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Custom Publisher to Content Agency

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Presentation on the evolution of the custom publisher, moving from a core of print publishing, to a all-purpose content agency with specialization on listening and content marketing.

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Custom Publisher to Content Agency

  1. The New Custom Publisher Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
  2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Founder Junta42 </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul>
  3. What’s Junta42? <ul><li>Vendor-finding service for brands in need of content help. </li></ul><ul><li>Over 200 projects in last year. </li></ul>
  4. Outsourcing Options – 1999 Corporate Editorial Content Internal Resources Random Marketing Services/ Freelancers Custom Publisher
  5. The Perfect Storm of Content Search Engine Optimization Lead Generation Social Media
  6. The Fight for Content
  7. Interactive Services Web Content Strategy Social Media Search Engine Optimization Direct Marketing Public Relations Traditional Media Advertising Agencies Custom Publishers Content
  8. 2009 – A Custom Publisher Search <ul><li>Fortune 1000 Brand (Content Audit/Strategy, Print/Web Program, Traditional/Social Distribution) </li></ul><ul><li>Custom Publisher </li></ul><ul><li>Online Direct Marketing Agency </li></ul><ul><li>Media Company with Custom Division </li></ul><ul><li>Web Content Strategy Organization </li></ul><ul><li>SEO/Social Media Services Company </li></ul>
  9. Custom Publishing – Old Model <ul><li>Create glossy custom magazine </li></ul><ul><li>Mail magazine to targeted list of customers, or ship to distribution spots (retail) </li></ul><ul><li>Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website </li></ul><ul><li>Repeat process every three months Measure through Surveys </li></ul>
  10. UX / IA Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print/In-Person Content Marketing
  11. How Did We Make Buying Decisions 15 Years Ago?
  12. Traditional Marketing
  13. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
  14. How Do We Make Buying Decisions Today?
  15. Buying Decisions Today
  16. Looking to Solve Problems
  17. Forrester Research
  18.  
  19. Your Customer
  20. Putting on the Publishing Hat
  21. Warning! <ul><li>Programs </li></ul><ul><li>Products </li></ul><ul><li>Services </li></ul><ul><li>Company Promotions/Changes </li></ul><ul><li>Investor Updates </li></ul>We Like to Talk about Ourselves
  22. How Most of Your Content is Developed
  23.  
  24. <ul><li>Who Cares? </li></ul>
  25. Forrester Research They are not looking for you…
  26. Most Corporate Publishing
  27. Your Real Competitors
  28. Everyone is a Publisher Today <ul><li>Like it or not, everyone is a publisher, and you need to understand what that means. </li></ul><ul><li>Look at your marketing activities…starting to feel a lot more like publishing. </li></ul>Magazines Newsletters
  29. The Publisher Mindset <ul><li>Organizations are just now beginning to understand that, along with the products and services that they offer, one of their core products is Information . </li></ul><ul><li>If not the most important one… </li></ul>
  30.  
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  32. Just 30% of Budgets Go to Content Telling the Story Renting the Message
  33. Still trying to interrupt…
  34. Look at me…
  35. The Dark Side of Content
  36. What Content Marketing is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>… to maintain or change a behavior.
  37. What Content Marketing is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media
  38. Willitblend.com
  39. In order to make impact here…
  40. We need to tell compelling stories… <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks      </li></ul><ul><li>Case Studies </li></ul><ul><li>Print Custom Magazine </li></ul><ul><li>Custom Event </li></ul><ul><li>Online Quizzes </li></ul><ul><li>Digital Magazines </li></ul><ul><li>Community Forums </li></ul><ul><li>eNewsletters </li></ul><ul><li>Twitter Channel </li></ul><ul><li>eZines </li></ul><ul><li>Podcasts </li></ul><ul><li>Audio Books </li></ul><ul><li>Vodcasts </li></ul><ul><li>Video Portals   </li></ul><ul><li>A Print Book </li></ul><ul><li>SlideShare Channel </li></ul><ul><li>Webcasts/Webinars </li></ul><ul><li>Virtual Trade Shows </li></ul>
  41. Bought by Adobe for $2B Small Startup
  42.  
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  48. Hubspot’s Content Factory <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
  49.  
  50. Create More Highways w/Content <ul><li>SEO (people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></ul><ul><ul><li>More Google Juice </li></ul></ul><ul><li>Social Media (people share great content) </li></ul><ul><ul><li>Word-of-Mouse </li></ul></ul><ul><ul><li>Develop Real Relationships </li></ul></ul>
  51.  
  52. Content Makes You Interesting
  53. Case Study: Video <ul><li>Two videos with over 30,000 views </li></ul><ul><li>One attracted 43 blog articles in 2 weeks </li></ul>
  54. Case Study: Blog <ul><li>Top 3 source of leads </li></ul><ul><li>7-10% visit company website </li></ul><ul><li>10-20% lead conversion rate </li></ul>
  55. Blog Content Measurement
  56. The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
  57. Case Study: The Free Web App
  58. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
  59. Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print / In-Person Content Marketing The Custom Publisher of the Future
  60. Thank You! Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com About Joe: www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe

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