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Presentation from Joe Pulizzi given at the ABM Entrepreneur's meeting in Chicago in February on how small publishers need to look at and sell custom publishing services for marketers, and the trends going on in the custom content area.
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What your customers are doing with content, and what you should do about it.
February, 2009
Hi! I’m Joe Pulizzi (@juntajoe)
• Founder and Chief Content Officer for Junta42
• Co-author of Get Content. Get Authors. (paperback available in June from McGraw-Hill)
• Speak around the globe about content marketing and how marketers need to be publishers
• Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company
Marketer or Publisher?
Everyone is a Publisher Today
• Like it or not, everyone is a publisher, and content providers need to understand what that means.
• Look at your customers’ marketing activities…starting to feel a lot more like publishing.
Magazines
Newsletters
The Reverse of the 80/20 Rule
We used to spend 80% on distribution (“media”)
and 20% on content (“production”)
Buying reach, creating engagement
We will more and more spend 80% on the content, and 20% on distribution (drive traffic)
Creating engagementGetting reach
The fight for content
• Agencies• PR• Direct Marketing• Traditional Publishing• Custom Publishing• Interactive• Social Media• Internal Content
Departments
THE MOTIVATIONAL INTRODUCTION:
Why Content and Why Now?
What this is all about…
The art of understanding what your customers need to know,
and delivering it to them in a compelling way to create or change a behavior.
Content Marketing
Custom Publishing
Branded Content
Content Strategy
Customer Media Information Marketing
Custom Media
Sound Familiar?
Journalism+
Marketing=
content marketing
Custom Media Statistics
Annual Spent on Custom Media:1 $32 - $55 billion
Annual Outsourced2 $6 to $10 billion
2009 Custom Content Spending3
56% Increase
1 Copyright 2006, 2007, Publications Management, Custom Publishing Council, Roper Public Affairs, 2008, VSS2 2008, ContentWise; 3 Junta42 December 2008
B-to-B & Custom Media
Junta42 / BtoB Magazine Study
March, 2008
Custom Media comprises30% of B-to-B Marketing
Budgets
B-to-B & Custom Media
Junta42 / BtoB Magazine Study
March, 2008
Custom Media comprises30% of B-to-B Marketing
Budgets
Over 90% of Business Purchases
Begin Online – Forrester (2007)
Do your customers still NEED you?
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.
Content Marketing Truths
• Buyers today want great content, but aren’t as concerned about where it comes from.
• While media companies, in general, are cutting back research and editorial, businesses are investing in it.
• Technology is cheap and easy. Barriers to enter the publishing world for corporations are non-existent.
• Bye, Bye Middleman!
• Writing for Microsoft looks good on a resume.
• Unlimited choices for both consumers and marketers, and increasing every day. Your customers are your competition!
Most of All - Survival
• All companies need great content (other than product and service information) on their websites in order to survive.
• If given a choice between advertising (viewed as a luxury) and their own content (mandatory), they are choosing their own content.
• 02/09 IDC Study – of those companies decreasing marketing spend, over 50% are taking it out of print advertising and investing in email newsletters, social media and other publishing activities.
Examples that Matter
Choose An Option
• Custom Magazine• Newsletter• eNewsletter• eBook Program• White Paper Programs• Web Content Portal• Webcasts• Blogs• Social Communities
Associations Must Communicate
Print magazineDigital magazineWebsiteeNewslettersMicrositesBlogsSpec DirectoryRSS feeds
What’s Possible?
• Traffic Up 322% Year over Year• More than 50% of new signups coming via content• Able to reposition themselves into solutions provider!
• Biggest single investment from their marketing budget – 2x per year.
• Best lead generator, and best door opener for sales reps.
Closing Tip – Listen/Leverage Social Media
www.google.com/alerts
Thanks!Joe [email protected](216) 941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoeStumbleUpon: juntajoe
