Custom Publishing Presentation for Publishers - American Business Media Meeting

What your customers are doing with content, and what you should do about it. February, 2009

Hi! I’m Joe Pulizzi (@juntajoe) <ul><li>Founder and Chief Content Officer for Junta42 </li></ul><ul><li>Co-author of Get Content. Get Authors. (paperback available in June from McGraw-Hill) </li></ul><ul><li>Speak around the globe about content marketing and how marketers need to be publishers </li></ul><ul><li>Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company </li></ul>

Marketer or Publisher?

Everyone is a Publisher Today <ul><li>Like it or not, everyone is a publisher, and content providers need to understand what that means. </li></ul><ul><li>Look at your customers’ marketing activities…starting to feel a lot more like publishing. </li></ul>Magazines Newsletters

The Reverse of the 80/20 Rule We used to spend 80% on distribution (“media”) and 20% on content (“production”) Buying reach, creating engagement We will more and more spend 80% on the content, and 20% on distribution (drive traffic) Creating engagement Getting reach

The fight for content <ul><li>Agencies </li></ul><ul><li>PR </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Traditional Publishing </li></ul><ul><li>Custom Publishing </li></ul><ul><li>Interactive </li></ul><ul><li>Social Media </li></ul><ul><li>Internal Content Departments </li></ul>

THE MOTIVATIONAL INTRODUCTION: Why Content and Why Now?

What this is all about… <ul><li>The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior. </li></ul>Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media Sound Familiar?

Journalism + Marketing = content marketing

Custom Media Statistics <ul><li>Annual Spent on Custom Media: 1 $32 - $55 billion </li></ul><ul><li>Annual Outsourced 2 $6 to $10 billion </li></ul><ul><li>2009 Custom Content Spending 3 56% Increase </li></ul>1 Copyright 2006, 2007, Publications Management, Custom Publishing Council, Roper Public Affairs, 2008, VSS 2 2008, ContentWise; 3 Junta42 December 2008

B-to-B & Custom Media Junta42 / BtoB Magazine Study March, 2008 Custom Media comprises 30% of B-to-B Marketing Budgets

B-to-B & Custom Media Junta42 / BtoB Magazine Study March, 2008 Custom Media comprises 30% of B-to-B Marketing Budgets Over 90% of Business Purchases Begin Online – Forrester (2007)

Do your customers still NEED you?

Buyers Used to Solve Problems… <ul><li>Talking to Company Sales Reps </li></ul><ul><li>Distributors/Resellers </li></ul><ul><li>Product Literature </li></ul><ul><li>Seeing Ads in Magazines </li></ul>

Educated Buyers Now Solve Problems… <ul><li>Google searches. </li></ul><ul><li>Online portals and news sites. </li></ul><ul><li>Listening to bloggers’ advice and opinions. </li></ul><ul><li>Word-of-mouth & “Word-of-mouse” </li></ul><ul><li>Direct to company websites. </li></ul>

Content Marketing Truths <ul><li>Buyers today want great content, but aren’t as concerned about where it comes from. </li></ul><ul><li>While media companies, in general, are cutting back research and editorial, businesses are investing in it. </li></ul><ul><li>Technology is cheap and easy. Barriers to enter the publishing world for corporations are non-existent. </li></ul><ul><li>Bye, Bye Middleman! </li></ul><ul><li>Writing for Microsoft looks good on a resume. </li></ul><ul><li>Unlimited choices for both consumers and marketers, and increasing every day. Your customers are your competition! </li></ul>

Most of All - Survival <ul><li>All companies need great content (other than product and service information) on their websites in order to survive. </li></ul><ul><li>If given a choice between advertising (viewed as a luxury) and their own content (mandatory), they are choosing their own content. </li></ul><ul><li>02/09 IDC Study – of those companies decreasing marketing spend, over 50% are taking it out of print advertising and investing in email newsletters, social media and other publishing activities. </li></ul>

Examples that Matter

Choose An Option <ul><li>Custom Magazine </li></ul><ul><li>Newsletter </li></ul><ul><li>eNewsletter </li></ul><ul><li>eBook Program </li></ul><ul><li>White Paper Programs </li></ul><ul><li>Web Content Portal </li></ul><ul><li>Webcasts </li></ul><ul><li>Blogs </li></ul><ul><li>Social Communities </li></ul>

Associations Must Communicate

Print magazine Digital magazine Website eNewsletters Microsites Blogs Spec Directory RSS feeds

What’s Possible?

<ul><li>Traffic Up 322% Year over Year </li></ul><ul><li>More than 50% of new signups coming via content </li></ul><ul><li>Able to reposition themselves into solutions provider! </li></ul>

<ul><li>Biggest single investment from their marketing budget – 2x per year. </li></ul><ul><li>Best lead generator, and best door opener for sales reps. </li></ul>

Closing Tip – Listen/Leverage Social Media

<ul><li>www.google.com/alerts </li></ul>

Thanks! Joe Pulizzi [email_address] (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