Some Content with Your Social Media? - Preso at Speakerbox

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Three Things (Content Marketing, Listening and Social Media) Presentation given at Speakerbox PR Content Marketing Breakfast.

Three Things (Content Marketing, Listening and Social Media) Presentation given at Speakerbox PR Content Marketing Breakfast.

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  • Speech originally given April 9 th , 2009 in Phoenix, AZ

Transcript

  • 1. by Joe Pulizzi Co-author, Get Content Get Customers Founder, Junta42 Three Things NOW! Content Marketing, Listening and Social Media
  • 2. 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
  • 3. Let’s Start Off with Some Questions for You
  • 4. Information Evolution CBS Fast Draw
  • 5. Information Evolution CBS Fast Draw
  • 6. Information Evolution CBS Fast Draw
  • 7. Business Buyers Used to Solve Problems…
    • Talking to Company Sales Reps
    • Distributors/Resellers
    • Product Literature
    • Seeing Ads in Magazines
  • 8. 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.
  • 9. Forrester Research
  • 10. #1 Understand that Marketing is Now about Publishing or CONTENT MARKETING
  • 11. Marketer or Publisher?
  • 12. 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
  • 13. 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
    • Audio Books
    • Twitter Channels
    • Video Portals  
    • Content Aggregation Portals
    • Social Networking Sites
    • Webcasts/Webinars
    • Virtual Trade Shows
    • Online Games
    • Content Widgets
  • 14.  
  • 15.  
  • 16.  
  • 17. 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
  • 18. How to Create Engagement
    • Give your customers relevant, compelling information or
    • Give them a good time… Not Selling Engaging
  • 19. 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
  • 20. The Big Shift
    • Then…
    • A provider of XYZ products and services
  • 21. The Big Shift
    • Now…
    • The trusted, expert resource for something relevant to your customers (and your business)!
  • 22. The Publisher Mindset
    • Organizations are just now beginning to understand that, along with the products and services that they offer, one of their core products is ORGANIZED information .
    • If not the most important one…
  • 23.  
  • 24.  
  • 25.  
  • 26. It’s Not about You!
    • Provide relevant content that gives solutions to some of the toughest problems customers are facing.
  • 27. 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!
  • 28.  
  • 29. You Don’t Have to Be a Media Company to Be a Media Company
    • Content, if good, will be accepted.
    • NO TECHNOLOGY BARRIERS.
    • Reach/Circulation no longer an issue.
    • Extra bonus for transparency and immediate communication (most publishers are not good at this).
  • 30. #2 Use online tools to listen!
  • 31.
    • www.google.com/alerts
  • 32.  
  • 33.  
  • 34.  
  • 35. Blogs as Listening Posts
    • Where are your customers hanging out?
    • Find those blogs…read and participate
    • Listen – with goals (keywords/customers)
    • Then blog…Clearly define the purpose
    • Connect & be human
    • Transparency/honesty
    • Consistency
  • 36.  
  • 37.  
  • 38.  
  • 39. Twitter To Do’s
    • Never answer the question “What are you doing?”
    • Assign ownership
    • Be democratic
    • Be human
    • Have a strategy!
  • 40.  
  • 41. Twitter To Do’s
    • Then…use it as a distribution mechanism.
  • 42. #3 The Importance of Social Media & Content
  • 43. Content Stages
    • Search Engine Optimization
    • Generating Qualified Leads
    • Being a Part of the Conversation
  • 44. Social Media does not work without having something valuable to say!
  • 45. Social Media = I Hear You I’m Listening to You I Understand How Can I Help? Brian Solis
  • 46. Social Media = Using Technology to Share Stories and Information with Others. Brian Solis
  • 47. Giving Away the “Secret Sauce”
  • 48.
    • Storytellers Have the Advantage
  • 49. Telling Relevant Stories
    • 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
  • 50. Find your social channels…
  • 51. 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.
  • 52.  
  • 53. 15 BASIC Steps to Get Started
  • 54. 15 BASIC Steps to Get Started
    • Fresh Relevant Web Content (at minimum two/three updates per week)
    • Hire a Journalist or content team
    • Set up at minimum basic tracking/analytics
  • 55. 15 BASIC Steps to Get Started
    • Set up RSS feeds to easily share your content.
    • Start a Blog.
    • Comment on Blogs.
  • 56. 15 BASIC Steps to Get Started
    • Site Newsroom
    • Online News Releases – one per month/minimum
    • Develop an EDUCATIONAL enewsletter
  • 57. 15 BASIC Steps to Get Started
    • The Free Content Giveaway (1 per Quarter)
    • Twitter Tips
    • A Facebook Movement
  • 58. 15 BASIC Steps to Get Started
    • Set Up Your Company on LinkedIn Maximize Your Profile
    • How’s Your (and your execs) Google Profile?
    • Listen, Learn, Monitor
  • 59.
    • Who is your Chief Conversation Officer ?
    One More for the Road
  • 60. 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