The document discusses content marketing and how it is important for engaging customers and driving traffic. It outlines that over 90% of business purchases begin online, so content marketing allows companies to publish useful information for customers and build trust. The agenda includes discussing why content is important, content marketing strategies, using personas to understand customers, and case studies. It provides tips like selecting a publisher and focusing content on answering customers' next questions.

1. Content that Drives Traffic, Engages and Converts

2. Right Content. Right Response. Keep your arms and legs inside the ride at all times. Ask questions at any time using your GoToWebinar Chat area at the bottom right of your screen.

3. Presenting Joe Pulizzi Joel Granoff Brian Massey

4. Today’s Agenda The Presenters Marketing today Why content is more important than ever What is Content Marketing ? Implement your content marketing strategy Personas: Meet your visitors Case Studies Take Aways Your Questions

5. It’s almost impossible to communicate anything to anybody. Irv Gross, Institute for the Study of Business Markets

6. Reality Check

7. Think About This… Daily diary : 100 Billion SPAM emails 700 million direct mail pieces 3,000+ messages per person U.S. only. Source: Hunter Business Group, LLC

8. Think About This… the last thing ‘they’ want is to hear from you, me...any of us.

9. HERE THERE

10. Challenge: Our customers NEED content to help make smarter buying decisions and solve problems…even if they are not aware of it.

11. One chance! Trust is on the line. http://www.flickr.com/photos/tuinkabouter/ Small Window

12. Trust through Information In order for your prospective buyer to try or buy your service, you FIRST need their trust. Information must be relevant, compelling and consistent!

13. What is Content Marketing? Instead of starting with product messages, a company devotes resources to creating information that fulfills customer needs. The art of understanding what your customers need to know, and delivering it to them in a compelling way. Think Like a Publisher! Today’s marketing forces businesses to think more like publishers delivering an editorial product.

14. Why Is This SO Important? Over 90% of Business Purchases Begin Online – Forrester (2007)

15. Your Opportunity Buyers today want great content, but aren’t as concerned about where it comes from OPPORTUNITY! Technology is cheap and easy. Barriers to enter the publishing world for corporations are non-existent. Bye, Bye Middleman!

16. Buyers Now Solve Problems… Google searches. Online portals and news sites. Listening to bloggers’ advice and opinions. Word-of-mouth & “Word-of-mouse” (online groups and connections). Direct to company websites.

17. Persona Profiles “ Your business has only 3 or 4 customers living at thousands of different addresses.” Roy H. Williams

18. Generational Boomer/Silent Generation X Millennial TV Email Social Media

19. Decision Mode Methodical Competitive Humanist Spontaneous Logical Emotional Quick Decisions Slow Decisions

20. Information What are the specific pieces of information that a visitor needs to feel comfortable taking action?

21. Content Effectiveness With each communication, offer content that answers the next question. Source: MarketingProfs Research Insights B2B Sales Lead Generation: Integration of Web 1.0 and Web 2.0 Media

27. Marketing is Publishing

28. Select someone to be your publisher or managing editor. Be the Media . Start with the reader. Be clear about what they are trying to accomplish. Profile , in writing, the most important visitors to your Web site… not just the demographics. Evaluate every communication: are we providing pointers to the next piece of information they need? Next Steps

29. The greatest danger in communication is the illusion that it’s happened. George Bernard Shaw

30. Joe Pulizzi Joel Granoff Continue the Conversation Brian Massey Email: joe@junta42.com Phone: 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 StumbleUpon: juntajoe Junta42: juntajoe Email: joel@begreeted.com Phone: 800.587.2312 x210 Site: www.begreeted.com Blog: “Chatalytics” http://www.begreeted.com/lead-generation-resources/ Ways to Connect: LinkedIn: Joel Granoff StumbleUpon: JoelGranoff Junta42: jsgran Email: brian@conversci.com Phone: 512.961.6604 Site: www.customerchaos.com Ways to Connect: LinkedIn: Brian Massey Facebook: bmassey Twitter: bmassey Junta42: bmassey

31. Miscellaneous Resources Waiting for Your Cat to Bark? by Jeffrey and Bryan Eisenberg