Does Free Content Cannibalize Your Paid Consulting?

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@juntajoe

Jay BaerConvince & Convert

www.convinceandconvert.comwww.nowrevolutionbook.com@jaybaer

Joe PulizziContent Marketing Institute

www.contentmarketinginstitute.comwww.contentmarketingworld.com@juntajoe

Is Content Required?

Death of the IntermediaryKnowledgeable ProfessionalsViable Technology

“Technology is shifting the power away from the editors, the publishers, the establishment, the media elite.

Now it’s the people who are in control.”

-- Rupert Murdoch

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Is Every Company a Media Company?

Professional services companies are creating content

Media companies are creating content

Increasingly, the type and quality of this content is strikingly similar

No more barriers to entry

What’s the difference?

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Three-Legged Success Stool

Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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It should all be perfect, right?

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We still have major issues…

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The Content Marketing Institute

Story#sxkimono@jaybaer@juntajoe

About CMI

Lovers of orange

Everything content marketing

More than 70 content contributors

EventsBookseBooksBlogVideo

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Trojan Horse?

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But How Far Should You Open the Kimono?

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Concerns About Consultants’ Content

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6

My Clients Don’t Consume Online Content

#sxkimono@jaybaer@juntajoe Google/ZeroMomentofTruth.com

We Don’t Have Time to Create Content

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“Content Provides an Information Annuity”

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We Can Just Do Social Media, We Don’t Need Content

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“Content is Fire. Social Media is Gasoline”

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We Can Just Do a Blog

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Break Up Content 10x1

Pre-Activation

Distribution

Re-Imagine

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We’ll Give Away Our Secret Sauce!

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327,000 views

Attention Interest Action

“Having a Grocery List Doesn’t Make You a Chef”

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We Shouldn’t Talk About Price in Our Content

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David vs. Goliath?

Things to Consider Before You Dive In to Content Marketing

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3

1. Know Your Niche

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1a. Know Your Audience

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2. Know Your Budget

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Blogging (36 hours @ $45/hour) = 3 posts/week

Chunky Content (16 hours @36/hour) = 1 big piece/quarter

Social Media and Community Building (10 hours @ $45/hour, per every 10 employees)

Official Outposts and Measurement (24 hours/month @ $30/hour)

Total annual labor costs for a 50-person professional services firm = $62,280

3. Know Your Metrics

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Consumption Metrics

Sharing Metrics

Lead Generation

MetricsSales Metrics

Managing Content Marketing

How Open Are You?

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Questions!