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Content Marketing Strategies Conference: Joe Puizzi 10 Ways You May Be Failing at Content Marketing
The document outlines ten common pitfalls in content marketing and provides solutions to improve effectiveness. It emphasizes the importance of having clear goals, niche content, unique perspectives, a consistent publishing schedule, and engaging internal employees. Additionally, it advocates for understanding customer pain points and establishing strong online and offline content strategies.
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Content Marketing Strategies Conference: Joe Puizzi 10 Ways You May Be Failing at Content Marketing
- 1. Content Marketing 10Ways You May Be Failing and How to Fix it Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers
- 2. Content Marketing AboutJoe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
- 3. Content Marketing AgendaWhat? Why? Who? 10 reasons why you might be failing at content marketing and how to fix them.
- 4. Are You a Publisher?
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- 11. Publishing: Publishing isthe process of production and dissemination of information – the activity of making information available for public view. http:// en.wikipedia.org /wiki/Publisher
- 12. Former Barriers toEntry Content Acceptance Talent Technology Databases
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- 14. The Difference? Marketers Publishers
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- 18. “ Content Marketing Is the Only Marketing Left” - Seth Godin
- 19. Yes, we areall PUBLISHERS…
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- 22. Search Engine Optimization Lead Generation Social Media STORYTELLING
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- 26. REASONS YOUR CONTENTSTINKS AND HOW TO FIX IT
- 27. GOALS TooMany Content #1
- 28. The Goal ofContent? Customer Retention Lead Generation Thought Leadership Lower Customer Service Costs Open New Markets Inspire Former Decision Makers Content to Pay for Itself Solve World Hunger Somebody Thought It would be Cool CEO Wants It
- 29. The Goal ofContent? Customer Retention Lead Generation Thought Leadership Lower Customer Service Costs Open New Markets Inspire Former Decision Makers Content to Pay for Itself Solve World Hunger Somebody Thought It would be Cool CEO Wants It Prioritize and Choose
- 30. Objective Convert Porscheand other sports cars to Corvette Buyers!
- 31.
- 32. CALL TO ACTIONThink first about your
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- 34. From Debbie WeilDownload our white paper Join us on Twitter, Facebook, LinkedIn, YouTube, etc. Ask us a question Download our e-book Sign up for our free webinar Request our toolkit Sign up for our e-newsletter Request a demo
- 35. EVERYTHING YourContent is about #2
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- 37. Get SUPER NICHEPets Issues pertaining to pet owners who like to travel with their dogs.
- 38. YOU YOU YOUYour Content is about #3
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- 40. Be the SolutionsProvider The TRUSTED EXPERT Give your customers relevant, compelling information and/or Show them a good time…
- 41. FIND Customers’ PainPoints KEYWORD ANALYSIS
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- 43. GOOD ENOUGH Good Enough is NOT #4
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- 45. Great Content MarketingUNIQUE USEFUL OR FUN WELL EXECUTED MATCHES THE MEDIA CHANNEL
- 46. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
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- 48. Grew Business fromFIVE TO 70 MILLION
- 49. IT’S NOT WHATYOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
- 50. CATEGORY CreateYour Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
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- 55. CALENDAR Lack ofa Content #5
- 56. 1-7-30-4-2-1 Plan 1=Daily(Twitter, Blog) 7=Weekly (eNewsletter) 30=Monthly (Webinar) 4=Quarterly (eBook, Magazine) 2=Bi-Annually (User Event) 1=Yearly (Large Research Project)
- 57. Podcasts (2) PrintArticle Digital Article Tweet Schedule Facebook Posts Blog Posts Guest Posts White Paper Case Study
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- 60. EMPLOYEES Not LeveragingYour #6
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- 64. Average 24 postsper week/90% participation. Over 30,000 visits in six months. 3,000 enewsletter subscribers with 25% open rate. Over 700 published blogs, articles, videos and podcasts.
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- 66. ENGAGE IN CONTENTThat People Will Magically #7
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- 68. Target the top10 – 15 blogs or websites in your niche Read and get active…start commenting Where else are your customers online? Be the LinkedIn/Yahoo! Answers expert Where are your customers HANGING OUT?
- 69.
- 70. Blog is NOTENOUGH BEST off-line content
- 71. OWNER Your ContentHas NO #8
- 72. Jenny Cisney ChiefBlogger/Sr. Social Media 3 Blogs (Thousand Words, Plugged In, Grow Your Biz). 17 Twitter Accounts Kodak Community Exchange
- 73. EXPERIENCE You Don’tHave Content #9
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- 75. What to do?Hire or freelance a journalist? Hire a content agency? Search out your internal content producers.
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- 77. SUPPORT You Don’tHave Internal #10
- 78. 300% LessChance of Success
- 79. How to Get“C”upport Read this (blatant pitch)……. Do the Competitor Test Easier to Show Savings over Revenue (Wasted Salesperson Time)
- 80. The PATH toPUBLISHER Specific Blogging Goals Your Blog is SUPER Niche Blog focuses on Customer Pain Points Blog content is among the BEST in the industry You stick to your publishing schedule Employees are a key part of your blog You build online relationships and great off-line content to spread your message. You have a Chief Content Officer You Insource or Outsource your content to experts You have C-Level support for content marketing and blog.
- 81. Joe Pulizzi [email_address] • @juntajoe on Twitter THANK YOU!
Editor's Notes
- #14 We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
- #28 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #33 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #36 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #39 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #40 Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
- #41 So, in order to be successful in social media, we have two choices (see above). Can anyone think of any others?
- #44 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #47 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #50 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #51 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #56 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #61 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #67 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #69 Identify where your customers are hanging out at…
- #72 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #74 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #78 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.