becoming the media - using content marketing to launch your startup
DESCRIPTION
This is a presentation that Joe Pulizzi gave at USC - Marshall School of Business to Alan Weiss' class on Internet Marketing. In it, Joe discusses why all companies need to be media companies today, and how you can launch a small startup with minimal capital based on understanding your audience and using online content strategy and marketing.TRANSCRIPT
Joe Pulizzi, Founder, Junta42USC – Marshall School of Business
February 5, 2009
Quick Agenda
My journey We are all publishers Listen and succeed Building a media company that
isn’t a media company Five things I would do again Things I would do over
Let’s Talk about You First
Facebook? MySpace? Blogs? Twitter? Started an online business? What else?
2007
2007
2009
Marketing in the past…
Create brand awareness
Targeted mass media
Interrupt and repeat
Marketing now and the future…
Create behavior change
Conversational media
Communicate directly
You Have Two Choices
Give your customers relevant, compelling information
or
Show them a good time…
You Don’t Have to Be a Media Company to Be a Media
Company Content, if good, will be accepted.
NO TECHNOLOGY BARRIERS.
Reach/Circulation no longer an issue.
Extra bonus for transparency and immediate communication (most publishers are not good at this).
You Need to Be like Media CompanyOrganizations are now beginning to understand that, along with the products and services that they offer, one of their core products is
information.
If not the most important one…
Today’s Business Models = Content Marketing
The art of understanding what your customers need to know
and delivering it to them in a
compelling way.
From the Experts
Almost every one of the leading online marketing thought leaders today stress the importance of content marketing.
Seth Godin: “Content Marketing is the only marketing left.”
Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”
David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”
Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.”
Seth Godin: “Content Marketing is the only marketing left.”
Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”
David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”
Seth Godin: “Content Marketing is the only marketing left.”
Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”
Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.”
David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”
Seth Godin: “Content Marketing is the only marketing left.”
Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”
Where is Content Marketing Going?
Junta42 / BtoB Magazine Study
2008&
CPC/ContentWise 08
Content Marketing represents27 - 30% of B-to-B and
Consumer MarketingBudgets
Where is Content Marketing Going?
Junta42 / BtoB Magazine Study
2008&
CPC/ContentWise 08
Content Marketing represents27 - 30% of B-to-B and
Consumer MarketingBudgets
56%
Storytellers Have the Advantage
www.google.com/alerts
Launching a Business with a dollar and determination.
THINGS I WOULDDO AGAIN
Go Niche!(smaller the better)
UnderstandWhere the Money Will
Come From
Custom ContentProviders
MarketingProfessionals
ServiceProviders(to CPers)
Create Lots of Content & Market
through Multiple Channels
Follow and Comment on Top 10 – 20 Blogs where Your Customers Are At.
Social Networking
Answer Questions
Copy a Model from another Industry
Borrow Credibility from Key Partners
Three Things I Wish I Did Differently
O N E
Better Understanding of Technology
T W OStarted my blog before I left
my job.
T H R E EFocus on multiple revenue
streams from the beginning.
Follow the streams…
Be the TrustedResource through Content
Everywhere
You Are the Publisher1.A Blog2.White Paper Series3.eBooks 4.Case Studies5.Vertical Search6.Content
Microsites/Portals7.Online Quizzes8.Digital Magazines9.Community Forums10.eNewsletters11.Variable
eNewsletters
12.eZines13.Podcasts14.Audio Books15.Vodcasts16.Video Portals 17.Website RSS Feeds18.Social Networking
Sites19.Webcasts/Webinars20.Virtual Trade Shows21.Online Games22.Content Widgets
Joe PulizziEmail: [email protected]: 216-941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com/
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoeStumbleUpon: juntajoeJunta42: juntajoe
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