Some Content with Your Social Media? - Preso at Speakerbox

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

Let’s Start Off with Some Questions for You

Information Evolution CBS Fast Draw

Business Buyers Used to Solve Problems…
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.

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

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

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

How to Create Engagement
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 Big Shift
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)!

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…

It’s Not about You!
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!

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).

#2 Use online tools to listen!

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

Twitter To Do’s
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.

#3 The Importance of Social Media & Content

Content Stages
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

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

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.

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

Set up RSS feeds to easily share your content.
Start a Blog.
Comment on Blogs.

Site Newsroom
Online News Releases – one per month/minimum
Develop an EDUCATIONAL enewsletter

The Free Content Giveaway (1 per Quarter)
Twitter Tips
A Facebook Movement

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

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

Some Content with Your Social Media? - Preso at Speakerbox

by Joe Pulizzi on May 13, 2009

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Some Content with Your Social Media? - Preso at Speakerbox — Presentation Transcript