What your customers are doing with content, and what you should do about it. February, 2009

Hi! I’m Joe Pulizzi (@juntajoe) Founder and Chief Content Officer for Junta42 Co-author of Get Content. Get Authors. (paperback available in June from McGraw-Hill) Speak around the globe about content marketing and how marketers need to be publishers Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company

Founder and Chief Content Officer for Junta42

Co-author of Get Content. Get Authors. (paperback available in June from McGraw-Hill)

Speak around the globe about content marketing and how marketers need to be publishers

Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company

Marketer or Publisher?

Everyone is a Publisher Today Like it or not, everyone is a publisher, and content providers need to understand what that means. Look at your customers’ marketing activities…starting to feel a lot more like publishing. Magazines Newsletters

Like it or not, everyone is a publisher, and content providers need to understand what that means.

Look at your customers’ marketing activities…starting to feel a lot more like publishing.

The Reverse of the 80/20 Rule We used to spend 80% on distribution (“media”) and 20% on content (“production”) Buying reach, creating engagement We will more and more spend 80% on the content, and 20% on distribution (drive traffic) Creating engagement Getting reach

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

Agencies

PR

Direct Marketing

Traditional Publishing

Custom Publishing

Interactive

Social Media

Internal Content Departments

THE MOTIVATIONAL INTRODUCTION: Why Content and Why Now?

What this is all about… The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior. Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media Sound Familiar?

The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior.

Journalism + Marketing = content marketing

Custom Media Statistics Annual Spent on Custom Media: 1 $32 - $55 billion Annual Outsourced 2 $6 to $10 billion 2009 Custom Content Spending 3 56% Increase 1 Copyright 2006, 2007, Publications Management, Custom Publishing Council, Roper Public Affairs, 2008, VSS 2 2008, ContentWise; 3 Junta42 December 2008

Annual Spent on Custom Media: 1 $32 - $55 billion

Annual Outsourced 2 $6 to $10 billion

2009 Custom Content Spending 3 56% Increase

B-to-B & Custom Media Junta42 / BtoB Magazine Study March, 2008 Custom Media comprises 30% of B-to-B Marketing Budgets

B-to-B & Custom Media Junta42 / BtoB Magazine Study March, 2008 Custom Media comprises 30% of B-to-B Marketing Budgets Over 90% of Business Purchases Begin Online – Forrester (2007)

Do your customers still NEED you?

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.

Content Marketing Truths Buyers today want great content, but aren’t as concerned about where it comes from. While media companies, in general, are cutting back research and editorial, businesses are investing in it. Technology is cheap and easy. Barriers to enter the publishing world for corporations are non-existent. Bye, Bye Middleman! Writing for Microsoft looks good on a resume. Unlimited choices for both consumers and marketers, and increasing every day. Your customers are your competition!

Buyers today want great content, but aren’t as concerned about where it comes from.

While media companies, in general, are cutting back research and editorial, businesses are investing in it.

Technology is cheap and easy. Barriers to enter the publishing world for corporations are non-existent.

Bye, Bye Middleman!

Writing for Microsoft looks good on a resume.

Unlimited choices for both consumers and marketers, and increasing every day. Your customers are your competition!

Most of All - Survival All companies need great content (other than product and service information) on their websites in order to survive. If given a choice between advertising (viewed as a luxury) and their own content (mandatory), they are choosing their own content. 02/09 IDC Study – of those companies decreasing marketing spend, over 50% are taking it out of print advertising and investing in email newsletters, social media and other publishing activities.

All companies need great content (other than product and service information) on their websites in order to survive.

If given a choice between advertising (viewed as a luxury) and their own content (mandatory), they are choosing their own content.

02/09 IDC Study – of those companies decreasing marketing spend, over 50% are taking it out of print advertising and investing in email newsletters, social media and other publishing activities.

Examples that Matter

Choose An Option Custom Magazine Newsletter eNewsletter eBook Program White Paper Programs Web Content Portal Webcasts Blogs Social Communities

Custom Magazine

Newsletter

eNewsletter

eBook Program

White Paper Programs

Web Content Portal

Webcasts

Blogs

Social Communities

Associations Must Communicate

Print magazine Digital magazine Website eNewsletters Microsites Blogs Spec Directory RSS feeds

What’s Possible?

Traffic Up 322% Year over Year More than 50% of new signups coming via content Able to reposition themselves into solutions provider!

Traffic Up 322% Year over Year

More than 50% of new signups coming via content

Able to reposition themselves into solutions provider!

Biggest single investment from their marketing budget – 2x per year. Best lead generator, and best door opener for sales reps.

Biggest single investment from their marketing budget – 2x per year.

Best lead generator, and best door opener for sales reps.

Closing Tip – Listen/Leverage Social Media

www.google.com/alerts

www.google.com/alerts

Thanks! Joe Pulizzi [email_address] (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