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Three Things NOW!: Content Marketing, Listening and Social Media

@juntajoe

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22 views

Three Things NOW!: Content Marketing, Listening and Social Media

@juntajoe

Uploaded by

Oss Merino
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Three Things NOW!

Content Marketing, Listening


and Social Media

Joe Pulizzi, Junta42


Esource Utility Marketing Conference
Hi! I’m Joe Pulizzi (@juntajoe)

• Evangelist, speaker,
author for content
marketing – why
marketers need to be
publishers.

• Founder and Chief


Content Officer for
Junta42

• Co-author of
Get Content
Get Customers
(McGraw-Hill)

• Former Vice President at


Penton Media, Inc.,
North America’s largest
independent b-to-b
media company
Let’s Start Off with
Some Questions for You
Information Evolution

CBS Fast Draw


Information Evolution

CBS Fast Draw


Information Evolution

CBS Fast Draw


Buyers Used to Solve Problems…

• Talking to Company Sales Reps

• Distributors/Resellers

• Product Literature

• Seeing Ads in Magazines


Educated Buyers Now Solve Problems…

• Google searches.

• Online portals and news sites.

• Listening to bloggers’ advice and opinions.

• Word-of-mouth & “Word-of-mouse”

• Direct to company websites.


Forrester Research
#1
Understand that Marketing is Now
about Publishing
or
CONTENT MARKETING
Marketer or Publisher?
Everyone is a Publisher Today
• Like it or not, everyone is a publisher, and you need to
understand what that means.
• Look at your marketing activities…starting to feel a lot
more like publishing.

Magazines

Newsletters
You Are the Publisher

1. A Blog 12. eZines


2. White Paper Series 13. Podcasts
3. eBooks     14. Audio Books
4. Case Studies 15. Vodcasts
16. Video Portals 
5. Vertical Search
17. Website RSS Feeds
6. Content Microsites/Portals
18. Social Networking Sites
7. Online Quizzes 19. Webcasts/Webinars
8. Digital Magazines 20. Virtual Trade Shows
9. Community Forums 21. Online Games
10.eNewsletters 22. Content Widgets
11.Variable eNewsletters
What this is all about…

Branded Content
Content Marketing Content Strategy

The art of understanding what your customers


need to know,
and delivering it to them in a compelling way
to create or change a behavior.
Custom Media
Custom Publishing

Customer Media Information Marketing


Journalism
+
Marketing
=
content marketing
Giving Away the “Secret Sauce”
How to Create Engagement

• Give your customers relevant, compelling


information

or

• Give them a good time…


What this is all about…

The This is BEST accomplished


art of understanding what your customers
need to know,
through
and delivering it toPUBLISHING,
them in a compelling way
to create or change a behavior.
not Marketing
The Big Shift

While all this was happening, we went


from…

A provider of natural gas and


energy-related products and
services
The Big Shift

To…

The trusted, expert resource for


all things energy!
The Publisher Mindset

Organizations are just now beginning to understand


that, along with the products and services that they
offer, one of their core products is

information.

If not the most important one…


It’s Not about You!

Provide relevant content that gives


solutions to some of the toughest
problems customers are facing.
Your Ideas Spread!

• Should be the core of your marketing campaign.

• Position yourself as the trusted solutions provider


for your industry and help people spread the
word!
You Don’t Have to Be a Media Company to Be
a Media Company
• Content, if good, will be accepted.

• NO TECHNOLOGY BARRIERS.

• Reach/Circulation no longer an issue.

• Extra bonus for transparency and immediate


communication (most publishers are not good at
this).
#2
Use online tools to listen!
www.google.com/alerts
www.google.com/alerts
Twitter To Do’s

• Never answer the question “What are


you doing?”

• Assign ownership

• Be democratic

• Be human
Twitter To Do’s

• Then…use it as a distribution
mechanism.
#3
The Importance of
Social Media & Content
Content Stages

1. Search Engine Optimization

2. Generating Qualified Leads

3. Being a Part of the Conversation


Storytellers Have the
Advantage
Telling Relevant Stories

1. A Blog 12. eZines


2. White Paper Series 13. Podcasts
3. eBooks     14. Audio Books
4. Case Studies 15. Vodcasts
16. Video Portals 
5. Vertical Search
17. Website RSS Feeds
6. Content Microsites/Portals
18. Social Networking Sites
7. Online Quizzes 19. Webcasts/Webinars
8. Digital Magazines 20. Virtual Trade Shows
9. Community Forums 21. Online Games
10.eNewsletters 22. Content Widgets
11.Variable eNewsletters
Find your social channels…
Content and Social Media

• Understand who your customer is and where the


pain points are.
• Develop consistent, relevant content in multiple
channels.
• Let go of all control. Let your idea spread.
• People share your ideas, link to your content.
• Content is found through social media and search
engines.
• Customers start relying on you for your expertise
(relationship!)
• You are the trusted solutions provider in your
industry.
Email Newsletter

Music

Website

Club Meetings @Stores


Custom Magazine Versions

On Demand TV Channel Videos Social Network


Why does content matter?
• It tells your story.

• It answers people’s questions.

• It inspires and entertains.

• It motivates.

• It drives decision-making.

• It manages expectations.

• It brings your brand to life.

• It builds – or breaks – trust.


Why does content REALLY matter?
• It’s what informs customer action … or INaction
… both online and off

Traditional

Content and
Social Media
Next Steps

1. Select someone to be your publisher, managing


editor or journalist. Be the Media.

2. Who is your Chief Conversation Officer?

3. Evaluate every communication: are we providing


pointers to the next piece of information they
need? (The Content Audit)
Thanks!
Joe Pulizzi
[email protected]
(216) 941-5842
Site: www.junta42.com
Blog: blog.junta42.com
Book Site: www.getcontentgetcustomers.com

Ways to Connect:
LinkedIn: Joe Pulizzi
Facebook: juntajoe
Twitter: juntajoe

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