Content Marketing Webinar

Welcome! Content Initiatives You Need to Seriously Consider for 2012 Happy Groundhog Day! February 2, 2012 The webinar will begin shortly@JuntaJoe @SonnhalterB2T

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

To help transform marketers into publishers. Less renting, more owning. EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH

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

@JuntaJoe @SonnhalterB2T

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

Barriers to Entry are Gone • Content Acceptance • Talent • Technology@JuntaJoe @SonnhalterB2T

Searching for Information Google/ZeroMomentofTruth.com@JuntaJoe @SonnhalterB2T

Content Marketing@JuntaJoe @SonnhalterB2T

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

The Difference?Marketers Publishers/Media @JuntaJoe @SonnhalterB2T

Search EngineSocial Media Optimization STORYTELLING Lead Generation @JuntaJoe @SonnhalterB2T

Easier…yet Harder@JuntaJoe @SonnhalterB2T

60%@JuntaJoe @SonnhalterB2T

@JuntaJoe Shutterstock @SonnhalterB2T

Real-World Examples and Ideas ofContent Marketing in Action

The Niche ContentMission & Platform

Get SUPER NICHE• Pets• Issues pertaining to pet owners who like to travel with their dogs. @JuntaJoe @SonnhalterB2T

• Pets• Issues pertaining to pet owners who like to travel with their dogs. @JuntaJoe @SonnhalterB2T

Define the Term and Flood with Great Content

10 to 1content…reimagine

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

Re-Imagine Pre-Activation Distribution @JuntaJoe @SonnhalterB2T

Re-Imagine Pre-Activation Google is Changing Everything (SOCIAL) Distribution @JuntaJoe @SonnhalterB2T

- Author Presentations - Book Teasers - Series of Chapters - Contributor Spotlights - Embed Links@JuntaJoe @SonnhalterB2T

Dominating a Categorywith Content Marketing and Social Media

FINDING Customers’ Pain Points KEYWORD ANALYSIS @JuntaJoe @SonnhalterB2T

Google External Tool@JuntaJoe @SonnhalterB2T

`@JuntaJoe @SonnhalterB2T

Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List @JuntaJoe @SonnhalterB2T

Content for Key Questions@JuntaJoe @SonnhalterB2T

• Over 200 blogs, Over 150 Webinars @JuntaJoe @SonnhalterB2T

The Book@JuntaJoe @SonnhalterB2T

Social Media 4-1-1@JuntaJoe @SonnhalterB2T

#hashtag@JuntaJoe @SonnhalterB2T

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

Q&A Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter John Sonnhalter jsonnhalter@sonnhalter.com • @johnsonnhalter on Twitter@JuntaJoe @SonnhalterB2T

Content Marketing Webinar

by Sonnhalter on Feb 01, 2012

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Content Marketing Webinar — Presentation Transcript