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Why Online Content Is Essential to Growing Your Business and How to Develop a Content Marketing

Mindset.

Joe PulizziJunta42

June 18, 2008

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About Joe Pulizzi

Find a Content Expert

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Today’s Agenda

What is content marketing? What the experts say. Why has this “corporate media” thing happened? What are the leading brands doing? Strategy, Strategy, Strategy Then choose the product. Q&A

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Don’t Take My Word For It Almost every one of the leading online marketing

thought leaders today stress the importance of content marketing.

Seth Godin: “Content Marketing is the only marketing left.”

Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”

David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”

Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.”

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Over 90% of purchase decisions start online…

Forrester, 2007

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What is Content Marketing?

Instead of starting with product messages, a company devotes resources to creating information that fulfills customer needs.

The art of understanding what your customers need to know, and delivering it to them in a compelling way.

Think Like a Publisher!Today’s marketing forces businesses to think more like publishers delivering an editorial product.

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Marketing in the past…

Create brand awareness

Mass media

Interrupt and repeat

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Marketing today and into the future…

Create behavior change

Conversational media

Communicate directly

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As a marketer, to survive…

You cannot surround the media

You have to be the media

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As a marketer, to survive…

You cannot surround the media

You have to be the media

Online needs to be at the center of this strategy!

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Be The Media

Organizations are now beginning to understand that, along with the products and services that they offer, one of their core products is

information.

If not the most important one…

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Six Reasons Businesses Are Making the Change Toward Content Marketing

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Reason #1

Drastic changes in buyer attitudes toward traditional media and the “credibility” of content.

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Reason #2

Traditional media sources can’t be counted on to assist you in reaching your customers.

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Reason #3

Shrinking media company budgets reduce content quality.

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Reason #4

Selling to your customers is becoming more challenging.

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Reason #5

Because technology is both cheap and easy to use, even small companies can deliver great content solutions to a targeted customer base.

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Reason #6

Businesses have now learned how to create great editorial content.

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Okay, that’s the why…but how does a business create great online content?

A Simple Content RoadmapThe B.E.S.T. Formula

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The B.E.S.T. Formula

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A Simple Content Concept

Behavioral – Everything you communicate with your customers has a purpose. What do you want them to do?

Essential – Deliver information that your best prospects really need to succeed at work or in life.

Strategic – Your content marketing efforts must be an integral part of your overall business strategy.

Targeted – You must target your content precisely so that it is truly relevant to your buyers.

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Who’s Making Online Content Work?

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What’s Possible?

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Print magazineDigital magazineWebsiteeNewslettersMicrositesBlogsSpec DirectoryRSS feeds

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What’s Possible?

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30%Of marketing budgets go to content

and we’ve only just begun

2008 BtoB Magazine/Junta42

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What should you do?

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Before the Tools, Take 4 Steps

1. Determine which organizational goals will be affected by the content program.

2. Determine the informational needs of the buyer.

3. Determine what you want your customer to do and why this helps your business.

4. Determine the product and content mix.

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Once the Strategy is Complete,Choose Your Products and Execute

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22 Ways to Online Content

1. A Blog2. White Paper Series3. eBooks4. Case Studies5. Vertical Search6. Content Microsites/Portals7. Online Quizzes8. Digital Magazines9. Community Forums10.eNewsletters11.Variable eNewsletters

12.eZines13.Podcasts14.Audio Books15.Vodcasts16.Video Portals17.Website RSS Feeds18.Social Networking Sites19.Webcasts/Webinars20.Virtual Trade Shows21.Online Games22.Viral Content Tools

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Questions/Comments

Joe PulizziEmail: joe@junta42.comPhone: 216-941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com

Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoeStumbleUpon: juntajoeJunta42: juntajoe