1.Why Publishing is the Future of Marketing Joe Pulizzi Founder, Junta42 Co-Author,Get Content Get Customers

2. Whos Joe Pulizzi?(@juntajoe)

Speaker, blogger, evangelist for content marketing.

Co-author ofGet ContentGet Customers (McGraw-Hill)

FounderJunta42

3. Whats Junta42?

Vendor-finding service for brands in need of content help.

Over 200 projects in last year.

4. Todays Agenda

Why Content Marketing?

Examples of whats working

Content Strategy in 8 Steps

5. How Did We Make Buying Decisions 15 Years Ago? 6. Traditional Marketing 7. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson 8. How Do We Make Buying Decisions Today? 9. Buying Decisions Today 10. Looking to Solve Problems 11. 12.

Who Cares?

13. Your Customer 14. 15. Most Corporate Publishing 16. The Dark Side of Content 17. 18. 19. 20. Over Six Million Opt-Ins Best R&D Activity for P&G 21. Willitblend.com http:// www.youtube.com/watch_popup?v =qg1ckCkm8YI 22. Willitblend.com 200 Million+ Views 700+% Revenue Growth Millions in Press Coverage 23. HP 24. HP 90%of all sales from online content Gilbane, 2009 25. Whole Foods the Whole Story

1600+ pages

12,000 Inbound Links

1.5 Million Twitter Followers

150k+ Facebook Fans

Articles, posts, recipes, videos contributed by over 20 employees

26. Listen and Publish to make impact here 27. Case Study Comparison Bought by Adobe for $2B 1999, 1200 Employees Small Startup 2006, Under 100 Employees 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. Hubspots Content Factory

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

38. 39. Content Makes You Interesting 40. Over 2,000 Customers In Two Years 41. 42. Create More Highways w/Content

SEO (people link to great content)

• More Visitors

• More Google Juice

Social Media (people share great content)

• Word-of-Mouse

• Develop Real Relationships

43. 44. Your Ideas Spread!

Thetrusted expert resourceeverywhere your customers are!

Social Media does not workwithout a Content Strategy 45.

Content Strategy

In

Eight Steps

46. #1 The Marketing Goal

One Year from Now, Whats Different?

47. #2 Know the Informational Needs

Think of customers like readers. What do they need to know to be successful?What are their pain points?

48. Listen First!

www.google.com/alerts

49. Twitter Search (search.twitter.com) 50. Leveraging Tweetdeck 51. #3 The Secret Sauce 52. Your Knowledge Their Needs 53. Secret Sauce Matrix

Expertise or Want to Be Expert

Customers Informational Needs 54. #4 Where is the Content?

What are you doing? Whats working?

Find Content Happening and Publish it!

55. Expand the Reach of Presentations 56. #5 Where Are Your Customers?

Target the top 10 15 blogs in Your Niche

Read and Get Activestart commenting

57. #5 Where Are Your Customers?

LinkedIn Groups

Yahoo! / LinkedIn Answers

Google Groups

Niche Online Communities (Ning?)

Twitter/Facebook

StumbleUpon

BusinessWeek Xchange

58. #6 Choose the Tactics

Use the Three and Three method!

59. Sample Three and Three Blog Videos Presentations Guest Influencers 60. Sample Three and Three White Papers Audio Version Testimonials Research 61. #6 Choose the Tactics

Use the Three and Three method!

Blog may be most important

Start leveraging news releases now

62. The Online News Release 63. #7 Develop the Content Calendar 64. #8 Execute back to Objective

Most important consistency (the Content Promise)

Focus on what you do well, outsource the rest (multi-tasking makes you stupid)

It will never be perfectevolve with feedback and experimentation.

65. The Motivational Conclusion 66. What if?

What if your customers saw your company as the industry thought leader?

67. What if?

What if they signed up for your enewsletters and other marketing because they felt you could positively affect their lives?

68. What if?

What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?

69.

Go out and answerWhat If?

70. ContentPlaybook.com 71. J oe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!