The Future of Marketing is Publishing - 8 Step Content Strategy

You are a Publisher! Why the Future of Marketing is Publishing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers

What’s Junta42?
Vendor-finding service for brands in need of content help.
Over 200 projects in last year.

Who’s Joe Pulizzi? (@juntajoe)
Speaker, blogger, evangelist for content marketing.
Founder Junta42
Co-author of Get Content Get Customers (McGraw-Hill)

How Did We Make Buying Decisions 15 Years Ago?

Traditional Marketing

Traditional Marketing Challenges 800-555-1234 Annoying Salesperson

How Do We Make Buying Decisions Today?

Buying Decisions Today

Looking to Solve Problems

Forrester Research

In Your Dreams!

Your Customer

Putting on the Publishing Hat

Warning!
Programs
Products
Services
Company Promotions/Changes
Investor Updates
We Like to Talk about Ourselves

How Most of Your Content is Developed

Who Cares?

Forrester Research They are not looking for you…

Most Corporate Publishing

Your Real Competitors

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

30% of Budgets Go to Content Telling the Story Renting the Message

Still trying to interrupt…

Look at me…

The Dark Side of Content

What Content Marketing is all about…
Deliver valuable, relevant and compelling content to your customers on a consistent basis.
… to maintain or change a behavior.

Willitblend.com

In order to make impact here…

We need to tell compelling stories…
A Blog
White Paper Series
eBooks
Case Studies
Vertical Search
Content Microsites/Portals
Online Quizzes
Digital Magazines
Community Forums
eNewsletters
11.Twitter Channel
eZines
Podcasts
Audio Books
Vodcasts
Video Portals
A Print Book
SlideShare Channel
Webcasts/Webinars
Virtual Trade Shows

Billion-dollar Company Small Startup

Hubspot’s Content Factory
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases

Create More Highways w/Content
SEO (people link to great content)
More Visitors
More Google Juice
Social Media (people share great content)
Word-of-Mouse
Develop Real Relationships

Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy

Content Strategy
In
15 Minutes
And Eight Steps

#1 The Marketing Goal
One Year from Now, What’s Different?

#2 Know the Informational Needs
Think of customers like readers. What do they need to know to be successful? What are their pain points?

Listen First!
www.google.com/alerts

Twitter Search (search.twitter.com)

Leveraging Tweetdeck

#3 The Secret Sauce

Your Knowledge Their Needs

Secret Sauce Matrix
Expertise or Want to Be Expert
Customers’ Informational Needs

#4 Where is the Content?
What are you doing? What’s working?
Find Content Happening and Publish it!

Get Video of Your Customers

Expand the Reach of Presentations

#5 Where Are Your Customers?
Target the top 10 – 15 blogs in Your Niche
Read and Get Active…start commenting

#5 Where Are Your Customers?
LinkedIn Groups
Yahoo! / LinkedIn Answers
Google Groups
Niche Online Communities (Ning?)
Twitter/Facebook
StumbleUpon
BusinessWeek Xchange

#6 Choose the Tactics
Use the Three and Three method!

Sample Three and Three… Blog Videos Presentations Guest Influencers

Sample Three and Three… White Papers Audio Version Testimonials Research

Blog may be most important

Whole Foods – the Whole Story
1600+ pages
12,000 Inbound Links
1.5 Million Twitter Followers
150k+ Facebook Fans
Articles, posts, recipes, videos contributed by over 20 employees

Blog may be most important
Start leveraging news releases now

The Online News Release

#7 Develop the Content Calendar

#8 Execute the Plan
Most important – consistency (the Content Promise)
Focus on what you do well, outsource the rest (multi-tasking makes you stupid)
It will never be perfect…evolve with feedback and experimentation.

One for the Road
Who is Your Chief Content Officer?

The Motivational Conclusion

What if?
What if your customers saw your company as the industry thought leader?

What if?
What if they signed up for your enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives?

What if?
What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?

Go out and answer What If?

How to Become a Publisher
http://bit.ly/Publish-Now

ContentPlaybook.com

Thank You! Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com About Joe: www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe

The Future of Marketing is Publishing - 8 Step Content Strategy

by Joe Pulizzi on Nov 13, 2009

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The Future of Marketing is Publishing - 8 Step Content Strategy — Presentation Transcript

http://www.slideshare.net	9
http://www.socialemailmarketing.eu	3
http://apprentieweb.blogspot.com	1