Joe PulizziFounder, Junta42Co-Author, Get Content Get Customers

Content Marketing:Publishing is the New Marketing

Who’s Joe Pulizzi? (@juntajoe)

• Speaker, blogger, evangelist for content marketing.

• Co-author of Get Content Get Customers

(McGraw-Hill)

• Founder Junta42

What is Junta42?

• It’s like “eHarmony for Content Marketing”

• Over 400 projects in last two years.

A Few Questions

Your Corporate Content

Your Customers

Don’t Care

About You!

Why is this important?

• 90% of Buyers in USAGo OnlineAt Some PointDuring the BuyingDecision

Forrester Research

Over 100 Million PeoplePer Day

Read Blogs

Six Apart

• People SpendMore Time on Social NetworksThan Reading Email

Nielsen

• People SpendMore Time on Social NetworksThan Reading Email

Nielsen

2/3

• Estimates are thatin just a few years,

Information will DOUBLEevery 72 hours

SocialMediaToday.com

What aboutTraditional Marketing?

Traditional Marketing

Traditional Marketing Challenges

800-555-1234AnnoyingSalesperson

How In the World Do We Market?

Advertising is a Luxury

Content is Survival

Content Marketing…

To Attract and Retain Customers:

Deliver valuable, relevant and compelling content to your customers on a consistent basis.

To Maintain or Change Behavior

You Are the Publisher

1. Direct Distribution

2. No Technology Barriers

3. Look to Brands Like You for Content

4. Plenty of Expertise to Help

5. BUT ONE MORE…

Must be theBEST

Content

25

The B.E.S.T. Process

“Create a definite plan for carrying out your desire and begin at once, whether you’re ready or not to put this plan into action.”- Napoleon Hill

Great Content

• How do you choose what you read?

• What conveys quality?

• How do you determine credibility?

SEOMOZ/200 Respondents

Engagement (Consumer Experience)

Give your customers relevant, compelling information (businesses/consumers)

or

Show them a good time…(consumers)

The Big Shift

Then…

A provider of XYZ products and services

The Big Shift

Now…

The trusted, expert resource for something relevant to your

customers (and your business)!

Most Marketers are Horrible Publishers

Over Six Million Opt-Ins

Best R&D Activity for P&G

One Million Visitors

#1 New BusinessDriver

Willitblend.com

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

Willitblend.com

200 Million+ Views700+% Revenue Growth

Millions in PressCoverage

$60+ Million BusinessThe Wine Rock Star7 Figure Book Deal

Millions of Followers

Your Ideas Spread!

The trusted expert resource everywhere your customers are!

Social Media does not work without a Content Strategy

STEAL THESE

IDEAS

One Year from Now, What’s Different?

Your Knowledge

Their Needs

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

pain points?

What if…Everything about Your Niche

What if…a helpful Video Series

What if…a Twitter Tips Channel

What if…a Mobile Helper for Choosing Wine In-Store

What if…You Buy a Local Trade Magazine

What if…a Email Wine Report

What if…a wine series on slideshare

Niche Wine Group on LinkedIn

What if…A Web App That Chooses Wine

What if…a Blog Your Customers Relied On

The Essential Wine Newsletter

Write the Book!

Twitter Listening Using Tweetdeck

The Ultimate Wine eBook

http://contentplaybook.com

Become the publisher…

http://bit.ly/Publish-Now

The Motivational Conclusion

What if?

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

What if?• What if they signed up for your

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

What if?• What if your customers spread your

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

Go out and answer What If?

Joe Pulizzijoe@junta42.com(216) 941-5842

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

Thank You & Questions

Joe in Amsterdam - 2009