The Rise of Custom Publishing in the Digital Age: Content Marketing Strategies that Drive Leads and Grow Business
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Presentation on the evolution of the custom publisher, moving from a core of print publishing, to a all-purpose content agency with specialization on listening and content marketing.
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The Rise of Custom Publishing in the Digital Age: Content Marketing Strategies that Drive Leads and Grow Business
- 1. The New Custom Publisher Joe Pulizzi Founder, Junta42 Co-Author, Get Content Get Customers
- 4. Outsourcing Options – 1999 Corporate Editorial Content Internal Resources Random Marketing Services/ Freelancers Custom Publisher
- 5. The Perfect Storm of Content Search Engine Optimization Lead Generation Social Media
- 6. The Fight for Content
- 7. Interactive Services Web Content Strategy Social Media Search Engine Optimization Direct Marketing Public Relations Traditional Media Advertising Agencies Custom Publishers Content
- 10. UX / IA Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print/In-Person Content Marketing
- 11. How Did We Make Buying Decisions 15 Years Ago?
- 13. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
- 14. How Do We Make Buying Decisions Today?
- 16. Looking to Solve Problems
- 19. Your Customer
- 20. Putting on the Publishing Hat
- 22. How Most of Your Content is Developed
- 25. Forrester Research They are not looking for you…
- 32. Just 30% of Budgets Go to Content Telling the Story Renting the Message
- 33. Still trying to interrupt…
- 34. Look at me…
- 35. The Dark Side of Content
- 38. Willitblend.com
- 39. In order to make impact here…
- 41. Bought by Adobe for $2B Small Startup
- 52. Content Makes You Interesting
- 56. The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
- 57. Case Study: The Free Web App
- 59. Search Engine Optimization Video / Webinars / Webcasts Sharable / Gated Content Social Media / Blogs Apps / Branded Software Mobile Listening / Reputation Management Online Analytics / Measuring Web Content Strategy Targeted Print / In-Person Content Marketing The Custom Publisher of the Future
- 60. Thank You! Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com About Joe: www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe
Notes de l'éditeur
- What these four brands have done is all about storytelling, and each understand that their brand story is being told online. Today’s internet is ruled by the storytellers, which is why a company like YouTube was able to come from no where. They created a mechanism for people to tell their stories….because they knew what they wanted to achieve and they listened to their customers and prospects.
- How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
- How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
- Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
- And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
- Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
- Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
- Here’s the key – Marketers ARE Publishers. Because of all the forces that are going on today, trust, and then engagement, is created by companies that understand how to deliver an ongoing editorial product. Whether you like it or not, you are a publisher – you are a media company. It now depends upon how serious you want to take your new role.
- So, in the past we would focus on this kind of media (ad from GE)
- Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.
- And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
- And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
- And now we are back to publishing relevant stories using these kinds of tools.
- Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.