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Why Publishing is theFuture of Marketing Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers

Who’s Joe Pulizzi? (@juntajoe)

• Speaker, blogger, evangelist for content marketing.

• Co-author of Get Content Get Customers

(McGraw-Hill)

• Founder Junta42

What’s Junta42?• Vendor-finding service for brands in

need of content help.• Over 200 projects in last year.

Today’s Agenda• Why Content Marketing?

• Examples of what’s working

• Content Strategy in 8 Steps

How Did We Make Buying Decisions 15 Years Ago?

Traditional Marketing

Traditional Marketing Challenges

800-555-1234AnnoyingSalesperson

How Do We Make Buying Decisions Today?

Buying Decisions Today

Looking to Solve Problems

Who Cares?

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+ Views700+% Revenue Growth

Millions in PressCoverage

HP

HP

90%of all salesfrom online

content

Gilbane, 2009

Whole Foods – the Whole Story• 1600+ pages

• 12,000 InboundLinks

• 1.5 MillionTwitterFollowers

• 150k+ FacebookFans

• Articles, posts, recipes, videos contributed by over 20 employees

Listen and Publish to make impact here…

Case Study Comparison

Bought by Adobe for $2B1999, 1200 Employees

Small Startup2006, Under 100 Employees

Hubspot’s Content Factory

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

Content Makes You Interesting

Over 2,000 CustomersIn Two Years

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

Your Ideas Spread!

The trusted expert resource everywhere your customers are!

Social Media does not work without a Content Strategy

Content StrategyIn

Eight Steps

#1 The Marketing Goal

One Year from Now, What’s Different?

#2 Know the Informational Needs

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

pain points?

Listen First!

www.google.com/alerts

Twitter Search (search.twitter.com)

Leveraging Tweetdeck

#3 The Secret Sauce

Your Knowledge

Their Needs

Secret Sauce Matrix

Expertise or Want to Be Expert

Customers’ Informational Needs

#4 Where is the Content?

1. What are you doing? What’s working?

2. Find Content Happening and Publish it!

Expand the Reach of Presentations

#5 Where Are Your Customers?• Target the top 10 – 15 blogs in Your Niche

• Read and Get Active…start commenting

#5 Where Are Your Customers?• LinkedIn Groups

• Yahoo! / LinkedIn Answers

• Google Groups

• Niche Online Communities (Ning?)

• Twitter/Facebook

• StumbleUpon

• BusinessWeek Xchange

#6 Choose the Tactics

1. Use the Three and Three method!

Sample Three and Three…

Blog

Videos Presentations

Guest Influencers

Sample Three and Three…

White Papers

Audio Version Testimonials

Research

#6 Choose the Tactics

1. Use the Three and Three method!

2. Blog may be most important

3. Start leveraging news releases now

The Online News Release

#7 Develop the Content Calendar

#8 Execute back to Objective1. Most important – consistency

(the Content Promise)2. Focus on what you do well,

outsource the rest (multi-tasking makes you stupid)

3. It will never be perfect…evolve with feedback and experimentation.

The Motivational Conclusion

What if?• What if your customers saw your

company as the industry thought leader?

What if?• What if they signed up for your

enewsletters and other marketing because they felt you could positively affect their lives?

What if?• What if your customers spread your

content to prospects for you - essentially becoming your marketing distribution arm?

Go out and answer What If?

ContentPlaybook.com

Joe [email protected](216) 941-5842

Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe

Thank You!