some content with your social media? - preso at speakerbox

by Joe PulizziCo-author, Get Content Get Customers

Founder, Junta42

Three Things NOW!Content Marketing, Listening

and Social Media

Hi! I’m Joe Pulizzi (@juntajoe)

• Evangelist, speaker, author for content marketing – why marketers need to be publishers.

• Founder and Chief Content Officer for Junta42

• Co-author of Get Content Get Customers (McGraw-Hill)

• Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company

Let’s Start Off withSome Questions for You

Information Evolution

CBS Fast Draw

Business Buyers Used to Solve Problems…

• Talking to Company Sales Reps

• Distributors/Resellers

• Product Literature

• Seeing Ads in Magazines

Educated Buyers Now Solve Problems…

• Google searches.

• Online portals and news sites.

• Listening to bloggers’ advice and opinions.

• Word-of-mouth & “Word-of-mouse”

• Direct to company websites.

Forrester Research

#1 Understand that Marketing is Now about Publishing orCONTENT MARKETING

Marketer or Publisher?

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

You Are the Publisher

1. A Blog2. White Paper Series3. eBooks 4. Case Studies5. Vertical Search6. Content Microsites/Portals7. Online Quizzes8. Digital Magazines9. Community Forums10.eNewsletters11.Variable eNewsletters

12. eZines13. Podcasts14. Audio Books15. Twitter Channels16. Video Portals 17. Content Aggregation Portals18. Social Networking Sites19. Webcasts/Webinars20. Virtual Trade Shows21. Online Games22. Content Widgets

What this is all about…

The art of understanding what your customers need to know,

and delivering it to them in a compelling way to create or change a behavior.

Content Marketing

Custom Publishing

Branded Content

Content Strategy

Customer Media Information Marketing

Custom Media

How to Create Engagement

• Give your customers relevant, compelling information

or

• Give them a good time…

Not Selling Engaging

What this is all about…

The art of understanding what your customers need to know,

and delivering it to them in a compelling way to create or change a behavior.

This is BEST accomplishedthrough PUBLISHING,

not Marketing

The Big Shift

Then…

A provider of XYZ products and services

The Big Shift

Now…

The trusted, expert resource for something relevant to your

customers (and your business)!

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

ORGANIZED information.

If not the most important one…

It’s Not about You!

Provide relevant content that gives solutions to some of the toughest problems customers are facing.

Your Ideas Spread!

• Should be the core of your marketing campaign.

• Position yourself as the trusted solutions provider for your industry and help people spread the word!

You Don’t Have to Be a Media Company to Be a Media Company

• Content, if good, will be accepted.

• NO TECHNOLOGY BARRIERS.

• Reach/Circulation no longer an issue.

• Extra bonus for transparency and immediate communication (most publishers are not good at this).

#2 Use online tools to listen!

www.google.com/alerts

Blogs as Listening Posts

1. Where are your customers hanging out?2. Find those blogs…read and participate3. Listen – with goals (keywords/customers)4. Then blog…Clearly define the purpose5. Connect & be human6. Transparency/honesty7. Consistency

Twitter To Do’s

• Never answer the question “What are you doing?”

• Assign ownership• Be democratic• Be human• Have a strategy!

Twitter To Do’s

• Then…use it as a distribution mechanism.

#3 The Importance of Social Media & Content

Content Stages

1. Search Engine Optimization

2. Generating Qualified Leads

3. Being a Part of the Conversation

Social Media does not work without having something valuable to say!

Social Media =

I Hear You

I’m Listening to You

I Understand

How Can I Help?

Brian Solis

Social Media =

Using Technology to Share Stories and Information with Others.

Brian Solis

Giving Away the “Secret Sauce”

Storytellers Have the Advantage

Telling Relevant Stories

1. A Blog2. White Paper Series3. eBooks 4. Case Studies5. Vertical Search6. Content Microsites/Portals7. Online Quizzes8. Digital Magazines9. Community Forums10.eNewsletters11.Variable eNewsletters

12. eZines13. Podcasts14. Audio Books15. Vodcasts16. Video Portals 17. Website RSS Feeds18. Social Networking Sites19. Webcasts/Webinars20. Virtual Trade Shows21. Online Games22. Content Widgets

Find your social channels…

7 Stages of Content and Social Media

1. Understand who your customer is and where the pain points are.

2. Develop consistent, relevant content in multiple channels.

3. Let go of all control. Let your idea spread.4. People share your ideas, link to your content.5. Content is found through social media and search

engines.6. Customers start relying on you for your expertise

(relationship!)7. You are the trusted solutions provider in your

industry.

15 BASIC Steps to Get Started


1. Fresh Relevant Web Content(at minimum two/three updates per week)

2. Hire a Journalist or content team

3. Set up at minimum basic tracking/analytics


4. Set up RSS feeds to easily share your content.

5. Start a Blog.

6. Comment on Blogs.


7. Site Newsroom

8. Online News Releases – one per month/minimum

9. Develop an EDUCATIONAL enewsletter


10. The Free Content Giveaway (1 per Quarter)

11. Twitter Tips

12. A Facebook Movement


13. Set Up Your Company on LinkedIn Maximize Your Profile

14. How’s Your (and your execs) Google Profile?

15. Listen, Learn, Monitor

Who is yourChief Conversation Officer?

One More for the RoadOne More for the Road

Thanks!Joe [email protected](216) 941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com

Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe