attracting customers with web content - online content marketing
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Online Content MarketingAttracting Customers with Web Content
Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers
Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Co-author of Get Content Get Customers
(McGraw-Hill)
• Founder Junta42
What’s Junta42?
• Vendor-finding service for brands in need of content help.
• Over 200 projects in last year.
How Did We Make Buying Decisions 15 Years Ago?
Traditional Marketing
Traditional Marketing Challenges
800-555-1234AnnoyingSalesperson
How Do We Make Buying Decisions Today?
Buying Decisions Today
Looking to Solve Problems
Who Cares?
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+ Views700+% Revenue Growth
Millions in PressCoverage
HP
HP
90%of all salesfrom online
content
Gilbane, 2009
Whole Foods – the Whole Story
• 1600+ pages
• 12,000 InboundLinks
• 1.5 MillionTwitterFollowers
• 150k+ FacebookFans
• Articles, posts, recipes, videos contributed by over 20 employees
Listen and Publish to make impact here…
Case Study Comparison
Bought by Adobe for $2B1999, 1200 Employees
Small Startup2006, Under 100 Employees
Hubspot’s Content Factory
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
Content Makes You Interesting
Over 2,000 CustomersIn Two Years
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
Website
Blog
Community
VideoChannel
Articles
Customers?
Website
Blog
Community
VideoChannel
Articles
Website
Blog
Community
VideoChannel
Articles
Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
The Motivational Conclusion
What if?
• What if your customers saw your company as the industry thought leader?
What if?• What if they signed up for your
enewsletters and other marketing because they felt you could positively affect their lives?
What if?• What if your customers spread your
content to prospects for you - essentially becoming your marketing distribution arm?
Go out and answer What If?
ContentPlaybook.com
Thank You!
Joe Pulizzijoe@junta42.com(216) 941-5842Site: www.junta42.comAbout Joe: www.joepulizzi.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe
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