Search

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

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    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.

    1 Favorite

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

    1. The New Custom Publisher How New Marketing is Changing the Custom Publishing Industry Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
    2. 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
    3. Outsourcing Options – 1999 Corporate Editorial Content Internal Resources Random Marketing Services/ Freelancers Custom Publisher
    4. People Make Buying Decisions Online Forrester Research
    5. The Perfect Storm of Content Search Engine Optimization Lead Generation Social Media
    6. The Fight for Content
    7. Interactive Services Web Content Strategy Social Media Search Engine Optimization Direct Marketing Public Relations Traditional Media Advertising Agencies Custom Publishers Content
    8. 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
    9. 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
    10. 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
    11.  
    12.  
    13. enRoute Magazine
      • Client: Air Canada Circulation: 2.3 million Frequency: 12x Target: Air Canada customers
    14. 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
    15. Lexus Magazine
    16. LexusDrivers.com
    17. 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.
    19. What to Publish?
      • Blog
      • Podcast
      • Videos
      • Photos
      • Presentations
      • eBooks
      • Content Apps
      • News Releases
    20. More Content = More Links
    21. More Highways, More Possibilities
    22. Content Makes You Interesting
    23. Case Study: Video
      • Two videos with over 30,000 views
      • One attracted 43 blog articles in 2 weeks
    24. Case Study: Blog
      • Top 3 source of leads
      • 7-10% visit company website
      • 10-20% lead conversion rate
    25. Blog Content Measurement
    26. The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
    27. Case Study: The Free Web App
    28. 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
    29. 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

    + Joe PulizziJoe Pulizzi, 5 months ago

    custom

    964 views, 1 favs, 6 embeds more stats

    Presentation given by Joe Pulizzi, Junta42 in Berli more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 964
      • 884 on SlideShare
      • 80 from embeds
    • Comments 0
    • Favorites 1
    • Downloads 34
    Most viewed embeds
    • 42 views on http://custompublishers.com
    • 27 views on http://www.demandcreationspecialists.com
    • 7 views on http://demandcreationspecialists.com
    • 2 views on http://www.retailtouchpoints.net
    • 1 views on http://68.178.150.114

    more

    All embeds
    • 42 views on http://custompublishers.com
    • 27 views on http://www.demandcreationspecialists.com
    • 7 views on http://demandcreationspecialists.com
    • 2 views on http://www.retailtouchpoints.net
    • 1 views on http://68.178.150.114
    • 1 views on http://joepulizzi.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Tags

    -->
    Search
    RSS Feed
    What's new?

    © 2009 SlideShare Inc. All Rights Reserved