Social Media and Content Marketing for Utility Companies
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Originally presented by Joe Pulizzi at the Esource Forum in 2009, this presentation gives an overview of content marketing, and provides ideas for how utility/energy companies need to be thinking like publishers to create customer champions.
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Social Media and Content Marketing for Utility Companies
- 1. Stop Talking about Yourself! Listen, Analyze and Publish Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
- 3. Let’s Start Off with Some Questions
- 5. How Most of Your Content is Developed
- 12. Your Knowledge Their Needs
- 18. Image from Story Worldwide
- 28. Analyze… Create the Strategy… Publish… Share and Spread...
- 29. FANS FOES
- 39. Join in and Speak Up
- 40. What if…a helpful Video Series
- 41. What if…Everything about Energy
- 42. What if…a Weekly Energy Update
- 43. What if…an Energy slideshare Channel
- 44. What if…Easy-to-use Free Web App
- 45. What if…a Twitter Tips Channel
- 46. What if…a Facebook Movement
- 47. Yes, the Blog
- 51. Questions? Joe Pulizzi [email_address] (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
Notas del editor
- How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
- People, for the most part, only care about themselves. Their problems, issues, challenges. The same goes for your marketing today.
- And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
- And now we are back to publishing relevant stories using these kinds of tools.
- Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
- Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
- 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
- Find
- Your content should NOT be about you, your company or your products and services. That’s the content marketing difference.
- 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
- So, what do you have to do? Ask this question before, during and after the content creation process. "How can our business help their business be more successful?" While the “Strategic” component of your content relates directly to your business, the “Behavioral,” “Essential,” and “Targeted” components are all about your reader. Place your B.E.T.s Demographics : What generation are they a part of? How comfortable are they with technology? How are they used to getting information? What are their trust issues? Psychographics : Are they in a logical or emotional frame of mind? How much information do they need? What calls to action will spur interest? How immediate is their need? Their Story : Why are they coming to your at this particular time? What’s their motivation? What problem are they trying to solve? What pain are they trying to erradicate? Are they new or returning visitors? Your Offering : How will you guide them toward solving their problem?
- Your content should NOT be about you, your company or your products and services. That’s the content marketing difference.
- Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
- 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter