The Future of Marketing is Publishing - 8 Step Content Strategy

4,895 views

Published on

Business decision-making has changed. People are relying on the internet, social media, their friends more than ever, and less on traditional marketing. This presentation goes through way, and how creating a content factory, and publishing, is necessary to position your brand as a trusted solutions provider. Also provides a quick analysis of Hubspot and how they compare to Omniture from a content marketing perspective.

Published in: Business, Technology
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,895
On SlideShare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
200
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide
  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • So, in the past we would focus on this kind of media (ad from GE)
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • And now we are back to publishing relevant stories using these kinds of tools.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
  • The Future of Marketing is Publishing - 8 Step Content Strategy

    1. You are a Publisher! Why the Future of Marketing is Publishing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
    2. What’s Junta42? <ul><li>Vendor-finding service for brands in need of content help. </li></ul><ul><li>Over 200 projects in last year. </li></ul>
    3. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Founder Junta42 </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul>
    4. How Did We Make Buying Decisions 15 Years Ago?
    5. Traditional Marketing
    6. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
    7. How Do We Make Buying Decisions Today?
    8. Buying Decisions Today
    9. Looking to Solve Problems
    10. Forrester Research
    11.  
    12.  
    13. In Your Dreams!
    14. Your Customer
    15. Putting on the Publishing Hat
    16. Warning! <ul><li>Programs </li></ul><ul><li>Products </li></ul><ul><li>Services </li></ul><ul><li>Company Promotions/Changes </li></ul><ul><li>Investor Updates </li></ul>We Like to Talk about Ourselves
    17. How Most of Your Content is Developed
    18.  
    19. <ul><li>Who Cares? </li></ul>
    20. Forrester Research They are not looking for you…
    21. Most Corporate Publishing
    22. Your Real Competitors
    23. Everyone is a Publisher Today <ul><li>Like it or not, everyone is a publisher, and you need to understand what that means. </li></ul><ul><li>Look at your marketing activities…starting to feel a lot more like publishing. </li></ul>Magazines Newsletters
    24.  
    25.  
    26.  
    27. 30% of Budgets Go to Content Telling the Story Renting the Message
    28. Still trying to interrupt…
    29. Look at me…
    30. The Dark Side of Content
    31. What Content Marketing is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>… to maintain or change a behavior.
    32. Willitblend.com
    33. In order to make impact here…
    34. We need to tell compelling stories… <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks      </li></ul><ul><li>Case Studies </li></ul><ul><li>Vertical Search </li></ul><ul><li>Content Microsites/Portals </li></ul><ul><li>Online Quizzes </li></ul><ul><li>Digital Magazines </li></ul><ul><li>Community Forums </li></ul><ul><li>eNewsletters </li></ul><ul><li>11.Twitter Channel </li></ul><ul><li>eZines </li></ul><ul><li>Podcasts </li></ul><ul><li>Audio Books </li></ul><ul><li>Vodcasts </li></ul><ul><li>Video Portals   </li></ul><ul><li>A Print Book </li></ul><ul><li>SlideShare Channel </li></ul><ul><li>Webcasts/Webinars </li></ul><ul><li>Virtual Trade Shows </li></ul>
    35. Billion-dollar Company Small Startup
    36.  
    37.  
    38.  
    39.  
    40.  
    41.  
    42. Hubspot’s Content Factory <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
    43.  
    44. Create More Highways w/Content <ul><li>SEO (people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></ul><ul><ul><li>More Google Juice </li></ul></ul><ul><li>Social Media (people share great content) </li></ul><ul><ul><li>Word-of-Mouse </li></ul></ul><ul><ul><li>Develop Real Relationships </li></ul></ul>
    45.  
    46. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    47. <ul><li>Content Strategy </li></ul><ul><li>In </li></ul><ul><li>15 Minutes </li></ul><ul><li>And Eight Steps </li></ul>
    48. #1 The Marketing Goal <ul><li>One Year from Now, What’s Different? </li></ul>
    49. #2 Know the Informational Needs <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
    50. Listen First! <ul><li>www.google.com/alerts </li></ul>
    51. Twitter Search (search.twitter.com)
    52. Leveraging Tweetdeck
    53. #3 The Secret Sauce
    54. Your Knowledge Their Needs
    55. Secret Sauce Matrix <ul><li>Expertise or Want to Be Expert </li></ul>Customers’ Informational Needs
    56. #4 Where is the Content? <ul><li>What are you doing? What’s working? </li></ul><ul><li>Find Content Happening and Publish it! </li></ul>
    57. Get Video of Your Customers
    58. Expand the Reach of Presentations
    59. #5 Where Are Your Customers? <ul><li>Target the top 10 – 15 blogs in Your Niche </li></ul><ul><li>Read and Get Active…start commenting </li></ul>
    60. #5 Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>
    61. #6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul>
    62. Sample Three and Three… Blog Videos Presentations Guest Influencers
    63. Sample Three and Three… White Papers Audio Version Testimonials Research
    64. #6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul><ul><li>Blog may be most important </li></ul>
    65. Whole Foods – the Whole Story <ul><li>1600+ pages </li></ul><ul><li>12,000 Inbound Links </li></ul><ul><li>1.5 Million Twitter Followers </li></ul><ul><li>150k+ Facebook Fans </li></ul><ul><li>Articles, posts, recipes, videos contributed by over 20 employees </li></ul>
    66. #6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul><ul><li>Blog may be most important </li></ul><ul><li>Start leveraging news releases now </li></ul>
    67. The Online News Release
    68. #7 Develop the Content Calendar
    69. #8 Execute the Plan <ul><li>Most important – consistency (the Content Promise) </li></ul><ul><li>Focus on what you do well, outsource the rest (multi-tasking makes you stupid) </li></ul><ul><li>It will never be perfect…evolve with feedback and experimentation. </li></ul>
    70. One for the Road <ul><li>Who is Your Chief Content Officer? </li></ul>
    71. The Motivational Conclusion
    72. What if? <ul><li>What if your customers saw your company as the industry thought leader? </li></ul>
    73. What if? <ul><li>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? </li></ul>
    74. What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm? </li></ul>
    75. <ul><li>Go out and answer What If? </li></ul>
    76. How to Become a Publisher <ul><li>http://bit.ly/Publish-Now </li></ul>
    77. ContentPlaybook.com
    78. 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

    ×