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Presentation by Joe Pulizzi from the Content Marketing Institute about the concept that we are all publishers and gives 10 steps for evolving from a marketer to a publisher.
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Content MarketingPublishing as New Marketing
Joe PulizziExecutive Director, CMICo-Author, Get Content Get Customers
Content Marketing
About Joe Pulizzi (@juntajoe)
6-8 September, 2011
joepulizzi.com/bio
Content Marketing Agenda
• What?• Why?• Who?• 10 reasons why you might be
failing at content marketing and how to fix them.
Are You a Publisher?
Shutterstock
Shutterstock
Shutterstock
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
Former Barriers to Entry
• Content Acceptance• Talent• Technology• Databases
The Difference?
Marketers Publishers
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http://www.marketingsherpa.com/article.php?ident=31802
Marketers as PublishersOwning 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…
1987
Club Meetings @Stores
Email Newsletter
Custom Magazine Versions
On Demand TV Channel Social NetworkVideos
Music
Website
Club Meetings @Stores
Email Newsletter
Custom Magazine Versions
On Demand TV Channel Social NetworkVideos
Music
WebsiteIn 2009, Revenues Up
18%
OVER 6 MILLION OPT-INSBest R&D Activity for P&G
100,000+ DOWNLOADSMillions in Business
90% OF READERSDirectly Acted on Information
“Content Marketing Is the Only Marketing Left”
- Seth Godin
Yes, we are all PUBLISHERS…
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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Shutterstock
REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
GOALS Lack of Content Marketing
What Most Marketers Want• 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
What Most Marketers Want• 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
Choose One
Biggest single investment from their marketing budget – 2x per year.
Objective Reach senior executives and begin conversations with target prospects.
http://www.altair.com/MagazineCurrentIssue.aspx
ObjectiveConvert Porsche and other sports cars to Corvette Buyers!
EVERYTHING Your Content is about
Get SUPER NICHE
• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
Get SUPER NICHE
• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
YOU YOU YOUYour Content is about
• There are 17 separate content sections in the magazine (mini-features, sidebars, etc.). Of the 17 areas, Ford is mentioned in the title or first sentence of 14 of them.
• "...Ford Focus is a sporty car with serious smarts...""...Ford is continually improving its vehicles..."
Be the Solutions ProviderThe TRUSTED EXPERT
Give your customers relevant, compelling information
and/or
Show them a good time…
FIND Customers’ Pain PointsKEYWORDANALYSIS
GOOD ENOUGH Good Enough is NOT
Your Content Competition
Great Content Marketing
• UNIQUE• USEFUL OR FUN• WELL EXECUTED• MATCHES THE MEDIA CHANNEL
STAND FOR? What does your content
UNIQUE CONTENT W/ A POV
Grew Business fromFIVE TO 70 MILLION
IT’S NOT WHAT YOU SELL (Wine)
IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
CATEGORY Create Your Own
The Timeout Experience –
“Giving people what they really didn’t know they wanted.”
- Abe Peck, Medill School of Journalism
Google Insights
CALENDARLack of a Content
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)
• Podcasts (2)• Print Article• Digital Article• Tweet
Schedule• Facebook
Posts• Blog Posts• Guest Posts• White Paper• Case Study
EMPLOYEESNot Leveraging Your
Average 24 posts per week/90%
participation.
Over 30,000 visits in six months.
3,000 enewsletter subscribers
with 25% open rate.
Over 700 published blogs,
articles, videos and podcasts.
ENGAGE IN CONTENTThat People Will Magically
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?
The BEST Off-Line Content
OWNERYour Content Has NO
Jenny CisneyChief Blogger/Sr. Social Media
• 3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
• 17 Twitter Accounts• Kodak Community Exchange
EXPERIENCEYou Don’t Have Content
What to do?
• Hire or freelance a journalist?
• Hire a content agency?
• Search out your internal content producers.
SUPPORTYou Don’t Have Internal
300% Less Chance of Success
The PATH to PUBLISHER1. Specific Content Marketing Goals2. Your Content is SUPER Niche3. Content focuses on Customer Pain Points4. Content is among the BEST in the industry5. You stick to your publishing schedule6. Employees are a key part of your content7. You build online relationships and great off-line
content to spread your message.8. You have a Chief Content Officer9. You Insource or Outsource your content to experts10. You have C-Level support for content marketing
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