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Presentation given by Joe Pulizzi, Junta42 in Berlin at the Forum Corporate Publishing conference on how custom publishing is changing due to the evolution in online marketing, social media, and changing buying patterns.
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The New Custom PublisherHow New Marketing is Changingthe Custom Publishing Industry
Joe PulizziCo-Author, Get Content Get CustomersFounder, Junta42
Hi! I’m Joe Pulizzi (@juntajoe)• Evangelist, speaker,
author for content marketing/custom publishing
• Founder, Junta42
• Co-author of Get Content Get Customers (McGraw-Hill)
• Former Vice President, Custom Media at Penton Media, Inc.
• Board Member, Custom Publishing Council
Outsourcing Options – 1999
Corporate Editorial Content
Internal Resources
Random Marketing Services/Freelancers
Custom Publisher
People Make Buying Decisions Online
Forrester Research
The Perfect Storm of Content
Search Engine Optimization
LeadGeneration
Social Media
The Fight for Content
Interactive Services
Web Content Strategy
Social Media
Search Engine
Optimization
Direct Marketing
Public Relations
Traditional Media
Advertising Agencies
Custom Publishers
Content
2009 – A Custom Publisher Search
Fortune 1000 Brand
(Content Audit/Strategy, Print/WebProgram, Traditional/Social Distribution)
• Custom Publisher• Online Direct Marketing Agency• Media Company with Custom Division• Web Content Strategy Organization• SEO/Social Media Services Company
Custom Publishing – Old Model
• Create glossy custom magazine
• Mail magazine to targeted list of customers, or ship to distribution spots (retail)
• Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website
• Repeat process every three monthsMeasure through Surveys
Search EngineOptimization
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
ContentMarketing
enRoute Magazine
Client: Air CanadaCirculation: 2.3 millionFrequency: 12xTarget: Air Canada customers
onAir eZine – Launched March, 2008
MarketsEnglish CanadaFrench CanadaUnited States
Distribution700,000 StartNow 2.3 million
ResultsHigher Open RatesHigher Ticket Sales
Lexus Magazine
LexusDrivers.com
Web Content Strategy
• Site strategy
• Information architecture
• Design
• Admin tool wireframes
• Content/Keyword strategy
• Copy and image production
• Integration of print and online
• Search Engine Optimization Software Company
• From Zero to 1300 customers in Two Years
• Almost 100% of Marketing Budget Spent on Content Generation and Distribution
• 85 Employees. Two full-time on content and dozens (incl. CEO) generating/sharing content.
What to Publish?
Blog
Podcast
Videos
Photos
Presentations
eBooks
Content Apps
News Releases
More Content = More Links
20
More Highways, More Possibilities
Content Makes You Interesting
Case Study: Video
Two videos with over 30,000 views
One attracted 43 blog articles in 2 weeks
Case Study: Blog
• Top 3 source of leads
• 7-10% visit company website
• 10-20% lead conversion rate
Blog Content Measurement
The Ultimate Measurement
Visitors Leads Customers
SEO 5,289 754 12
Social Media 834 72 3
YouTube 511 28 1
Visitors from Social Media
Case Study: The Free Web App
Search EngineOptimization
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
ContentMarketing
Thank You!
Get this presentation at slideshare.net/juntajoe
Attract and Retain Customers with Content www.junta42.com/free-white-paper/
Joe [email protected](216) 941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe
