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Becoming the Media - Using Content Marketing to Launch Your Startup

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Joe Pulizzi
Joe Pulizzi

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.

Business
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Joe Pulizzi, Founder, Junta42 USC – Marshall School of Business February 5, 2009
Quick Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Let’s Talk about You First ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2007
2007 ,[object Object]
 
 
 
Marketing in the past… Create brand awareness Targeted mass media Interrupt and repeat
Marketing now and the future… Create behavior change Conversational media Communicate directly
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You Don’t Have to Be a Media Company to Be a Media Company ,[object Object],[object Object],[object Object],[object Object]
You Need to Be like Media Company ,[object Object],[object Object]
Today’s Business Models = Content Marketing ,[object Object]
From the Experts ,[object Object],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.”
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
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% 
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Custom Content Providers Marketing Professionals Service Providers (to CPers)
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Be the Trusted Resource through Content Everywhere
You Are the Publisher ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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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Becoming the Media - Using Content Marketing to Launch Your Startup

  • 1. Joe Pulizzi, Founder, Junta42 USC – Marshall School of Business February 5, 2009
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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
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  • 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% 
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  • 36. Custom Content Providers Marketing Professionals Service Providers (to CPers)
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  • 53. Be the Trusted Resource through Content Everywhere
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  • 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