the future of marketing is publishing - 8 step content strategy

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You are a Publisher! Why the Future of Marketing is Publishing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers

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Business decision-making has changed. People are relying on the internet, social media, their friends more than ever, and less on traditional marketing. This presentation goes through way, and how creating a content factory, and publishing, is necessary to position your brand as a trusted solutions provider. Also provides a quick analysis of Hubspot and how they compare to Omniture from a content marketing perspective.

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

You are a Publisher!Why the Future of Marketing is Publishing

Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers

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What’s Junta42?

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

• Over 200 projects in last year.

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Who’s Joe Pulizzi? (@juntajoe)

• Speaker, blogger, evangelist for content marketing.

• Founder Junta42

• Co-author of Get Content Get Customers

(McGraw-Hill)

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How Did We Make Buying Decisions 15 Years Ago?

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Traditional Marketing

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Traditional Marketing Challenges

800-555-1234AnnoyingSalesperson

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How Do We Make Buying Decisions Today?

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Buying Decisions Today

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Looking to Solve Problems

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Forrester Research

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In Your Dreams!

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Your Customer

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Putting on the Publishing Hat

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Warning!

• Programs

• Products

• Services

• Company Promotions/Changes

• Investor Updates

We Like to Talk about Ourselves

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How Most of Your Content is Developed

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Who Cares?

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Forrester Research

They are not looking for you…

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Most Corporate Publishing

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Your Real Competitors

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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

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30% of Budgets Go to Content

Telling the Story

Renting the Message

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Still trying to interrupt…

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Look at me…

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The Dark Side of Content

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What Content Marketing is all about…

Deliver valuable, relevant and compelling content to your

customers on a consistent basis.

…to maintain or change a behavior.

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Willitblend.com

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In order to make impact here…

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We need to tell compelling stories…

1. A Blog

2. White Paper Series

3. eBooks    

4. Case Studies

5. Vertical Search

6. Content Microsites/Portals

7. Online Quizzes

8. Digital Magazines

9. Community Forums

10.eNewsletters

11.Twitter Channel

eZines

Podcasts

Audio Books

Vodcasts

Video Portals 

A Print Book

SlideShare Channel

Webcasts/Webinars

Virtual Trade Shows

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Billion-dollar Company

Small Startup

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Hubspot’s Content Factory

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

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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

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Your Ideas Spread!

The trusted expert resource everywhere your customers are!

Social Media does not work without a Content Strategy

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Content Strategy

In

15 Minutes

And Eight Steps

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#1 The Marketing Goal

One Year from Now, What’s Different?

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#2 Know the Informational Needs

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

pain points?

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Listen First!

www.google.com/alerts

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Twitter Search (search.twitter.com)

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Leveraging Tweetdeck

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#3 The Secret Sauce

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Your Knowledge

Their Needs

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Secret Sauce Matrix

Expertise or Want to Be Expert

Customers’ Informational Needs

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#4 Where is the Content?

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

2. Find Content Happening and Publish it!

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Get Video of Your Customers

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Expand the Reach of Presentations

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#5 Where Are Your Customers?

• Target the top 10 – 15 blogs in Your Niche

• Read and Get Active…start commenting

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#5 Where Are Your Customers?

• LinkedIn Groups

• Yahoo! / LinkedIn Answers

• Google Groups

• Niche Online Communities (Ning?)

• Twitter/Facebook

• StumbleUpon

• BusinessWeek Xchange

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#6 Choose the Tactics

1. Use the Three and Three method!

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Sample Three and Three…

Blog

Videos Presentations

Guest Influencers

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Sample Three and Three…

White Papers

Audio Version Testimonials

Research

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#6 Choose the Tactics

1. Use the Three and Three method!

2. Blog may be most important

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Whole Foods – the Whole Story

• 1600+ pages

• 12,000 InboundLinks

• 1.5 MillionTwitterFollowers

• 150k+ FacebookFans

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

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#6 Choose the Tactics

1. Use the Three and Three method!

2. Blog may be most important

3. Start leveraging news releases now

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The Online News Release

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#7 Develop the Content Calendar

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#8 Execute the Plan

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.

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One for the Road

Who is Your Chief Content Officer?

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The Motivational Conclusion

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What if?

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

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What if?• What if they signed up for your

enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives?

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What if?• What if your customers spread your

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

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Go out and answer What If?

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How to Become a Publisher

http://bit.ly/Publish-Now

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ContentPlaybook.com

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Thank You!

Joe [email protected](216) 941-5842Site: www.junta42.comAbout Joe: www.joepulizzi.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com

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