The Content Marketing Revolution - Print Buyers International Conference

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Keynote presentation by Joe Pulizzi given at the 6th Annual Print Buyers International conference at Graph Expo. In it, Joe discusses why the content marketing revolution is now and the 10 things you need to change in your content marketing process.

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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.
  • 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.
  • 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?
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Identify where your customers are hanging out at…
  • 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.
  • 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.
  • 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.
  • The Content Marketing Revolution - Print Buyers International Conference

    1. The Content Marketing Revolution Becoming THE Expert In Your Industry Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. About Joe Pulizzi (@juntajoe)
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    8. Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making information available for public view. </li></ul>http://en.wikipedia.org/wiki/Publisher
    9. Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><li>Databases </li></ul>
    10. The Difference? Marketers Publishers
    11. The Difference? Marketers Publishers
    12.  
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    14. Content Marketing
    15. <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. </li></ul>Content Marketing is…
    16. Content Strategy Before Social Media Strategy
    17. Search Engine Optimization Lead Generation Social Media STORYTELLING
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    20. Are Increasing Content Marketing Budget $
    21. <ul><li>http://www.youtube.com/user/CMI42#p/u/7/Q5Tt5JSRsOc </li></ul>
    22. Shutterstock
    23. Shutterstock
    24.  
    25. 10 REASONS YOUR CONTENT ISN ’T WORKING AND HOW TO FIX IT
    26. GOALS Lack of Content #1
    27. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>
    28. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>Prioritize and Choose
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    30. Objective Convert Porsche and other sports cars to Corvette Buyers!
    31. EVERYTHING Your Content is about #2
    32.  
    33. THE World’s Leading Expert
    34. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    35. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    36. YOU YOU YOU Your Content is about #3
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    40. 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>
    41. 2 CHOICES: OR
    42. FIND Customers’ Pain Points KEYWORD ANALYSIS
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    45. GOOD ENOUGH Good Enough is NOT #4
    46. Your Content Competition
    47. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
    48.  
    49. Grew Business from FIVE TO 70 MILLION
    50. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
    51. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
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    56. CALENDAR Lack of a Content #5
    57. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
    58. EMPLOYEES Not Leveraging Your #6
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    62. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>850% increase in site visitors in last 18 months. </li></ul><ul><li>6,200 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 1,000 published blogs, articles, videos and podcasts. </li></ul>More Closed Business, Shorter Sales Cycles
    63. ENGAGE IN CONTENT That People Will Magically #7
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    65. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active … start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>Where are your customers HANGING OUT?
    66. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
    67. Online is NOT ENOUGH BEST off-line content
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    71. OWNER Your Content Has NO #8
    72. Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li>17 Twitter Accounts </li></ul><ul><li>Kodak Community Exchange </li></ul>
    73. EXPERIENCE You Don’t Have Content #9
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    75. What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out your internal content producers. </li></ul>
    76. SUPPORT You Don’t Have Internal #10
    77. 300% Less Chance of Success
    78. <ul><li>“ Content Marketing is like using a new muscle. Marketers need to keep it in shape.” </li></ul>
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    81. THE LAST SLIDE: THINKING LIKE A PUBLISHER <ul><li>What does your audience really need to know? (pain points) </li></ul><ul><li>Share awesome stuff (the best in your industry). </li></ul><ul><li>It’s almost never about you (your story needs to be about your customers). </li></ul><ul><li>Who’s your Chief Content Officer? </li></ul>
    82. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!

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