The Future of Marketing is Publishing - 8 Step Content Strategy

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    07-May-2015
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Business decision-making has changed. People are relying on the internet, social media, their friends more than ever, and less on traditional marketing. This presentation goes through way, and how creating a content factory, and publishing, is necessary to position your brand as a trusted solutions provider. Also provides a quick analysis of Hubspot and how they compare to Omniture from a content marketing perspective.

Transcript of The Future of Marketing is Publishing - 8 Step Content Strategy

  • 1.You are a Publisher! Why the Future of Marketing is Publishing Joe Pulizzi Founder, Junta42 Co-Author,Get Content Get Customers

2. Whats Junta42?

  • Vendor-finding service for brands in need of content help.
  • Over 200 projects in last year.

3. Whos Joe Pulizzi?(@juntajoe)

  • Speaker, blogger, evangelist for content marketing.
  • FounderJunta42
  • Co-author ofGet ContentGet Customers (McGraw-Hill)

4. How Did We Make Buying Decisions 15 Years Ago? 5. Traditional Marketing 6. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson 7. How Do We Make Buying Decisions Today? 8. Buying Decisions Today 9. Looking to Solve Problems 10. Forrester Research 11. 12. 13. In Your Dreams! 14. Your Customer 15. Putting on the Publishing Hat 16. Warning!

  • Programs
  • Products
  • Services
  • Company Promotions/Changes
  • Investor Updates

We Like to Talk about Ourselves 17. How Most of Your Content is Developed 18. 19.

  • Who Cares?

20. Forrester Research They are not looking for you 21. Most Corporate Publishing 22. Your Real Competitors 23. Everyone is a Publisher Today

  • Like it or not, everyone is a publisher, and you need to understand what that means.
  • Look at your marketing activitiesstarting to feel a lot more like publishing.

Magazines Newsletters 24. 25. 26. 27. 30% of Budgets Go to Content Telling the Story Renting the Message 28. Still trying to interrupt 29. Look at me 30. The Dark Side of Content 31. What Content Marketing is all about

  • Deliver valuable, relevant and compelling content to your customers on a consistent basis.

to maintain or change a behavior. 32. Willitblend.com 33. In order to make impact here 34. We need to tell compelling stories

  • A Blog
  • White Paper Series
  • eBooks
  • Case Studies
  • Vertical Search
  • Content Microsites/Portals
  • Online Quizzes
  • Digital Magazines
  • Community Forums
  • eNewsletters
  • 11.Twitter Channel
  • eZines
  • Podcasts
  • Audio Books
  • Vodcasts
  • Video Portals
  • A Print Book
  • SlideShare Channel
  • Webcasts/Webinars
  • Virtual Trade Shows

35. Billion-dollar Company Small Startup 36. 37. 38. 39. 40. 41. 42. Hubspots Content Factory

  • Blog
  • Podcast
  • Videos
  • Photos
  • Presentations
  • eBooks
  • News Releases

43. 44. Create More Highways w/Content

  • SEO (people link to great content)
    • More Visitors
    • More Google Juice
  • Social Media (people share great content)
    • Word-of-Mouse
    • Develop Real Relationships

45. 46. Your Ideas Spread!

  • Thetrusted expert resourceeverywhere your customers are!

Social Media does not workwithout a Content Strategy 47.

  • Content Strategy
  • In
  • 15 Minutes
  • And Eight Steps

48. #1 The Marketing Goal

  • One Year from Now, Whats Different?

49. #2 Know the Informational Needs

  • Think of customers like readers. What do they need to know to be successful?What are their pain points?

50. Listen First!

  • www.google.com/alerts

51. Twitter Search (search.twitter.com) 52. Leveraging Tweetdeck 53. #3 The Secret Sauce 54. Your Knowledge Their Needs 55. Secret Sauce Matrix

  • Expertise or Want to Be Expert

Customers Informational Needs 56. #4 Where is the Content?

  • What are you doing? Whats working?
  • Find Content Happening and Publish it!

57. Get Video of Your Customers 58. Expand the Reach of Presentations 59. #5 Where Are Your Customers?

  • Target the top 10 15 blogs in Your Niche
  • Read and Get Activestart commenting

60. #5 Where Are Your Customers?

  • LinkedIn Groups
  • Yahoo! / LinkedIn Answers
  • Google Groups
  • Niche Online Communities (Ning?)
  • Twitter/Facebook
  • StumbleUpon
  • BusinessWeek Xchange

61. #6 Choose the Tactics

  • Use the Three and Three method!

62. Sample Three and Three Blog Videos Presentations Guest Influencers 63. Sample Three and Three White Papers Audio Version Testimonials Research 64. #6 Choose the Tactics

  • Use the Three and Three method!
  • Blog may be most important

65. Whole Foods the Whole Story

  • 1600+ pages
  • 12,000 Inbound Links
  • 1.5 Million Twitter Followers
  • 150k+ Facebook Fans
  • Articles, posts, recipes, videos contributed by over 20 employees

66. #6 Choose the Tactics

  • Use the Three and Three method!
  • Blog may be most important
  • Start leveraging news releases now

67. The Online News Release 68. #7 Develop the Content Calendar 69. #8 Execute the Plan

  • Most important consistency (the Content Promise)
  • Focus on what you do well, outsource the rest (multi-tasking makes you stupid)
  • It will never be perfectevolve with feedback and experimentation.

70. One for the Road

  • Who is YourChief Content Officer?

71. The Motivational Conclusion 72. What if?

  • What if your customers saw your company as the industry thought leader?

73. What if?

  • What if they signed up for your enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives?

74. What if?

  • What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?

75.

  • Go out and answerWhat If?

76. How to Become a Publisher

  • http://bit.ly/Publish-Now

77. ContentPlaybook.com 78. Thank You! Joe Pulizzi [email_address] (216) 941-5842 Site:www.junta42.com About Joe:www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe