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Why Publishing is the Future of Marketing Joe Pulizzi Founder, Junta42 Co-Author,  Get Content Get Customers
Who’s Joe Pulizzi?  (@juntajoe) ,[object Object],[object Object],[object Object]
What’s Junta42? ,[object Object],[object Object]
Today’s Agenda ,[object Object],[object Object],[object Object]
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
 
[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Content Makes You Interesting
Over 2,000 Customers In Two Years
 
Create More Highways w/Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Your Ideas Spread! ,[object Object],Social Media does not work  without a Content Strategy
[object Object],[object Object],[object Object]
#1 The Marketing Goal ,[object Object]
#2 Know the Informational Needs ,[object Object]
Listen First! ,[object Object]
Twitter Search (search.twitter.com)
Leveraging Tweetdeck
#3 The Secret Sauce
Your Knowledge Their Needs
Secret Sauce Matrix ,[object Object],Customers’ Informational Needs
#4 Where is the Content? ,[object Object],[object Object]
Expand the Reach of Presentations
#5 Where Are Your Customers? ,[object Object],[object Object]
#5 Where Are Your Customers? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#6 Choose the Tactics ,[object Object]
Sample Three and Three… Blog Videos Presentations Guest Influencers
Sample Three and Three… White Papers Audio Version Testimonials Research
#6 Choose the Tactics ,[object Object],[object Object],[object Object]
The Online News Release
#7 Develop the Content Calendar
#8 Execute back to Objective ,[object Object],[object Object],[object Object]
The Motivational Conclusion
What if? ,[object Object]
What if? ,[object Object]
What if? ,[object Object]
[object Object]
ContentPlaybook.com
J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!

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Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Hinweis der Redaktion

  1. How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  2. How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  3. Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
  4. Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  5. Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  6. Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.