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Online content marketing presentation from joe pulizzi for web content 2008 chicago
The document discusses content marketing and how it is essential for businesses to grow online. It defines content marketing as devoting resources to creating useful information for customers instead of starting with product messages. The content should fulfill customer needs and help drive behaviors like purchases. The document provides examples of how leading companies are using various online content types and channels as part of their marketing strategies. It presents a simple content roadmap and formula for businesses to follow that focuses on creating behavioral, essential, strategic, and targeted content.
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Online content marketing presentation from joe pulizzi for web content 2008 chicago
- 1. Sieu thi dienmay Viet Long - www.vietlongplaza.com.vn Joe Pulizzi Junta42 June 18, 2008 Why Online Content Is Essential to Growing Your Business and How to Develop a Content Marketing Mindset. 1
- 2. About Joe Pulizzi Find a Content Expert 2
- 3. 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 3
- 4. Don’t Take MyWord For It Almost every one of the leading online marketing thought leaders today stress the importance of content marketing. Brian Clark (copyblogger): Seth Godin: “Online, great content is “Content Marketing is effective advertising, and the only marketing left.” smart marketers are the new media.” Rohit Bhargava: David Meerman Scott: “The real secret to great “Getting customers marketing is creating used to mean compelling and useful interrupting people with content.” product messages. Today it’s all about compelling content.” 4
- 5. Over 90% ofpurchase decisions start online… Forrester, 2007 5
- 6. What is ContentMarketing? 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. 6
- 7. Marketing in thepast… Create brand awareness Mass media Interrupt and repeat 7
- 8. Marketing today andinto the future… Create behavior change Conversational media Communicate directly 8
- 9. As a marketer,to survive… You cannot surround the media You have to be the media 9
- 10. 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! 10
- 11. 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… 11
- 12. Six Reasons BusinessesAre Making the Change Toward Content Marketing 12
- 13. Reason #1 Drastic changes in buyer attitudes toward traditional media and the “credibility” of content. 13
- 14. Reason #2 Traditional media sources can’t be counted on to assist you in reaching your customers. 14
- 15. Reason #3 Shrinking media company budgets reduce content quality. 15
- 16. Reason #4 Selling to your customers is becoming more challenging. 16
- 17. Reason #5 Because technology is both cheap and easy to use, even small companies can deliver great content solutions to a targeted customer base. 17
- 18. Reason #6 Businesses have now learned how to create great editorial content. 18
- 19. Okay, that’s thewhy…but how does a business create great online content? A Simple Content Roadmap The B.E.S.T. Formula 19
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- 21. A Simple ContentConcept 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. 21
- 22. Who’s Making OnlineContent Work? 22
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- 26. Print magazine Digital magazine Website eNewsletters Microsites Blogs SpecDirectory RSS feeds 26
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- 28. 30% Of marketingbudgets go to content and we’ve only just begun 2008 BtoB Magazine/Junta42 28
- 29. What should youdo? 29
- 30. 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. 30
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- 32. Once the Strategyis Complete, Choose Your Products and Execute 32
- 33. 22 Ways toOnline Content 1. A Blog 12. eZines 2. White Paper Series 13. Podcasts 3. eBooks 14. Audio Books 4. Case Studies 15. Vodcasts 5. Vertical Search 16. Video Portals 6. Content Microsites/Portals 17. Website RSS Feeds 7. Online Quizzes 18. Social Networking Sites 8. Digital Magazines 19. Webcasts/Webinars 9. Community Forums 20. Virtual Trade Shows 10.eNewsletters 21. Online Games 11.Variable eNewsletters 22. Viral Content Tools 33
- 34. Questions/Comments Joe Pulizzi Email: [email protected] Phone: 216-941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe StumbleUpon: juntajoe Junta42: juntajoe 34