10 Steps to Personal Branding Success

Joe PulizziCo-Author, Get Content Get CustomersFounder, Junta42

Hi! I’m Joe Pulizzi (@juntajoe)

• Evangelist, speaker, author for content marketing – why marketers need to be publishers.

• Founder and Chief Content Officer for Junta42

• Co-author of Get Content Get Customers (McGraw-Hill)

• Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company

Let’s Start Off withSome Questions

Let’s Discuss

• Developing your personal brand will help you:

– Drive Your Company

– Drive Your Career

– Be Inundated with New Opportunities/Partnerships

– Shorten Sales Cycles

– Minimize Selling Your Company’s Services

– Help You Become More Personally Fulfilled with Life

What is Personal Branding?

Personal branding is the process of how we market ourselves to others. 

Your Self Impression = How People Perceive YouDan Schawbel

Some Disclaimers

• This costs hardly any money but takes time.

• There’s no perfect system – find the process that helps you be successful.

You are already very successful. Find the key points in this discussion that will take you to the next level.

• Consistency is everything…six months seems to be the tipping point.

Joe Pulizzi – March 2007

• VP at Penton Media, Inc.

• 47 Friends on LinkedIn

• Not on Facebook (Twitter what?)

• No Blog

• Spoke at 4 events (all unpaid)

• Not well known in my industry (custom publishing)

• 447 Returns on Google Search (with me being about 50 of those)

• Was active in two trade organizations

Joe Pulizzi – Present Day

• Recognized as the thought leader for my industry

• Top 100 AdAge Blogger

• Speaking events at over 50 venues in the US, Canada, Netherlands, Finland, Belgium, Germany (mostly paid – and turned down events in Poland and South Africa due to conflicts) and dozens more online.

• Launched two profitable businesses

• Best-selling marketing category book on Amazon.com (web marketing)

• Forbes Blog Network, ABM Custom Media Innovator of the Year, min’s 15 to Watch under 35

• 21,000+ returns in Google

3 Things About Every Person

• Who are you?

• What do you do?

• What makes you unique?

http://blog.madisonwhoswho.com/public/item/personal-branding-4-power-keys

How are they different?

Most Important Decision:When people think about what makes

you unique (for business), what do you want

them to say?

Usually,Your Self Impression ≠ How People

Perceive You

Unique and…

• What’s in your best interests?

• Focus should be how you can be compensated for your passions?

Your Self Impression = How People Perceive You

You as the recognized expert, thought leader, solutions provider in

WHAT!

Hint: For the what, the smaller the better

THE PAYOFF

• I rarely have to sell.

• My credibility is never questioned.

• People want to work with me, and thus, my companies.

• My customers ask me to come see them and many times “pay my way”.

• Others do my marketing for me.

The Basics

• Commit to doing something and consistently do it.

• Focus on what makes you unique.

• Demonstrate Lethal Generosity (think of yourself as a publisher for your customers/people you want to influence).

• Then do things that make it spread.

1. Update Your Online Profiles

Don’t Forget

• Buy Your Domain Name and work it www.joepulizzi.com

While your at it, get your whole family.

• Input All Business Cards to LinkedIn/Facebook

• Hire a professional to take your picture

2. Start a Blog/Get Involved in the Online Conversation

• Follow and Comment on Top 10 – 20 Blogs where Your Customers Are At.

• Answer Questions

www.google.com/alerts

3. Write a book

4. Create and Distribute Content of Interest to Your Customers

Twitter To Do’s

• Never answer the question “What are you doing?”

• Assign ownership

• Be democratic

• Be human

• Have a strategy!

Twitter To Do’s

• Then…use it as a distribution mechanism.

Storytellers Have the Advantage

Your Ideas Spread!

• Position yourself as the trusted solutions provider for your industry and help people spread the word!

Find your social channels…

Giving Away the “Secret Sauce”

5. Write for Everyone (no matter how small)

Writing

• Folio

• ContentWise

• AdWeek

• Direct

• BtoB

• Chief Marketer

• Guest blogs/talked about on more than 300 other blog sites.

6. Pick 2-3 Key Associations and Get Active.

To get the most out of associations/events

• Always go to the cocktail receptions

• Get on a committee or board

• Don’t commit unless you are going to do something well

• Be unique/be yourself

7. Speak, Speak, Speak

8. Always be helping even if you feel like you are wasting your time.

9. Pay Attention to Google

“You are what Google says you are”

10. Get Behind a Charity/Cause

Being the Expert Is Not about You!

Provide relevant content that gives solutions to some of the toughest problems customers are facing.

(and leave out the sales pitch!)

THE PAYOFF

• You rarely have to sell.

• Your credibility is never questioned.

• People want to work with you, and thus, your company.

• Your customers ask you to come see them and many times “pay your way”.

• Others do your marketing for you.

Questions?

Joe Pulizzijoe@junta42.com(216) 941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com

Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe