eis wed 0830 joe pulizzi
TRANSCRIPT
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
