by Joe Pulizzi Co-author, Get Content Get Customers Founder, Junta42 Three Things NOW! Content Marketing, Listening and Social Media

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 for You

Information Evolution CBS Fast Draw

Information Evolution CBS Fast Draw

Information Evolution CBS Fast Draw

Business 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

#1 Understand that Marketing is Now about Publishing or CONTENT MARKETING

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 Audio Books Twitter Channels Video Portals Content Aggregation Portals 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

Twitter Channels

Video Portals

Content Aggregation Portals

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 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 to know, and delivering it to them in a compelling way to create or change a behavior.

How to Create Engagement Give your customers relevant, compelling information or Give them a good time… Not Selling Engaging

Give your customers relevant, compelling information or

Give them a good time… Not Selling Engaging

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)!

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…

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…

It’s Not about You! Provide relevant content that gives solutions to some of the toughest problems customers are facing.

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

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!

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).

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).

#2 Use online tools to listen!

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 (keywords/customers) Then blog…Clearly define the purpose Connect & be human Transparency/honesty Consistency

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

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.

#3 The Importance of Social Media & Content

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

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”

Storytellers Have the Advantage

Storytellers Have the Advantage

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

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

Find your social channels…

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.

15 BASIC Steps to Get Started

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

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

Hire a Journalist or content team

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 (and your execs) Google Profile? Listen, Learn, Monitor

Set Up Your Company on LinkedIn Maximize Your Profile

How’s Your (and your execs) 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