content marketing before social media

Content Marketing BeforeSocial Media

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

Content Marketing

About Joe Pulizzi (@juntajoe)

September 6-8, 2011

joepulizzi.com/bio

Content Marketing

…a little history

The Leading Expert on

Farming and Farm Equipment

Are Marketers Publishers?

Shutterstock

Shutterstock

Shutterstock

The Trusted Resource…everywhere

Content Marketing

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 (multichannel)

Content Marketing is…

The Difference?Marketers Publishers

The Difference?Marketers Publishers

Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING“must have content”

Shutterstock

Content Strategy before

Social Media

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.

Average 24 posts per week/90% participation.

34,000 visitors a month (850% increase in 18

months)

6,200 enewsletter subscribers with 25% open

rate.

Over 1,000 published blogs, articles, videos and

podcasts.

Coverage in BNET and the Wall Street Journal

CHIEF EDITOR

Story/Reader FocusedNot Tool Focused

How-To Articles

Expert Interviews

Create the News

Similar Situation Stories

Reports/Studies

Free Tools

http://www.contentmarketinginstitute.com/assessment/

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.

• At least 5 to 1.

Joe Pulizzijoe@junta42.com • @juntajoe on Twitter

THANK YOU!