Why Publishing is the Future
of Marketing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers

Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker,
blogger, evangelist for content marketing. </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Founder Junta42 </li></ul>

What’s Junta42? <ul><li>Vendor-finding service for
brands in need of content help. </li></ul><ul><li>Over 200 projects in last year. </li></ul>

Today’s Agenda <ul><li>Why Content Marketing?
</li></ul><ul><li>Examples of what’s working </li></ul><ul><li>Content Strategy in 8 Steps </li></ul>

How Did We Make Buying
Decisions 15 Years Ago?

Traditional Marketing

Traditional Marketing Challenges 800-555-1234 Annoying
Salesperson

How Do We Make Buying
Decisions Today?

Buying Decisions Today

Looking to Solve Problems

<ul><li>Who Cares? </li></ul>

Your Customer

Most Corporate Publishing

The Dark Side of Content

Over Six Million Opt-Ins Best
R&D Activity for P&G

Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI

Willitblend.com 200 Million+ Views 700+%
Revenue Growth Millions in Press Coverage

HP

HP 90%of all sales from
online content Gilbane, 2009

Whole Foods – the Whole
Story <ul><li>1600+ pages </li></ul><ul><li>12,000 Inbound Links </li></ul><ul><li>1.5 Million Twitter Followers </li></ul><ul><li>150k+ Facebook Fans </li></ul><ul><li>Articles, posts, recipes, videos contributed by over 20 employees </li></ul>

Listen and Publish to make
impact here…

Case Study Comparison Bought by
Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees

Hubspot’s Content Factory <ul><li>Blog </li></ul><ul><li>Podcast
</li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>

Content Makes You Interesting

Over 2,000 Customers In Two
Years

Create More Highways w/Content <ul><li>SEO
(people link to great content) </li></ul><ul><ul><li>More Visitors </li></ul></ul><ul><ul><li>More Google Juice </li></ul></ul><ul><li>Social Media (people share great content) </li></ul><ul><ul><li>Word-of-Mouse </li></ul></ul><ul><ul><li>Develop Real Relationships </li></ul></ul>

Your Ideas Spread! <ul><li>The trusted
expert resource everywhere your customers are! </li></ul>Social Media does not work without a Content Strategy

<ul><li>Content Strategy </li></ul><ul><li>In </li></ul><ul><li>Eight Steps
</li></ul>

#1 The Marketing Goal <ul><li>One
Year from Now, What’s Different? </li></ul>

#2 Know the Informational Needs
<ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>

Listen First! <ul><li>www.google.com/alerts </li></ul>

Twitter Search (search.twitter.com)

Leveraging Tweetdeck

#3 The Secret Sauce

Your Knowledge Their Needs

Secret Sauce Matrix <ul><li>Expertise or
Want to Be Expert </li></ul>Customers’ Informational Needs

#4 Where is the Content?
<ul><li>What are you doing? What’s working? </li></ul><ul><li>Find Content Happening and Publish it! </li></ul>

Expand the Reach of Presentations

#5 Where Are Your Customers?
<ul><li>Target the top 10 – 15 blogs in Your Niche </li></ul><ul><li>Read and Get Active…start commenting </li></ul>

#5 Where Are Your Customers?
<ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>

#6 Choose the Tactics <ul><li>Use
the Three and Three method! </li></ul>

Sample Three and Three… Blog
Videos Presentations Guest Influencers

Sample Three and Three… White
Papers Audio Version Testimonials Research

#6 Choose the Tactics <ul><li>Use
the Three and Three method! </li></ul><ul><li>Blog may be most important </li></ul><ul><li>Start leveraging news releases now </li></ul>

The Online News Release

#7 Develop the Content Calendar

#8 Execute back to Objective
<ul><li>Most important – consistency (the Content Promise) </li></ul><ul><li>Focus on what you do well, outsource the rest (multi-tasking makes you stupid) </li></ul><ul><li>It will never be perfect…evolve with feedback and experimentation. </li></ul>

The Motivational Conclusion

What if? <ul><li>What if your
customers saw your company as the industry thought leader? </li></ul>

What if? <ul><li>What if they
signed up for your enewsletters and other marketing because they felt you could positively affect their lives? </li></ul>

What if? <ul><li>What if your
customers spread your content to prospects for you - essentially becoming your marketing distribution arm? </li></ul>

<ul><li>Go out and answer What
If? </li></ul>

ContentPlaybook.com

J oe Pulizzi [email_address] (216)
941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!