Demand Generation through Consistent Content Marketing

You are a Publisher! Consistent Content as Demand Generation Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42

Hi! I’m Joe Pulizzi (Twitter @juntajoe)
Speaker, blogger, evangelist for content marketing.
Founder and Chief Content Officer for Junta42, the custom-content matchmaking service.
Co-author of Get Content Get Customers (McGraw-Hill)
Former Vice President at Penton Media, Inc.

Most Content Revolves Around
Programs
Products
Services
Company Promotions/Changes
Investor Updates

How Most of Your Content is Developed

Who Cares?

Forrester Research

Forrester Research They are not looking for you…

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

Most Online Lead Generation
Create the offer (campaign)
Push distribution through all channels (including paid)
Convert and gather lead information
Direct email or call by rep to qualify or convert
If they don’t respond, keep pestering them with emails

The better way…
Deliver valuable, relevant and compelling content to your customers on a consistent basis.
… create ongoing opportunities around regular content for lead gen.

The Online Lead Gen Mentality
Steady Content Stream
Vs.
Short Burst Campaigns

The Secret Sauce

Your Knowledge Their Needs

Start Thinking Like a Publisher
Think of customers like readers. What do they need to know to be successful? What are their pain points?

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

Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy

Lower Your Cost / Lead www.HubSpot.com /ROI

A Content Case Study

Step 1: Define the Goals
Position Junta42 as THE content marketing experts
Develop a content plan that maximizes social media and content spreading
Measure through
Client signups
Consulting inquiries
Speaking inquiries
Mentions (Twitter, FB, Press, Blogs)
Downloads
Engagement Time
Inbound Links

Step 2: Determine Informational Needs
LISTEN!
Monitor Twitter Search and Tweetdeck
Email survey to customers
Talk to customers via phone
Love strategy, but really need tangible examples of how to use content marketing and sell up the organization

Step 3: Determine the Content Plan/Mix
Hybrid eBook
PDF and HTML pages
Integrate with Social Media
Tap into Blogger Relationships
Online News Release
Leverage Popular Junta42 blog
Promote on Junta42 Content Community/eNewsletter
Slideshare Upload (www.slideshare.net)

Launched October 2, 2009

News Release

The Results (14 Business Days Later)
Client signups (6)
Consulting inquiries (8)
Speaking/Workshop inquiries (5)
Mentions (Twitter[300], Press [3@$2000], Blogs [dozens])
eNewsletter Signups – 100+
White Paper/eBook Downloads - 300
Downloads – 3500+
Engagement Time – 3 to 5 minutes online
Inbound Links – over 100 to date
ROI - Priceless

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
Find Your Special Sauce to each customer segment!
Listen Everywhere
Yes, Content – but don’t force customers to come to you. Go to them!
Choose the tools that best help your story spread.

Free White Paper on How to Be a Publisher!
http://bit.ly/J42-DCS

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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Demand Generation through Consistent Content Marketing

by Joe Pulizzi on Nov 04, 2009

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Demand Generation through Consistent Content Marketing — Presentation Transcript