Welcome!       Content Initiatives You Need to Seriously                   Consider for 2012               Happy Groundhog...
The Content Revolution    Take the Information Lead in Your Industry and Sell                   Whatever You WantJoe Puliz...
To help transform marketers into publishers.         Less renting, more owning.    EVENTS          MEDIA         CONSULTIN...
Today’s Agenda • The Latest Research on   What’s Happening in Content   Marketing • Real-World Content Examples   and Tips...
@JuntaJoe   @SonnhalterB2T
Publishing • Publishing is the activity of making   information available for public view. • The stakes have been raised. ...
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 crea...
The Difference?Marketers                 Publishers/Media @JuntaJoe                      @SonnhalterB2T
The Difference?Marketers                 Publishers/Media @JuntaJoe                      @SonnhalterB2T
Search EngineSocial Media                 Optimization              STORYTELLING                 Lead               Genera...
@JuntaJoe   @SonnhalterB2T
Easier…yet Harder@JuntaJoe    @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
60%@JuntaJoe    @SonnhalterB2T
@JuntaJoe               Shutterstock            @SonnhalterB2T
@JuntaJoe               Shutterstock            @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
Real-World Examples    and Ideas ofContent Marketing in      Action
The Niche ContentMission & Platform
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
Get SUPER NICHE• Pets• Issues pertaining to pet owners  who like to travel with their dogs. @JuntaJoe                     ...
•   Pets•   Issues pertaining to pet owners who like to    travel with their dogs.    @JuntaJoe                           ...
Define the Term and Flood    with Great Content
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
10 to 1content…reimagine
Story Concept• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the  cont...
Re-Imagine                  Pre-Activation             Distribution @JuntaJoe                      @SonnhalterB2T
Re-Imagine              Pre-Activation             Distribution @JuntaJoe                  @SonnhalterB2T
Re-Imagine              Pre-Activation        Google is Changing        Everything (SOCIAL)             Distribution @Junt...
@JuntaJoe   @SonnhalterB2T
-   Author Presentations            -   Book Teasers            -   Series of Chapters            -   Contributor Spotligh...
@JuntaJoe   @SonnhalterB2T
Dominating a Categorywith Content Marketing   and Social Media
@JuntaJoe   @SonnhalterB2T
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        @Junt...
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
Content for Key Questions@JuntaJoe                           @SonnhalterB2T
• Over 200 blogs, Over 150 Webinars @JuntaJoe                            @SonnhalterB2T
The Book@JuntaJoe              @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
Social Media 4-1-1@JuntaJoe     @SonnhalterB2T
#hashtag@JuntaJoe              @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
@JuntaJoe   @SonnhalterB2T
THE LAST SLIDE         THINKING LIKE A PUBLISHER•   Whatever you want to sell, books or events or anything else:     •   C...
Q&A                    Joe Pulizzi  joe@contentinstitute.com • @juntajoe on Twitter                John Sonnhalter  jsonnh...
8 Content Initiatives to Seriously Consider
8 Content Initiatives to Seriously Consider
8 Content Initiatives to Seriously Consider
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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

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.
  • 8 Content Initiatives to Seriously Consider

