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Joe Pulizzi's slides from the May 18 Exploring Social Media Business Summit in Toledo, Ohio.
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Content MarketingWhy Your Content is Broken and How to Fix it
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
Content Marketing
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
joepulizzi.com/bio
Custom Publishing
Custom Publishing
Content Marketing
Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating valuable
and compelling content on a consistent basis to maintain or change a behavior
Content Marketing is…
The Trusted Resource…everywhere
The Difference?Marketers Publishers
The Difference?Marketers Publishers
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
Shutterstock
Shutterstock
WHY YOURCONTENT ISN’T
WORKING & WHATTO DO ABOUT IT
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
The Right Engagement
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.
ChineseDrywallProblem.com
Be the Solutions ProviderThe TRUSTED EXPERT
Give your customers relevant, compelling information
and/or
Show them a good time…
FIND Customers’ Pain Points
KEYWORDANALYSIS
GOOD ENOUGH Good Enough is NOT
Your Content Competition
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.
4,500 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?
EXPERIENCEYou Don’t Have Content
What to do?
• Hire or freelance a journalist?
• Hire a content agency?
• Search out your internal content producers.
REMARKABLECreate Something
Joe’s Last Point
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/
