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Presentation given by Joe Pulizzi of the Content Marketing Institute to Social Media Club Cleveland at Hyland Software. Presentation discusses why a content strategy must come before social media and includes one great case study on OpenView Venture Partners.
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Content Marketing BeforeSocial Media
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
Content Marketing
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
joepulizzi.com/bio
Content Marketing
…a little history
The Leading Expert on
Farming and Farm Equipment
Are Marketers Publishers?
Shutterstock
Shutterstock
Shutterstock
The Trusted Resource…everywhere
Content Marketing
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 (multichannel)
Content Marketing is…
The Difference?Marketers Publishers
The Difference?Marketers Publishers
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING“must have content”
Shutterstock
Content Strategy before
Social Media
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.
Average 24 posts per week/90% participation.
34,000 visitors a month (850% increase in 18
months)
6,200 enewsletter subscribers with 25% open
rate.
Over 1,000 published blogs, articles, videos and
podcasts.
Coverage in BNET and the Wall Street Journal
CHIEF EDITOR
Story/Reader FocusedNot Tool Focused
How-To Articles
Expert Interviews
Create the News
Similar Situation Stories
Reports/Studies
Free Tools
http://www.contentmarketinginstitute.com/assessment/
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.
• At least 5 to 1.
