Demand Generation through Consistent Content Marketing


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Webinar slides from the Junta42/DemandGen Report presentation on developing a demand generation program through consistent content creation. Includes focus on developing content that is not about you or your products, how to find the "secret sauce" that positions you as a trusted solutions provider, and more.

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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :  
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  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • So, what do you have to do? Ask this question before, during and after the content creation process. "How can our business help their business be more successful?" While the “Strategic” component of your content relates directly to your business, the “Behavioral,” “Essential,” and “Targeted” components are all about your reader. Place your B.E.T.s Demographics : What generation are they a part of? How comfortable are they with technology? How are they used to getting information? What are their trust issues? Psychographics : Are they in a logical or emotional frame of mind? How much information do they need? What calls to action will spur interest? How immediate is their need? Their Story : Why are they coming to your at this particular time? What’s their motivation? What problem are they trying to solve? What pain are they trying to erradicate? Are they new or returning visitors? Your Offering : How will you guide them toward solving their problem?
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • Demand Generation through Consistent Content Marketing

    1. You are a Publisher! Consistent Content as Demand Generation Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
    2. Hi! I’m Joe Pulizzi (Twitter @juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Founder and Chief Content Officer for Junta42, the custom-content matchmaking service. </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Former Vice President at Penton Media, Inc. </li></ul>
    3. Most Content Revolves Around <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>
    4. How Most of Your Content is Developed
    6. <ul><li>Who Cares? </li></ul>
    8. Forrester Research
    9. Forrester Research They are not looking for you…
    10. 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
    11. Most Online Lead Generation <ul><li>Create the offer (campaign) </li></ul><ul><li>Push distribution through all channels (including paid) </li></ul><ul><li>Convert and gather lead information </li></ul><ul><li>Direct email or call by rep to qualify or convert </li></ul><ul><li>If they don’t respond, keep pestering them with emails </li></ul>
    12. The better way… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>… create ongoing opportunities around regular content for lead gen.
    13. The Online Lead Gen Mentality <ul><li>Steady Content Stream </li></ul><ul><li>Vs. </li></ul><ul><li>Short Burst Campaigns </li></ul>
    14. <ul><li>The Secret Sauce </li></ul>
    16. Your Knowledge Their Needs
    17. Start Thinking Like a Publisher <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
    18. Content that makes you interesting
    19. Content Marketing 1.0 Website Blog Community Video Channel Articles
    20. Website Blog Community Video Channel Articles
    22. Content 2.0 Website Blog Community Video Channel Articles
    23. Content 2.0 Website Blog Community Video Channel Articles
    25. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
    26. Lower Your Cost / Lead /ROI
    27. A Content Case Study
    28. Step 1: Define the Goals <ul><li>Position Junta42 as THE content marketing experts </li></ul><ul><li>Develop a content plan that maximizes social media and content spreading </li></ul><ul><li>Measure through </li></ul><ul><ul><li>Client signups </li></ul></ul><ul><ul><li>Consulting inquiries </li></ul></ul><ul><ul><li>Speaking inquiries </li></ul></ul><ul><ul><ul><li>Mentions (Twitter, FB, Press, Blogs) </li></ul></ul></ul><ul><ul><ul><li>Downloads </li></ul></ul></ul><ul><ul><ul><li>Engagement Time </li></ul></ul></ul><ul><ul><ul><li>Inbound Links </li></ul></ul></ul>
    31. Step 2: Determine Informational Needs <ul><li>LISTEN! </li></ul><ul><li>Monitor Twitter Search and Tweetdeck </li></ul><ul><li>Email survey to customers </li></ul><ul><li>Talk to customers via phone </li></ul>Love strategy, but really need tangible examples of how to use content marketing and sell up the organization
    32. Step 3: Determine the Content Plan/Mix <ul><li>Hybrid eBook </li></ul><ul><li>PDF and HTML pages </li></ul><ul><li>Integrate with Social Media </li></ul><ul><li>Tap into Blogger Relationships </li></ul><ul><li>Online News Release </li></ul><ul><li>Leverage Popular Junta42 blog </li></ul><ul><li>Promote on Junta42 Content Community/eNewsletter </li></ul><ul><li>Slideshare Upload ( </li></ul>
    33. Launched October 2, 2009
    36. News Release
    37. The Results (14 Business Days Later) <ul><ul><li>Client signups (6) </li></ul></ul><ul><ul><li>Consulting inquiries (8) </li></ul></ul><ul><ul><li>Speaking/Workshop inquiries (5) </li></ul></ul><ul><ul><ul><li>Mentions (Twitter[300], Press [3@$2000], Blogs [dozens]) </li></ul></ul></ul><ul><ul><ul><li>eNewsletter Signups – 100+ </li></ul></ul></ul><ul><ul><ul><li>White Paper/eBook Downloads - 300 </li></ul></ul></ul><ul><ul><ul><li>Downloads – 3500+ </li></ul></ul></ul><ul><ul><ul><li>Engagement Time – 3 to 5 minutes online </li></ul></ul></ul><ul><ul><ul><li>Inbound Links – over 100 to date </li></ul></ul></ul><ul><ul><li>ROI - Priceless </li></ul></ul>
    38. What if…Everything about Your Niche
    40. What if…a helpful Video Series
    41. What if…a Twitter Tips Channel
    42. What if…a Weekly Educational Update
    43. Slideshare – Your Preso on Steroids
    44. What if…Easy-to-use Free Web App
    45. What if…a Blog Your Customers Relied On
    46. What if…a helpful Video Series
    47. What if…The Helpful Listener - Tweetdeck
    48. The Last Slide <ul><li>Find Your Special Sauce to each customer segment! </li></ul><ul><li>Listen Everywhere </li></ul><ul><li>Yes, Content – but don’t force customers to come to you. Go to them! </li></ul><ul><li>Choose the tools that best help your story spread. </li></ul>
    49. Free White Paper on How to Be a Publisher! <ul><li> </li></ul>
    50. Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: About Joe: Blog: Book Site: Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe