eis wed 0830 joe pulizzi

Email, Content Marketingand YOU

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

Content Marketing

About Joe Pulizzi (@juntajoe)

September 6-8, 2011

joepulizzi.com/bio

…a little history

Custom Publishing

Custom Publishing

The Trusted Resource…everywhere

Custom Publishing

Content Marketing

Marketers as PublishersOwning 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

“Content Marketing Is the Only Marketing Left”

- Seth Godin

Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING“must have content”

END OF HISTORYLESSON

YOU YOU YOUYour Content is always about

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.

Readers SIGNIFICANTLYMore Likely to Spec SW

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

PROCESS

CHIEF EDITOR

Story/Reader FocusedNot Tool Focused

Chief Content Officer

Content Evangelist – CISCOContent Engineer – InceptContent Marketing Mgr – Quality Logo ProductsContent Community Manager – Radian6Web Content Coordinator – Johns HopkinsContent Manager – National Instruments

Email: Engagement Ammunition

Blog Email

Enewsletter

THIS IS THE LAST SLIDEThink Readers(pain points)

Hire/Source journalists – find who has a nose for the story

Identify employee and customer content creators

Joe Pulizzijoe@junta42.com • @juntajoe on Twitter

THANK YOU!