    1. 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. 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. 3. To help transform marketers into publishers. Less renting, more owning. EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH
    4. 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. 5. @JuntaJoe @SonnhalterB2T
    6. 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. 7. Barriers to Entry are Gone • Content Acceptance • Talent • Technology@JuntaJoe @SonnhalterB2T
    8. 8. Searching for Information Google/ZeroMomentofTruth.com@JuntaJoe @SonnhalterB2T
    9. 9. Content Marketing@JuntaJoe @SonnhalterB2T
    10. 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. 11. The Difference?Marketers Publishers/Media @JuntaJoe @SonnhalterB2T
    12. 12. The Difference?Marketers Publishers/Media @JuntaJoe @SonnhalterB2T
    13. 13. Search EngineSocial Media Optimization STORYTELLING Lead Generation @JuntaJoe @SonnhalterB2T
    14. 14. @JuntaJoe @SonnhalterB2T
    15. 15. Easier…yet Harder@JuntaJoe @SonnhalterB2T
    16. 16. @JuntaJoe @SonnhalterB2T
    17. 17. @JuntaJoe @SonnhalterB2T
    18. 18. @JuntaJoe @SonnhalterB2T
    19. 19. @JuntaJoe @SonnhalterB2T
    20. 20. @JuntaJoe @SonnhalterB2T
    21. 21. 60%@JuntaJoe @SonnhalterB2T
    22. 22. @JuntaJoe Shutterstock @SonnhalterB2T
    23. 23. @JuntaJoe Shutterstock @SonnhalterB2T
    24. 24. @JuntaJoe @SonnhalterB2T
    25. 25. Real-World Examples and Ideas ofContent Marketing in Action
    26. 26. The Niche ContentMission & Platform
    27. 27. @JuntaJoe @SonnhalterB2T
    28. 28. @JuntaJoe @SonnhalterB2T
    29. 29. @JuntaJoe @SonnhalterB2T
    30. 30. Get SUPER NICHE• Pets• Issues pertaining to pet owners who like to travel with their dogs. @JuntaJoe @SonnhalterB2T
    31. 31. • Pets• Issues pertaining to pet owners who like to travel with their dogs. @JuntaJoe @SonnhalterB2T
    32. 32. Define the Term and Flood with Great Content
    33. 33. @JuntaJoe @SonnhalterB2T
    34. 34. @JuntaJoe @SonnhalterB2T
    35. 35. @JuntaJoe @SonnhalterB2T
    36. 36. @JuntaJoe @SonnhalterB2T
    37. 37. 10 to 1content…reimagine
    38. 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. 39. Re-Imagine Pre-Activation Distribution @JuntaJoe @SonnhalterB2T
    40. 40. Re-Imagine Pre-Activation Distribution @JuntaJoe @SonnhalterB2T
    41. 41. Re-Imagine Pre-Activation Google is Changing Everything (SOCIAL) Distribution @JuntaJoe @SonnhalterB2T
    42. 42. @JuntaJoe @SonnhalterB2T
    43. 43. - Author Presentations - Book Teasers - Series of Chapters - Contributor Spotlights - Embed Links@JuntaJoe @SonnhalterB2T
    44. 44. @JuntaJoe @SonnhalterB2T
    45. 45. Dominating a Categorywith Content Marketing and Social Media
    46. 46. @JuntaJoe @SonnhalterB2T
    47. 47. FINDING Customers’ Pain Points KEYWORD ANALYSIS @JuntaJoe @SonnhalterB2T
    48. 48. Google External Tool@JuntaJoe @SonnhalterB2T
    49. 49. `@JuntaJoe @SonnhalterB2T
    50. 50. Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List @JuntaJoe @SonnhalterB2T
    51. 51. @JuntaJoe @SonnhalterB2T
    52. 52. @JuntaJoe @SonnhalterB2T
    53. 53. Content for Key Questions@JuntaJoe @SonnhalterB2T
    54. 54. • Over 200 blogs, Over 150 Webinars @JuntaJoe @SonnhalterB2T
    55. 55. The Book@JuntaJoe @SonnhalterB2T
    56. 56. @JuntaJoe @SonnhalterB2T
    57. 57. @JuntaJoe @SonnhalterB2T
    58. 58. @JuntaJoe @SonnhalterB2T
    59. 59. Social Media 4-1-1@JuntaJoe @SonnhalterB2T
    60. 60. #hashtag@JuntaJoe @SonnhalterB2T
    61. 61. @JuntaJoe @SonnhalterB2T
    62. 62. @JuntaJoe @SonnhalterB2T
    63. 63. @JuntaJoe @SonnhalterB2T
    64. 64. @JuntaJoe @SonnhalterB2T
    65. 65. @JuntaJoe @SonnhalterB2T
    66. 66. @JuntaJoe @SonnhalterB2T
    67. 67. @JuntaJoe @SonnhalterB2T
    68. 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. 69. Q&A Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter John Sonnhalter jsonnhalter@sonnhalter.com • @johnsonnhalter on Twitter@JuntaJoe @SonnhalterB2T

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