Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
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Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

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Content marketing expert Joe Pulizzi reviews how marketers are indeed publishers today, and details eight steps to completing a content marketing strategy that works for both small and large......

Content marketing expert Joe Pulizzi reviews how marketers are indeed publishers today, and details eight steps to completing a content marketing strategy that works for both small and large brands. Case studies include P&G, Hubspot, BlendTec and more.

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  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.

Transcript

  • 1. Why Publishing is the Future of Marketing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
  • 2. Who’s Joe Pulizzi? (@juntajoe)
    • Speaker, blogger, evangelist for content marketing.
    • Co-author of Get Content Get Customers (McGraw-Hill)
    • Founder Junta42
  • 3. What’s Junta42?
    • Vendor-finding service for brands in need of content help.
    • Over 200 projects in last year.
  • 4. Today’s Agenda
    • Why Content Marketing?
    • Examples of what’s working
    • Content Strategy in 8 Steps
  • 5. How Did We Make Buying Decisions 15 Years Ago?
  • 6. Traditional Marketing
  • 7. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
  • 8. How Do We Make Buying Decisions Today?
  • 9. Buying Decisions Today
  • 10. Looking to Solve Problems
  • 11.  
  • 12.
    • Who Cares?
  • 13. Your Customer
  • 14.  
  • 15. Most Corporate Publishing
  • 16. The Dark Side of Content
  • 17.  
  • 18.  
  • 19.  
  • 20. Over Six Million Opt-Ins Best R&D Activity for P&G
  • 21. Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI
  • 22. Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage
  • 23. HP
  • 24. HP 90%of all sales from online content Gilbane, 2009
  • 25. Whole Foods – the Whole Story
    • 1600+ pages
    • 12,000 Inbound Links
    • 1.5 Million Twitter Followers
    • 150k+ Facebook Fans
    • Articles, posts, recipes, videos contributed by over 20 employees
  • 26. Listen and Publish to make impact here…
  • 27. Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35.  
  • 36.  
  • 37. Hubspot’s Content Factory
    • Blog
    • Podcast
    • Videos
    • Photos
    • Presentations
    • eBooks
    • News Releases
  • 38.  
  • 39. Content Makes You Interesting
  • 40. Over 2,000 Customers In Two Years
  • 41.  
  • 42. Create More Highways w/Content
    • SEO (people link to great content)
      • More Visitors
      • More Google Juice
    • Social Media (people share great content)
      • Word-of-Mouse
      • Develop Real Relationships
  • 43.  
  • 44. Your Ideas Spread!
    • The trusted expert resource everywhere your customers are!
    Social Media does not work without a Content Strategy
  • 45.
    • Content Strategy
    • In
    • Eight Steps
  • 46. #1 The Marketing Goal
    • One Year from Now, What’s Different?
  • 47. #2 Know the Informational Needs
    • Think of customers like readers. What do they need to know to be successful? What are their pain points?
  • 48. Listen First!
    • www.google.com/alerts
  • 49. Twitter Search (search.twitter.com)
  • 50. Leveraging Tweetdeck
  • 51. #3 The Secret Sauce
  • 52. Your Knowledge Their Needs
  • 53. Secret Sauce Matrix
    • Expertise or Want to Be Expert
    Customers’ Informational Needs
  • 54. #4 Where is the Content?
    • What are you doing? What’s working?
    • Find Content Happening and Publish it!
  • 55. Expand the Reach of Presentations
  • 56. #5 Where Are Your Customers?
    • Target the top 10 – 15 blogs in Your Niche
    • Read and Get Active…start commenting
  • 57. #5 Where Are Your Customers?
    • LinkedIn Groups
    • Yahoo! / LinkedIn Answers
    • Google Groups
    • Niche Online Communities (Ning?)
    • Twitter/Facebook
    • StumbleUpon
    • BusinessWeek Xchange
  • 58. #6 Choose the Tactics
    • Use the Three and Three method!
  • 59. Sample Three and Three… Blog Videos Presentations Guest Influencers
  • 60. Sample Three and Three… White Papers Audio Version Testimonials Research
  • 61. #6 Choose the Tactics
    • Use the Three and Three method!
    • Blog may be most important
    • Start leveraging news releases now
  • 62. The Online News Release
  • 63. #7 Develop the Content Calendar
  • 64. #8 Execute back to Objective
    • Most important – consistency (the Content Promise)
    • Focus on what you do well, outsource the rest (multi-tasking makes you stupid)
    • It will never be perfect…evolve with feedback and experimentation.
  • 65. The Motivational Conclusion
  • 66. What if?
    • What if your customers saw your company as the industry thought leader?
  • 67. What if?
    • What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives?
  • 68. What if?
    • What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?
  • 69.
    • Go out and answer What If?
  • 70. ContentPlaybook.com
  • 71. J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!