using content marketing to engage business owners
DESCRIPTION
View the archived webinar at http://www.nyreport.com/webinar.When it comes to marketing to business owners, content marketing is quickly becoming the cornerstone of marketing plans. Why? Most business owners are growth oriented and constantly looking for ways to do things better, faster, and cheaper. Content can provide vendors with a compelling way to engage with business owners and their employees. If you can help them, you can engage them.TRANSCRIPT
@juntajoe
Content MarketingUsing Content to EngageBusiness Owners
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
@juntajoe
About The New York Enterprise Report
• Monthly print magazine• nyreport.com• Events (Small Business Awards, International Business Conferences, Roundtables, etc.)• Content Marketing (branded newsletters and magazines featuring content written by our experts)• Custom Solutions
NY Report has a “raving fan” community. Highlights:
• 97% decision makers• 74% presidents, CEOs or owners
Robert Levin, CEO/PublisherThe New York Enterprise [email protected] |212.307.6760 x707
Clients include: 1&1 Internet, Cablevision Systems Corporation, Capital One, Citibank, Constant Contact, HSBC Bank, Time Warner Cable Business Class, United Healthcare, Verizon Wireless, as well as many other regional and local organizations.
NY Report is a unique multi-media company serving the small and mid-size business market in the New York tri-state area and beyond. NY Report’s media properties include:
About Joe Pulizzi (@juntajoe)
6-8 September, 2011
joepulizzi.com/bio
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Publishing:
• Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http://en.wikipedia.org/wiki/Publisher
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Former Barriers to Entry
• Content Acceptance
• Talent
• Technology
• Databases
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The Difference?Marketers Publishers
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The Difference?Marketers Publishers
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Business Owners Are Information Seekers
Forrester
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Content Marketing
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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.
Content Marketing is…
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Content StrategyBefore
Social MediaStrategy
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“Content Marketing Is the Only Marketing Left”
- Seth Godin
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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@juntajoeShutterstock
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REASONSYOUR CONTENTISN’T WORKING
AND HOW TO FIX IT
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EVERYTHING Your Content is about
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Get SUPER NICHE
• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
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Get SUPER NICHE
• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
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Be the Solutions ProviderThe TRUSTED EXPERT
Give your customers relevant, compelling information
and/or
Show them a good time…
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FIND Customers’ Pain Points
KEYWORDANALYSIS
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GOOD ENOUGH Good Enough is NOT
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Your Content Competition
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Great Content Marketing
• UNIQUE
• USEFUL OR FUN
• WELL EXECUTED
• MATCHES THE MEDIA CHANNEL
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CATEGORY Create Your Own
The Timeout Experience –
“Giving people what they really didn’t know they wanted.”
- Abe Peck, Medill School of Journalism
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CALENDARLack of a Content
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1-7-30-4-2-1 Plan
• 1=Daily (Twitter, Blog)
• 7=Weekly (eNewsletter)
• 30=Monthly (Webinar)
• 4=Quarterly (eBook, Magazine)
• 2=Bi-Annually (User Event)
• 1=Yearly (Large Research Project)
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• Podcasts (2)• Print Article• Digital Article• Tweet
Schedule• Facebook
Posts• Blog Posts• Guest Posts• White Paper• Case Study
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EMPLOYEESNot Leveraging Your
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Average 24 posts per week/90%
participation.
850% increase in site visitors in last 18
months.
6,200 enewsletter subscribers with 25%
open rate.
Over 1,000 published blogs, articles,
videos and podcasts.
More Closed Business, Shorter Sales Cycles
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ENGAGE IN CONTENTThat Business Owners Will Magically
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Target the top 10 – 15 blogs or websites in your niche
Read and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert
Where are your customers
HANGING OUT?
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ONLINE is NOT ENOUGHBEST off-line content
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What to do?
• Hire or freelance a journalist?
• Hire a content partner?
• Search out your internal content producers.
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1. Specific Content Marketing Goals2. Your Content is SUPER Niche3. Content focuses on Customer Pain Points4. Content is among the BEST in the industry5. You stick to your publishing schedule6. Employees are a key part of your content7. You build online relationships and great off-line content to spread your
message.8. You have a Chief Content Officer9. You Insource or Outsource your content to experts10. You have C-Level support for content marketing11. You are developing Remarkable content12. You leverage your content through traditional
12 Steps to Content Marketing Success
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Compare Yourself
http://www.contentmarketinginstitute.com/assessment/
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Q & A
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Joe [email protected] • @juntajoe on Twitter
THANK YOU!
September 6-8, 2011$100 off Coupon Code – “NYREPORT”