content marketing: the present and future of pr?

Content Marketing

The Present and Future of PR?

Joe PulizziFounder, Junta42

Co-Author, Get Content. Get Customers.

2007

2007

2008

Media is on death row…

TraditionalMedia

So, what of PR if Media is gone? Look for influencers?

Leverage social media?

Find new ways to help media interrupt consumers?

Think About This…Think About This…

Daily diaryDaily diary::• 100 Billion SPAM emails100 Billion SPAM emails• 700 million direct mail pieces700 million direct mail pieces• 3,000+ messages per person3,000+ messages per person

U.S. only.Source: Hunter Business Group, LLC

We interrupt this ppt to sell you stuff.

Hopefully you will keep paying attention.

PR already understands this – now I’m asking you to take the next

step!

LOOK AT ME!

We’re Down to Two Choices Give customers relevant, compelling

information

or

Give them a good time…

The Case for Content Marketing

The art of understanding what your customers need to

know and delivering it to them in a

compelling way.

What does that mean?

A mini-magazine E-newsletter Community newspaper Educational microsite White paper/eBook series Book Customer educational events Corporate blog (that is valuable) Digital magazine

http://www.junta42.com/resources/Content_Marketing_Spending_Points_Up/

From the Experts Almost every one of the leading online

marketing thought leaders today stress the importance of content marketing.

Seth Godin: “Content Marketing is the only marketing left.”

Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”

David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”

Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.”

Seth Godin: “Content Marketing is the only marketing left.”

Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”

David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”

Seth Godin: “Content Marketing is the only marketing left.”

Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”

Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.”

David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”

Seth Godin: “Content Marketing is the only marketing left.”

Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.”

Where is Content Marketing Going?

Junta42 / BtoB Magazine Study

2008&

CPC/ContentWise 08

Content Marketing represents27 - 30% of B-to-B and

Consumer MarketingBudgets

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…

20% of Consumers Trust Corporate Advertising

2008 Edelman Trust Barometer

2.0YOU

The Role of Media

Connecting a community of buyers and sellers through

relevant and compelling information.

Be The Publisher

The Role of Brands

Connecting a community of buyers and seller through relevant and compelling

information.

The New Role of PR?

Create Your Own Media

In order for your prospective buyer to try or buy your service, you FIRST need their trust.

Information must be relevant, compelling and consistent!

5 Media Trends Spell Opportunity

5 Media Trends Spell Opportunity

1. Buyers are Open to Engaging in Your Content

Buyers Used to Solve Problems… Talking to Company Sales Reps

Distributors/Resellers

Product Literature

Seeing Ads in Magazines

Educated Buyers Now Solve Problems… Google searches.

Online portals and news sites.

Listening to bloggers’ advice and opinions.

Word-of-mouth & “Word-of-mouse”

Direct to company websites.

Educated Buyers Now Solve Problems… Google searches.

Online portals and news sites.

Listening to bloggers’ advice and opinions.

Word-of-mouth & “Word-of-mouse”

Direct to company websites.

Over 90% of Business Purchases Begin Online – Forrester (2007)

5 Media Trends Spell Opportunity

1. Buyers are Open to Engaging in Your Content

2. Check Your Databases…

5 Media Trends Spell Opportunity

1. Buyers are Open to Engaging in Your Content

2. Check Your Databases…3. Traditional media is losing journalistic

talent…and thus, quality.

5 Media Trends Spell Opportunity

1. Buyers are Open to Engaging in Your Content

2. Check Your Databases…3. Traditional media is losing journalistic

talent…and thus, quality.4. NO TECHNOLOGY BARRIERS

5 Media Trends Spell Opportunity

1. Buyers are Open to Engaging in Your Content

2. Check Your Databases…3. Traditional media is losing journalistic

talent…and thus, quality.4. NO TECHNOLOGY BARRIERS5. We are already seeing the

transformation…

Seven of the top 10 Newstand Publications in the UK are Corporate

Publications.

Association of Publishing Agencies

The fight for content

Agencies PR Direct Marketing Traditional Publishing Custom Publishing Interactive Social Media

PR’s Next Projects

1.A Blog2.White Paper Series3.eBooks     4.Case Studies5.Print Newsletter6.Content

Microsites/Portals7.Online Quizzes8.Digital Magazines9.Community Forums10.eNewsletters11.Variable

eNewsletters

12.Books13.Podcasts14.Audio Books15.Vodcasts16.Video Portals  17.Print Magazine18.Social Networking

Sites19.Webcasts/Webinars20.Virtual Trade Shows21.Online Games22.Content Widgets23.Newspaper

Joe PulizziEmail: joe@junta42.comPhone: 216-941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com

Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoeStumbleUpon: juntajoeJunta42: juntajoe

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