Using Content Marketing to Engage Business Owners

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View the archived webinar at it comes to marketing to business owners, content marketing is quickly becoming the cornerstone of marketing plans. Why? Most business owners are growth oriented and constantly looking for ways to do things better, faster, and cheaper. Content can provide vendors with a compelling way to engage with business owners and their employees. If you can help them, you can engage them.


<ul><li>1.Content Marketing Using Content to Engage Business Owners Joe Pulizzi Executive Director, Content Marketing Institute Co-Author,Get Content Get Customers</li></ul> <p>2. AboutThe New York Enterprise Report </p> <ul><li><ul><li>Monthly print magazine </li></ul></li></ul> <ul><li><ul><li> </li></ul></li></ul> <ul><li><ul><li>Events(Small Business Awards, International Business Conferences, Roundtables, etc.) </li></ul></li></ul> <ul><li><ul><li>Content Marketing(branded newsletters and magazines featuring content written by our experts) </li></ul></li></ul> <ul><li><ul><li>Custom Solutions </li></ul></li></ul> <ul><li>NY Reporthas a raving fan community. Highlights: </li></ul> <ul><li><ul><li>97% decision makers </li></ul></li></ul> <ul><li><ul><li>74% presidents, CEOs or owners </li></ul></li></ul> <p>Robert Levin, CEO/Publisher The New York Enterprise Report |212.307.6760 x707 Clients include: 1&amp;1 Internet, Cablevision Systems Corporation, Capital One, Citibank, Constant Contact, HSBC Bank, Time Warner Cable Business Class, United Healthcare, Verizon Wireless, as well as many other regional and local organizations. NY Reportis a unique multi-media company serving the small and mid-size business market in the New York tri-state area and beyond.NY Report s media properties include: 3. About Joe Pulizzi (@juntajoe) 6-8 September, 2011 4. 5. 6. 7. 8. Publishing: </p> <ul><li>Publishing is the process of production and dissemination of information the activity of making information available for public view.</li></ul> <p>http:// /wiki/Publisher 9. Former Barriers to Entry </p> <ul><li>Content Acceptance </li></ul> <ul><li>Talent </li></ul> <ul><li>Technology </li></ul> <ul><li>Databases </li></ul> <p>10. The Difference? MarketersPublishers 11. The Difference? MarketersPublishers 12. 13. Business Owners Are Information Seekers Forrester 14. Content Marketing 15. 16. </p> <ul><li>Marketers as Publishers </li></ul> <ul><li>Owningthe media, notRentingthe media </li></ul> <ul><li>Attract and/or retain customers bycreating /curating valuable and compelling contenton aconsistentbasis to maintain or change a behavior. </li></ul> <p>Content Marketing is 17. Content Strategy Before Social Media Strategy 18. 19. Content MarketingIs the OnlyMarketing Left - Seth Godin 20. Search EngineOptimization Lead Generation Social Media STORYTELLING 21. 22. 23. 24. Shutterstock 25. Shutterstock 26. 27. REASONS YOUR CONTENT ISN T WORKING AND HOW TO FIX IT 28. EVERYTHINGYour Content is about 29. 30. Get SUPER NICHE </p> <ul><li>Pets </li></ul> <ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul> <p>31. Get SUPER NICHE </p> <ul><li>Pets </li></ul> <ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul> <p>32. Be the Solutions Provider The TRUSTED EXPERT </p> <ul><li>Give your customers relevant, compelling information</li></ul> <ul><li>and/or </li></ul> <ul><li>Show them a good time </li></ul> <p>33. FIND Customers Pain Points KEYWORD ANALYSIS 34. GOOD ENOUGHGood Enough is NOT 35. Your Content Competition 36. Great Content Marketing </p> <ul><li>UNIQUE </li></ul> <ul><li>USEFUL OR FUN </li></ul> <ul><li>WELL EXECUTED </li></ul> <ul><li>MATCHES THE MEDIA CHANNEL </li></ul> <p>37. CATEGORYCreate Your Own The Timeout Experience Giving people what they really didnt know they wanted. - Abe Peck, Medill School of Journalism 38. 39. 40. 41. 42. CALENDAR Lack of a Content 43. 1-7-30-4-2-1 Plan </p> <ul><li>1=Daily (Twitter, Blog) </li></ul> <ul><li>7=Weekly (eNewsletter) </li></ul> <ul><li>30=Monthly (Webinar) </li></ul> <ul><li>4=Quarterly (eBook, Magazine) </li></ul> <ul><li>2=Bi-Annually (User Event) </li></ul> <ul><li>1=Yearly (Large Research Project) </li></ul> <p>44. </p> <ul><li>Podcasts (2) </li></ul> <ul><li>Print Article </li></ul> <ul><li>Digital Article </li></ul> <ul><li>Tweet Schedule </li></ul> <ul><li>Facebook Posts </li></ul> <ul><li>Blog Posts </li></ul> <ul><li>Guest Posts </li></ul> <ul><li>White Paper </li></ul> <ul><li>Case Study </li></ul> <p>45. EMPLOYEES Not Leveraging Your 46. 47. 48. 49. </p> <ul><li>Average 24 posts per week/90% participation. </li></ul> <ul><li>850% increase in site visitors in last 18 months. </li></ul> <ul><li>6,200 enewsletter subscribers with 25% open rate. </li></ul> <ul><li>Over 1,000 published blogs, articles, videos and podcasts. </li></ul> <p>More Closed Business,Shorter Sales Cycles 50. ENGAGE IN CONTENT That Business Owners Will Magically 51. </p> <ul><li>Target the top 10 15 blogs or websites in your niche </li></ul> <ul><li>Read and get activestart commenting </li></ul> <ul><li>Where else are your customers online? </li></ul> <ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul> <p>Where are your customersHANGING OUT? 52. ONLINE is NOT ENOUGH BEST off-line content 53. 54. What to do? </p> <ul><li>Hire or freelance a journalist? </li></ul> <ul><li>Hire a content partner? </li></ul> <ul><li>Search out your internal content producers.</li></ul> <p>55. </p> <ul><li>Specific Content MarketingGoals </li></ul> <ul><li>Your Content is SUPERNiche </li></ul> <ul><li>Content focuses onCustomer Pain Points </li></ul> <ul><li>Content is among theBEST in the industry </li></ul> <ul><li>You stick to your publishingschedule </li></ul> <ul><li>Employeesare a key part of your content </li></ul> <ul><li>You buildonline relationshipsand greatoff-line contentto spread your message. </li></ul> <ul><li>You have aChief Content Officer </li></ul> <ul><li>YouInsource or Outsource your contentto experts </li></ul> <ul><li>You haveC-Level supportfor content marketing </li></ul> <ul><li>You are developingRemarkablecontent </li></ul> <ul><li>You leverage your content throughtraditional </li></ul> <p>12 Steps to Content Marketing Success 56. Compare Yourself http:// /assessment/ 57. Q &amp; A 58. </p> <ul><li>Joe Pulizzi </li></ul> <ul><li>[email_address] @juntajoe on Twitter</li></ul> <p>THANK YOU! September 6-8, 2011 $100 off Coupon Code NYREPORT </p>


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