You Are A Publisher So Start Acting Like
Presented by Melissa Pressley, Business Journal Content
What Is Content
(Hint: It’s not new!)
What Is New…
The Means of Distribution
The Internet Lets You…
•Become a Publisher
•Create “Word of Mouth” Marketing
•Share Your Expertise and Experience
•Interact With Customers
Content MarketingThe Basics
• Don’t Sell, Share What You Know
• Answer the Questions Asked by
• The People at Google are Smarter
Question: How Do You Build a Brand?
The Importance of a Brand
Monthly U.S. Google Searches
You know this question…
•If a tree falls in a forest and no one is
around to hear it, does it make a sound?
Ask yourself this…
•If content is on your website and no one
sees it, does it really exist?
“I’m happy to report that our leads over
last year 2012 vs. 2011 actually tripled.”
VP of Marketing & Business Development
My Message: It’s Time To
Start Acting Like A Publisher
•Know who your audience and give them what they want to read, watch, and
•Know where your audience is reading, watching and engaging.
•Create great content AND delivering business results in the form of more
customers, revenue and marketing efficiency.
•Editorial Calendar and Deadlines. Have a plan and implement it. Treat
content like an asset that needs to be managed.
•Create a brand newsroom, content team, publishing group. Whatever you call
it, these need to be people with the skills to create great content that moves
through the social web and is free of brand promotion.
•Measure and track results. Change when needed. ROI
•Types of Content: Consider news, entertainment, and emotional storytelling
• Unlimited possibilities can lead to doing
• Does your company have the people to do
• Do your people have the time?
• Does it get done?