Joe Pulizzi on Epic Content Marketing | GetResponse Webinar
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Joe Pulizzi on Epic Content Marketing | GetResponse Webinar

Welcome everybody, we can take just a few
seconds to get settled before we let Joe take the floor, but just want to thank you for
joining us really quickly. I also want to let you know that this webinar is being recorded.
So if any of you, I’m sure many of you are going to be interested in hearing more about
this webinar later. So it’s being recorded and we will provide all of you with a copy
of the webinar hopefully on Monday. Now I think most of you are here and settle
again welcome, we are so thankful to have you all today and to taking the time to join
us and we are also more than thrilled to have with us today Joe Pulizzi the founder of the
Content Marketing Institute and our host today of the webinar The 5 Essentials of Epic Content
Marketing for Business. So I don’t want to keep you guys waiting any longer and so I’m
going to go ahead and hand it over to Joe who is going to presenting to us today, so
thanks again and Joe I’ll give it to you. It’s wonderful to be on today, thank you for
everyone attending. I know your time is valuable so I certainly appreciate it and without further
ado we are going to get started. I like to start off presentations by you thinking
about what makes a successful presentation. Is it maybe a sense of humor, is it relevant
information, you know what exactly is it to you that makes a powerful presentation a successful
presentation? I’ve learned that it’s actually setting extremely
low expectations. So I’m going to set extremely low expectations for you in this webinar today
and my goal is for you to get one thing. I want you to get one thing out of today that
you can take and use in your business immediately after getting off of this webinar today. So
that’s my hope for you, hopefully look for that one thing and then hopefully maybe I
will give two things, if I give two things maybe I’ve exceeded your expectations in some
way. For those of you that don’t know me my name
is Joe Pulizzi founder of the Content Marketing Institute, our goal is to teach marketers
how to effectively own their own media channels by creating valuable, relevant and compelling
content to attract and retain customers. We do that through our events like Content Marketing
World, our magazine Chief Content Officer and we consult and advice some of the largest
companies on the planet. Here is what I normally look like, I will
open it up for Q&A at the end of the presentation, this is me at Content Marketing World in my
full orange custom suit that I like to haul out on special occasions, but I’ve got orange
on today, you will see me for the Q&A so at about 15 minutes left in our hour today I
will take as many questions as I can from the audience. You know one of my lifetime dreams was to
stand on the stage with Mr. Kevin Spacey and I don’t know how many of you watch House of
Cards, but I’m a big House of Cards fan and he was our closing keynote last year in Cleveland
for Content Marketing World and then this year’s event we have Mr. John Cleese as our
closing keynote September 8th through 11th 2015 for Content Marketing World. So without further ado I am going to get to
these five essentials for epic content marketing, but first I want to start off with a quick
history lesson on how we got here in the evolution of content marketing and if you are a George
Carlin fan, I’m a big George Carlin fan and I’m going to use George Carlin and his idea. I don’t know if you have ever seen this, but
his a great video which is probably not safe for work which is all about stuff. So if you
get a chance and you haven’t seen video clip on stuff, its real, go Google it. Go and type
in stuff George Carlin and watch this five minutes. It’s basically the whole idea of,
he says, the reasons humans exist is to collect stuff and the stuff that we get and we collect
is the good stuff and the stuff that everybody else collects is the bad stuff, but I watched
this video and I started to think this is really interesting, it has a lot to do with
what we have been doing in content marketing. So think about the stuff that you collect
as a human and you put into houses that would look like these storage units and some of
us are so lucky we have so much stuff we actually get a second storage unit or a second house.
But this is a lot of what we have done without collection of content and how we’ve organized
that, so we would start collecting all these content and it was amazing because we had
all this sales and marketing information, all this content stuff that we just had all
in print form and at events that we did and then the website came along which was amazing
because we had an infinite place to put and store our content. It was great. All the sales and marketing
stuff and all the feature and benefit stuff and talking about us, we finally had a place
to put that and we would store it just like Mr. Carlin said when we store it into our
houses as humans we are taking it as marketers and we are going to store in on the web and
we feel that this was a good thing because it would mean that more people could find
out stuff and they could see us and hopefully they could become customers. So as we evolve the evolution of the website
then the greatest thing ever happened to marketers was social media, right? Because why? Because
we had more places to put our content stuff. So we started to create out and churn on more
content for blogs and forums and sites like Instagram, videos on YouTube and now podcasts
have just taken off, and it’s been amazing because we’ve got all these places to put
our feature benefit and content information and so we thought that this was the model. So if we look at George Carlin’s model of
content marketing 1.0 this was the general mode and by the way this is still the general
model for a lot of people out there. it’s the idea of, oh we’ve got this stuff that
talks about us, this corporate content stuff and we feel if we put enough out there, enough
of the right channels we are going to attract and retain customers and create customer stuff. Well unfortunately it hasn’t worked so well
for a lot of us out there because we realize that nobody cares about our stuff. All the
content that your creating and you’re talking about stuff that you think is really important
or you think is stuff about your company, your features and benefits, nobody cares.
