Joe Pulizzi presentation to the American Marketing Association in Cleveland on the impact of content marketing. Includes some new content marketing research and eight content strategies you should be looking into now as part of your overall marketing program.
1. Your Brand as Publisher
Should Content Be the Center of Your Marketing?
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute
Co-Author, Get Content Get Customers
and Managing Content Marketing
@juntajoe
2. To help transform marketers into publishers.
Less renting, more owning.
EVENTS MEDIA CONSULTING
@juntajoe
3. Today’s Agenda
• The Latest Research on What’s
Happening in Content Marketing
• 8 Things That I Would Be Doing Right
Now If I Were You re: Content
• Q&A
@juntajoe
4. Today’s Agenda
• The Latest Research on What’s
Happening in Content Marketing
• 8 Things That I Would Be Doing Right
Now If I Were You re: Content
• Q&A
65 Slides in 40 Minutes
@juntajoe
5. As heard this week…
“We cannot accomplish our
goals without compelling
and relevant content for our
customers. If we don’t, they
will not come back.”
- Pam Didner, Intel
@juntajoe
6. As heard this week…
“You don’t need the middleman
anymore…you can now
communicate directly with your
customers. Your job is to create
value.”
- Mitch Joel, Twist Image
NYTimes Best Selling Author
@juntajoe
12. Content Marketing = Publishing?
• Publishing is the process of production
and dissemination of information – the
activity of making information available for
public view.
http://en.wikipedia.org/wiki/Publisher @juntajoe
15. Content Marketing is…
Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating
/curating valuable and compelling content on a
consistent basis to maintain or change a
behavior.
@juntajoe
63. THE LAST SLIDE
THINKING LIKE A PUBLISHER
• What does your audience really need to
know? (pain points)
• Share awesome stuff (the best in your
industry) with clear goals!
• It’s almost never about you (your story
needs to be about your customers).
• What are your content roles?
@juntajoe
64. Q&A
Joe Pulizzi
joe@junta42.com • @juntajoe on Twitter
September 4 – 6, 2012 – Columbus, Ohio
@juntajoe
Editor's Notes
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.
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.