email marketing, content and you
DESCRIPTION
Joe Pulizzi's presentation at the Email Marketing Insider conference on the power of moving content marketing beyond just the email channel, and how email marketers can become the chief content officers for their companies.TRANSCRIPT
Email, Content Marketingand YOU
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
Content Marketing
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
joepulizzi.com/bio
…a little history
Custom Publishing
Custom Publishing
The Trusted Resource…everywhere
Custom Publishing
Content Marketing
Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a
consistent basis to maintain or change a behavior (multichannel)
Content Marketing is…
The Difference?Marketers Publishers
The Difference?Marketers Publishers
“Content Marketing Is the Only Marketing Left”
- Seth Godin
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING“must have content”
END OF HISTORYLESSON
YOU YOU YOUYour Content is always about
Engaging with Content
73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.
61% are more likely to buy.
Readers SIGNIFICANTLYMore Likely to Spec SW
OVER 6 MILLION OPT-INSBest R&D Activity for P&G
PROCESS
CHIEF EDITOR
Story/Reader FocusedNot Tool Focused
Chief Content Officer
Content Evangelist – CISCO
Content Engineer – Incept
Content Marketing Mgr – Quality Logo Products
Content Community Manager – Radian6
Web Content Coordinator – Johns Hopkins
Content Manager – National Instruments
Email: Engagement Ammunition
Blog Email
Enewsletter
THIS IS THE LAST SLIDEThink Readers(pain points)
Hire/Source journalists – find who has a nose for the story
Identify employee and customer content creators
