The New Custom Publisher - How New Marketing is Changing Custom Publishing

The New Custom Publisher How New Marketing is Changing the Custom Publishing Industry Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42

Hi! I’m Joe Pulizzi (@juntajoe)
Evangelist, speaker, author for content marketing/custom publishing
Founder, Junta42
Co-author of Get Content Get Customers (McGraw-Hill)
Former Vice President, Custom Media at Penton Media, Inc.
Board Member, Custom Publishing Council

Outsourcing Options – 1999 Corporate Editorial Content Internal Resources Random Marketing Services/ Freelancers Custom Publisher

People Make Buying Decisions Online Forrester Research

The Perfect Storm of Content Search Engine Optimization Lead Generation Social Media

The Fight for Content

Interactive Services Web Content Strategy Social Media Search Engine Optimization Direct Marketing Public Relations Traditional Media Advertising Agencies Custom Publishers Content

2009 – A Custom Publisher Search
Fortune 1000 Brand (Content Audit/Strategy, Print/Web Program, Traditional/Social Distribution)
Custom Publisher
Online Direct Marketing Agency
Media Company with Custom Division
Web Content Strategy Organization
SEO/Social Media Services Company

Custom Publishing – Old Model
Create glossy custom magazine
Mail magazine to targeted list of customers, or ship to distribution spots (retail)
Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website
Repeat process every three months Measure through Surveys

UX / IA Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print/In-Person Content Marketing

enRoute Magazine
Client: Air Canada Circulation: 2.3 million Frequency: 12x Target: Air Canada customers

onAir eZine – Launched March, 2008
Markets English Canada French Canada United States
Distribution 700,000 Start Now 2.3 million
Results Higher Open Rates Higher Ticket Sales

Lexus Magazine

LexusDrivers.com

Web Content Strategy
Site strategy
Information architecture
Design
Admin tool wireframes
Content/Keyword strategy
Copy and image production
Integration of print and online

Search Engine Optimization Software Company
From Zero to 1300 customers in Two Years
Almost 100% of Marketing Budget Spent on Content Generation and Distribution
85 Employees. Two full-time on content and dozens (incl. CEO) generating/sharing content.

What to Publish?
Blog
Podcast
Videos
Photos
Presentations
eBooks
Content Apps
News Releases

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The New Custom Publisher - How New Marketing is Changing Custom Publishing

by Joe Pulizzi on Jun 23, 2009

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