You are a Publisher! Consistent Content as Demand Generation Joe Pulizzi Co-Author,  Get Content Get Customers Founder, Ju...
Hi! I’m Joe Pulizzi (Twitter @juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Foun...
Most Content Revolves Around <ul><li>Programs </li></ul><ul><li>Products </li></ul><ul><li>Services </li></ul><ul><li>Comp...
How Most of Your Content is Developed
 
<ul><li>Who Cares? </li></ul>
 
Forrester Research
Forrester Research They are not looking for you…
Everyone is a Publisher Today <ul><li>Like it or not, everyone is a publisher, and you need to understand what that means....
Most Online Lead Generation <ul><li>Create the offer (campaign) </li></ul><ul><li>Push distribution through all channels (...
The better way… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></...
The Online Lead Gen Mentality <ul><li>Steady Content Stream </li></ul><ul><li>Vs. </li></ul><ul><li>Short Burst Campaigns ...
<ul><li>The Secret Sauce </li></ul>
 
Your Knowledge Their Needs
Start Thinking Like a Publisher <ul><li>Think of customers like readers. What do they need to know to be successful?  What...
Content that makes you interesting
Content Marketing 1.0 Website Blog Community Video Channel Articles
Website Blog Community Video Channel Articles
 
Content 2.0 Website Blog Community Video Channel Articles
Content 2.0 Website Blog Community Video Channel Articles
 
Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work...
Lower Your Cost / Lead www.HubSpot.com /ROI
A Content Case Study
Step 1: Define the Goals <ul><li>Position Junta42 as THE content marketing experts </li></ul><ul><li>Develop a content pla...
 
 
Step 2: Determine Informational Needs <ul><li>LISTEN! </li></ul><ul><li>Monitor Twitter Search and Tweetdeck </li></ul><ul...
Step 3: Determine the Content Plan/Mix <ul><li>Hybrid eBook </li></ul><ul><li>PDF and HTML pages </li></ul><ul><li>Integra...
Launched October 2, 2009
 
 
News Release
The Results (14 Business Days Later) <ul><ul><li>Client signups (6) </li></ul></ul><ul><ul><li>Consulting inquiries (8) </...
What if…Everything about Your Niche
 
What if…a helpful Video Series
What if…a Twitter Tips Channel
What if…a Weekly Educational Update
Slideshare – Your Preso on Steroids
What if…Easy-to-use Free Web App
What if…a Blog Your Customers Relied On
What if…a helpful Video Series
What if…The Helpful Listener - Tweetdeck
The Last Slide <ul><li>Find Your Special Sauce to each customer segment! </li></ul><ul><li>Listen Everywhere </li></ul><ul...
Free White Paper on How to Be a Publisher! <ul><li>http://bit.ly/J42-DCS </li></ul>
Questions? Joe Pulizzi [email_address] (216) 941-5842 Site:  www.junta42.com About Joe:  www.joepulizzi.com Blog: blog.jun...
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Demand Generation through Consistent Content Marketing

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Webinar slides from the Junta42/DemandGen Report presentation on developing a demand generation program through consistent content creation. Includes focus on developing content that is not about you or your products, how to find the "secret sauce" that positions you as a trusted solutions provider, and more.

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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/yT1SNP
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  • 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.
  • 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?
  • 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
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • So, what do you have to do? Ask this question before, during and after the content creation process. &amp;quot;How can our business help their business be more successful?&amp;quot; While the “Strategic” component of your content relates directly to your business, the “Behavioral,” “Essential,” and “Targeted” components are all about your reader. Place your B.E.T.s Demographics : What generation are they a part of? How comfortable are they with technology? How are they used to getting information? What are their trust issues? Psychographics : Are they in a logical or emotional frame of mind? How much information do they need? What calls to action will spur interest? How immediate is their need? Their Story : Why are they coming to your at this particular time? What’s their motivation? What problem are they trying to solve? What pain are they trying to erradicate? Are they new or returning visitors? Your Offering : How will you guide them toward solving their problem?
  • 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.
  • Demand Generation through Consistent Content Marketing

