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Presentation from Joe Pulizzi given at the Ohio Growth Summit about Content marketing and how small businesses can learn to become THE information resource (publisher) for their industry to attract and retain customers.
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2. About Joe Pulizzi (@juntajoe) September 6-8, 2011 3. 10 and 10 AGENDA
4. 5. 6. 7. 8. 9. Publishing:
http://en.wikipedia.org/wiki/Publisher 10. Former Barriers to Entry
11. The Difference? MarketersPublishers 12. The Difference? MarketersPublishers 13. 14. 15. 16. Content Marketing 17.
Content Marketing is 18. Content Strategy Before Social Media Strategy 19. Search EngineOptimization Lead Generation Social Media STORYTELLING 20. 21. 22. Shutterstock 23. Shutterstock 24. 25. 10 REASONS YOUR CONTENT ISN T WORKING AND HOW TO FIX IT 26. GOALSLack of Content #1 27. The Goal of Content?
28. The Goal of Content?
Prioritize and Choose 29. 30. Objective Convert Porsche and other sports cars to Corvette Buyers! 31. EVERYTHINGYour Content is about #2 32. 33. THEWorlds Leading Expert 34. Get SUPER NICHE
35. Get SUPER NICHE
36. YOU YOU YOU Your Blog is about #3 37. 38. 39. 40. Engaging with Content
41. Be the Solutions Provider The TRUSTED EXPERT
42. FIND Customers Pain Points KEYWORD ANALYSIS 43. 44. 45. GOOD ENOUGHGood Enough is NOT #4 46. Your Content Competition 47. STAND FOR?What does your content UNIQUE CONTENT W/ A POV 48. 49. Grew Business from FIVE TO 70 MILLION 50. ITS NOT WHAT YOU SELL (Wine) ITS WHAT YOU STAND FOR (Everyone deserves to understand the wine experience) 51. CATEGORYCreate Your Own The Timeout Experience Giving people what they really didnt know they wanted. - Abe Peck, Medill School of Journalism 52. 53. 54. 55. 56. CALENDAR Lack of a Content #5 57. 1-7-30-4-2-1 Plan
58. EMPLOYEES Not Leveraging Your #6 59. 60. 61. 62.
More Closed Business, Shorter Sales Cycles 63. ENGAGE IN CONTENT That People Will Magically #7 64. 65.
Where are your customersHANGING OUT? 66. 67. Online is NOT ENOUGH BEST off-line content 68. OWNER Your Content Has NO #8 69. Jenny Cisney Chief Blogger/Sr. Social Media
70. EXPERIENCE You Dont Have Content #9 71. 72. What to do?
73. SUPPORT You Dont Have Internal #10 74. 300%Less Chance of Success 75. 10 TIPS TO FIX YOUR CONTENT RIGHT NOW 76. HEADLINE Use a Proper #1 77. Headline Tips
Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks 78. PROBLEM From the Start, Scope the #2 79. 80. MORE Less is #3 81. Short Tips
82. 83. CALL TO ACTION Think first about your #4 84. Always Forget???
85. From Debbie Weil
86. 87. 88. 89. A SMALL PART One Blog Post is Just #5 90. 91. 92. 93. 94. LOVE Guest Blogging: Spreading the #6 95.
96. INFLUENCERS Promote the Key #7 97. LISTS 98. 99. INFLUENCERS Do Q&As with the #8 100. 101. 102. 103. ADJUST Measure Whats Working & #9 104. 105. OUTSOURCE FINAL TIP #10 106. Not a skillyet
Shutterstock 107. 108. 109. 110. CHIEF EDITOR Story/Reader Focused Not Tool Focused 111. How-To Articles 112. Expert Interviews 113. Create the News 114. Similar Situation Stories 115. Reports/Studies 116. Free Tools http://www.contentmarketinginstitute.com/assessment/ 117. THE LAST SLIDE: THINKING LIKE A PUBLISHER
118.
THANK YOU! September 6-8, 2011 Use CBUS for $100 Discount
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