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Presentation given by Joe Pulizzi from the Content Marketing Institute at the MAGS conference in Atlanta. Reviews CMI's social media strategy and how to leverage community for publishers with limited resources.
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360 Degree MediaMore than just a Magazine
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
Content Marketing
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
joepulizzi.com/bio
AGENDA
• How we’ve created a media company and magazine property leveraging social media.
• Best practices and recommendations.
• Q&A
It’s almost impossible to be the trusted media expert today by only leveraging your own channels today.
Joe Pulizzi
ONLINE
IN PRINT
IN PERSON
SERVICES
SERVICES
SERVICES
SERVICES
ECOMMERCE
• In order to grow from zero, we had to do things the other media companies in our industry weren’t able or willing to do.
MindsetHow would you distribute your content if you had no current distribution assets – no email names, no print names, nothing…?
THE BLOG
LISTENING/FOLLOWING
GUEST BLOGGING
• Over 100 blogs, Over 100 Webinars
SOCIAL MEDIA
Be the Expert using LinkedIn Answers
INFLUENCERSPromote the Key
BLOG NETWORK
5 KEY STEPS
1. Find Your Readers!
• Target the top 10 – 15 blogs or websites in Your Niche
• Read and Get Active…start commenting
• LinkedIn Groups• Yahoo! / LinkedIn Answers• Google Groups• Niche Online Communities (Ning?)• Twitter/Facebook• StumbleUpon• BusinessWeek Xchange
Where Are They Hanging Out?
2. Sign Up Key Bloggers/Niche Sites
Work for them, not against them…
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3. Change Your Content Process
4. Create Employee Rock Stars
• Set up blogs for ALL your employees on your platform.
• Create a Social Media Policy (see IBM’s for an example)
• Teach them how to leverage social media (ACTUAL TRAINING)
By Giving Up Control You Can Take Back Control
5. Assign an Internal Champion
• Someone in your company needs to be a social media ambassador.
• Training, support and guidance.
• Identify the employees in your organization now that “get” this.
360 IN ACTION
• Podcasts (2)• Print Article• Digital Article• Tweet
Schedule• Facebook
Posts• Blog Posts• Guest Posts• White Paper• Case Study
IDEAS I’M STEALING
Design World App $2.99
FINAL POINTS
• Need a content community manager.
• Share the process through social media (content opportunities).
• Hard to build community if you are not involved in it.
