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Email Marketing, Content and You
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Email, Content Marketingand YOU
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
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Content Marketing
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
joepulizzi.com/bio
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…a little history
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Custom Publishing
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Custom Publishing
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The Trusted Resource…everywhere
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Custom Publishing
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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 (multichannel)
Content Marketing is…
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The Difference?Marketers Publishers
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The Difference?Marketers Publishers
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“Content Marketing Is the Only Marketing Left”
- Seth Godin
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING“must have content”
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END OF HISTORYLESSON
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YOU YOU YOUYour Content is always about
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Engaging with Content
73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.
61% are more likely to buy.
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Readers SIGNIFICANTLYMore Likely to Spec SW
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OVER 6 MILLION OPT-INSBest R&D Activity for P&G
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PROCESS
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CHIEF EDITOR
Story/Reader FocusedNot Tool Focused
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Chief Content Officer
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Content Evangelist – CISCO
Content Engineer – Incept
Content Marketing Mgr – Quality Logo Products
Content Community Manager – Radian6
Web Content Coordinator – Johns Hopkins
Content Manager – National Instruments
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Email: Engagement Ammunition
Blog Email
Enewsletter
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THIS IS THE LAST SLIDEThink Readers(pain points)
Hire/Source journalists – find who has a nose for the story
Identify employee and customer content creators