it or not, everyone is a publisher, and you need to understand what that means. </li></ul><ul><li>Look at your marketing activities…starting to feel a lot more like publishing. </li></ul>Magazines Newsletters
    29. The Publisher Mindset <ul><li>Organizations are just 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>
    30.  
    31.  
    32. Just 30% of Budgets Go to Content Telling the Story Renting the Message
    33. Still trying to interrupt…
    34. Look at me…
    35. The Dark Side of Content
    36. What Content Marketing is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>… to maintain or change a behavior.
    37. What Content Marketing is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media
    38. Willitblend.com
    39. In order to make impact here…
    40. We need to tell compelling stories… <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 Custom Magazine </li></ul><ul><li>Custom Event </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>Twitter Channel </li></ul><ul><li>eZines </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>A Print Book </li></ul><ul><li>SlideShare Channel </li></ul><ul><li>Webcasts/Webinars </li></ul><ul><li>Virtual Trade Shows </li></ul>
    41. Bought by Adobe for $2B Small Startup
    42.  
    43.  
    44.  
    45.  
    46.  
    47.  
    48. Hubspot’s Content Factory <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
    49.  
    50. Create More Highways w/Content <ul><li>SEO (people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></ul><ul><ul><li>More Google Juice </li></ul></ul><ul><li>Social Media (people share great content) </li></ul><ul><ul><li>Word-of-Mouse </li></ul></ul><ul><ul><li>Develop Real Relationships </li></ul></ul>
    51.  
    52. Content Makes You Interesting
    53. Case Study: Video <ul><li>Two videos with over 30,000 views </li></ul><ul><li>One attracted 43 blog articles in 2 weeks </li></ul>
    54. Case Study: Blog <ul><li>Top 3 source of leads </li></ul><ul><li>7-10% visit company website </li></ul><ul><li>10-20% lead conversion rate </li></ul>
    55. Blog Content Measurement
    56. The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
    57. Case Study: The Free Web App
    58. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    59. Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print / In-Person Content Marketing The Custom Publisher of the Future
    60. Thank You! Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com About Joe: www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe

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