Social Media – The Three Keys Content Marketing. Listening. Distribution. Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42

Hi! I’m Joe Pulizzi (@juntajoe) Evangelist, speaker, author for content marketing – why marketers need to be publishers. Founder and Chief Content Officer for Junta42 Co-author of Get Content Get Customers (McGraw-Hill) Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company

Evangelist, speaker, author for content marketing – why marketers need to be publishers.

Founder and Chief Content Officer for Junta42

Co-author of Get Content Get Customers (McGraw-Hill)

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

Let’s Start Off with Some Questions

Information Evolution CBS Fast Draw

Information Evolution CBS Fast Draw

Information Evolution CBS Fast Draw

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.

Forrester Research

Who’s Using Social Media?

Social Media Spending

FIRST For Social Media to work, it’s about Publishing.

Marketer or Publisher?

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

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.

You Are the Publisher A Blog White Paper Series eBooks Case Studies Vertical Search Content Microsites/Portals Online Quizzes Digital Magazines Community Forums eNewsletters Variable eNewsletters eZines Podcasts Wikis Vodcasts Video Portals Website RSS Feeds Social Networking Sites Webcasts/Webinars Virtual Trade Shows Online Games Content Widgets

A Blog

White Paper Series

eBooks

Case Studies

Vertical Search

Content Microsites/Portals

Online Quizzes

Digital Magazines

Community Forums

eNewsletters

Variable eNewsletters

eZines

Podcasts

Wikis

Vodcasts

Video Portals

Website RSS Feeds

Social Networking Sites

Webcasts/Webinars

Virtual Trade Shows

Online Games

Content Widgets

What this is all about… The art of understanding what your customers need/want 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

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

Social Media does not work without having something valuable to say!

Social Media = I Hear You I’m Listening to You I Understand How Can I Help? Brian Solis

Social Media = Using Technology to Share Stories and Information with Others. Brian Solis

Giving Away the “Secret Sauce”

How to Create Engagement Give your customers relevant, compelling information or Give them a good time…

Give your customers relevant, compelling information or

Give them a good time…

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. This is BEST accomplished through PUBLISHING, not Marketing

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.

The Big Shift Then… A provider of XYZ products and services

Then…

A provider of XYZ products and services

The Big Shift Now… The trusted, expert resource for something relevant to your customers (and your business)!

Now…

The trusted, expert resource for something relevant to your customers (and your business)!

It’s Not about You! Provide relevant content that gives solutions to some of the toughest problems customers are facing. (and leave out the sales pitch!)

Provide relevant content that gives solutions to some of the toughest problems customers are facing.

(and leave out the sales pitch!)

Your Ideas Spread! Should be the core of your marketing campaign. Position yourself as the trusted solutions provider for your industry and help people spread the word!

Should be the core of your marketing campaign.

Position yourself as the trusted solutions provider for your industry and help people spread the word!

When/Why Social Media Works Content, if good, will be accepted and spread by your customers. NO TECHNOLOGY BARRIERS. Reach/Circulation no longer an issue (where are your customers and prospects?). Transparency and immediate communication (most companies are not good at this).

Content, if good, will be accepted and spread by your customers.

NO TECHNOLOGY BARRIERS.

Reach/Circulation no longer an issue (where are your customers and prospects?).

Transparency and immediate communication (most companies are not good at this).

SECOND Are You Listening?

www.google.com/alerts

www.google.com/alerts

Blogs as Listening Posts Where are your customers hanging out? Find those blogs…read and participate Listen – with goals Then Blog…Clearly define the purpose Connect & be human Transparency/honesty Frequency

Where are your customers hanging out?

Find those blogs…read and participate

Listen – with goals

Then Blog…Clearly define the purpose

Connect & be human

Transparency/honesty

Frequency

Twitter To Do’s Never answer the question “What are you doing?” Assign ownership Be democratic Be human Have a strategy!

Never answer the question “What are you doing?”

Assign ownership

Be democratic

Be human

Have a strategy!

Twitter To Do’s Then…use it as a distribution mechanism.

Then…use it as a distribution mechanism.

THIRD Integrate content with distribution and start the conversation.

Content Stages Search Engine Optimization Generating Qualified Leads Being a Part of the Conversation

Search Engine Optimization

Generating Qualified Leads

Being a Part of the Conversation

Storytellers Have the Advantage

Storytellers Have the Advantage

Find your social channels…

Social media is about enabling lots of little stories to be created by lots of different people at the same time. “But, what is your story?” Seth Goldstein

Telling Relevant Stories – Then Spread A Blog White Paper Series eBooks Case Studies Vertical Search Content Microsites/Portals Online Quizzes Digital Magazines Community Forums eNewsletters Variable eNewsletters eZines Podcasts Audio Books Vodcasts Video Portals Website RSS Feeds Social Networking Sites Webcasts/Webinars Virtual Trade Shows Online Games Content Widgets

A Blog

White Paper Series

eBooks

Case Studies

Vertical Search

Content Microsites/Portals

Online Quizzes

Digital Magazines

Community Forums

eNewsletters

Variable eNewsletters

eZines

Podcasts

Audio Books

Vodcasts

Video Portals

Website RSS Feeds

Social Networking Sites

Webcasts/Webinars

Virtual Trade Shows

Online Games

Content Widgets

Seth Goldstein

7 Stages of Content and Social Media Understand who your customer is and where the pain points are. Develop consistent, relevant content in multiple channels. Let go of all control. Let your idea spread. People share your ideas, link to your content. Content is found through social media and search engines. Customers start relying on you for your expertise (relationship!) You are the trusted solutions provider in your industry.

Understand who your customer is and where the pain points are.

Develop consistent, relevant content in multiple channels.

Let go of all control. Let your idea spread.

People share your ideas, link to your content.

Content is found through social media and search engines.

Customers start relying on you for your expertise (relationship!)

You are the trusted solutions provider in your industry.

Traditional Content and Social Media

15 BASIC Steps to Get Started

15 BASIC Steps to Get Started Fresh Web Content (at minimum two/three updates per week) Hire a Journalist Set up at minimum basic tracking/analytics

Fresh Web Content (at minimum two/three updates per week)

Hire a Journalist

Set up at minimum basic tracking/analytics

15 BASIC Steps to Get Started Set up RSS feeds to easily share your content. Start a Blog. Comment on Blogs.

Set up RSS feeds to easily share your content.

Start a Blog.

Comment on Blogs.

15 BASIC Steps to Get Started Site Newsroom Online News Releases – one per month/minimum Develop an EDUCATIONAL enewsletter

Site Newsroom

Online News Releases – one per month/minimum

Develop an EDUCATIONAL enewsletter

15 BASIC Steps to Get Started The Free Content Giveaway (1 per Quarter) Twitter Tips A Facebook Movement

The Free Content Giveaway (1 per Quarter)

Twitter Tips

A Facebook Movement

15 BASIC Steps to Get Started Set Up Your Company on LinkedIn Maximize Your Profile How’s Your Google Profile? Listen, Learn, Monitor

Set Up Your Company on LinkedIn Maximize Your Profile

How’s Your Google Profile?

Listen, Learn, Monitor

Who is your Chief Conversation Officer ? One More for the Road

Who is your Chief Conversation Officer ?

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