Email Marketing, Content and You

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Joe Pulizzi's presentation at the Email Marketing Insider conference on the power of moving content marketing beyond just the email channel, and how email marketers can become the chief content officers for their companies.

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  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
  • Case in point, this spread in MyFord magazine. All the highlighted areas are where Ford mentions their brands or Ford itself. Does this look like content that someone would want to engage in?
  • Ask – Does anyone know who’s site this is? HomeMadeSimple.com Most will guess Martha Stewart, Better Homes and Gardens or Meredith.
  • Ask – Does anyone know who’s site this is? HomeMadeSimple.com Most will guess Martha Stewart, Better Homes and Gardens or Meredith.
  • Email Marketing, Content and You

    1. Email, Content Marketing and YOU Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. Content Marketing About Joe Pulizzi (@juntajoe) September 6-8, 2011 joepulizzi.com/bio
    3. … a little history
    4.  
    5.  
    6.  
    7.  
    8. Custom Publishing
    9.  
    10.  
    11. Custom Publishing
    12. The Trusted Resource…everywhere
    13. Custom Publishing
    14. Content Marketing
    15.  
    16. <ul><li>Marketers as Publishers </li></ul><ul><li>Owning the media, not Renting the media </li></ul><ul><li>Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior (multichannel) </li></ul>Content Marketing is…
    17. The Difference? Marketers Publishers
    18. The Difference? Marketers Publishers
    19.  
    20.  
    21. “ Content Marketing Is the Only Marketing Left” - Seth Godin
    22. Search Engine Optimization Lead Generation Social Media STORYTELLING “ must have content”
    23. END OF HISTORY LESSON
    24.  
    25.  
    26. YOU YOU YOU Your Content is always about
    27.  
    28.  
    29.  
    30. Engaging with Content <ul><li>73% of consumers prefer to get information from a company in the form of a collection of helpful articles  over an advertisement or offer. </li></ul><ul><li>61% are more likely to buy. </li></ul>
    31.  
    32. Readers SIGNIFICANTLY More Likely to Spec SW
    33.  
    34. OVER 6 MILLION OPT-INS Best R&D Activity for P&G
    35. PROCESS
    36.  
    37. CHIEF EDITOR Story/Reader Focused Not Tool Focused
    38. Chief Content Officer
    39. <ul><li>Content Evangelist – CISCO </li></ul><ul><li>Content Engineer – Incept </li></ul><ul><li>Content Marketing Mgr – Quality Logo Products </li></ul><ul><li>Content Community Manager – Radian6 </li></ul><ul><li>Web Content Coordinator – Johns Hopkins </li></ul><ul><li>Content Manager – National Instruments </li></ul>
    40.  
    41.  
    42. Email: Engagement Ammunition Blog Email Enewsletter
    43. THIS IS THE LAST SLIDE <ul><li>Think Readers (pain points) </li></ul><ul><li>Hire/Source journalists – find who has a nose for the story </li></ul><ul><li>Identify employee and customer content creators </li></ul>
    44. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!

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