attracting customers with web content - online content marketing

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Online Content Marketing Attracting Customers with Web Content Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers

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Presentation from Customer Media Congress 2009 from Joe Pulizzi about how to attract customers with relevant web content. Includes cases from WillitBlend.com, Homemadesimple.com and Hubspot. Also talks about how to leverage social media to find hard to reach prospects.

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Page 1: Attracting Customers with Web Content - Online Content Marketing

Online Content MarketingAttracting Customers with Web Content

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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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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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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Website

Blog

Community

VideoChannel

Articles

Customers?

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Website

Blog

Community

VideoChannel

Articles

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Website

Blog

Community

VideoChannel

Articles

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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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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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Thank You!

Joe [email protected](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