8 Content Initiatives to Seriously Consider

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View the presentation from the Thursday, February 2nd webinar: Content Initiatives You Need to Seriously Consider for 2012 …

View the presentation from the Thursday, February 2nd webinar: Content Initiatives You Need to Seriously Consider for 2012

You can access the recorded webinar with Q&A on YouTube at: http://youtu.be/cU8ycyPTj7Y

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  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.

Transcript

  • 1. Welcome! Content Initiatives You Need to Seriously Consider for 2012 Happy Groundhog Day! February 2, 2012 The webinar will begin shortly@JuntaJoe @SonnhalterB2T
  • 2. The Content Revolution Take the Information Lead in Your Industry and Sell Whatever You WantJoe Pulizzi (@juntajoe)Founder, Content Marketing InstituteCo-Author, Get Content Get Customersand Managing Content Marketing @JuntaJoe @SonnhalterB2T
  • 3. To help transform marketers into publishers. Less renting, more owning. EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH
  • 4. Today’s Agenda • The Latest Research on What’s Happening in Content Marketing • Real-World Content Examples and Tips to be Discovered • From $0 to Multi-Million in Sales • Q&A@JuntaJoe @SonnhalterB2T
  • 5. @JuntaJoe @SonnhalterB2T
  • 6. Publishing • Publishing is the activity of making information available for public view. • The stakes have been raised. http://en.wikipedia.org/wiki/Publisher@JuntaJoe @SonnhalterB2T
  • 7. Barriers to Entry are Gone • Content Acceptance • Talent • Technology@JuntaJoe @SonnhalterB2T
  • 8. Searching for Information Google/ZeroMomentofTruth.com@JuntaJoe @SonnhalterB2T
  • 9. Content Marketing@JuntaJoe @SonnhalterB2T
  • 10. Content Marketing is…Marketers as PublishersOwning the media, not Renting the mediaAttract and/or retain customers by creating/curating valuable and compelling content on aconsistent basis to maintain or change abehavior. @JuntaJoe @SonnhalterB2T
  • 11. The Difference?Marketers Publishers/Media @JuntaJoe @SonnhalterB2T
  • 12. The Difference?Marketers Publishers/Media @JuntaJoe @SonnhalterB2T
  • 13. Search EngineSocial Media Optimization STORYTELLING Lead Generation @JuntaJoe @SonnhalterB2T
  • 14. @JuntaJoe @SonnhalterB2T
  • 15. Easier…yet Harder@JuntaJoe @SonnhalterB2T
  • 16. @JuntaJoe @SonnhalterB2T
  • 17. @JuntaJoe @SonnhalterB2T
  • 18. @JuntaJoe @SonnhalterB2T
  • 19. @JuntaJoe @SonnhalterB2T
  • 20. @JuntaJoe @SonnhalterB2T
  • 21. 60%@JuntaJoe @SonnhalterB2T
  • 22. @JuntaJoe Shutterstock @SonnhalterB2T
  • 23. @JuntaJoe Shutterstock @SonnhalterB2T
  • 24. @JuntaJoe @SonnhalterB2T
  • 25. Real-World Examples and Ideas ofContent Marketing in Action
  • 26. The Niche ContentMission & Platform
  • 27. @JuntaJoe @SonnhalterB2T
  • 28. @JuntaJoe @SonnhalterB2T
  • 29. @JuntaJoe @SonnhalterB2T
  • 30. Get SUPER NICHE• Pets• Issues pertaining to pet owners who like to travel with their dogs. @JuntaJoe @SonnhalterB2T
  • 31. • Pets• Issues pertaining to pet owners who like to travel with their dogs. @JuntaJoe @SonnhalterB2T
  • 32. Define the Term and Flood with Great Content
  • 33. @JuntaJoe @SonnhalterB2T
  • 34. @JuntaJoe @SonnhalterB2T
  • 35. @JuntaJoe @SonnhalterB2T
  • 36. @JuntaJoe @SonnhalterB2T
  • 37. 10 to 1content…reimagine
  • 38. Story Concept• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the content become? • Headline • Keyword Focus • Action @JuntaJoe @SonnhalterB2T
  • 39. Re-Imagine Pre-Activation Distribution @JuntaJoe @SonnhalterB2T
  • 40. Re-Imagine Pre-Activation Distribution @JuntaJoe @SonnhalterB2T
  • 41. Re-Imagine Pre-Activation Google is Changing Everything (SOCIAL) Distribution @JuntaJoe @SonnhalterB2T
  • 42. @JuntaJoe @SonnhalterB2T
  • 43. - Author Presentations - Book Teasers - Series of Chapters - Contributor Spotlights - Embed Links@JuntaJoe @SonnhalterB2T
  • 44. @JuntaJoe @SonnhalterB2T
  • 45. Dominating a Categorywith Content Marketing and Social Media
  • 46. @JuntaJoe @SonnhalterB2T
  • 47. FINDING Customers’ Pain Points KEYWORD ANALYSIS @JuntaJoe @SonnhalterB2T
  • 48. Google External Tool@JuntaJoe @SonnhalterB2T
  • 49. `@JuntaJoe @SonnhalterB2T
  • 50. Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List @JuntaJoe @SonnhalterB2T
  • 51. @JuntaJoe @SonnhalterB2T
  • 52. @JuntaJoe @SonnhalterB2T
  • 53. Content for Key Questions@JuntaJoe @SonnhalterB2T
  • 54. • Over 200 blogs, Over 150 Webinars @JuntaJoe @SonnhalterB2T
  • 55. The Book@JuntaJoe @SonnhalterB2T
  • 56. @JuntaJoe @SonnhalterB2T
  • 57. @JuntaJoe @SonnhalterB2T
  • 58. @JuntaJoe @SonnhalterB2T
  • 59. Social Media 4-1-1@JuntaJoe @SonnhalterB2T
  • 60. #hashtag@JuntaJoe @SonnhalterB2T
  • 61. @JuntaJoe @SonnhalterB2T
  • 62. @JuntaJoe @SonnhalterB2T
  • 63. @JuntaJoe @SonnhalterB2T
  • 64. @JuntaJoe @SonnhalterB2T
  • 65. @JuntaJoe @SonnhalterB2T
  • 66. @JuntaJoe @SonnhalterB2T
  • 67. @JuntaJoe @SonnhalterB2T
  • 68. THE LAST SLIDE THINKING LIKE A PUBLISHER• Whatever you want to sell, books or events or anything else: • Choose a niche you can become the leading expert in the world at. • Develop AND share the best multi-channel content on the planet. • Remove YOU from the story as much as possible…it will travel farther. @JuntaJoe @SonnhalterB2T
  • 69. Q&A Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter John Sonnhalter jsonnhalter@sonnhalter.com • @johnsonnhalter on Twitter@JuntaJoe @SonnhalterB2T