content marketing revolution: 10 reasons why your content isn't working

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The Content Marketing Revolution

Becoming THE ExpertIn Your Industry

Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers

About Joe Pulizzi (@juntajoe)

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Publishing:

• Publishing is the process of production and dissemination of information – the activity of making information available for public view.

http://en.wikipedia.org/wiki/Publisher

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Former Barriers to Entry

• Content Acceptance

• Talent

• Technology

• Databases

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The Difference?Marketers Publishers

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The Difference?Marketers Publishers

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Content Marketing

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Marketers as Publishers

Owning the media, not Renting the media

Attract and/or retain customers by creating /curating valuable and compelling content on a

consistent basis to maintain or change a behavior.

Content Marketing is…

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Content StrategyBefore

Social MediaStrategy

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Are Increasing Are Increasing Content Marketing BudgetContent Marketing Budget$$

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• http://www.youtube.com/user/CMI42#p/u/7/Q5Tt5JSRsOc

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10REASONS

YOUR CONTENTISN’T WORKING

AND HOW TO FIX IT

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GOALS Lack of Content

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The Goal of Content?

• 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

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The Goal of Content?

• 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

Prioritizeand

Choose

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ObjectiveConvert Porsche and other sports cars to Corvette Buyers!

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EVERYTHING Your Content is about

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THE World’s Leading Expert

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Get SUPER NICHE• Pets

• Issues pertaining to pet owners who like to travel with their dogs.

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Get SUPER NICHE

• Pets

• Issues pertaining to pet owners who like to travel with their dogs.

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YOU YOU YOUYour Content is about

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Engaging with Content

73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.

61% are more likely to buy.

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2 CHOICES:2 CHOICES:

OROR

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FIND Customers’ Pain Points

KEYWORDANALYSIS

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GOOD ENOUGH Good Enough is NOT

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Your Content Competition

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STAND FOR? What does your content

UNIQUE CONTENT W/ A POV

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Grew Business fromFIVE TO 70 MILLION

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IT’S NOT WHAT YOU SELL (Wine)

IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)

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CATEGORY Create Your Own

The Timeout Experience –

“Giving people what they really didn’t know they wanted.”

- Abe Peck, Medill School of Journalism

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CALENDARLack of a Content

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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)

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EMPLOYEESNot Leveraging Your

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Average 24 posts per week/90%

participation.

850% increase in site visitors in last 18

months.

8,500 enewsletter subscribers with 25%

open rate.

Over 1,000 published blogs, articles,

videos and podcasts.

More Closed Business, Shorter Sales Cycles

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ENGAGE IN CONTENTThat People Will Magically

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Target the top 10 – 15 blogs or websites in your niche

Read and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert

Where are your customers

HANGING OUT?

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• Over 100 blogs, Over 100 Webinars

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Online is NOT ENOUGHBEST off-line content

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OWNERYour Content Has NO

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Jenny CisneyChief Blogger/Sr. Social Media

• 3 Blogs (Thousand Words, Plugged In, Grow Your Biz).

• 17 Twitter Accounts

• Kodak Community Exchange

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The content marketing team….

More typically roles within your existing team…

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EXPERIENCEYou Don’t Have Content

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What to do?

• Hire or freelance a journalist?

• Hire a content agency?

• Search out your internal content producers.

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SUPPORTYou Don’t Have Internal

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300% Less Chance of Success

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“Content Marketing is like using a new muscle.

Marketers need to keep it in shape.”

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THE LAST SLIDE:THINKING LIKE A PUBLISHER

• What does your audience really need to know? (pain points)

• Share awesome stuff (the best in your industry).

• It’s almost never about you (your story needs to be about your customers).

• Who’s your Chief Content Officer?

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Joe Pulizzijoe@junta42.com • @juntajoe on Twitter

Thank You/Q&A

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