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Why Publishing is theFuture of Marketing Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers
Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Co-author of Get Content Get Customers
(McGraw-Hill)
• Founder Junta42
What’s Junta42?• Vendor-finding service for brands in
need of content help.• Over 200 projects in last year.
Today’s Agenda• Why Content Marketing?
• Examples of what’s working
• Content Strategy in 8 Steps
How Did We Make Buying Decisions 15 Years Ago?
Traditional Marketing
Traditional Marketing Challenges
800-555-1234AnnoyingSalesperson
How Do We Make Buying Decisions Today?
Looking to Solve Problems
Who Cares?
Your Customer
Most Corporate Publishing
The Dark Side of Content
Over Six Million Opt-Ins
Best R&D Activity for P&G
Willitblend.com
http://www.youtube.com/watch_popup?v=qg1ckCkm8YI
Willitblend.com
200 Million+ Views700+% Revenue Growth
Millions in PressCoverage
HP
HP
90%of all salesfrom online
content
Gilbane, 2009
Whole Foods – the Whole Story• 1600+ pages
• 12,000 InboundLinks
• 1.5 MillionTwitterFollowers
• 150k+ FacebookFans
• Articles, posts, recipes, videos contributed by over 20 employees
Listen and Publish to make impact here…
Case Study Comparison
Bought by Adobe for $2B1999, 1200 Employees
Small Startup2006, Under 100 Employees
Hubspot’s Content Factory
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
Content Makes You Interesting
Over 2,000 CustomersIn Two Years
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
Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
Content StrategyIn
Eight Steps
#1 The Marketing Goal
One Year from Now, What’s Different?
#2 Know the Informational Needs
Think of customers like readers. What do they need to know to be successful? What are their
pain points?
Listen First!
www.google.com/alerts
Twitter Search (search.twitter.com)
Leveraging Tweetdeck
#3 The Secret Sauce
Your Knowledge
Their Needs
Secret Sauce Matrix
Expertise or Want to Be Expert
Customers’ Informational Needs
#4 Where is the Content?
1. What are you doing? What’s working?
2. Find Content Happening and Publish it!
Expand the Reach of Presentations
#5 Where Are Your Customers?• Target the top 10 – 15 blogs in Your Niche
• Read and Get Active…start commenting
#5 Where Are Your Customers?• LinkedIn Groups
• Yahoo! / LinkedIn Answers
• Google Groups
• Niche Online Communities (Ning?)
• Twitter/Facebook
• StumbleUpon
• BusinessWeek Xchange
#6 Choose the Tactics
1. Use the Three and Three method!
Sample Three and Three…
Blog
Videos Presentations
Guest Influencers
Sample Three and Three…
White Papers
Audio Version Testimonials
Research
#6 Choose the Tactics
1. Use the Three and Three method!
2. Blog may be most important
3. Start leveraging news releases now
The Online News Release
#7 Develop the Content Calendar
#8 Execute back to Objective1. Most important – consistency
(the Content Promise)2. Focus on what you do well,
outsource the rest (multi-tasking makes you stupid)
3. It will never be perfect…evolve with feedback and experimentation.
The Motivational Conclusion
What if?• What if your customers saw your
company as the industry thought leader?
What if?• What if they signed up for your
enewsletters and other marketing because they felt you could positively affect their lives?
What if?• What if your customers spread your
content to prospects for you - essentially becoming your marketing distribution arm?
Go out and answer What If?
ContentPlaybook.com
Joe [email protected](216) 941-5842
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe
Thank You!