Nobody is paying attention. So we go to content marketing 2.0 model here,
and the thought is oh if we create content stuff, interesting information, valuable information
to our customers we are going to attract more of those types of customers. We are going
to sell more products and services at the end of the day. So this has worked pretty well. So let me
just level set with content marketing so we are all in the same page. So we are talking
owned media channels, so instead of communicating through somebody else’s channel, renting somebody
else’s channel like we were through advertising with somebody else’s audience and we are going
to rent a portion of their space and they are going to give us that space in order to
attract attention. We are creating our own content, our own valuable hopefully amazing
information in the hopes of building an audience and then we can monetize that audience by
selling more product and services, saving money, whatever the goal would be and content
is not about our products and services. Its closely related to what we sell, but really
what we are doing we are educating and entertaining people so that they know us more, they like
us more or they trust us more and the ultimately hopefully will buy more from us, and if you
were looking at content marketing as a stock, it’s a great stock because business is good.
Right now according to our research and there is the short length on the research, 90% of
companies are using some form of content marketing. So nine out of ten marketers out there are
doing some form of content marketing and that makes me happy. I mean I’m the content marketing guy. I’m
pretty excited about that. This is good, here is the problem, 38%. This is the effectiveness
number for content marketing. So when we surveyed the 5,000 marketers from all over the world
about what they are doing with content marketing even though the majority of them are using
content marketing in some way less than four out of ten are successful. So if you are David Ortiz and you’re on the
Boston Red Sox and your batting 380, fantastic. If you’re batting 380 as a marketer your probably
getting fired. This is not good, this makes me sad and thanks to the wonderful graphic
designers we have that put together me crying. So this is a problem. This is not good. I
mean I’m trying to evangelize the practice of content marketing, but we are not seeing
success. So I want you to think about this for your
own organization and we will talk about some of this in the Q&A, but do you yourself have
a documented content marketing strategy. Have you written down your content marketing strategy
in some way and why is this important? Now just so you know most companies don’t, way
less than 30% of companies out there have some formalized content marketing strategy
for their organization. This is a problem. Now why is this a problem? Let me go into
some of the research and tell you why this is so important. There is two things that differentiate effective
content marketers from those that are not effective, they are telling us themselves
that they are either effective or not effective with their content marketing. The first is effective content marketers,
95% have a strategy of some kind and the majority of those actually have a documented written
down strategy, those that are not effective hardly any of them, 11% actually, have some
kind of a documented strategy. So that’s the first differentiator. The second one is that effective content marketers
actually follow this strategy. They don’t just create a strategy and put it in a draw,
the actually follow it. They review the strategy, they review the KPIs and they continually
refer to that documented content marketing strategy. This is a big difference. So if you are saying Joe how can I be affective
content marketer, these are the basics. This is where you have to start. First, and we
will get to a lot of the ways that you can do this here in the rest of this presentation. The first is you have document your content
marketing strategy. The second is you have to follow it consistently with your team and
get them involved, very, very important. What’s the difference between those? Well
those that do that, that actually document their content marketing strategy and follow
it with their team, they tell us they are eight times more success than ineffective
content marketers, and this is really important they look at more metrics, more different
key performance indicators, six versus four and a much less emphasis on web traffic. Now why is this important? Because web traffic
in and of itself is a meaningless metric. Web traffic could mean that you are getting
more subscribers. That you are getting more qualified leads, that more people that come
to your sight are more willing to do other types of behaviors, but for the most part
unless it leads to some other objective it doesn’t mean anything for me. You can get
more web traffic and not be hitting your goals, right. So I want you to keep in mind as we
go through the rest of this presentation. This is the last one I’ll share and then we’ll
get to the five essentials budget. Those that say that they are effective at their content
marketing they spent 37% overall on their creation and distribution of content marketing,
ineffective 16%, but here is the funny thing, look at this. Doesn’t matter, effective or lesser effective
content marketers all of them are planning on spending more over the next 12 months.
