the future of marketing is publishing - 8 step content strategy
DESCRIPTION
Business decision-making has changed. People are relying on the internet, social media, their friends more than ever, and less on traditional marketing. This presentation goes through way, and how creating a content factory, and publishing, is necessary to position your brand as a trusted solutions provider. Also provides a quick analysis of Hubspot and how they compare to Omniture from a content marketing perspective.TRANSCRIPT
You are a Publisher!Why the Future of Marketing is Publishing
Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers
What’s Junta42?
• Vendor-finding service for brands in need of content help.
• Over 200 projects in last year.
Who’s Joe Pulizzi? (@juntajoe)
• Speaker, blogger, evangelist for content marketing.
• Founder Junta42
• Co-author of Get Content Get Customers
(McGraw-Hill)
How Did We Make Buying Decisions 15 Years Ago?
Traditional Marketing
Traditional Marketing Challenges
800-555-1234AnnoyingSalesperson
How Do We Make Buying Decisions Today?
Buying Decisions Today
Looking to Solve Problems
Forrester Research
In Your Dreams!
Your Customer
Putting on the Publishing Hat
Warning!
• Programs
• Products
• Services
• Company Promotions/Changes
• Investor Updates
We Like to Talk about Ourselves
How Most of Your Content is Developed
Who Cares?
Forrester Research
They are not looking for you…
Most Corporate Publishing
Your Real Competitors
Everyone is a Publisher Today• Like it or not, everyone is a publisher, and you
need to understand what that means.
• Look at your marketing activities…starting to feel a lot more like publishing.
Magazines
Newsletters
30% of Budgets Go to Content
Telling the Story
Renting the Message
Still trying to interrupt…
Look at me…
The Dark Side of Content
What Content Marketing is all about…
Deliver valuable, relevant and compelling content to your
customers on a consistent basis.
…to maintain or change a behavior.
Willitblend.com
In order to make impact here…
We need to tell compelling stories…
1. A Blog
2. White Paper Series
3. eBooks
4. Case Studies
5. Vertical Search
6. Content Microsites/Portals
7. Online Quizzes
8. Digital Magazines
9. Community Forums
10.eNewsletters
11.Twitter Channel
eZines
Podcasts
Audio Books
Vodcasts
Video Portals
A Print Book
SlideShare Channel
Webcasts/Webinars
Virtual Trade Shows
Billion-dollar Company
Small Startup
Hubspot’s Content Factory
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
Create More Highways w/Content
• SEO (people link to great content)
– More Visitors
– More Google Juice
• Social Media (people share great content)
– Word-of-Mouse
– Develop Real Relationships
Your Ideas Spread!
The trusted expert resource everywhere your customers are!
Social Media does not work without a Content Strategy
Content Strategy
In
15 Minutes
And 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
Twitter Search (search.twitter.com)
Leveraging Tweetdeck
#3 The Secret Sauce
Your Knowledge
Their Needs
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?
2. Find Content Happening and Publish it!
Get Video of Your Customers
Expand the Reach of Presentations
#5 Where Are Your Customers?
• Target the top 10 – 15 blogs 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
1. Use the Three and Three method!
Sample Three and Three…
Blog
Videos Presentations
Guest Influencers
Sample Three and Three…
White Papers
Audio Version Testimonials
Research
#6 Choose the Tactics
1. Use the Three and Three method!
2. Blog may be most important
Whole Foods – the Whole Story
• 1600+ pages
• 12,000 InboundLinks
• 1.5 MillionTwitterFollowers
• 150k+ FacebookFans
• Articles, posts, recipes, videos contributed by over 20 employees
#6 Choose the Tactics
1. Use the Three and Three method!
2. Blog may be most important
3. Start leveraging news releases now
The Online News Release
#7 Develop the Content Calendar
#8 Execute the Plan
1. Most important – consistency (the Content Promise)
2. Focus on what you do well, outsource the rest (multi-tasking makes you stupid)
3. It will never be perfect…evolve with feedback and experimentation.
One for the Road
Who is Your Chief Content Officer?
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
enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives?
What if?• What if your customers spread your
content to prospects for you - essentially becoming your marketing distribution arm?
Go out and answer What If?
How to Become a Publisher
http://bit.ly/Publish-Now
ContentPlaybook.com
Thank You!
Joe [email protected](216) 941-5842Site: www.junta42.comAbout Joe: www.joepulizzi.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe