Content Marketing20 Steps to Success

Joe PulizziExecutive Director, CMICo-Author, Get Content Get Customers

Content Marketing

About Joe Pulizzi (@juntajoe)

6-8 September, 2011

joepulizzi.com/bio

Content Marketing Agenda• What?• Why?• Who?• 10 reasons why you might be

failing at content marketing and how to fix them AND 10 tips for great content creation.

Are You a Publisher?

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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

Former Barriers to Entry

• Content Acceptance

• Talent

• Technology

• Databases

The Difference?

Marketers Publishers

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“Content Marketing Is the Only Marketing Left”

- Seth Godin

Yes, we are all PUBLISHERS…

Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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REASONS YOUR CONTENT STINKS AND HOW TO FIX IT

GOALS Too Many Content

The Goal of Content?

• 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

The Goal of Content?

• 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

Prioritizeand

Choose

ObjectiveConvert Porsche and other sports cars to Corvette Buyers!

EVERYTHING Your Content is about

Get SUPER NICHE

• Pets

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

YOU YOU YOUYour Content is about

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

Great Content Marketing

• UNIQUE

• USEFUL OR FUN

• WELL EXECUTED

• MATCHES THE MEDIA CHANNEL

STAND FOR? What does your content

UNIQUE CONTENT W/ A POV

Grew Business fromFIVE TO 70 MILLION

IT’S NOT WHAT YOU SELL (Wine)

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

CATEGORY Create Your Own

The Timeout Experience –

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

- Abe Peck, Medill School of Journalism

Google Insights

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.

3,000 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?

Blog is NOT ENOUGHBEST off-line content

OWNERYour Content Has NO

Jenny CisneyChief Blogger/Sr. Social Media

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

• 17 Twitter Accounts

• Kodak Community Exchange

EXPERIENCEYou Don’t Have Content

What to do?

• Hire or freelance a journalist?

• Hire a content agency?

• Search out your internal content producers.

SUPPORTYou Don’t Have Internal

300% Less Chance of Success

How to Get “C”upport

• Read this…………………….

• Do the Competitor Test

• Easier to Show Savingsover Revenue(Wasted Salesperson Time)

The PATH to PUBLISHER1. Specific Blogging Goals2. Your Blog is SUPER Niche3. Blog focuses on Customer Pain Points4. Blog content is among the BEST in the industry5. You stick to your publishing schedule6. Employees are a key part of your blog7. 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 and

blog.

THINGS YOU NEED TO BE DOING RIGHT NOW FOR YOUR ONLINE CONTENT

HEADLINESHow to Use a Proper

Headline Tips

• Think about the Problem

• Focus on a Keyword Search (Google External Search)

• Numbers Rule

• Be VERY Specific

Ways to Increase Your Stock Returns

10 Ways to Make More Money with Small-Cap Stocks

PROBLEMFrom the Start, Scope the

MORELess is

Short Tips

• Short sentences

• Bullets

• Short paragraphs

• Get rid of unnecessary words

• Edit, Edit, Edit

CALL TO ACTIONThink first about your

From Debbie Weil• Download our white paper• Join us on Twitter, Facebook, LinkedIn,

YouTube, etc.• Ask us a question• Download our e-book• Sign up for our free webinar• Request our toolkit• Sign up for our e-newsletter• Request a demo

A SMALL PARTOne Blog Post is Just

LOVEGuest Blogging: Spreading the

• Over 100 blogs, Over 100 Webinars

INFLUENCERSPromote the Key

MEASUREMeasure, Measure

INFLUENCERSDo Q&A’s with the

OUTSOURCEFINAL TIP

Joe Pulizzijoe@junta42.com • @juntajoe on Twitter

THANK YOU!