@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
@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
