Content Marketing Before Social Media Joe Pulizzi Executive Director, Content Marketing Institute Co-Author,  Get Content ...
Content Marketing About Joe Pulizzi (@juntajoe) September 6-8, 2011 joepulizzi.com/bio
Content Marketing
… a little history
 
 
 
<ul><li>The Leading Expert on Farming and Farm Equipment </li></ul>
Are Marketers  Publishers?
Shutterstock
 
Shutterstock
 
Shutterstock
 
 
The Trusted Resource…everywhere
 
Content Marketing
<ul><li>Marketers as Publishers </li></ul><ul><li>Owning  the media, not  Renting  the media </li></ul><ul><li>Attract and...
The Difference? Marketers  Publishers
The Difference? Marketers  Publishers
 
Search Engine  Optimization Lead Generation Social Media STORYTELLING “ must have content”
Shutterstock
 
<ul><li>Content Strategy before  Social Media </li></ul>
Engaging with Content <ul><li>73%  of consumers prefer to get information from a company in the form of a collection of he...
 
 
 
 
<ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>34,000 visitors a month (850% increase in 18 months...
 
CHIEF EDITOR Story/Reader Focused Not Tool Focused
How-To Articles
Expert Interviews
Create the News
Similar Situation Stories
Reports/Studies
Free Tools http:// www.contentmarketinginstitute.com /assessment/
THE LAST SLIDE: THINKING LIKE A PUBLISHER <ul><li>What does your audience really need to know? (pain points) </li></ul><ul...
<ul><li>Joe Pulizzi </li></ul><ul><li>[email_address]   •  @juntajoe on Twitter  </li></ul>THANK YOU!
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Content Marketing Before Social Media

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Presentation given by Joe Pulizzi of the Content Marketing Institute to Social Media Club Cleveland at Hyland Software. Presentation discusses why a content strategy must come before social media and includes one great case study on OpenView Venture Partners.

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  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • Content Marketing Before Social Media

    1. Content Marketing Before Social Media Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
    2. Content Marketing About Joe Pulizzi (@juntajoe) September 6-8, 2011 joepulizzi.com/bio
    3. Content Marketing
    4. … a little history
    5.  
    6.  
    7.  
    8. <ul><li>The Leading Expert on Farming and Farm Equipment </li></ul>
    9. Are Marketers Publishers?
    10. Shutterstock
    11.  
    12. Shutterstock
    13.  
    14. Shutterstock
    15.  
    16.  
    17. The Trusted Resource…everywhere
    18.  
    19. Content Marketing
    20. <ul><li>Marketers as Publishers </li></ul><ul><li>Owning the media, not Renting the media </li></ul><ul><li>Attract and/or retain customers by creating /curating valuable and compelling content on a consistent basis to maintain or change a behavior (multichannel) </li></ul>Content Marketing is…
    21. The Difference? Marketers Publishers
    22. The Difference? Marketers Publishers
    23.  
    24. Search Engine Optimization Lead Generation Social Media STORYTELLING “ must have content”
    25. Shutterstock
    26.  
    27. <ul><li>Content Strategy before Social Media </li></ul>
    28. Engaging with Content <ul><li>73% of consumers prefer to get information from a company in the form of a collection of helpful articles  over an advertisement or offer. </li></ul><ul><li>61% are more likely to buy. </li></ul>
    29.  
    30.  
    31.  
    32.  
    33. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>34,000 visitors a month (850% increase in 18 months) </li></ul><ul><li>6,200 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 1,000 published blogs, articles, videos and podcasts. </li></ul><ul><li>Coverage in BNET and the Wall Street Journal </li></ul>
    34.  
    35. CHIEF EDITOR Story/Reader Focused Not Tool Focused
    36. How-To Articles
    37. Expert Interviews
    38. Create the News
    39. Similar Situation Stories
    40. Reports/Studies
    41. Free Tools http:// www.contentmarketinginstitute.com /assessment/
    42. THE LAST SLIDE: THINKING LIKE A PUBLISHER <ul><li>What does your audience really need to know? (pain points) </li></ul><ul><li>Share awesome stuff (the best in your industry). </li></ul><ul><li>It’s almost never about you. </li></ul><ul><li>At least 5 to 1. </li></ul>
    43. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!

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