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You are a publisher so start acting like one

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Melissa Pressley

Everyone is in the publishing business now. This presentation discusses what content marketing is about and steps on how to start acting like a publisher when writing content.

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You Are A Publisher So Start Acting Like One! Presented by Melissa Pressley, Business Journal Content Marketing
What Is Content Marketing? (Hint: It’s not new!)
What Is New… The Means of Distribution The Internet Lets You… •Become a Publisher •Create “Word of Mouth” Marketing •Share Your Expertise and Experience •Interact With Customers
Content MarketingThe Basics • Don’t Sell, Share What You Know • Answer the Questions Asked by Customers • The People at Google are Smarter Than You!
Content Marketing vs. Interruption Marketing Question: How Do You Build a Brand?
The Importance of a Brand Monthly U.S. Google Searches •McDonald’s-4,090,000 •Hamburger-1,220,000
Two Questions You know this question… •If a tree falls in a forest and no one is around to hear it, does it make a sound? Ask yourself this… •If content is on your website and no one sees it, does it really exist?
Your website
Marcus Sheridan Owner of River Pools and Spas in Warsaw, Va.
Mark Johnson Custom Homes
“I’m happy to report that our leads over last year 2012 vs. 2011 actually tripled.” Steve Janz, VP of Marketing & Business Development
My Message: It’s Time To Start Acting Like A Publisher That means: •Know who your audience and give them what they want to read, watch, and engage them. •Know where your audience is reading, watching and engaging. •Create great content AND delivering business results in the form of more customers, revenue and marketing efficiency. •Editorial Calendar and Deadlines. Have a plan and implement it. Treat content like an asset that needs to be managed. •Create a brand newsroom, content team, publishing group. Whatever you call it, these need to be people with the skills to create great content that moves through the social web and is free of brand promotion. •Measure and track results. Change when needed. ROI •Types of Content: Consider news, entertainment, and emotional storytelling
Content Marketing’s Challenges • Unlimited possibilities can lead to doing nothing • Does your company have the people to do it? • Do your people have the time? • Does it get done?

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You are a publisher so start acting like one

  • 1. You Are A Publisher So Start Acting Like One! Presented by Melissa Pressley, Business Journal Content Marketing
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  • 6. What Is New… The Means of Distribution The Internet Lets You… •Become a Publisher •Create “Word of Mouth” Marketing •Share Your Expertise and Experience •Interact With Customers
  • 7. Content MarketingThe Basics • Don’t Sell, Share What You Know • Answer the Questions Asked by Customers • The People at Google are Smarter Than You!
  • 9. The Importance of a Brand Monthly U.S. Google Searches •McDonald’s-4,090,000 •Hamburger-1,220,000
  • 10. Two Questions You know this question… •If a tree falls in a forest and no one is around to hear it, does it make a sound? Ask yourself this… •If content is on your website and no one sees it, does it really exist?
  • 12. Marcus Sheridan Owner of River Pools and Spas in Warsaw, Va.
  • 14. “I’m happy to report that our leads over last year 2012 vs. 2011 actually tripled.” Steve Janz, VP of Marketing & Business Development
  • 15. My Message: It’s Time To Start Acting Like A Publisher That means: •Know who your audience and give them what they want to read, watch, and engage them. •Know where your audience is reading, watching and engaging. •Create great content AND delivering business results in the form of more customers, revenue and marketing efficiency. •Editorial Calendar and Deadlines. Have a plan and implement it. Treat content like an asset that needs to be managed. •Create a brand newsroom, content team, publishing group. Whatever you call it, these need to be people with the skills to create great content that moves through the social web and is free of brand promotion. •Measure and track results. Change when needed. ROI •Types of Content: Consider news, entertainment, and emotional storytelling
  • 16. Content Marketing’s Challenges • Unlimited possibilities can lead to doing nothing • Does your company have the people to do it? • Do your people have the time? • Does it get done?