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TRANSCRIPT
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Why Publishing is theFuture of Marketing Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers
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Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Co-author of Get Content Get Customers
(McGraw-Hill)
• Founder Junta42
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What’s Junta42?• Vendor-finding service for brands in
need of content help.• Over 200 projects in last year.
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Today’s Agenda• Why Content Marketing?
• Examples of what’s working
• Content Strategy in 8 Steps
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How Did We Make Buying Decisions 15 Years Ago?
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Traditional Marketing
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Traditional Marketing Challenges
800-555-1234AnnoyingSalesperson
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How Do We Make Buying Decisions Today?
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Looking to Solve Problems
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Who Cares?
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Your Customer
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Most Corporate Publishing
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The Dark Side of Content
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Over Six Million Opt-Ins
Best R&D Activity for P&G
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Willitblend.com
http://www.youtube.com/watch_popup?v=qg1ckCkm8YI
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Willitblend.com
200 Million+ Views700+% Revenue Growth
Millions in PressCoverage
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HP
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HP
90%of all salesfrom online
content
Gilbane, 2009
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Whole Foods – the Whole Story• 1600+ pages
• 12,000 InboundLinks
• 1.5 MillionTwitterFollowers
• 150k+ FacebookFans
• Articles, posts, recipes, videos contributed by over 20 employees
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Listen and Publish to make impact here…
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Case Study Comparison
Bought by Adobe for $2B1999, 1200 Employees
Small Startup2006, Under 100 Employees
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Hubspot’s Content Factory
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
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Content Makes You Interesting
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Over 2,000 CustomersIn Two Years
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Create More Highways w/Content
• SEO (people link to great content)– More Visitors
– More Google Juice
• Social Media (people share great content)– Word-of-Mouse
– Develop Real Relationships
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Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
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Content StrategyIn
Eight Steps
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#1 The Marketing Goal
One Year from Now, What’s Different?
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#2 Know the Informational Needs
Think of customers like readers. What do they need to know to be successful? What are their
pain points?
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Listen First!
www.google.com/alerts
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Twitter Search (search.twitter.com)
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Leveraging Tweetdeck
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#3 The Secret Sauce
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Your Knowledge
Their Needs
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Secret Sauce Matrix
Expertise or Want to Be Expert
Customers’ Informational Needs
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#4 Where is the Content?
1. What are you doing? What’s working?
2. Find Content Happening and Publish it!
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Expand the Reach of Presentations
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#5 Where Are Your Customers?• Target the top 10 – 15 blogs in Your Niche
• Read and Get Active…start commenting
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#5 Where Are Your Customers?• LinkedIn Groups
• Yahoo! / LinkedIn Answers
• Google Groups
• Niche Online Communities (Ning?)
• Twitter/Facebook
• StumbleUpon
• BusinessWeek Xchange
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#6 Choose the Tactics
1. Use the Three and Three method!
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Sample Three and Three…
Blog
Videos Presentations
Guest Influencers
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Sample Three and Three…
White Papers
Audio Version Testimonials
Research
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#6 Choose the Tactics
1. Use the Three and Three method!
2. Blog may be most important
3. Start leveraging news releases now
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The Online News Release
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#7 Develop the Content Calendar
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#8 Execute back to Objective1. Most important – consistency
(the Content Promise)2. Focus on what you do well,
outsource the rest (multi-tasking makes you stupid)
3. It will never be perfect…evolve with feedback and experimentation.
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The Motivational Conclusion
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What if?• What if your customers saw your
company as the industry thought leader?
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What if?• What if they signed up for your
enewsletters and other marketing because they felt you could positively affect their lives?
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What if?• What if your customers spread your
content to prospects for you - essentially becoming your marketing distribution arm?
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Go out and answer What If?
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ContentPlaybook.com
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Joe [email protected](216) 941-5842
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe
Thank You!