Content Marketing: The Future is Publishing
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The document discusses content marketing and how marketers are becoming publishers by creating and curating valuable content on a consistent basis. It outlines 10 common reasons why content may be failing, such as having no clear goals, not focusing on customers' pain points, or not leveraging employees. The key is for marketers to treat content marketing like publishing by having a specific strategy, calendar, and supporting internal resources.
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Content Marketing: The Future is Publishing
- 1. Content Marketing Publishing as New Marketing Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers
- 2. Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
- 3. Content Marketing Agenda What? Why? Who? 10 reasons why you might be failing at content marketing and how to fix them.
- 4. Are You a Publisher?
- 5. Shutterstock
- 7. Shutterstock
- 9. Shutterstock
- 11. 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
- 12. Former Barriers to Entry Content Acceptance Talent Technology Databases
- 14. The Difference? Marketers Publishers
- 16. Shutterstock
- 19. 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…
- 26. 1987
- 27. Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website
- 28. Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website In 2009, Revenues Up 18%
- 29. OVER 6 MILLION OPT-INS Best R&D Activity for P&G 100,000+ DOWNLOADS Millions in Business 90% OF READERS Directly Acted on Information
- 31. “ Content Marketing Is the Only Marketing Left” - Seth Godin
- 32. Yes, we are all PUBLISHERS…
- 33. Search Engine Optimization Lead Generation Social Media STORYTELLING
- 37. Shutterstock
- 38. Shutterstock
- 40. REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
- 41. GOALS Lack of Content Marketing #1
- 42. 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
- 43. 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
- 44. 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
- 45. Objective Convert Porsche and other sports cars to Corvette Buyers!
- 48. EVERYTHING Your Content is about #2
- 50. Get SUPER NICHE Pets Issues pertaining to pet owners who like to travel with their dogs.
- 51. Get SUPER NICHE Pets Issues pertaining to pet owners who like to travel with their dogs.
- 52. YOU YOU YOU Your Content is about #3
- 55. 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..."
- 56. Be the Solutions Provider The TRUSTED EXPERT Give your customers relevant, compelling information and/or Show them a good time…
- 57. FIND Customers’ Pain Points KEYWORD ANALYSIS
- 58. GOOD ENOUGH Good Enough is NOT #4
- 60. Great Content Marketing UNIQUE USEFUL OR FUN WELL EXECUTED MATCHES THE MEDIA CHANNEL
- 61. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
- 63. Grew Business from FIVE TO 70 MILLION
- 64. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
- 65. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
- 67. Google Insights
- 70. CALENDAR Lack of a Content #5
- 71. 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)
- 72. Podcasts (2) Print Article Digital Article Tweet Schedule Facebook Posts Blog Posts Guest Posts White Paper Case Study
- 73. EMPLOYEES Not Leveraging Your #6
- 77. 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.
- 78. ENGAGE IN CONTENT That People Will Magically #7
- 80. Target the top 10 – 15 blogs or websites in your niche Read and get active…start commenting Where else are your customers online? Be the LinkedIn/Yahoo! Answers expert Where are your customers HANGING OUT?
- 81. The BEST Off-Line Content
- 82. OWNER Your Content Has NO #8
- 83. Jenny Cisney Chief Blogger/Sr. Social Media 3 Blogs (Thousand Words, Plugged In, Grow Your Biz). 17 Twitter Accounts Kodak Community Exchange
- 84. EXPERIENCE You Don’t Have Content #9
- 86. What to do? Hire or freelance a journalist? Hire a content agency? Search out your internal content producers.
- 87. SUPPORT You Don’t Have Internal #10
- 88. 300% Less Chance of Success
- 90. The PATH to PUBLISHER Specific Content Marketing Goals Your Content is SUPER Niche Content focuses on Customer Pain Points Content is among the BEST in the industry You stick to your publishing schedule Employees are a key part of your content You build online relationships and great off-line content to spread your message. You have a Chief Content Officer You Insource or Outsource your content to experts You have C-Level support for content marketing
- 91. Joe Pulizzi [email_address] • @juntajoe on Twitter THANK YOU!