So what should this mean for you? This should mean that get ready for a whole lot of horrible
content over the next 12 months, because you have a lot of marketers that have no content
marketing strategy and they are not going to be reviewing it with their team and they
are creating a whole ton of content, and it’s going to make harder on us to cut through
the clutter. So I am just throwing that out there to be prepared. So to bring it all home, yes you have corporate
stuff you know back to Mr. Carlin, right. You have stuff that you need to sell, you
have that feature and benefit stuff. You have plenty of that kind of content. We are going
to connect that with content that’s interesting, that’s engaging, that’s sort of around the
stuff that we sell but not about what we sell, because we are trying to build an audience
and we trying to attract and retain customers at the end of the day. Here is a very basic way to look at content
marketing that can help us be more effective. Now what I’m going to do is over the next
20 minutes I’m going to share five elements that I think are really important. But the first element that I have to talk
about is why. You know why are you doing this in the first place and I want to talk about
your objectives as content marketers, and I like to talk about it in sales, savings,
and sunshine. So am I going to save money in some ways in organization savings, or sunshine
can I create more loyal customers in some way, we like to call that sunshine. Those
are the only three reasons. So I want you to think about why you’re doing
this to this little bit because a lot of the people that we work with, a lot of big companies
they are doing a lot content activity, but don’t like that directly to sales, savings,
or sunshine and I want you to start doing that. So let me give you a couple of examples. I don’t know if you are familiar with Copy
Blogger. If you go to Copy Blogger’s site you look at it and you will like you know
it looks like actually content marketing education site. You got a blog post, the blog post will
look like this. They basically share information on how to write better headlines, what some
of the best journalists and writers do to be more effective. How do you get found online,
those types of things? What you would not know is that they don’t
sell anything really around content marketing services from that standpoint, they sell products.
They basically sell software as a service products around SEO and content creation and
distribution. So they are a product company, but they almost look and feel like a media
company. What’s amazing is 99% of Copy Blogger’s revenues come in first through subscribers.
So they have over 200,000 people that subscribe to their content on a daily basis and they
created that audience, but they don’t try to pitch them at all first. They try to get
them in as audience and then they try to keep them around as an audience and once they become
audience members then they sell them on the products and services they have. So this is
a really good example of savings. So let’s look at cost savings. One of my favorite
examples of cost savings is Jyske Bank, Jyske Bank one of the largest banks in Denmark,
basically they were spending a lot of money on sponsoring football matches in America,
we call them soccer matches, but they were spending millions of dollars on these sponsorships
and they are like well we don’t want to spend money on these sponsorships. Is there something
else that we can do to build our own audience, and they created Jyske Bank Television. This is actually what it looks like inside,
this is inside the bank folks. This is what their bank looks like. Jyske Bank TV, they
actually have a tagline that says, we are the only media company with its own bank.
I kid you not that’s actually their tagline that they have. So it’s pretty incredible
that they focus on creating quality content ongoing 24/7, it’s a digital television station
that they run. You go inside their store and you will see this running and they focus on
young consumers and how they can be better financial students. They can understand stocks and bonds and savings
and checking, and they give them all the tools and information so they can be better financial
people and more astute savers and better with their money. They did that for a couple of
years and what’s amazing is those same organizations that they were looking to sponsor and spending
millions of dollar sponsoring those football matches then we are coming to them and saying
Jyske Bank would you come in and would you be a media partner for our event, because
they built such a valuable audience, those organizations wanted to reach their audience. So instead of having to pay for sponsorship
for those football matches now they got in for free and they got more visibility from
being a media partner because they had a valuable audience. So this is a great example of cost
savings that they don’t have to spend money on advertising and sponsorship anymore because
they get invited to these things because they have such a valuable audience they’ve created
through the digital channel. So this is the last one, this is sunshine.
So how do we keep our customers more loyal, retain them, upsell, cross sell, and one of
my favorite examples of all time is The Furrow from John Deere created you know you might
think that content marketing is new, it’s not new, its well over a 100 years old. John Deere referral magazine was created in
1895, that’s over 100 years ago, talking to small businesses and farmers and how farmers
can be more successful as small businesses and farmers, and they created the print magazine
and now they have a monthly digital and print publication. By the way, and here is what
I love about it, if you said Joe who is the largest media company in the farming industry?
