Presentation from Joe Pulizzi given at the ABM Entrepreneur's meeting in Chicago in February on how small publishers need to look at and sell custom publishing services for marketers, and the trends going on in the custom content area.

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

4. Marketer or Publisher?

6. 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

8. THE MOTIVATIONAL INTRODUCTION: Why Content and Why Now?

10. Journalism + Marketing = content marketing

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

13. 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)

14. Do your customers still NEED you?

19. Examples that Matter

21. Associations Must Communicate

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

25. What’s Possible?

29. Closing Tip – Listen/Leverage Social Media

36. 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