content marketing: the present and future of pr?
DESCRIPTION
This is a presentation that I gave at the PRSA chapter in Cincinnati about the opportunities in Public Relations about the use of content generation. Here I talk about how PR professionals are uniquely positioned to take advantage of growth in content marketing because they understand how to tell a story. Content marketing gives them the opportunity to tell their story in multiple channels in multiple media - and bring them closer to the customer at the same time. Includes 5 reasons why the opportunity is now.TRANSCRIPT
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: [email protected]: 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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