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Becoming the Media - Using Content Marketing to Launch Your Startup

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This is a presentation that Joe Pulizzi gave at USC - Marshall School of Business to Alan Weiss' class on Internet Marketing.

In it, Joe discusses why all companies need to be media companies today, and how you can launch a small startup with minimal capital based on understanding your audience and using online content strategy and marketing.

Veröffentlicht in: Business
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Becoming the Media - Using Content Marketing to Launch Your Startup

  1. Joe Pulizzi, Founder, Junta42 USC – Marshall School of Business February 5, 2009
  2. Quick Agenda <ul><li>My journey </li></ul><ul><li>We are all publishers </li></ul><ul><li>Listen and succeed </li></ul><ul><li>Building a media company that isn’t a media company </li></ul><ul><li>Five things I would do again </li></ul><ul><li>Things I would do over </li></ul>
  3. Let’s Talk about You First <ul><li>Facebook? </li></ul><ul><li>MySpace? </li></ul><ul><li>Blogs? </li></ul><ul><li>Twitter? </li></ul><ul><li>Started an online business? </li></ul><ul><li>What else? </li></ul>
  4. 2007
  5. 2007 <ul><li>2009 </li></ul>
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  9. Marketing in the past… Create brand awareness Targeted mass media Interrupt and repeat
  10. Marketing now and the future… Create behavior change Conversational media Communicate directly
  11. You Have Two Choices <ul><li>Give your customers relevant, compelling information or </li></ul><ul><li>Show them a good time… </li></ul>
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  16. You Don’t Have to Be a Media Company to Be a Media Company <ul><li>Content, if good, will be accepted. </li></ul><ul><li>NO TECHNOLOGY BARRIERS. </li></ul><ul><li>Reach/Circulation no longer an issue. </li></ul><ul><li>Extra bonus for transparency and immediate communication (most publishers are not good at this). </li></ul>
  17. You Need to Be like Media Company <ul><li>Organizations are now beginning to understand that, along with the products and services that they offer, one of their core products is information . </li></ul><ul><li>If not the most important one… </li></ul>
  18. Today’s Business Models = Content Marketing <ul><li>The art of understanding what your customers need to know and delivering it to them in a compelling way. </li></ul>
  19. From the Experts <ul><li>Almost every one of the leading online marketing thought leaders today stress the importance of content marketing. </li></ul>Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”
  20. Where is Content Marketing Going? Junta42 / BtoB Magazine Study 2008 & CPC/ContentWise 08 Content Marketing represents 27 - 30% of B-to-B and Consumer Marketing Budgets
  21. Where is Content Marketing Going? Junta42 / BtoB Magazine Study 2008 & CPC/ContentWise 08 Content Marketing represents 27 - 30% of B-to-B and Consumer Marketing Budgets 56% 
  22. <ul><li>Storytellers Have the Advantage </li></ul>
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  24. <ul><li>www.google.com/alerts </li></ul>
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  30. <ul><li>Launching a Business with a dollar and determination. </li></ul>
  31. <ul><li>THINGS I WOULD DO AGAIN </li></ul>
  32. <ul><li>Go Niche! (smaller the better) </li></ul>
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  35. <ul><li>Understand Where the Money Will Come From </li></ul>
  36. Custom Content Providers Marketing Professionals Service Providers (to CPers)
  37. <ul><li>Create Lots of Content & Market through Multiple Channels </li></ul>
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  40. <ul><li>Follow and Comment on Top 10 – 20 Blogs where Your Customers Are At. </li></ul><ul><li>Social Networking </li></ul><ul><li>Answer Questions </li></ul>
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  42. <ul><li>Copy a Model from another Industry </li></ul>
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  47. <ul><li>Borrow Credibility from Key Partners </li></ul>
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  49. <ul><li>Three Things I Wish I Did Differently </li></ul>
  50. <ul><li>O N E </li></ul><ul><li>Better Understanding of Technology </li></ul>
  51. <ul><li>T W O </li></ul><ul><li>Started my blog before I left my job. </li></ul>
  52. <ul><li>T H R E E </li></ul><ul><li>Focus on multiple revenue streams from the beginning. </li></ul><ul><li>Follow the streams… </li></ul>
  53. Be the Trusted Resource through Content Everywhere
  54. You Are the Publisher <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks      </li></ul><ul><li>Case Studies </li></ul><ul><li>Vertical Search </li></ul><ul><li>Content Microsites/Portals </li></ul><ul><li>Online Quizzes </li></ul><ul><li>Digital Magazines </li></ul><ul><li>Community Forums </li></ul><ul><li>eNewsletters </li></ul><ul><li>Variable eNewsletters </li></ul><ul><li>eZines </li></ul><ul><li>Podcasts </li></ul><ul><li>Audio Books </li></ul><ul><li>Vodcasts </li></ul><ul><li>Video Portals   </li></ul><ul><li>Website RSS Feeds </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Webcasts/Webinars </li></ul><ul><li>Virtual Trade Shows </li></ul><ul><li>Online Games </li></ul><ul><li>Content Widgets </li></ul>
  55. Continue the Con versation Joe Pulizzi Email: joe@junta42.com Phone: 216-941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com/ Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe StumbleUpon: juntajoe Junta42: juntajoe

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