@juntajoe
@juntajoe
Publishing:Publishingis the process of production and
dissemination ofinformation the activity of making information
available for public view.
http://en.wikipedia.org/wiki/Publisher
@juntajoe
Former Barriers to EntryContent
AcceptanceTalentTechnologyDatabases
@juntajoe
The Difference?Marketers Publishers
@juntajoe
The Difference?Marketers Publishers
@juntajoe
@juntajoe
@juntajoe
Content Marketing
@juntajoe
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
Content Strategy Before Social MediaStrategy
@juntajoe
Search Engine OptimizationLead GenerationSocial
MediaSTORYTELLING
@juntajoe
@juntajoe
@juntajoe
Are Increasing Content Marketing Budget$
@juntajoe
http://www.youtube.com/user/CMI42#p/u/7/Q5Tt5JSRsOc
@juntajoe
Shutterstock
@juntajoe
Shutterstock
@juntajoe
@juntajoe
10 REASONS YOUR CONTENT ISNT WORKING AND HOW TO FIX IT
@juntajoe
GOALS Lack of Content
@juntajoe
The Goal of Content?Customer RetentionLead GenerationThought
LeadershipLower Customer Service CostsOpen New MarketsInspire
Former Decision MakersContent to Pay for ItselfSolve World
HungerSomebody Thought It would be CoolCEO Wants It
@juntajoe
The Goal of Content?Customer RetentionLead GenerationThought
LeadershipLower Customer Service CostsOpen New MarketsInspire
Former Decision MakersContent to Pay for ItselfSolve World
HungerSomebody Thought It would be CoolCEO Wants It
Prioritize andChoose
@juntajoe
@juntajoe
Objective Convert Porsche and other sports cars to Corvette
Buyers!
@juntajoe
EVERYTHING Your Content is about
@juntajoe
@juntajoe
THE Worlds Leading Expert
@juntajoe
Get SUPER NICHEPets
Issues pertaining to pet owners who like to travel with their
dogs.
@juntajoe
Get SUPER NICHEPets
Issues pertaining to pet owners who like to travel with their
dogs.
@juntajoe
YOU YOU YOUYour Content is about
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Engaging with Content73% of consumers prefer to get information
from a company in the form of a collection of helpful articlesover
an advertisement or offer.
61% are more likely to buy.
@juntajoe
2 CHOICES:OR
@juntajoe
FIND Customers Pain PointsKEYWORD ANALYSIS
@juntajoe
@juntajoe
@juntajoe
GOOD ENOUGH Good Enough is NOT
@juntajoe
Your Content Competition
@juntajoe
STAND FOR? What does your contentUNIQUE CONTENT W/ A POV
@juntajoe
@juntajoe
Grew Business fromFIVE TO 70 MILLION
@juntajoe
ITS NOT WHAT YOU SELL (Wine) ITS WHAT YOU STAND FOR (Everyone
deserves to understand the wine experience)
@juntajoe
CATEGORY Create Your OwnThe Timeout Experience Giving people
what they really didnt know they wanted.- Abe Peck, Medill School
of Journalism
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
CALENDARLack of a Content
@juntajoe
1-7-30-4-2-1 Plan1=Daily (Twitter, Blog)7=Weekly
(eNewsletter)30=Monthly (Webinar)4=Quarterly (eBook,
Magazine)2=Bi-Annually (User Event)1=Yearly (Large Research
Project)
@juntajoe
EMPLOYEESNot Leveraging Your
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Average 24 posts per week/90% participation.850% increase in
site visitors in last 18 months.6,200 enewsletter subscribers with
25% open rate.Over 1,000 published blogs, articles, videos and
podcasts.More Closed Business, Shorter Sales Cycles
@juntajoe
ENGAGE IN CONTENTThat People Will Magically
@juntajoe
@juntajoe
Target the top 10 15 blogs or websites in your nicheRead and get
activestart commentingWhere else are your customers online?Be the
LinkedIn/Yahoo! Answers expertWhere are your customers HANGING
OUT?
@juntajoe
Over 100 blogs, Over 100 Webinars
@juntajoe
Online is NOT ENOUGHBEST off-line content
@juntajoe
@juntajoe
@juntajoe
@juntajoe
OWNERYour Content Has NO
@juntajoe
Jenny CisneyChief Blogger/Sr. Social Media3 Blogs (Thousand
Words, Plugged In, Grow Your Biz).17 Twitter AccountsKodak
Community Exchange
@juntajoe
EXPERIENCEYou Dont Have Content
@juntajoe
@juntajoe
What to do?Hire or freelance a journalist?
Hire a content agency?
Search out your internal content producers.
@juntajoe
SUPPORTYou Dont Have Internal
@juntajoe
300% Less Chance of Success
@juntajoe
Content Marketing is like using a new muscle. Marketers need to
keep it in shape.
@juntajoe
THE LAST SLIDE:THINKING LIKE A PUBLISHERWhat does your audience
really need to know? (pain points)Share awesome stuff (the best in
your industry).Its almost never about you (your story needs to be
about your customers).Whos your Chief Content Officer?
@juntajoe
Joe [email protected] @juntajoe on Twitter THANK YOU!
We have to focus on what would make us interesting to our
customers. Clearly, not our products and services (for the most
part). In order to create a magnet to attract customers and
prospects to us, we have to market differently than we have in the
past.*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
**Now, all of this should be common sense, but the majority of
content we create as companies still revolves around our products
and services. Just look at your events, brochures, press releases.
Are you creating more interesting information or more content about
you you you.*Case in point, this spread in MyFord magazine. All the
highlighted areas are where Ford mentions their brands or Ford
itself. Does this look like content that someone would want to
engage in?*And lets start by discussing how we help buyers make
better purchasing decisions. Because before we can truly understand
what we do for vendors like you, its critical to understand what we
do for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
**Identify where your customers are hanging out atAnd lets start
by discussing how we help buyers make better purchasing decisions.
Because before we can truly understand what we do for vendors like
you, its critical to understand what we do for the buyer
community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*And lets start by discussing how we help buyers make better
purchasing decisions. Because before we can truly understand what
we do for vendors like you, its critical to understand what we do
for the buyer community.
*
