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The Content Revolution: Content Strategies for Book Marketers

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Digital Book Marketing Summit presentation from Joe Pulizzi from the Content Marketing Institute on how to use content marketing strategies to be found and grow your book or platform sales.

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The Content Revolution: Content Strategies for Book Marketers

  1. The Content Revolution Take the Information Lead in Your Industry and Sell Whatever You Want Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute Co-Author, Get Content Get Customers and Managing Content Marketing
  2. <ul><li>To help transform marketers into publishers. </li></ul><ul><li>Less renting, more owning. </li></ul>EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH
  3. Today’s Agenda <ul><li>The Latest Research on What’s Happening in Content Marketing </li></ul><ul><li>Real-World Content Examples and Tips to be Discovered </li></ul><ul><li>From $0 to Multi-Million in Sales </li></ul><ul><li>Q&A </li></ul>
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  8. Publishing <ul><li>Publishing  is the the activity of making information available for public view. </li></ul><ul><li>The stakes have been raised. </li></ul>http://en.wikipedia.org/wiki/Publisher
  9. Barriers to Entry are Gone <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul>
  10. Searching for Information Google/ZeroMomentofTruth.com
  11. Content Marketing
  12. <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. </li></ul>Content Marketing is…
  13. The Difference? Marketers Publishers/Media
  14. The Difference? Marketers Publishers/Media
  15. Search Engine Optimization Lead Generation Social Media STORYTELLING
  16.  
  17. Easier…yet Harder
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  23. 60%
  24. Shutterstock
  25. Shutterstock
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  27. Real-World Examples and Ideas of Content Marketing in Action
  28. The Niche Content Mission & Platform
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  32. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
  33. <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
  34. Define the Term and Flood with Great Content
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  39. 10 to 1 content…reimagine
  40. Story Concept <ul><li>Main Deliverable </li></ul><ul><li>Possible Ways to Break it Up – “10 to 1” </li></ul><ul><li>Think “before” and “after” – What can the content become? </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Keyword Focus </li></ul></ul><ul><ul><li>Action </li></ul></ul>
  41. Pre-Activation Distribution Re-Imagine
  42. Pre-Activation Distribution Re-Imagine
  43. Pre-Activation Distribution Re-Imagine Google is Changing Everything (SOCIAL)
  44.  
  45. <ul><li>Author Presentations </li></ul><ul><li>Book Teasers </li></ul><ul><li>Series of Chapters </li></ul><ul><li>Contributor Spotlights </li></ul><ul><li>Embed Links </li></ul>
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  47. Dominating a Category with Content Marketing and Social Media
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  49. FINDING Customers’ Pain Points KEYWORD ANALYSIS
  50. Google External Tool
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  52. Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
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  55. Content for Key Questions
  56. <ul><li>Over 200 blogs, Over 150 Webinars </li></ul>
  57. The Book
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  60. Social Media 4-1-1
  61. #hashtag
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  69. THE LAST SLIDE THINKING LIKE A PUBLISHER <ul><li>Whatever you want to sell, books or events or anything else: </li></ul><ul><ul><li>Choose a niche you can become the leading expert in the world at. </li></ul></ul><ul><ul><li>Develop AND share the best multi-channel content on the planet. </li></ul></ul><ul><ul><li>Remove YOU from the story as much as possible…it will travel farther. </li></ul></ul>
  70. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>Q&A September 4 – 6, 2012 – Columbus, Ohio CODE “JUNTAJOE” TO SAVE $100

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