content marketing: arming your sales reps with the right content to drive sales

Content MarketingArming Your Sales Reps withThe Right Content to DriveBusiness

Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers

About Joe Pulizzi (@juntajoe)

6-8 September, 2011

joepulizzi.com/bio

Content Marketing Agenda

• Why Publishing?

• What?

• Who?

• 12 reasons why you are not generating enough leads with your content and how to fix it.

Are Marketers Publishers?

Shutterstock

Shutterstock

Shutterstock

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

Former Barriers to Entry

• Content Acceptance

• Talent

• Technology

• Databases

The Difference?

Marketers Publishers

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http://www.marketingsherpa.com/article.php?ident=31802

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…

http://www.flickr.com/photos/joriel/2994549358/

1987

Club Meetings @Stores

Email Newsletter

Custom Magazine Versions

On Demand TV Channel Social NetworkVideos

Music

Website

Club Meetings @Stores

Email Newsletter

Custom Magazine Versions

On Demand TV Channel Social NetworkVideos

Music

WebsiteIn 2009, Revenues Up

18%

OVER 6 MILLION OPT-INSBest R&D Activity for P&G

100,000+ DOWNLOADSMillions in Business

90% OF READERSDirectly Acted on Information

“Content Marketing Is the Only Marketing Left”

- Seth Godin

Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

Shutterstock

Shutterstock

REASONSYOUR CONTENTISN’TWORKINGFOR SALESAND HOWTO FIX IT

GOALS Lack of Content Marketing

What Most Marketers Want

• 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

What Most Marketers Want

• 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

Choose One

Biggest single investment from their marketing budget – 2x per year.

Objective Reach senior executives and begin conversations with target prospects.

http://www.altair.com/MagazineCurrentIssue.aspx

ObjectiveConvert Porsche and other sports cars to Corvette Buyers!

EVERYTHING Your Content is about

Get SUPER NICHE

• Pets

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

Get SUPER NICHE

• Pets

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

YOU YOU YOUYour Content is about

• There are 17 separate content sections in the magazine (mini-features, sidebars, etc.). Of the 17 areas, Ford is mentioned in the title or first sentence of 14 of them.

• "...Ford Focus is a sporty car with serious smarts...""...Ford is continually improving its vehicles..."

Be the Solutions ProviderThe TRUSTED EXPERT

Give your customers relevant, compelling information

and/or

Show them a good time…

FIND Customers’ Pain Points

KEYWORDANALYSIS

GOOD ENOUGH Good Enough is NOT

Your Content Competition

Great Content Marketing

• UNIQUE

• USEFUL OR FUN

• WELL EXECUTED

• MATCHES THE MEDIA CHANNEL

100,000+ DOWNLOADSMillions in Business

STAND FOR? What does your content

UNIQUE CONTENT W/ A POV

Grew Business fromFIVE TO 70 MILLION

IT’S NOT WHAT YOU SELL (Wine)

IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)

CATEGORY Create Your Own

The Timeout Experience –

“Giving people what they really didn’t know they wanted.”

- Abe Peck, Medill School of Journalism

Google Insights

CALENDARLack of a Content

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)

• Podcasts (2)• Print Article• Digital Article• Tweet

Schedule• Facebook

Posts• Blog Posts• Guest Posts• White Paper• Case Study

EMPLOYEESNot Leveraging Your

Average 24 posts per week/90%

participation.

Over 30,000 visits in six months.

3,000 enewsletter subscribers

with 25% open rate.

Over 700 published blogs,

articles, videos and podcasts.

ENGAGE IN CONTENTThat People Will Magically

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?

The BEST Off-Line Content

OWNERYour Content Has NO

Jenny CisneyChief Blogger/Sr. Social Media

• 3 Blogs (Thousand Words, Plugged In, Grow Your Biz).

• 17 Twitter Accounts

• Kodak Community Exchange

EXPERIENCEYou Don’t Have Content

What to do?

• Hire or freelance a journalist?

• Hire a content agency?

• Search out your internal content producers.

SUPPORTYou Don’t Have Internal

300% Less Chance of Success

REMARKABLEYou Don’t Create Something

http://contentplaybook.com

TRADITIONALYou Don’t Leverage

RENT TO OWN

Wall Street Journal

The PATH to MORE LEADS1. Specific Content Marketing Goals2. Your Content is SUPER Niche3. Content focuses on Customer Pain Points4. Content is among the BEST in the industry5. You stick to your publishing schedule6. Employees are a key part of your content7. You build online relationships and great off-line content to

spread your message.8. You have a Chief Content Officer9. You Insource or Outsource your content to experts10. You have C-Level support for content marketing11. You are developing Remarkable content12. You leverage your content through traditional

Joe Pulizzijoe@junta42.com • @juntajoe on Twitter

THANK YOU!