content marketing revolution: 10 reasons why your content isn't working
Post on 15-Sep-2014
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A presentation given at the University of Toledo on content marketing by Joe Pulizzi from the content marketing institute. Covers 10 reasons why many businesses fail with content marketing and includes some new research from the Content Marketing Institute.TRANSCRIPT
@juntajoe
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
@juntajoe Shutterstock
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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 [email protected] • @juntajoe on Twitter
Thank You/Q&A
http://bit.ly/cmplaybook
http://bit.ly/CMIPRO