I would tell you that it’s not a media company, its John Deere and that’s something. John
Deere has 1.5 million subscribers in 40 countries in 14 different languages. 1.5 million subscribers,
isn’t that something? And by the way, I know farmers that love getting this magazine. So how would you like sales that your customers
love so much and it’s not sales. This is what we are talking about with content marketing.
So those are the three examples, sales savings, or sunshine. So I want you to think about what this is
for you and just to give you a quick you know just talk about it in an example. I was giving a speech a few months ago and
this was the chief marketing officer for a large manufacturing company, comes over raises
his hand and says, Joe I like this content marketing stuff, I love what you’re talking
about. It’s really good information and I want you to tell us how can content marketing
help us get more Facebook fans? I said, well tell me the story about what your trying to
do and he says, Joe well we have like 4,000 Facebook fans, we grew to that number pretty
quickly, but we sort of plateaued and we haven’t been able to do much with that since and what
can we do more? I said alright, just answer me this question. He said, what? I said, well
why are you on Facebook? And all I heard was silence, exactly what
you’re hearing now. There was no response. Didn’t know what the business objective was
behind Facebook. And I’m not going to pick on that company at all, but a lot of the companies
that we talk too are launching content programs on all kinds of channels, but they don’t know
why they are doing it. Like what is the business objective behind your Instagram, your Pinterest,
your blog? Like what are you trying to do because if you don’t know what you’re trying
to do you shouldn’t do it in the first place and you’d be surprised how many companies
are doing that, creating content all over the place, but don’t know why they are doing
it. So here is your home work assignment, here
is one of your home work assignments I’m going to give you. I want you to take a piece of
paper with you and your team and I want you to put Why ? at the top of that page. And
then on the left hand side I want you to tell me all the ways and channels that you are
getting content. You’ve got a blog, you’ve got Instagram, you’ve got Pinterest, you’ve
got a podcast that you’re doing. You’ve got a Facebook page. You’ve got a form you create
content in, you’re LinkedIn page, whatever you’re doing. The average company does between
13 and 15 different activities. I want you to list those down the left-hand side of the
page and I want you to put why, the business objective behind each one of those. I’ve done this exercise more than 50 times
with companies of all sizes and not one company has been able to fill it out completely. You
might have to do to other departments and find out why they are doing it. So I want
you to think about this from your perspective because what it will help you to do is maybe
you can cut some things out. I think that a lot of us are creating way
to much content on way to many channels and I think that if you can be focused on being
great at fewer channels that you understand why you are doing it and what the business
objective is behind it you, can be more impactful and it will make more sense. Alright so that’s
number one, Sales, Savings, or Sunshine why are we doing this in the first place. Now we are going to get more tactical here
and this is one of my favorite things and it’s called the content marketing mission
statement, and I want to think about this. What do all media companies do that you do
not do with your content? What do all media companies do that you do not do with your
content? So think about this for a second, and absolutely the answer is you create an
editorial mission statement. The majority of, I would say 99.9% of media companies,
the first thing that they do is you create an editorial mission statement. It’s just
what you do. It’s what great publishers have always done. You create a mission statement
to understand why we are doing it, who the audience is and what our overall goal is for
that audience. I’ve been into seemingly a 1000 different
companies out there and none of them start with an editorial mission statement. So we
all say that we want to be publishers and we can be publishers and we should be publishers.
