@juntajoe The Content Marketing Revolution Becoming THE Expert In Your Industry Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
Sep 15, 2014
@juntajoe
The Content Marketing Revolution
Becoming THE ExpertIn Your Industry
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
About Joe Pulizzi (@juntajoe)
@juntajoe
@juntajoe
Publishing:
• Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http://en.wikipedia.org/wiki/Publisher
@juntajoe
Former Barriers to Entry
• Content Acceptance
• Talent
• Technology
• Databases
@juntajoe
The Difference?Marketers Publishers
@juntajoe
The Difference?Marketers Publishers
@juntajoe
@juntajoe
@juntajoe
Content Marketing
@juntajoe
Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a
consistent basis to maintain or change a behavior.
Content Marketing is…
@juntajoe
Content StrategyBefore
Social MediaStrategy
@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
@juntajoe
@juntajoe
@juntajoe
Are Increasing Are Increasing Content Marketing BudgetContent Marketing Budget$$
@juntajoe
• http://www.youtube.com/user/CMI42#p/u/7/Q5Tt5JSRsOc
@juntajoe Shutterstock
@juntajoe Shutterstock
@juntajoe
@juntajoe
10REASONS
YOUR CONTENTISN’T WORKING
AND HOW TO FIX IT
@juntajoe
GOALS Lack of Content
@juntajoe
The Goal of Content?
• Customer Retention
• Lead Generation
• Thought Leadership
• Lower Customer Service Costs
• Open New Markets
• Inspire Former Decision Makers
• Content to Pay for Itself
• Solve World Hunger
• Somebody Thought It would be Cool
• CEO Wants It
@juntajoe
The Goal of Content?
• Customer Retention
• Lead Generation
• Thought Leadership
• Lower Customer Service Costs
• Open New Markets
• Inspire Former Decision Makers
• Content to Pay for Itself
• Solve World Hunger
• Somebody Thought It would be Cool
• CEO Wants It
Prioritizeand
Choose
@juntajoe
@juntajoe
ObjectiveConvert Porsche and other sports cars to Corvette Buyers!
@juntajoe
EVERYTHING Your Content is about
@juntajoe
@juntajoe
THE World’s Leading Expert
@juntajoe
Get SUPER NICHE• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
@juntajoe
Get SUPER NICHE
• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
@juntajoe
YOU YOU YOUYour Content is about
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Engaging with Content
73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.
61% are more likely to buy.
@juntajoe
2 CHOICES:2 CHOICES:
OROR
@juntajoe
FIND Customers’ Pain Points
KEYWORDANALYSIS
@juntajoe
@juntajoe
@juntajoe
GOOD ENOUGH Good Enough is NOT
@juntajoe
Your Content Competition
@juntajoe
STAND FOR? What does your content
UNIQUE CONTENT W/ A POV
@juntajoe
@juntajoe
Grew Business fromFIVE TO 70 MILLION
@juntajoe
IT’S NOT WHAT YOU SELL (Wine)
IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
@juntajoe
CATEGORY Create Your Own
The Timeout Experience –
“Giving people what they really didn’t know they wanted.”
- Abe Peck, Medill School of Journalism
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
CALENDARLack of a Content
@juntajoe
1-7-30-4-2-1 Plan
• 1=Daily (Twitter, Blog)
• 7=Weekly (eNewsletter)
• 30=Monthly (Webinar)
• 4=Quarterly (eBook, Magazine)
• 2=Bi-Annually (User Event)
• 1=Yearly (Large Research Project)
@juntajoe
EMPLOYEESNot Leveraging Your
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Average 24 posts per week/90%
participation.
850% increase in site visitors in last 18
months.
8,500 enewsletter subscribers with 25%
open rate.
Over 1,000 published blogs, articles,
videos and podcasts.
More Closed Business, Shorter Sales Cycles
@juntajoe
ENGAGE IN CONTENTThat People Will Magically
@juntajoe
@juntajoe
Target the top 10 – 15 blogs or websites in your niche
Read and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert
Where are your customers
HANGING OUT?
@juntajoe
• Over 100 blogs, Over 100 Webinars
@juntajoe
Online is NOT ENOUGHBEST off-line content
@juntajoe
@juntajoe
@juntajoe
@juntajoe
OWNERYour Content Has NO
@juntajoe
Jenny CisneyChief Blogger/Sr. Social Media
• 3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
• 17 Twitter Accounts
• Kodak Community Exchange
@juntajoe
@juntajoe
The content marketing team….
More typically roles within your existing team…
@juntajoe
EXPERIENCEYou Don’t Have Content
@juntajoe
@juntajoe
What to do?
• Hire or freelance a journalist?
• Hire a content agency?
• Search out your internal content producers.
@juntajoe
SUPPORTYou Don’t Have Internal
@juntajoe
300% Less Chance of Success
@juntajoe
“Content Marketing is like using a new muscle.
Marketers need to keep it in shape.”
@juntajoe
THE LAST SLIDE:THINKING LIKE A PUBLISHER
• What does your audience really need to know? (pain points)
• Share awesome stuff (the best in your industry).
• It’s almost never about you (your story needs to be about your customers).
• Who’s your Chief Content Officer?
@juntajoe
Joe [email protected] • @juntajoe on Twitter
Thank You/Q&A
http://bit.ly/cmplaybook
http://bit.ly/CMIPRO