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

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

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Presentation given by Joe Pulizzi, Junta42 in Berlin at the Forum Corporate Publishing conference on how custom publishing is changing due to the evolution in online marketing, social media, and ...

Presentation given by Joe Pulizzi, Junta42 in Berlin at the Forum Corporate Publishing conference on how custom publishing is changing due to the evolution in online marketing, social media, and changing buying patterns.

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  • 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.
  • What these four brands have done is all about storytelling, and each understand that their brand story is being told online. Today’s internet is ruled by the storytellers, which is why a company like YouTube was able to come from no where. They created a mechanism for people to tell their stories….because they knew what they wanted to achieve and they listened to their customers and prospects.
  • The results: 43% of Deliver readers say it has increased their intention to spend more on direct marketing; 67% say it has increased their opinion of direct marketing; and more than 50% have taken action in the last year as a result of Deliver articles. There have been more than 70,000 downloads from the DeliverMagazine.com website, including more than 3,130 white papers. During the first six months of 2008, the website received more visits each month, with 9,347 visits in January and 43,036 in June. But the overall goal is not web site visits, it’s getting marketing decision makers to understand the value of direct mail and take the action to do more of it as part of their marketing program.

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

  • 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
  • More Content = More Links
  • More Highways, More Possibilities
  • Content Makes You Interesting
  • Case Study: Video
    • Two videos with over 30,000 views
    • One attracted 43 blog articles in 2 weeks
  • Case Study: Blog
    • Top 3 source of leads
    • 7-10% visit company website
    • 10-20% lead conversion rate
  • Blog Content Measurement
  • The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
  • Case Study: The Free Web App
  • 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 The Custom Publisher of the Future
  • Thank You! Get this presentation at slideshare.net/juntajoe Attract and Retain Customers with Content www.junta42.com/free-white-paper/ 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