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Why Publishing is the Future of Marketing Joe Pulizzi Founder, Junta42 Co-Author,  Get Content Get Customers
Who’s Joe Pulizzi?  (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of...
What’s Junta42? <ul><li>Vendor-finding service for brands in need of content help. </li></ul><ul><li>Over 200 projects in ...
Today’s Agenda <ul><li>Why Content Marketing? </li></ul><ul><li>Examples of what’s working </li></ul><ul><li>Content Strat...
How Did We Make Buying Decisions 15 Years Ago?
Traditional Marketing
Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
How Do We Make Buying Decisions Today?
Buying Decisions Today
Looking to Solve Problems
 
<ul><li>Who Cares? </li></ul>
Your Customer
 
Most Corporate Publishing
The Dark Side of Content
 
 
 
Over Six Million Opt-Ins Best R&D Activity for P&G
Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI
Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage
HP
HP 90%of all sales from online content Gilbane, 2009
Whole Foods – the Whole Story <ul><li>1600+ pages </li></ul><ul><li>12,000 Inbound Links </li></ul><ul><li>1.5 Million Twi...
Listen and Publish to make impact here…
Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees
 
 
 
 
 
 
 
 
 
Hubspot’s Content Factory <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></...
 
Content Makes You Interesting
Over 2,000 Customers In Two Years
 
Create More Highways w/Content <ul><li>SEO (people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></...
 
Your Ideas Spread! <ul><li>The  trusted expert resource  everywhere your customers are! </li></ul>Social Media does not wo...
<ul><li>Content Strategy </li></ul><ul><li>In </li></ul><ul><li>Eight Steps </li></ul>
#1 The Marketing Goal <ul><li>One Year from Now, What’s Different? </li></ul>
#2 Know the Informational Needs <ul><li>Think of customers like readers. What do they need to know to be successful?  What...
Listen First! <ul><li>www.google.com/alerts </li></ul>
Twitter Search (search.twitter.com)
Leveraging Tweetdeck
#3 The Secret Sauce
Your Knowledge Their Needs
Secret Sauce Matrix <ul><li>Expertise or Want to Be Expert </li></ul>Customers’ Informational Needs
#4 Where is the Content? <ul><li>What are you doing? What’s working? </li></ul><ul><li>Find Content Happening and Publish ...
Expand the Reach of Presentations
#5 Where Are Your Customers? <ul><li>Target the top 10 – 15 blogs in Your Niche </li></ul><ul><li>Read and Get Active…star...
#5 Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google ...
#6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul>
Sample Three and Three… Blog Videos Presentations Guest Influencers
Sample Three and Three… White Papers Audio Version Testimonials Research
#6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul><ul><li>Blog may be most important </li></ul><ul><...
The Online News Release
#7 Develop the Content Calendar
#8 Execute back to Objective <ul><li>Most important – consistency (the Content Promise) </li></ul><ul><li>Focus on what yo...
The Motivational Conclusion
What if? <ul><li>What if your customers saw your company as the industry thought leader?  </li></ul>
What if? <ul><li>What if they signed up for your enewsletters and other marketing because they felt you could positively a...
What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing dis...
<ul><li>Go out and answer  What If? </li></ul>
ContentPlaybook.com
J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Th...
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Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

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Content marketing expert Joe Pulizzi reviews how marketers are indeed publishers today, and details eight steps to completing a content marketing strategy that works for both small and large brands. Case studies include P&G, Hubspot, BlendTec and more.

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Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

  1. Why Publishing is the Future of Marketing 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>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Founder Junta42 </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. Today’s Agenda <ul><li>Why Content Marketing? </li></ul><ul><li>Examples of what’s working </li></ul><ul><li>Content Strategy in 8 Steps </li></ul>
  5. How Did We Make Buying Decisions 15 Years Ago?
  6. Traditional Marketing
  7. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
  8. How Do We Make Buying Decisions Today?
  9. Buying Decisions Today
  10. Looking to Solve Problems
  11.  
  12. <ul><li>Who Cares? </li></ul>
  13. Your Customer
  14.  
  15. Most Corporate Publishing
  16. The Dark Side of Content
  17.  
  18.  
  19.  
  20. Over Six Million Opt-Ins Best R&D Activity for P&G
  21. Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI
  22. Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage
  23. HP
  24. HP 90%of all sales from online content Gilbane, 2009
  25. Whole Foods – the Whole Story <ul><li>1600+ pages </li></ul><ul><li>12,000 Inbound Links </li></ul><ul><li>1.5 Million Twitter Followers </li></ul><ul><li>150k+ Facebook Fans </li></ul><ul><li>Articles, posts, recipes, videos contributed by over 20 employees </li></ul>
  26. Listen and Publish to make impact here…
  27. Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees
  28.  
  29.  
  30.  
  31.  
  32.  
  33.  
  34.  
  35.  
  36.  
  37. 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>
  38.  
  39. Content Makes You Interesting
  40. Over 2,000 Customers In Two Years
  41.  
  42. 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>
  43.  
  44. Your Ideas Spread! <ul><li>The trusted expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy
  45. <ul><li>Content Strategy </li></ul><ul><li>In </li></ul><ul><li>Eight Steps </li></ul>
  46. #1 The Marketing Goal <ul><li>One Year from Now, What’s Different? </li></ul>
  47. #2 Know the Informational Needs <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
  48. Listen First! <ul><li>www.google.com/alerts </li></ul>
  49. Twitter Search (search.twitter.com)
  50. Leveraging Tweetdeck
  51. #3 The Secret Sauce
  52. Your Knowledge Their Needs
  53. Secret Sauce Matrix <ul><li>Expertise or Want to Be Expert </li></ul>Customers’ Informational Needs
  54. #4 Where is the Content? <ul><li>What are you doing? What’s working? </li></ul><ul><li>Find Content Happening and Publish it! </li></ul>
  55. Expand the Reach of Presentations
  56. #5 Where Are Your Customers? <ul><li>Target the top 10 – 15 blogs in Your Niche </li></ul><ul><li>Read and Get Active…start commenting </li></ul>
  57. #5 Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>
  58. #6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul>
  59. Sample Three and Three… Blog Videos Presentations Guest Influencers
  60. Sample Three and Three… White Papers Audio Version Testimonials Research
  61. #6 Choose the Tactics <ul><li>Use the Three and Three method! </li></ul><ul><li>Blog may be most important </li></ul><ul><li>Start leveraging news releases now </li></ul>
  62. The Online News Release
  63. #7 Develop the Content Calendar
  64. #8 Execute back to Objective <ul><li>Most important – consistency (the Content Promise) </li></ul><ul><li>Focus on what you do well, outsource the rest (multi-tasking makes you stupid) </li></ul><ul><li>It will never be perfect…evolve with feedback and experimentation. </li></ul>
  65. The Motivational Conclusion
  66. What if? <ul><li>What if your customers saw your company as the industry thought leader? </li></ul>
  67. What if? <ul><li>What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives? </li></ul>
  68. What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm? </li></ul>
  69. <ul><li>Go out and answer What If? </li></ul>
  70. ContentPlaybook.com
  71. J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!

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