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View the presentation from the Thursday, February 2nd webinar: Content Initiatives You Need to Seriously Consider for 2012 You can access the recorded webinar with Q&A on YouTube at: http://youtu.be/cU8ycyPTj7Y
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February 2, 2012
The webinar will begin shortly
Welcome!
Content Initiatives You Need to Seriously Consider for 2012
Happy Groundhog Day!
@JuntaJoe @SonnhalterB2T
The Content RevolutionTake the Information Lead in Your Industry and Sell
Whatever You Want
Joe Pulizzi (@juntajoe)Founder, Content Marketing InstituteCo-Author, Get Content Get Customers and Managing Content Marketing
@JuntaJoe @SonnhalterB2T
To help transform marketers into publishers. Less renting, more owning.
EVENTS MEDIA CONSULTING
Sept 4-6, 2012Columbus, OH
@JuntaJoe @SonnhalterB2T
Today’s Agenda
• The Latest Research on What’s Happening in Content Marketing
• Real-World Content Examples and Tips to be Discovered
• From $0 to Multi-Million in Sales
• Q&A
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
Publishing
• Publishing is the activity of making information available for public view.
• The stakes have been raised.
http://en.wikipedia.org/wiki/Publisher
@JuntaJoe @SonnhalterB2T
Barriers to Entry are Gone
• Content Acceptance• Talent• Technology
@JuntaJoe @SonnhalterB2T
Searching for Information
Google/ZeroMomentofTruth.com
@JuntaJoe @SonnhalterB2T
Content Marketing
@JuntaJoe @SonnhalterB2T
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 @SonnhalterB2T
The Difference?
Marketers Publishers/Media
@JuntaJoe @SonnhalterB2T
The Difference?Marketers Publishers/Media
@JuntaJoe @SonnhalterB2T
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
Easier…yet Harder
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
60%
@JuntaJoe @SonnhalterB2TShutterstock
@JuntaJoe @SonnhalterB2TShutterstock
@JuntaJoe @SonnhalterB2T
Real-World Examples and Ideas of
Content Marketing in Action
The Niche Content Mission & Platform
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
Get SUPER NICHE• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
@JuntaJoe @SonnhalterB2T
• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
Define the Term and Flood with Great Content
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
10 to 1 content…reimagine
@JuntaJoe @SonnhalterB2T
Story Concept
• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the
content become?• Headline• Keyword Focus• Action
@JuntaJoe @SonnhalterB2T
Pre-Activation
Distribution
Re-Imagine
@JuntaJoe @SonnhalterB2T
Pre-Activation
Distribution
Re-Imagine
@JuntaJoe @SonnhalterB2T
Pre-Activation
Distribution
Re-Imagine
Google is Changing Everything (SOCIAL)
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
- Author Presentations- Book Teasers- Series of Chapters- Contributor Spotlights- Embed Links
@JuntaJoe @SonnhalterB2T
Dominating a Category with Content Marketing
and Social Media
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
FINDING Customers’ Pain Points
KEYWORDANALYSIS
@JuntaJoe @SonnhalterB2T
Google External Tool
@JuntaJoe @SonnhalterB2T
`
@JuntaJoe @SonnhalterB2T
Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
Content for Key Questions
@JuntaJoe @SonnhalterB2T
• Over 200 blogs, Over 150 Webinars
@JuntaJoe @SonnhalterB2T
The Book
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
Social Media 4-1-1
@JuntaJoe @SonnhalterB2T
#hashtag
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
@JuntaJoe @SonnhalterB2T
THE LAST SLIDETHINKING LIKE A PUBLISHER
Whatever you want to sell, books or events or anything else: Choose a niche you can become the leading expert in the
world at. Develop AND share the best multi-channel content on the
planet. Remove YOU from the story as much as possible…it will travel
farther.
@JuntaJoe @SonnhalterB2T
Q&A
Joe [email protected] • @juntajoe on Twitter
John [email protected] • @johnsonnhalter
on Twitter