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Content Marketing:Publishing is the New Marketing

Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers

Who’s Joe Pulizzi? (@juntajoe)

• Speaker, blogger, evangelist for content marketing.

• Co-author of Get Content Get Customers

(McGraw-Hill)

• Founder Junta42

What is Junta42?

• Vendor-finding service for brands in North America in need of content help.

• Over 400 projects in last two years.

Why Are You Here?

• Business (and marketing) has changed. If we don’t accept that, we won’t move forward.

• To take your marketing back from the media companies.

• To motivate you to get passionate about your expertise…and share it with your customers.

Your Corporate Content

Your Customers

Don’t Care

About You!

Why is this important?

• 90% of Buyers in USAGo OnlineBefore making a Buying Decision

Forrester Research

Over 100 Million PeoplePer Day

Read Blogs

Six Apart

• People SpendMore Time on Social NetworksThan Reading Email

Nielsen

• People SpendMore Time on Social NetworksThan Reading Email

Nielsen

2/3

So, what does all this mean?

• Estimates are thatin just a few years,

Information will DOUBLEevery 72 hours

SocialMediaToday.com

So, what does all this mean?

Traditional Marketing

Traditional Marketing Challenges

800-555-1234AnnoyingSalesperson

Advertising is a Luxury

Content is Survival

You Are the Publisher

1. Direct Distribution

2. No Technology Barriers

3. Look to Brands for Content

4. Plenty of Expertise to Help

5. BUT ONE MORE…

Must be theBEST

Content

27

The B.E.S.T. Process

“Create a definite plan for carrying out your desire and begin at once, whether you’re ready or not to put this plan into action.”- Napoleon Hill

Great Content

• How do you choose what you read?

• What conveys quality?

• How do you determine credibility?

SEOMOZ/200 Respondents

Content Marketing…

To Attract and Retain Customers:

Deliver valuable, relevant and compelling content to your customers on a consistent basis.

Content Marketing…

To Attract and Retain Customers:

Deliver valuable, relevant and compelling content to your customers on a consistent basis.

To Maintain or Change Behavior

Engagement (Consumer Experience)

Give your customers relevant, compelling information (businesses/consumers)

or

Show them a good time…(consumers)

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)!

thinkMoney

90% of Readers Have Acted on Information

Becoming THE industryPublication

Over Six Million Opt-Ins

Best R&D Activity for P&G

One Million Visitors

#1 New BusinessDriver

Your Ideas Spread!

The trusted expert resource everywhere your customers are!

Social Media does not work without a Content Strategy

Content Marketing

In

Eight Steps

#1 The Marketing Goal

One Year from Now, What’s Different?

#2 Know the Informational Needs

Think of customers like readers. What do they need to know to be successful? What are their

pain points?

Listen First!

www.google.com/alerts

Online Survey Tools

Twitter Search (search.twitter.com)

Collect Information to Build Personas

• Elite Eddie (Wealthy Persona for Financial Co.)

• Eddie is 42 years old, has been married for 17 years and has two teenage daughters (Dar, 16 and Mary, 14). Eddie, now an executive vice president with a large international firm, has amassed quite a nest egg.

• Eddie travels the world as part of his job (amassing 200,000 miles last year) and also enjoys traveling to the islands off Croatia on holiday as much as possible. Wherever Eddie goes, his Blackberry World keeps him up to date with the office, although he’s been thinking about an iPhone for the past few months. Golf is Eddie’s definition of living.

• Over the past few weeks, Eddie has been working to consolidate his finances with one provider…and has made steps in that direction by recently developing a trust for his family.

#3 The Secret Sauce

Your Knowledge

Their Needs

Your Knowledge

Their Needs

Content That MakesYou Interesting

Secret Sauce Matrix

Expertise or Want to Be Expert

Customers’ Informational Needs

#4 Where is the Content?

1. What are you doing? What’s working? (Audit)

2. Find Content Happening and Publish it!

Expand the Reach of Presentations

#5 Where Are Your Customers?

• Target the top 10 – 15 blogs/websites in Your Niche

• Read and Get Active…start commenting

#5 Where Are Your Customers?

• LinkedIn Groups

• Yahoo! / LinkedIn Answers

• Google Groups

• Niche Online Communities (Ning?)

• Twitter/Facebook

• StumbleUpon

• BusinessWeek Xchange

#6 Choose the Tactics

Focus on Three…

#7 Develop the Content Calendar

#8 Execute back to Objective

1. Most important – consistency (the Content Promise)

2. Focus on what you do well, outsource the rest

3. It will never be perfect…evolve with feedback and experimentation.

The Motivational Conclusion

What if?

• What if your customers saw your company as the industry thought leader?

What if?• What if they signed up for your

magazine/enewsletters and other marketing because they felt you could positively affect their lives?

What if?• What if your customers spread your

content to prospects for you - essentially becoming your marketing distribution arm?

Become the publisher…

http://bit.ly/Publish-Now

Joe Pulizzijoe@junta42.com(216) 941-5842

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

Thank You!

Joe in Amsterdam - 2009