    1. 1. You are a Publisher! Consistent Content as Demand Generation Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
    2. 2. Hi! I’m Joe Pulizzi (Twitter @juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Founder and Chief Content Officer for Junta42, the custom-content matchmaking service. </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Former Vice President at Penton Media, Inc. </li></ul>
    3. 3. Most Content Revolves Around <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>
    4. 4. How Most of Your Content is Developed
    5. 6. <ul><li>Who Cares? </li></ul>
    6. 8. Forrester Research
    7. 9. Forrester Research They are not looking for you…
    8. 10. 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
    9. 11. Most Online Lead Generation <ul><li>Create the offer (campaign) </li></ul><ul><li>Push distribution through all channels (including paid) </li></ul><ul><li>Convert and gather lead information </li></ul><ul><li>Direct email or call by rep to qualify or convert </li></ul><ul><li>If they don’t respond, keep pestering them with emails </li></ul>
    10. 12. The better way… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>… create ongoing opportunities around regular content for lead gen.
    11. 13. The Online Lead Gen Mentality <ul><li>Steady Content Stream </li></ul><ul><li>Vs. </li></ul><ul><li>Short Burst Campaigns </li></ul>
    12. 14. <ul><li>The Secret Sauce </li></ul>
    13. 16. Your Knowledge Their Needs
    14. 17. Start Thinking Like a Publisher <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
    15. 18. Content that makes you interesting
    16. 19. Content Marketing 1.0 Website Blog Community Video Channel Articles
    17. 20. Website Blog Community Video Channel Articles
    18. 22. Content 2.0 Website Blog Community Video Channel Articles
    19. 23. Content 2.0 Website Blog Community Video Channel Articles
    20. 25. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    21. 26. Lower Your Cost / Lead www.HubSpot.com /ROI
    22. 27. A Content Case Study
    23. 28. Step 1: Define the Goals <ul><li>Position Junta42 as THE content marketing experts </li></ul><ul><li>Develop a content plan that maximizes social media and content spreading </li></ul><ul><li>Measure through </li></ul><ul><ul><li>Client signups </li></ul></ul><ul><ul><li>Consulting inquiries </li></ul></ul><ul><ul><li>Speaking inquiries </li></ul></ul><ul><ul><ul><li>Mentions (Twitter, FB, Press, Blogs) </li></ul></ul></ul><ul><ul><ul><li>Downloads </li></ul></ul></ul><ul><ul><ul><li>Engagement Time </li></ul></ul></ul><ul><ul><ul><li>Inbound Links </li></ul></ul></ul>
    24. 31. Step 2: Determine Informational Needs <ul><li>LISTEN! </li></ul><ul><li>Monitor Twitter Search and Tweetdeck </li></ul><ul><li>Email survey to customers </li></ul><ul><li>Talk to customers via phone </li></ul>Love strategy, but really need tangible examples of how to use content marketing and sell up the organization
    25. 32. Step 3: Determine the Content Plan/Mix <ul><li>Hybrid eBook </li></ul><ul><li>PDF and HTML pages </li></ul><ul><li>Integrate with Social Media </li></ul><ul><li>Tap into Blogger Relationships </li></ul><ul><li>Online News Release </li></ul><ul><li>Leverage Popular Junta42 blog </li></ul><ul><li>Promote on Junta42 Content Community/eNewsletter </li></ul><ul><li>Slideshare Upload (www.slideshare.net) </li></ul>
    26. 33. Launched October 2, 2009
    27. 36. News Release
    28. 37. The Results (14 Business Days Later) <ul><ul><li>Client signups (6) </li></ul></ul><ul><ul><li>Consulting inquiries (8) </li></ul></ul><ul><ul><li>Speaking/Workshop inquiries (5) </li></ul></ul><ul><ul><ul><li>Mentions (Twitter[300], Press [3@$2000], Blogs [dozens]) </li></ul></ul></ul><ul><ul><ul><li>eNewsletter Signups – 100+ </li></ul></ul></ul><ul><ul><ul><li>White Paper/eBook Downloads - 300 </li></ul></ul></ul><ul><ul><ul><li>Downloads – 3500+ </li></ul></ul></ul><ul><ul><ul><li>Engagement Time – 3 to 5 minutes online </li></ul></ul></ul><ul><ul><ul><li>Inbound Links – over 100 to date </li></ul></ul></ul><ul><ul><li>ROI - Priceless </li></ul></ul>
    29. 38. What if…Everything about Your Niche
    30. 40. What if…a helpful Video Series
    31. 41. What if…a Twitter Tips Channel
    32. 42. What if…a Weekly Educational Update
    33. 43. Slideshare – Your Preso on Steroids
    34. 44. What if…Easy-to-use Free Web App
    35. 45. What if…a Blog Your Customers Relied On
    36. 46. What if…a helpful Video Series
    37. 47. What if…The Helpful Listener - Tweetdeck
    38. 48. The Last Slide <ul><li>Find Your Special Sauce to each customer segment! </li></ul><ul><li>Listen Everywhere </li></ul><ul><li>Yes, Content – but don’t force customers to come to you. Go to them! </li></ul><ul><li>Choose the tools that best help your story spread. </li></ul>
    39. 49. Free White Paper on How to Be a Publisher! <ul><li>http://bit.ly/J42-DCS </li></ul>
    40. 50. Questions? 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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