Post on 21-Oct-2014
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@juntajoe
Your Brand as PublisherShould Content Be the Center of Your Marketing?
Joe Pulizzi (@juntajoe)Founder, Content Marketing InstituteCo-Author, Get Content Get Customers and Managing Content Marketing
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To help transform marketers into publishers. Less renting, more owning.
EVENTS MEDIA CONSULTING
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Today’s Agenda
• The Latest Research on What’s Happening in Content Marketing
• 8 Things That I Would Be Doing Right Now If I Were You re: Content
• Q&A
@juntajoe
Today’s Agenda
• The Latest Research on What’s Happening in Content Marketing
• 8 Things That I Would Be Doing Right Now If I Were You re: Content
• Q&A
65 Slides in 40 Minutes
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As heard this week…
“We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.”
- Pam Didner, Intel
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As heard this week…
“You don’t need the middleman anymore…you can now communicate directly with your customers. Your job is to create value.”
- Mitch Joel, Twist ImageNYTimes Best Selling Author
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The Difference?
Marketers Publishers/Media
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The Difference?
Marketers Publishers/Media
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Content Marketing = 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
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Stories to Interruption and Back Again
• Content Acceptance• Talent• Technology
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Content Marketing
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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…
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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“Content Marketing Is the Only Marketing Left”
- Seth Godin
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60%
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“Content Marketing is like using a new muscle.
Marketers need to keep it in shape.”
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8 Things I Would Do Right Now
Re: Content Marketing
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Tackle one big goal, something broken or make
something better with content…
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ObjectiveConvert Porsche and other sports cars to Corvette Buyers!
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10 to 1 content…reimagine
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Story Concept
• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the content
become?
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Pre-Activation
Distribution
Re-Imagine
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Pre-Activation
Distribution
Re-Imagine
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Pre-Activation
Distribution
Re-Imagine
Google PANDA Changes Everything
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Take the visual content audit…
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Clearly identify roles…
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The content marketing team….
Typical roles within your existing team…
Chief Content Officer
Managing Editors
Content Producers
Chief Listening Officers
Content Creators
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Test a niche to become the leading resource for your customers in that
area
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Partner if you have to…
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Or buy the leading trade media company…
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Just Buy It
• JPG Magazine, the innovative photography magazine from 8020 publishing, closed its doors…
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Reach out to content creators and influencers
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LAST QUESTION:In two years, what company will be
responsible for the most content production in the
world?
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THE LAST SLIDETHINKING LIKE A PUBLISHER• What does your audience really need to
know? (pain points)• Share awesome stuff (the best in your
industry) with clear goals!• It’s almost never about you (your story
needs to be about your customers).• What are your content roles?
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Joe Pulizzijoe@junta42.com • @juntajoe on Twitter
Q&A
September 4 – 6, 2012 – Columbus, Ohio