why publishing is the future of marketing - 8 step content marketing strategy

71
Why Publishing is the Future of Marketing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers

Upload: joe-pulizzi

Post on 08-May-2015

3.663 views

Category:

Business


2 download

DESCRIPTION

Content marketing expert Joe Pulizzi reviews how marketers are indeed publishers today, and details eight steps to completing a content marketing strategy that works for both small and large brands. Case studies include P&G, Hubspot, BlendTec and more.

TRANSCRIPT

Page 1: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Why Publishing is theFuture of Marketing

Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers

Page 2: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Who’s Joe Pulizzi? (@juntajoe)

• Speaker, blogger, evangelist for content marketing.

• Co-author of Get Content Get Customers

(McGraw-Hill)

• Founder Junta42

Page 3: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

What’s Junta42?

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

• Over 200 projects in last year.

Page 4: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Today’s Agenda

• Why Content Marketing?

• Examples of what’s working

• Content Strategy in 8 Steps

Page 5: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

How Did We Make Buying Decisions 15 Years Ago?

Page 6: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Traditional Marketing

Page 7: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Traditional Marketing Challenges

800-555-1234AnnoyingSalesperson

Page 8: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

How Do We Make Buying Decisions Today?

Page 9: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Buying Decisions Today

Page 10: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Looking to Solve Problems

Page 11: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 12: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Who Cares?

Page 13: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Your Customer

Page 14: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 15: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Most Corporate Publishing

Page 16: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

The Dark Side of Content

Page 17: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 18: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 19: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 20: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Over Six Million Opt-Ins

Best R&D Activity for P&G

Page 21: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Willitblend.com

http://www.youtube.com/watch_popup?v=qg1ckCkm8YI

Page 22: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Willitblend.com

200 Million+ Views700+% Revenue Growth

Millions in PressCoverage

Page 23: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

HP

Page 24: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

HP

90%of all salesfrom online

content

Gilbane, 2009

Page 25: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Whole Foods – the Whole Story

• 1600+ pages

• 12,000 InboundLinks

• 1.5 MillionTwitterFollowers

• 150k+ FacebookFans

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

Page 26: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Listen and Publish to make impact here…

Page 27: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Case Study Comparison

Bought by Adobe for $2B1999, 1200 Employees

Small Startup2006, Under 100 Employees

Page 28: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 29: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 30: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 31: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 32: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 33: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 34: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 35: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 36: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 37: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Hubspot’s Content Factory

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

Page 38: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 39: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Content Makes You Interesting

Page 40: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Over 2,000 CustomersIn Two Years

Page 41: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 42: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

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

Page 43: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy
Page 44: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Your Ideas Spread!

The trusted expert resource everywhere your customers are!

Social Media does not work without a Content Strategy

Page 45: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Content Strategy

In

Eight Steps

Page 46: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#1 The Marketing Goal

One Year from Now, What’s Different?

Page 47: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#2 Know the Informational Needs

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

pain points?

Page 48: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Listen First!

www.google.com/alerts

Page 49: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Twitter Search (search.twitter.com)

Page 50: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Leveraging Tweetdeck

Page 51: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#3 The Secret Sauce

Page 52: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Your Knowledge

Their Needs

Page 53: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Secret Sauce Matrix

Expertise or Want to Be Expert

Customers’ Informational Needs

Page 54: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#4 Where is the Content?

1. What are you doing? What’s working?

2. Find Content Happening and Publish it!

Page 55: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Expand the Reach of Presentations

Page 56: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#5 Where Are Your Customers?

• Target the top 10 – 15 blogs in Your Niche

• Read and Get Active…start commenting

Page 57: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#5 Where Are Your Customers?

• LinkedIn Groups

• Yahoo! / LinkedIn Answers

• Google Groups

• Niche Online Communities (Ning?)

• Twitter/Facebook

• StumbleUpon

• BusinessWeek Xchange

Page 58: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#6 Choose the Tactics

1. Use the Three and Three method!

Page 59: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Sample Three and Three…

Blog

Videos Presentations

Guest Influencers

Page 60: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Sample Three and Three…

White Papers

Audio Version Testimonials

Research

Page 61: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#6 Choose the Tactics

1. Use the Three and Three method!

2. Blog may be most important

3. Start leveraging news releases now

Page 62: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

The Online News Release

Page 63: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#7 Develop the Content Calendar

Page 64: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

#8 Execute back to Objective

1. Most important – consistency (the Content Promise)

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

3. It will never be perfect…evolve with feedback and experimentation.

Page 65: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

The Motivational Conclusion

Page 66: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

What if?

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

Page 67: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

What if?• What if they signed up for your

enewsletters and other marketing because they felt you could positively affect their lives?

Page 68: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

What if?• What if your customers spread your

content to prospects for you - essentially becoming your marketing distribution arm?

Page 69: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Go out and answer What If?

Page 70: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

ContentPlaybook.com

Page 71: Why Publishing is the Future of Marketing - 8 Step Content Marketing Strategy

Joe [email protected](216) 941-5842

Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe

Thank You!