The problem is none of us are doing the basic things that make publishers amazing and great
at what they do. So let me give you a couple of examples here,
here is a consumer example. This is Home Made Simple, Home Made Simple is from Procter and
Gamble, it’s been around since 2003 and everyday they create content about how to be better
organized in the home. So organizational tips for the home, recipes and they have a content
mission statement and here it is. So their goal is to enable women to have more
quality time with their families. They are not talking about selling more Swiffer pads
at this point or to sell more detergent, they are talking about targeting women and how
those women can have more quality time with the families. So it tells you a little about what you’re
going to see in content. You’re not going to see any six hour recipes here because it
doesn’t go to the overall mission statement of what Home Made Simple is all about. By
the way, well over 5 million subscribers get Home Made Simple content every day. How would
you like that 5 million people raise their hand and say, yes Proctor and Gamble please
send me your sales information. Again sales information that’s so good it doesn’t seem
like a sales. Let’s take a small B2B example, this is Indium
Corporation, Indium manufacturers industrial, soldering equipment, they have 21 engineers
blog on a regular basis talking about soldering equipment. You know not sexy at all, but they
do it on a consistent basis and they really focused on becoming the leading expert in
the world on soldering equipment and here is their mission statement. Helping engineers answer the most challenging
industrial soldering questions. This is all they do. They are not talking to plant managers,
they are not talking to CFOs they are talking to engineers and what do they want those engineers
to do? They want to help them answer the most challenging soldering questions. They are
not talking about ball bearings, they are not talking about siding, it’s on soldering
questions. So when you look at yours you want to make
sure you focus on who the specific audience is. You have all kinds of buyer personas,
but you have to focus on one buyer persona for your content marketing strategy to work,
so that’s the one thing. Second is, what are we focused on that we can be the leading experts
in the world at. You’re just creating content that’s just like
everyone else’s, probably. You’re probably creating content that nobody could tell the
difference from what you’re creating from what your competitors are creating. We have
to tell a different story, so Indium has done this where they just focus on this one thing.
So that’s what I want you to create. So here is another homework, well actually
let’s do this, let me give you an example of what a media company does. Here is Inc Magazine, Inc Magazine is a magazine,
an online content brand focusing on small businesses, entrepreneurs, and they have their
own editorial mission statement and this is the three parts of your content marketing
mission statement. So let’s look at Inc’s and by the way if you
go to Inc’s about us page you will see this on their about us page. It says welcome to Inc, a place where entrepreneurs
and business owners can find useful information, advice, insights, resources and inspiration
for running and growing their businesses. Let’s break this down into three parts, one
what’s their core target audience? They, believe that informational needs and pain points of
entrepreneurs and business owners are close enough that they can target those two audiences,
I would agree. You have to focus this, if you get to like
two different audiences that are too different your content is not going to be relevant enough.
It’s not going to make an impact people are going to ignore, it’s not going to work. You
have to focus on a core target audience. Number two, what’s going to be delivered?
Look at this they say useful, that’s all I need to see, useful information. They are
not talking about what they are going to sell, their advertising, their paid content. They
are talking about stuff that’s useful to entrepreneurs and business owners at all times. Number three the most important one is, what
is the outcome for the audience? Basically there is two things that they are trying to
do. When you read a piece of content in Inc you’re trying to help that audience be more
profitable or grow revenue, that’s it. That’s it, so look at your content. Are you
trying to do the soft sell are you trying to insert your sales information there, do
a bait and switch, are you really focusing on the needs of your audience, that’s what
you need to figure out. You know if you read a piece of Inc content. They are not trying
to sell you anything. They are trying to grow the relationship with you by giving you amazing
information, that’s what you need to do with yours. So let’s go to the homework assignment, you
need to create your own mission statement. So go back whatever you’re doing right now
I want you to go back and lay a mission statement on top of this. Like Indium they have their
mission statement plastered all over their organization. They pass it to their employees
so the employees know this the goal, this is what we are trying to do. It gets like
a mini creative brief that you can give to everybody. So define your audience, what are you going
to deliver, what’s the audience outcome. This is not the place where you are going to say
we are going to sell more widgets, this is focused just on the audience just like a media
company would do. Alright everybody with me. Okay I got three more to go. Element three, I love this one, don’t build
your content ship on rented land or rented water, per se, whichever analogy you’d like
to use. Let’s look at, we are so busy trying to create
our audiences on social media, I totally get creating a digital footprint, I understand
it, but let’s look at what’s happened with Facebook recently. I mean you go to Starbuck’s
page, right. They’ve got 36 million followers, likes on Facebook. How many of those that
have liked them, Starbuck’s on Facebook are actually going to see our organic post from
Facebook? Less than what, 2%, maybe definitely less
than 5, hardly anybody is going to see it. So they’ve built up a massive audience, put
millions of dollars into creating an audience on Facebook and nobody is going to see their
