Joe Pulizzi
Junta42
June 18, 2008
Why Online Content Is Essential to Growing Your
Business and How to Develop a Content Marketing
Mindset.
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About Joe Pulizzi
Find a Content Expert
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Today’s Agenda
 What is content marketing?
 What the experts say.
 Why has this “corporate media” thing happened?
 What are the leading brands doing?
 Strategy, Strategy, Strategy
 Then choose the product.
 Q&A
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Don’t Take My Word For It
 Almost every one of the leading online marketing
thought leaders today stress the importance of content
marketing.
Brian Clark (copyblogger):
Seth Godin: “Online, great content is
“Content Marketing is effective advertising, and
the only marketing left.” smart marketers are the
new media.”
Rohit Bhargava: David Meerman Scott:
“The real secret to great “Getting customers
marketing is creating used to mean
compelling and useful interrupting people with
content.” product messages.
Today it’s all about
compelling content.”
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Over 90% of purchase decisions start online…
Forrester, 2007
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What is Content Marketing?
 Instead of starting with product messages, a company
devotes resources to creating information that fulfills
customer needs.
 The art of understanding what your customers need to
know, and delivering it to them in a compelling way.
 Think Like a Publisher!
Today’s marketing forces businesses to think more like
publishers delivering an editorial product.
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Marketing in the past…
Create brand awareness
Mass media
Interrupt and repeat
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Marketing today and into the future…
Create behavior change
Conversational media
Communicate directly
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As a marketer, to survive…
You cannot surround the media
You have to be the media
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As a marketer, to survive…
You cannot surround the media
You have to be the media
Online needs to be at the center of this strategy!
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Be The Media
Organizations are 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…
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Six Reasons Businesses Are Making the
Change Toward Content Marketing
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Reason #1
Drastic changes in buyer attitudes toward
traditional media and the “credibility” of
content.
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Reason #2
Traditional media sources can’t be counted
on to assist you in reaching your customers.
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Reason #3
Shrinking media company budgets reduce
content quality.
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Reason #4
Selling to your customers is becoming more
challenging.
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Reason #5
Because technology is both cheap and easy
to use, even small companies can deliver
great content solutions to a targeted
customer base.
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Reason #6
Businesses have now learned how to create
great editorial content.
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Okay, that’s the why…but how does a business
create great online content?
A Simple Content Roadmap
The B.E.S.T. Formula
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The B.E.S.T. Formula
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A Simple Content Concept
 Behavioral – Everything you communicate with your customers has
a purpose. What do you want them to do?
 Essential – Deliver information that your best prospects really need
to succeed at work or in life.
 Strategic – Your content marketing efforts must be an integral part of
your overall business strategy.
 Targeted – You must target your content precisely so that it is truly
relevant to your buyers.
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Who’s Making Online Content Work?
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What’s Possible?
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Print magazine
Digital magazine
Website
eNewsletters
Microsites
Blogs
Spec Directory
RSS feeds
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What’s Possible?
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30%
Of marketing budgets go to content
and we’ve only just begun
2008 BtoB Magazine/Junta42
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What should you do?
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Before the Tools, Take 4 Steps
1. Determine which organizational goals will be affected
by the content program.
2. Determine the informational needs of the buyer.
3. Determine what you want your customer to do and
why this helps your business.
4. Determine the product and content mix.
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Once the Strategy is Complete,
Choose Your Products and Execute
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22 Ways to Online Content
1. A Blog 12. eZines
2. White Paper Series 13. Podcasts
3. eBooks 14. Audio Books
4. Case Studies 15. Vodcasts
5. Vertical Search 16. Video Portals
6. Content Microsites/Portals 17. Website RSS Feeds
7. Online Quizzes 18. Social Networking Sites
8. Digital Magazines 19. Webcasts/Webinars
9. Community Forums 20. Virtual Trade Shows
10.eNewsletters 21. Online Games
11.Variable eNewsletters 22. Viral Content Tools
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Questions/Comments
Joe Pulizzi
Email: joe@junta42.com
Phone: 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
StumbleUpon: juntajoe
Junta42: juntajoe
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