• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Custom Publisher to Content Agency
 

Custom Publisher to Content Agency

on

  • 3,054 views

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.

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.

Statistics

Views

Total Views
3,054
Views on SlideShare
2,999
Embed Views
55

Actions

Likes
4
Downloads
95
Comments
0

7 Embeds 55

http://labs.junta42.com 20
http://custompublishers.com 14
http://www.zsquaredmedia.com 9
http://zsquaredmedia.com 8
http://www.slideshare.net 2
file:// 1
http://wildfire.gigya.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 Custom Publisher to Content Agency Presentation Transcript

  • The New Custom Publisher Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
  • Who’s Joe Pulizzi? (@juntajoe)
    • Speaker, blogger, evangelist for content marketing.
    • Founder Junta42
    • Co-author of Get Content Get Customers (McGraw-Hill)
  • What’s Junta42?
    • Vendor-finding service for brands in need of content help.
    • Over 200 projects in last year.
  • Outsourcing Options – 1999 Corporate Editorial Content Internal Resources Random Marketing Services/ Freelancers Custom Publisher
  • The Perfect Storm of Content Search Engine Optimization Lead Generation Social Media
  • The Fight for Content
  • Interactive Services Web Content Strategy Social Media Search Engine Optimization Direct Marketing Public Relations Traditional Media Advertising Agencies Custom Publishers Content
  • 2009 – A Custom Publisher Search
    • Fortune 1000 Brand (Content Audit/Strategy, Print/Web Program, Traditional/Social Distribution)
    • Custom Publisher
    • Online Direct Marketing Agency
    • Media Company with Custom Division
    • Web Content Strategy Organization
    • SEO/Social Media Services Company
  • Custom Publishing – Old Model
    • Create glossy custom magazine
    • Mail magazine to targeted list of customers, or ship to distribution spots (retail)
    • Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website
    • Repeat process every three months Measure through Surveys
  • 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
  • How Did We Make Buying Decisions 15 Years Ago?
  • Traditional Marketing
  • Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
  • How Do We Make Buying Decisions Today?
  • Buying Decisions Today
  • Looking to Solve Problems
  • Forrester Research
  •  
  • Your Customer
  • Putting on the Publishing Hat
  • Warning!
    • Programs
    • Products
    • Services
    • Company Promotions/Changes
    • Investor Updates
    We Like to Talk about Ourselves
  • How Most of Your Content is Developed
  •  
    • Who Cares?
  • Forrester Research They are not looking for you…
  • Most Corporate Publishing
  • Your Real Competitors
  • Everyone is a Publisher Today
    • Like it or not, everyone is a publisher, and you need to understand what that means.
    • Look at your marketing activities…starting to feel a lot more like publishing.
    Magazines Newsletters
  • The Publisher Mindset
    • Organizations are just 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…
  •  
  •  
  • Just 30% of Budgets Go to Content Telling the Story Renting the Message
  • Still trying to interrupt…
  • Look at me…
  • The Dark Side of Content
  • What Content Marketing is all about…
    • Deliver valuable, relevant and compelling content to your customers on a consistent basis.
    … to maintain or change a behavior.
  • What Content Marketing is all about…
    • Deliver valuable, relevant and compelling content to your customers on a consistent basis.
    Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media
  • Willitblend.com
  • In order to make impact here…
  • We need to tell compelling stories…
    • A Blog
    • White Paper Series
    • eBooks     
    • Case Studies
    • Print Custom Magazine
    • Custom Event
    • Online Quizzes
    • Digital Magazines
    • Community Forums
    • eNewsletters
    • Twitter Channel
    • eZines
    • Podcasts
    • Audio Books
    • Vodcasts
    • Video Portals  
    • A Print Book
    • SlideShare Channel
    • Webcasts/Webinars
    • Virtual Trade Shows
  • Bought by Adobe for $2B Small Startup
  •  
  •  
  •  
  •  
  •  
  •  
  • Hubspot’s Content Factory
    • Blog
    • Podcast
    • Videos
    • Photos
    • Presentations
    • eBooks
    • News Releases
  •  
  • Create More Highways w/Content
    • SEO (people link to great content)
      • More Visitors
      • More Google Juice
    • Social Media (people share great content)
      • Word-of-Mouse
      • Develop Real Relationships
  •  
  • Content Makes You Interesting
  • Case Study: Video
    • Two videos with over 30,000 views
    • One attracted 43 blog articles in 2 weeks
  • Case Study: Blog
    • Top 3 source of leads
    • 7-10% visit company website
    • 10-20% lead conversion rate
  • Blog Content Measurement
  • The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
  • Case Study: The Free Web App
  • Your Ideas Spread!
    • The trusted expert resource everywhere your customers are!
    Social Media does not work without a Content Strategy
  • 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
  • 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