custom publisher to content agency
DESCRIPTION
Presentation on the evolution of the custom publisher, moving from a core of print publishing, to a all-purpose content agency with specialization on listening and content marketing.TRANSCRIPT
The New Custom Publisher
Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers
Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Founder Junta42
• Co-author of Get Content Get Customers
(McGraw-Hill)
What’s Junta42?
• Vendor-finding service for brands in need of content help.
• Over 200 projects in last year.
Outsourcing Options – 1999
Corporate Editorial Content
Internal Resources
Random Marketing Services/Freelancers
Custom Publisher
The Perfect Storm of Content
Search Engine Optimization
LeadGeneration
Social Media
The Fight for Content
Interactive Services
Web Content Strategy
Social Media
Search Engine
Optimization
Direct Marketing
Public Relations
Traditional Media
Advertising Agencies
Custom Publishers
Content
2009 – A Custom Publisher Search
Fortune 1000 Brand
(Content Audit/Strategy, Print/WebProgram, Traditional/Social Distribution)
• Custom Publisher• Online Direct Marketing Agency• Media Company with Custom Division• Web Content Strategy Organization• SEO/Social Media Services Company
Custom Publishing – Old Model
• Create glossy custom magazine
• Mail magazine to targeted list of customers, or ship to distribution spots (retail)
• Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website
• Repeat process every three monthsMeasure through Surveys
Search EngineOptimization
Video / Webinars / Webcasts
Sharable / Gated
Content
Social Media / Blogs Apps /
Branded Software
Mobile
Listening /Reputation
Management
Online Analytics / Measuring
Web Content Strategy
Targeted Print/In-Person
ContentMarketing
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
Forrester Research
Your Customer
Putting on the Publishing Hat
Warning!
• Programs
• Products
• Services
• Company Promotions/Changes
• Investor Updates
We Like to Talk about Ourselves
How Most of Your Content is Developed
Who Cares?
Forrester Research
They are not looking for you…
Most Corporate Publishing
Your Real Competitors
Everyone is a Publisher Today• Like it or not, everyone is a publisher, and you
need to understand what that means.
• Look at your marketing activities…starting to feel a lot more like publishing.
Magazines
Newsletters
The Publisher Mindset
Organizations are just 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…
Just 30% of Budgets Go to Content
Telling the Story
Renting the Message
Still trying to interrupt…
Look at me…
The Dark Side of Content
What Content Marketing is all about…
Deliver valuable, relevant and compelling content to your
customers on a consistent basis.
…to maintain or change a behavior.
What Content Marketing is all about…
Deliver valuable, relevant and compelling content to your
customers on a consistent basis.
Content Marketing
Custom Publishing
Branded ContentContent Strategy
Customer Media Information Marketing
Custom Media
Willitblend.com
In order to make impact here…
We need to tell compelling stories…
A Blog
White Paper Series
eBooks
Case Studies
Print Custom Magazine
Custom Event
Online Quizzes
Digital Magazines
Community Forums
eNewsletters
Twitter Channel
eZines
Podcasts
Audio Books
Vodcasts
Video Portals
A Print Book
SlideShare Channel
Webcasts/Webinars
Virtual Trade Shows
Bought by Adobe for $2B
Small Startup
Hubspot’s Content Factory
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
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
Content Makes You Interesting
Case Study: Video
Two videos with over 30,000 views
One attracted 43 blog articles in 2 weeks
Case Study: Blog
• Top 3 source of leads
• 7-10% visit company website
• 10-20% lead conversion rate
Blog Content Measurement
The Ultimate Measurement
Visitors Leads Customers
SEO 5,289 754 12
Social Media 834 72 3
YouTube 511 28 1
Visitors from Social Media
Case Study: The Free Web App
Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
Search EngineOptimization
Video / Webinars / Webcasts
Sharable / Gated Content
Social Media / Blogs Apps /
Branded Software
Mobile
Listening /Reputation
Management
Online Analytics / Measuring
Web Content Strategy
Targeted Print / In-Person
ContentMarketing
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