Three Things NOW! - Content Marketing, Listening and Social Media

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Presentation by Joe Pulizzi given at Esource 2009 Utility Marketing Conference. Pulizzi presented the shift from traditional marketing into three key areas - content marketing, listening, and the combination of social media and relevant content distribution.

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Three Things NOW! - Content Marketing, Listening and Social Media

  1. Joe Pulizzi, Junta42 Esource Utility Marketing Conference Three Things NOW! Content Marketing, Listening and Social Media
  2. Hi! I’m Joe Pulizzi (@juntajoe) • Evangelist, speaker, author for content marketing – why marketers need to be publishers. • Founder and Chief Content Officer for Junta42 • Co-author of Get Content Get Customers (McGraw-Hill) • Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company
  3. Let’s Start Off with Some Questions for You
  4. Information Evolution CBS Fast Draw
  5. Information Evolution CBS Fast Draw
  6. Information Evolution CBS Fast Draw
  7. Buyers Used to Solve Problems… • Talking to Company Sales Reps • Distributors/Resellers • Product Literature • Seeing Ads in Magazines
  8. Educated Buyers Now Solve Problems… • Google searches. • Online portals and news sites. • Listening to bloggers’ advice and opinions. • Word-of-mouth & “Word-of-mouse” • Direct to company websites.
  9. Forrester Research
  10. #1 Understand that Marketing is Now about Publishing or CONTENT MARKETING
  11. Marketer or Publisher?
  12. Everyone is a Publisher Today • Like it or not, everyone is a publisher, and you need to understand what that means. • Look at your marketing activities…starting to feel a lot more like publishing. Magazines Newsletters
  13. You Are the Publisher 1. A Blog 2. White Paper Series 3. eBooks 4. Case Studies 5. Vertical Search 6. Content Microsites/Portals 7. Online Quizzes 8. Digital Magazines 9. Community Forums 10.eNewsletters 11.Variable eNewsletters 12. eZines 13. Podcasts 14. Audio Books 15. Vodcasts 16. Video Portals 17. Website RSS Feeds 18. Social Networking Sites 19. Webcasts/Webinars 20. Virtual Trade Shows 21. Online Games 22. Content Widgets
  14. What this is all about… The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior. Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media
  15. Journalism + Marketing = content marketing
  16. Giving Away the “Secret Sauce”
  17. How to Create Engagement • Give your customers relevant, compelling information or • Give them a good time…
  18. What this is all about… The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior. This is BEST accomplished through PUBLISHING, not Marketing
  19. The Big Shift While all this was happening, we went from… A provider of natural gas and energy-related products and services
  20. The Big Shift To… The trusted, expert resource for all things energy!
  21. The Publisher Mindset Organizations are just now beginning to understand that, along with the products and services that they offer, one of their core products is information. If not the most important one…
  22. It’s Not about You! Provide relevant content that gives solutions to some of the toughest problems customers are facing.
  23. Your Ideas Spread! • Should be the core of your marketing campaign. • Position yourself as the trusted solutions provider for your industry and help people spread the word!
  24. You Don’t Have to Be a Media Company to Be a Media Company • Content, if good, will be accepted. • NO TECHNOLOGY BARRIERS. • Reach/Circulation no longer an issue. • Extra bonus for transparency and immediate communication (most publishers are not good at this).
  25. #2 Use online tools to listen!
  26. www.google.com/alerts
  27. www.google.com/alerts
  28. Twitter To Do’s • Never answer the question “What are you doing?” • Assign ownership • Be democratic • Be human
  29. Twitter To Do’s • Then…use it as a distribution mechanism.
  30. #3 The Importance of Social Media & Content
  31. Content Stages 1. Search Engine Optimization 2. Generating Qualified Leads 3. Being a Part of the Conversation
  32. Storytellers Have the Advantage
  33. Telling Relevant Stories 1. A Blog 2. White Paper Series 3. eBooks 4. Case Studies 5. Vertical Search 6. Content Microsites/Portals 7. Online Quizzes 8. Digital Magazines 9. Community Forums 10.eNewsletters 11.Variable eNewsletters 12. eZines 13. Podcasts 14. Audio Books 15. Vodcasts 16. Video Portals 17. Website RSS Feeds 18. Social Networking Sites 19. Webcasts/Webinars 20. Virtual Trade Shows 21. Online Games 22. Content Widgets
  34. Find your social channels…
  35. Content and Social Media • Understand who your customer is and where the pain points are. • Develop consistent, relevant content in multiple channels. • Let go of all control. Let your idea spread. • People share your ideas, link to your content. • Content is found through social media and search engines. • Customers start relying on you for your expertise (relationship!) • You are the trusted solutions provider in your industry.
  36. Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social NetworkVideos Music Website
  37. Why does content matter? • It tells your story. • It answers people’s questions. • It inspires and entertains. • It motivates. • It drives decision-making. • It manages expectations. • It brings your brand to life. • It builds – or breaks – trust.
  38. Why does content REALLY matter? • It’s what informs customer action … or INaction … both online and off Traditional Content and Social Media
  39. 1. Select someone to be your publisher, managing editor or journalist. Be the Media. 2. Who is your Chief Conversation Officer? 3. Evaluate every communication: are we providing pointers to the next piece of information they need? (The Content Audit) Next StepsNext Steps
  40. Thanks! Joe Pulizzi joe@junta42.com (216) 941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe

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