content marketing strategies conference: joe puizzi 10 ways you may be failing at content marketing
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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.TRANSCRIPT
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Content Marketing10 Ways You May Be Failingand How to Fix it
Joe PulizziExecutive Director, CMICo-Author, Get Content Get Customers
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Content Marketing
About Joe Pulizzi (@juntajoe)
6-8 September, 2011
joepulizzi.com/bio
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Content Marketing Agenda• What?
• Why?
• Who?
• 10 reasons why you might be failing at content marketing and how to fix them.
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Are You a Publisher?
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Publishing:
• Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http://en.wikipedia.org/wiki/Publisher
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Former Barriers to Entry
• Content Acceptance
• Talent
• Technology
• Databases
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The Difference?
Marketers Publishers
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“Content Marketing Is the Only Marketing Left”
- Seth Godin
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Yes, we are all PUBLISHERS…
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
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GOALS Too Many Content
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The Goal of Content?
• Customer Retention
• Lead Generation
• Thought Leadership
• Lower Customer Service Costs
• Open New Markets
• Inspire Former Decision Makers
• Content to Pay for Itself
• Solve World Hunger
• Somebody Thought It would be Cool
• CEO Wants It
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The Goal of Content?
• Customer Retention
• Lead Generation
• Thought Leadership
• Lower Customer Service Costs
• Open New Markets
• Inspire Former Decision Makers
• Content to Pay for Itself
• Solve World Hunger
• Somebody Thought It would be Cool
• CEO Wants It
Prioritizeand
Choose
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ObjectiveConvert Porsche and other sports cars to Corvette Buyers!
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CALL TO ACTIONThink first about your
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From Debbie Weil• Download our white paper• Join us on Twitter, Facebook, LinkedIn,
YouTube, etc.• Ask us a question• Download our e-book• Sign up for our free webinar• Request our toolkit• Sign up for our e-newsletter• Request a demo
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EVERYTHING Your Content is about
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Get SUPER NICHE
• Pets
• Issues pertaining to pet owners who like to travel with their dogs.
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YOU YOU YOUYour Content is about
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Be the Solutions ProviderThe TRUSTED EXPERT
Give your customers relevant, compelling information
and/or
Show them a good time…
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FIND Customers’ Pain Points
KEYWORDANALYSIS
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GOOD ENOUGH Good Enough is NOT
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Your Content Competition
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Great Content Marketing
• UNIQUE
• USEFUL OR FUN
• WELL EXECUTED
• MATCHES THE MEDIA CHANNEL
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STAND FOR? What does your content
UNIQUE CONTENT W/ A POV
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Grew Business fromFIVE TO 70 MILLION
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IT’S NOT WHAT YOU SELL (Wine)
IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
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CATEGORY Create Your Own
The Timeout Experience –
“Giving people what they really didn’t know they wanted.”
- Abe Peck, Medill School of Journalism
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Google Insights
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CALENDARLack of a Content
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1-7-30-4-2-1 Plan
• 1=Daily (Twitter, Blog)
• 7=Weekly (eNewsletter)
• 30=Monthly (Webinar)
• 4=Quarterly (eBook, Magazine)
• 2=Bi-Annually (User Event)
• 1=Yearly (Large Research Project)
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• Podcasts (2)• Print Article• Digital Article• Tweet
Schedule• Facebook
Posts• Blog Posts• Guest Posts• White Paper• Case Study
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EMPLOYEESNot Leveraging Your
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Average 24 posts per week/90%
participation.
Over 30,000 visits in six months.
3,000 enewsletter subscribers
with 25% open rate.
Over 700 published blogs,
articles, videos and podcasts.
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ENGAGE IN CONTENTThat People Will Magically
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Target the top 10 – 15 blogs or websites in your niche
Read and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert
Where are your customers
HANGING OUT?
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Blog is NOT ENOUGHBEST off-line content
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OWNERYour Content Has NO
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Jenny CisneyChief Blogger/Sr. Social Media
• 3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
• 17 Twitter Accounts
• Kodak Community Exchange
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EXPERIENCEYou Don’t Have Content
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What to do?
• Hire or freelance a journalist?
• Hire a content agency?
• Search out your internal content producers.
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SUPPORTYou Don’t Have Internal
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300% Less Chance of Success
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How to Get “C”upport
• Read this (blatant pitch)…….
• Do the Competitor Test
• Easier to Show Savingsover Revenue(Wasted Salesperson Time)
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The PATH to PUBLISHER1. Specific Blogging Goals2. Your Blog is SUPER Niche3. Blog focuses on Customer Pain Points4. Blog content is among the BEST in the industry5. You stick to your publishing schedule6. Employees are a key part of your blog7. You build online relationships and great off-line
content to spread your message.8. You have a Chief Content Officer9. You Insource or Outsource your content to experts10. You have C-Level support for content marketing and
blog.