Why Publishing is the Future of Marketing Joe Pulizzi Founder, Junta42 Co-Author,  Get Content Get Customers
Who’s Joe Pulizzi?  (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of...
What’s Junta42? <ul><li>Vendor-finding service for brands in need of content help. </li></ul><ul><li>Over 200 projects in ...
Today’s Agenda <ul><li>Why Content Marketing? </li></ul><ul><li>Examples of what’s working </li></ul><ul><li>Content Strat...
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
 
<ul><li>Who Cares? </li></ul>
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
HP 90%of all sales from online content Gilbane, 2009
Whole Foods – the Whole Story <ul><li>1600+ pages </li></ul><ul><li>12,000 Inbound Links </li></ul><ul><li>1.5 Million Twi...
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 <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></...
 
Content Makes You Interesting
Over 2,000 Customers In Two Years
 
Create More Highways w/Content <ul><li>SEO (people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></...
 
Your Ideas Spread! <ul><li>The  trusted expert resource  everywhere your customers are! </li></ul>Social Media does not wo...
<ul><li>Content Strategy </li></ul><ul><li>In </li></ul><ul><li>Eight Steps </li></ul>
#1 The Marketing Goal <ul><li>One Year from Now, What’s Different? </li></ul>
#2 Know the Informational Needs <ul><li>Think of customers like readers. What do they need to know to be successful?  What...
Listen First! <ul><li>www.google.com/alerts </li></ul>
Twitter Search (search.twitter.com)
Leveraging Tweetdeck
#3 The Secret Sauce
Your Knowledge Their Needs
Secret Sauce Matrix <ul><li>Expertise or Want to Be Expert </li></ul>Customers’ Informational Needs
#4 Where is the Content? <ul><li>What are you doing? What’s working? </li></ul><ul><li>Find Content Happening and Publish ...
Expand the Reach of Presentations
#5 Where Are Your Customers? <ul><li>Target the top 10 – 15 blogs in Your Niche </li></ul><ul><li>Read and Get Active…star...
#5 Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google ...
#6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul>
Sample Three and Three… Blog Videos Presentations Guest Influencers
Sample Three and Three… White Papers Audio Version Testimonials Research
#6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul><ul><li>Blog may be most important </li></ul><ul><...
The Online News Release
#7 Develop the Content Calendar
#8 Execute back to Objective <ul><li>Most important – consistency (the Content Promise) </li></ul><ul><li>Focus on what yo...
The Motivational Conclusion
What if? <ul><li>What if your customers saw your company as the industry thought leader?  </li></ul>
What if? <ul><li>What if they signed up for your enewsletters and other marketing because they felt you could positively a...
What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing dis...
<ul><li>Go out and answer  What If? </li></ul>
ContentPlaybook.com
J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Th...
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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 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 of "Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy"

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