demand generation through consistent content marketing
DESCRIPTION
Webinar slides from the Junta42/DemandGen Report presentation on developing a demand generation program through consistent content creation. Includes focus on developing content that is not about you or your products, how to find the "secret sauce" that positions you as a trusted solutions provider, and more.TRANSCRIPT
You are a Publisher!Consistent Content as Demand Generation
Joe PulizziCo-Author, Get Content Get CustomersFounder, Junta42
Hi! I’m Joe Pulizzi (Twitter @juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Founder and Chief Content Officer for Junta42, the custom-content matchmaking service.
• Co-author of Get Content Get Customers (McGraw-Hill)
• Former Vice President at Penton Media, Inc.
Most Content Revolves Around
• Programs
• Products
• Services
• Company Promotions/Changes
• Investor Updates
How Most of Your Content is Developed
Who Cares?
Forrester Research
Forrester Research
They are not looking for you…
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
Most Online Lead Generation
• Create the offer (campaign)
• Push distribution through all channels (including paid)
• Convert and gather lead information
• Direct email or call by rep to qualify or convert
• If they don’t respond, keep pestering them with emails
The better way…
Deliver valuable, relevant and compelling content to your customers
on a consistent basis.
…create ongoing opportunities around regular content for lead gen.
The Online Lead Gen Mentality
Steady Content Stream
Vs.
Short BurstCampaigns
The Secret Sauce
Your Knowledge
Their Needs
Start Thinking Like a Publisher
Think of customers like readers. What do they need to know to be successful? What are their pain points?
Content that makes you interesting
Content Marketing 1.0
WebsiteBlog
CommunityVideo
Channel
Articles
WebsiteBlog
CommunityVideo
Channel
Articles
Content 2.0
Website
Blog
Community
VideoChannel
Articles
Content 2.0
Website
Blog
Community
VideoChannel
Articles
Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
A Content Case Study
Step 1: Define the Goals
• Position Junta42 as THEcontent marketing experts
• Develop a content plan thatmaximizes social media and content spreading
• Measure through
– Client signups
– Consulting inquiries
– Speaking inquiries
• Mentions (Twitter, FB, Press, Blogs)
• Downloads
• Engagement Time
• Inbound Links
Step 2: Determine Informational Needs
• LISTEN!
• Monitor Twitter Searchand Tweetdeck
• Email survey to customers
• Talk to customers via phone
Love strategy, but really need tangible examples of how to use content marketing
and sell up the organization
Step 3: Determine the Content Plan/Mix
• Hybrid eBook
• PDF and HTML pages
• Integrate with Social Media
• Tap into Blogger Relationships
• Online News Release
• Leverage Popular Junta42 blog
• Promote on Junta42 Content Community/eNewsletter
• Slideshare Upload (www.slideshare.net)
Launched October 2, 2009
News Release
The Results (14 Business Days Later)
– Client signups (6)
– Consulting inquiries (8)
– Speaking/Workshop inquiries (5)
• Mentions (Twitter[300], Press [3@$2000], Blogs [dozens])
• eNewsletter Signups – 100+
• White Paper/eBook Downloads - 300
• Downloads – 3500+
• Engagement Time – 3 to 5 minutes online
• Inbound Links – over 100 to date
– ROI - Priceless
What if…Everything about Your Niche
What if…a Twitter Tips Channel
What if…a Weekly Educational Update
Slideshare – Your Preso on Steroids
What if…Easy-to-use Free Web App
What if…a Blog Your Customers Relied On
What if…The Helpful Listener - Tweetdeck
The Last Slide
• Find Your Special Sauce to each customer segment!
• Listen Everywhere
• Yes, Content – but don’t force customers to come to you. Go to them!
• Choose the tools that best help your story spread.
Free White Paper on How to Be a Publisher!
http://bit.ly/J42-DCS
Questions?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