The document discusses content marketing and how marketers are becoming publishers by creating and curating valuable content on a consistent basis. It outlines 10 common reasons why content may be failing, such as having no clear goals, not focusing on customers' pain points, or not leveraging employees. The key is for marketers to treat content marketing like publishing by having a specific strategy, calendar, and supporting internal resources.

1. Content Marketing Publishing as New Marketing Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers

2. Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio

4. Are You a Publisher?

5. Shutterstock

7. Shutterstock

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14. The Difference? Marketers Publishers

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17. http:// www.marketingsherpa.com/article.php?ident =31802

20. http://www.flickr.com/photos/joriel/2994549358/

26. 1987

27. Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website

28. Club Meetings @Stores Email Newsletter Custom Magazine Versions On Demand TV Channel Social Network Videos Music Website In 2009, Revenues Up 18%

29. OVER 6 MILLION OPT-INS Best R&D Activity for P&G 100,000+ DOWNLOADS Millions in Business 90% OF READERS Directly Acted on Information

31. “ Content Marketing Is the Only Marketing Left” - Seth Godin

32. Yes, we are all PUBLISHERS…

33. Search Engine Optimization Lead Generation Social Media STORYTELLING

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40. REASONS YOUR CONTENT STINKS AND HOW TO FIX IT

41. GOALS Lack of Content Marketing #1

44. Biggest single investment from their marketing budget – 2x per year. Objective Reach senior executives and begin conversations with target prospects. http:// www.altair.com/MagazineCurrentIssue.aspx

45. Objective Convert Porsche and other sports cars to Corvette Buyers!

48. EVERYTHING Your Content is about #2

52. YOU YOU YOU Your Content is about #3

57. FIND Customers’ Pain Points KEYWORD ANALYSIS

58. GOOD ENOUGH Good Enough is NOT #4

59. Your Content Competition

61. STAND FOR? What does your content UNIQUE CONTENT W/ A POV

63. Grew Business from FIVE TO 70 MILLION

64. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)

65. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism

67. Google Insights

70. CALENDAR Lack of a Content #5

73. EMPLOYEES Not Leveraging Your #6

78. ENGAGE IN CONTENT That People Will Magically #7

81. The BEST Off-Line Content

82. OWNER Your Content Has NO #8

84. EXPERIENCE You Don’t Have Content #9

87. SUPPORT You Don’t Have Internal #10

88. 300% Less Chance of Success