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Content Marketing: Publishing is the New Marketing
24 de Mar de 2010•0 recomendaciones•13,702 vistas
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Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.
Joe PulizziSeguir
Founder at Content Marketing Institute, Author of Content Inc., Speaker & EntrepreneurPublicidad
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Content Marketing: Publishing is the New Marketing
- Content Marketing: Publishing is the New Marketing Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
- Your Corporate Content
- Why is this important?
- So, what does all this mean?
- So, what does all this mean?
- Traditional Marketing
- Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
- Advertising is a Luxury Content is Survival
- 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
- thinkMoney
- 90% of Readers Have Acted on Information
- Over Six Million Opt-Ins Best R&D Activity for P&G
- One Million Visitors #1 Marketing Effort
- Online Survey Tools
- Twitter Search (search.twitter.com)
- #3 The Secret Sauce
- Your Knowledge Their Needs
- Your Knowledge Their Needs Content That Makes You Interesting
- Expand the Reach of Presentations
- #7 Develop the Content Calendar
- The Motivational Conclusion
- Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe Thank You!
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
- Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
- Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
- Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
- Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
- Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
- 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
- Kirk Cheyfitz, legendary journalist and current CEO for Story Worldwide, a post-advertising agency, says that marketers have only two choices when communicating with customers today. One is giving them relevant, compelling and valuable information, or, number 2, show them a good time, or entertain them. That’s how we engage our customers. And this is not easy stuff, frankly, it’s sooo much easier to buy placement and interrupt customers with product and service offers. But almost across the board for most brands, we don’t live in that world anymore.
- Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
- Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
- 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.
- 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.
- Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
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