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Content Marketing Publishing as New Marketing Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers

Content Marketing: The Future is Publishing

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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

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Content Marketing

About Joe Pulizzi (@juntajoe)

6-8 September, 2011

joepulizzi.com/bio

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Content Marketing Agenda

• What?• Why?• Who?• 10 reasons why you might be

failing at content marketing and how to fix them.

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Are You a Publisher?

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Shutterstock

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Shutterstock

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Shutterstock

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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

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Former Barriers to Entry

• Content Acceptance• Talent• Technology• Databases

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The Difference?

Marketers Publishers

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Shutterstock

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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…

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http://www.flickr.com/photos/joriel/2994549358/

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1987

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Club Meetings @Stores

Email Newsletter

Custom Magazine Versions

On Demand TV Channel Social NetworkVideos

Music

Website

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Club Meetings @Stores

Email Newsletter

Custom Magazine Versions

On Demand TV Channel Social NetworkVideos

Music

WebsiteIn 2009, Revenues Up

18%

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OVER 6 MILLION OPT-INSBest R&D Activity for P&G

100,000+ DOWNLOADSMillions in Business

90% OF READERSDirectly Acted on Information

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“Content Marketing Is the Only Marketing Left”

- Seth Godin

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Yes, we are all PUBLISHERS…

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Shutterstock

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Shutterstock

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REASONS YOUR CONTENT STINKS AND HOW TO FIX IT

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GOALS Lack of Content Marketing

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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

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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

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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

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ObjectiveConvert Porsche and other sports cars to Corvette Buyers!

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EVERYTHING Your Content is about

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Get SUPER NICHE

• Pets

• Issues pertaining to pet owners who like to travel with their dogs.

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Get SUPER NICHE

• Pets

• Issues pertaining to pet owners who like to travel with their dogs.

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YOU YOU YOUYour Content is about

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• 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..."

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Be the Solutions ProviderThe TRUSTED EXPERT

Give your customers relevant, compelling information

and/or

Show them a good time…

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FIND Customers’ Pain PointsKEYWORDANALYSIS

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GOOD ENOUGH Good Enough is NOT

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Your Content Competition

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Great Content Marketing

• UNIQUE• USEFUL OR FUN• WELL EXECUTED• MATCHES THE MEDIA CHANNEL

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STAND FOR? What does your content

UNIQUE CONTENT W/ A POV

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Grew Business fromFIVE TO 70 MILLION

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IT’S NOT WHAT YOU SELL (Wine)

IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)

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CATEGORY Create Your Own

The Timeout Experience –

“Giving people what they really didn’t know they wanted.”

- Abe Peck, Medill School of Journalism

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Google Insights

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CALENDARLack of a Content

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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)

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• Podcasts (2)• Print Article• Digital Article• Tweet

Schedule• Facebook

Posts• Blog Posts• Guest Posts• White Paper• Case Study

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EMPLOYEESNot Leveraging Your

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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.

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ENGAGE IN CONTENTThat People Will Magically

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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?

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The BEST Off-Line Content

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OWNERYour Content Has NO

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Jenny CisneyChief Blogger/Sr. Social Media

• 3 Blogs (Thousand Words, Plugged In, Grow Your Biz).

• 17 Twitter Accounts• Kodak Community Exchange

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EXPERIENCEYou Don’t Have Content

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What to do?

• Hire or freelance a journalist?

• Hire a content agency?

• Search out your internal content producers.

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SUPPORTYou Don’t Have Internal

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300% Less Chance of Success

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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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Joe [email protected] • @juntajoe on Twitter

THANK YOU!