Three Things NOW! - Content Marketing, Listening and Social Media

Joe Pulizzi, Junta42 Esource Utility Marketing Conference Three Things NOW! Content Marketing, Listening and Social Media

Hi! I’m Joe Pulizzi (@juntajoe)

Evangelist, speaker, author for content marketing – why marketers need to be publishers.

Founder and Chief Content Officer for Junta42

Co-author of Get Content Get Customers (McGraw-Hill)

Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company

Let’s Start Off with Some Questions for You

Information Evolution CBS Fast Draw

Buyers Used to Solve Problems…

Talking to Company Sales Reps

Distributors/Resellers

Product Literature

Seeing Ads in Magazines

Educated Buyers Now Solve Problems…

Google searches.

Online portals and news sites.

Listening to bloggers’ advice and opinions.

Word-of-mouth & “Word-of-mouse”

Direct to company websites.

Forrester Research

#1 Understand that Marketing is Now about Publishing or CONTENT MARKETING

Marketer or Publisher?

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

You Are the Publisher

A Blog

White Paper Series

eBooks

Case Studies

Vertical Search

Content Microsites/Portals

Online Quizzes

Digital Magazines

Community Forums

eNewsletters

Variable eNewsletters

eZines

Podcasts

Audio Books

Vodcasts

Video Portals

Website RSS Feeds

Social Networking Sites

Webcasts/Webinars

Virtual Trade Shows

Online Games

Content Widgets

What this is all about…

The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior.

Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media

Journalism + Marketing = content marketing

Giving Away the “Secret Sauce”

How to Create Engagement

Give your customers relevant, compelling information or

Give them a good time…

What this is all about…

The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior.

This is BEST accomplished through PUBLISHING, not Marketing

The Big Shift

While all this was happening, we went from…

A provider of natural gas and energy-related products and services

The Big Shift

To…

The trusted, expert resource for all things energy!

The Publisher Mindset

Organizations are just now beginning to understand that, along with the products and services that they offer, one of their core products is information .

If not the most important one…

It’s Not about You!

Provide relevant content that gives solutions to some of the toughest problems customers are facing.

Your Ideas Spread!

Should be the core of your marketing campaign.

Position yourself as the trusted solutions provider for your industry and help people spread the word!

You Don’t Have to Be a Media Company to Be a Media Company

Content, if good, will be accepted.

NO TECHNOLOGY BARRIERS.

Reach/Circulation no longer an issue.

Extra bonus for transparency and immediate communication (most publishers are not good at this).

#2 Use online tools to listen!

www.google.com/alerts

www.google.com/alerts

Twitter To Do’s

Never answer the question “What are you doing?”

Assign ownership

Be democratic

Be human

Twitter To Do’s

Then…use it as a distribution mechanism.

#3 The Importance of Social Media & Content

Content Stages

Search Engine Optimization

Generating Qualified Leads

Being a Part of the Conversation

Storytellers Have the Advantage

Telling Relevant Stories

A Blog

White Paper Series

eBooks

Case Studies

Vertical Search

Content Microsites/Portals

Online Quizzes

Digital Magazines

Community Forums

eNewsletters

Variable eNewsletters

eZines

Podcasts

Audio Books

Vodcasts

Video Portals

Website RSS Feeds

Social Networking Sites

Webcasts/Webinars

Virtual Trade Shows

Online Games

Content Widgets

Find your social channels…

Content and Social Media

Understand who your customer is and where the pain points are.

Develop consistent, relevant content in multiple channels.

Let go of all control. Let your idea spread.

People share your ideas, link to your content.

Content is found through social media and search engines.

Customers start relying on you for your expertise (relationship!)

You are the trusted solutions provider in your industry.

Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website

Why does content matter?

It tells your story.

It answers people’s questions.

It inspires and entertains.

It motivates.

It drives decision-making.

It manages expectations.

It brings your brand to life.

It builds – or breaks – trust.

Why does content REALLY matter?

It’s what informs customer action … or IN action … both online and off

Traditional Content and Social Media

Select someone to be your publisher, managing editor or journalist. Be the Media .

Who is your Chief Conversation Officer ?

Evaluate every communication: are we providing pointers to the next piece of information they need? (The Content Audit)

Next Steps

Thanks! 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