February 2, 2012

The webinar will begin shortly

Welcome!

Content Initiatives You Need to Seriously Consider for 2012

Happy Groundhog Day!

@JuntaJoe @SonnhalterB2T

The Content RevolutionTake the Information Lead in Your Industry and Sell

Whatever You Want

Joe Pulizzi (@juntajoe)Founder, Content Marketing InstituteCo-Author, Get Content Get Customers and Managing Content Marketing

@JuntaJoe @SonnhalterB2T

To help transform marketers into publishers. Less renting, more owning.

EVENTS MEDIA CONSULTING

Sept 4-6, 2012Columbus, OH

@JuntaJoe @SonnhalterB2T

Today’s Agenda

• The Latest Research on What’s Happening in Content Marketing

• Real-World Content Examples and Tips to be Discovered

• From $0 to Multi-Million in Sales

• Q&A

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

Publishing

• Publishing is the activity of making information available for public view.

• The stakes have been raised.

http://en.wikipedia.org/wiki/Publisher

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Barriers to Entry are Gone

• Content Acceptance• Talent• Technology

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Searching for Information

Google/ZeroMomentofTruth.com

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Content Marketing

@JuntaJoe @SonnhalterB2T

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…

@JuntaJoe @SonnhalterB2T

The Difference?

Marketers Publishers/Media

@JuntaJoe @SonnhalterB2T

The Difference?Marketers Publishers/Media

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

Easier…yet Harder

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@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

60%

@JuntaJoe @SonnhalterB2TShutterstock

@JuntaJoe @SonnhalterB2TShutterstock

@JuntaJoe @SonnhalterB2T

Real-World Examples and Ideas of

Content Marketing in Action

The Niche Content Mission & Platform

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@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

Get SUPER NICHE• Pets

• Issues pertaining to pet owners who like to travel with their dogs.

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• Pets

• Issues pertaining to pet owners who like to travel with their dogs.

Define the Term and Flood with Great Content

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

10 to 1 content…reimagine

@JuntaJoe @SonnhalterB2T

Story Concept

• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the

content become?• Headline• Keyword Focus• Action

@JuntaJoe @SonnhalterB2T

Pre-Activation

Distribution

Re-Imagine

@JuntaJoe @SonnhalterB2T

Pre-Activation

Distribution

Re-Imagine

@JuntaJoe @SonnhalterB2T

Pre-Activation

Distribution

Re-Imagine

Google is Changing Everything (SOCIAL)

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

- Author Presentations- Book Teasers- Series of Chapters- Contributor Spotlights- Embed Links

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Dominating a Category with Content Marketing

and Social Media

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

FINDING Customers’ Pain Points

KEYWORDANALYSIS

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Google External Tool

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`

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Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

Content for Key Questions

@JuntaJoe @SonnhalterB2T

• Over 200 blogs, Over 150 Webinars

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The Book

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@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

Social Media 4-1-1

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#hashtag

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@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

@JuntaJoe @SonnhalterB2T

THE LAST SLIDETHINKING LIKE A PUBLISHER

Whatever you want to sell, books or events or anything else: Choose a niche you can become the leading expert in the

world at. Develop AND share the best multi-channel content on the

planet. Remove YOU from the story as much as possible…it will travel

farther.

@JuntaJoe @SonnhalterB2T

Q&A

Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

John Sonnhalterjsonnhalter@sonnhalter.com • @johnsonnhalter

on Twitter