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

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    08-May-2015
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Content marketing expert Joe Pulizzi reviews how marketers are indeed publishers today, and details eight steps to completing a content marketing strategy that works for both small and large brands. Case studies include P&G, Hubspot, BlendTec and more.

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

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

2. Whos Joe Pulizzi?(@juntajoe)

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

3. Whats Junta42?

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

4. Todays Agenda

  • Why Content Marketing?
  • Examples of whats working
  • Content Strategy in 8 Steps

5. How Did We Make Buying Decisions 15 Years Ago? 6. Traditional Marketing 7. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson 8. How Do We Make Buying Decisions Today? 9. Buying Decisions Today 10. Looking to Solve Problems 11. 12.

  • Who Cares?

13. Your Customer 14. 15. Most Corporate Publishing 16. The Dark Side of Content 17. 18. 19. 20. Over Six Million Opt-Ins Best R&D Activity for P&G 21. Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI 22. Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage 23. HP 24. HP 90%of all sales from online content Gilbane, 2009 25. 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

26. Listen and Publish to make impact here 27. Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. Hubspots Content Factory

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

38. 39. Content Makes You Interesting 40. Over 2,000 Customers In Two Years 41. 42. 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

43. 44. Your Ideas Spread!

  • Thetrusted expert resourceeverywhere your customers are!

Social Media does not workwithout a Content Strategy 45.

  • Content Strategy
  • In
  • Eight Steps

46. #1 The Marketing Goal

  • One Year from Now, Whats Different?

47. #2 Know the Informational Needs

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

48. Listen First!

  • www.google.com/alerts

49. Twitter Search (search.twitter.com) 50. Leveraging Tweetdeck 51. #3 The Secret Sauce 52. Your Knowledge Their Needs 53. Secret Sauce Matrix

  • Expertise or Want to Be Expert

Customers Informational Needs 54. #4 Where is the Content?

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

55. Expand the Reach of Presentations 56. #5 Where Are Your Customers?

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

57. #5 Where Are Your Customers?

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

58. #6 Choose the Tactics

  • Use the Three and Three method!

59. Sample Three and Three Blog Videos Presentations Guest Influencers 60. Sample Three and Three White Papers Audio Version Testimonials Research 61. #6 Choose the Tactics

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

62. The Online News Release 63. #7 Develop the Content Calendar 64. #8 Execute back to Objective

  • 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.

65. The Motivational Conclusion 66. What if?

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

67. What if?

  • What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives?

68. What if?

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

69.

  • Go out and answerWhat If?

70. ContentPlaybook.com 71. J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!