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

Why Publishing is the Future of Marketing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers

Who’s Joe Pulizzi? (@juntajoe)
Speaker, blogger, evangelist for content marketing.
Co-author of Get Content Get Customers (McGraw-Hill)
Founder Junta42

What’s Junta42?
Vendor-finding service for brands in need of content help.
Over 200 projects in last year.

Today’s Agenda
Why Content Marketing?
Examples of what’s working
Content Strategy in 8 Steps

How Did We Make Buying Decisions 15 Years Ago?

Traditional Marketing

Traditional Marketing Challenges 800-555-1234 Annoying Salesperson

How Do We Make Buying Decisions Today?

Buying Decisions Today

Looking to Solve Problems

Who Cares?

Your Customer

Most Corporate Publishing

The Dark Side of Content

Over Six Million Opt-Ins Best R&D Activity for P&G

Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI

Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage

HP 90%of all sales from online content Gilbane, 2009

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

Listen and Publish to make impact here…

Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees

Hubspot’s Content Factory
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases

Content Makes You Interesting

Over 2,000 Customers In Two Years

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

Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy

Content Strategy
In
Eight Steps

#1 The Marketing Goal
One Year from Now, What’s Different?

#2 Know the Informational Needs
Think of customers like readers. What do they need to know to be successful? What are their pain points?

Listen First!
www.google.com/alerts

Twitter Search (search.twitter.com)

Leveraging Tweetdeck

#3 The Secret Sauce

Your Knowledge Their Needs

Secret Sauce Matrix
Expertise or Want to Be Expert
Customers’ Informational Needs

#4 Where is the Content?
What are you doing? What’s working?
Find Content Happening and Publish it!

Expand the Reach of Presentations

#5 Where Are Your Customers?
Target the top 10 – 15 blogs in Your Niche
Read and Get Active…start commenting

#5 Where Are Your Customers?
LinkedIn Groups
Yahoo! / LinkedIn Answers
Google Groups
Niche Online Communities (Ning?)
Twitter/Facebook
StumbleUpon
BusinessWeek Xchange

#6 Choose the Tactics
Use the Three and Three method!

Sample Three and Three… Blog Videos Presentations Guest Influencers

Sample Three and Three… White Papers Audio Version Testimonials Research

#6 Choose the Tactics
Use the Three and Three method!
Blog may be most important
Start leveraging news releases now

The Online News Release

#7 Develop the Content Calendar

#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.

The Motivational Conclusion

What if?
What if your customers saw your company as the industry thought leader?

What if?
What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives?

What if?
What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?

Go out and answer What If?

ContentPlaybook.com

J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!

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

by Joe Pulizzi on Jan 20, 2010

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