content, and by the way they don’t own it. Facebook changed their algorithm they could
do whatever they want with it, that’s the issue, right. So the same thing goes, how
many restructuring has Google+ gone through in the last nine months? At least two, maybe
three, Google+ is going to do whatever they want. So here is my question why are we, I’ve got
no problem using social media to build our own audience, but the problem is that if you
look at Twitter, LinkedIn, Facebook, Google+, any other site they own those connections
not you. You can leverage them for the time that you have right now, but don’t be surprised
if you get up in the morning and you’re spending a lot of money and you don’t have access to
that audience anymore, just don’t be surprised, it’s going to happen, it’s already happening. So this is what I want you to do, I want to
focus on subscribers, because at least we have some semblance of control right now over
email where we don’t have it on social media. Now think about this, think about email, look
at subscribers. Over 200,000 subscribers for Copy Blogger like we talked about. They’ve
gone from zero to over a 10 million dollar business in a very short period of time, simply
by focusing on subscribers. Look at Kraft Food and Family, they’ve got
over 1.5 million subscribers of this magazine online and offline magazine. By the way this
is paid, the people pay for this content in Kraft Food and Family. So they are focusing
on building an audience, subscribers. One of my favorite examples, Think Money Magazine
from TD Ameritrade. It took them over two years to get this data, but by the way Think
Money Magazine goes to high volume traders. So they trade stocks, bonds, derivatives in
high volume and what they found that is that those customers that receive and subscribe
to Think Money Magazine trade five times more than those that don’t. You know what kind
of project that is, that’s a project that will never get killed. That’s amazing impact
that the content can make, but it took them a while to get to this, that’s why you have
to be patient, but I want you to focus on subscribers and what you can do with your
subscribers. Here is the question, so you’re going to say
Joe how do I figure out ROI for my content marketing? This is it. I mean you can do it
a lot of different ways, but this is what you’re looking at. What’s the difference between
those who subscribe to my content and those that don’t, what’s the difference and you
don’t really need a lot of flashy technology to do this. You can just take your email subscription
list overlay that with that your customer list and that’s the difference folks. What
are they are doing different? Do they buy more, do they stay longer, do they talk more
about your product, what do they do? I want you to think about those things when you look
at return on investment, got two more to go folks. Alright so you’ve done the why, right. Why
are you doing this content marketing, you’ve created your content mission statement. You’ve
focused on who your audience is and what you want that audience to do. You focus on hey
we want to do a subscription program around this, so we want to build an audience, really
important. So this all takes time and patience, the average small company it takes between
15 and 17 months to really do this and make an impact, so it does take patience to do
it, but it can be done. But then we’ve got to market the content folks.
So if you don’t have an audience to start with you’ve got to go find an audience. Now
you can pay for that audience, you can pay to market and you should. I think you should
look at using a lot those paid options in native advertising and other things to build
your own audience, but you can also do something called leveraging influencers. Now I’m going to share with you an example
that we did at Content Marketing Institute that really worked well, we’ve shared it with
a lot of our clients, please steal this idea if you’re not doing it, it’s worked really
well for us. We are going to show you how you have harvest your audience and actually
get subscribers through an influencer model. So the first thing is we’ve got to create
what we call an influencer hit list. So what’s an influencer hit list? An influencer hit
list is a listing of where you customer are hanging out on the web when they are not on
your site. So where are they exactly, are they on, how did you find those people, do
you find them on Clout or Google Alerts or Twitter hashtags, and yes the answer is all
the above. So what we want to do is put a hit list together and we started with a list
of 42, this is our initial ten of that list. You can start with five to ten, are they blogging
sites, media sites, association sites, what are they? They could be competitors as well.
So we want to create that list. So once we have the list we’ll do something
that we call the 4:1:1 formula that I learned from my good friend Andrew Davis who authors
the book called Brandscaping which is a fantastic book if you get a chance to look at it. So I’m going to use Twitter as the example
for this one and I want you to think about 4:1:1. So for every six tweets, here is how
we look at our content distribution because our goal with social media 4:1:1 is to build
relationships with influencers that’s what we are trying to do. So 4:1:1. So one on the right that’s our sales tweet.
So it’s going to be a tweet that you know we got customer service award of the year,
something amazing happened in the company, it’s about us. Nobody is going to retweet
it, nobody really cares, but you get product marketing off your back, great your done. Then the one in the middle that’s you own
content marketing. That’s your own blog post, your podcast, your valuable relevant content,
that’s your one tweet. But the four on the left 67% of what your tweeting out those are
targeted at influencer pieces of content that’s relevant for your audience. There is an example,
so in this one we are targeting Ernie Kay, John Wilbun and KCG, three of our influencers
because we are going to get their attention and you need to do this for months at a time
because if you just do it haphazardly and there is no strategy behind it, you’re not
going to get anybody’s attention. Influencers aren’t going to pay attention. All we want
to do right now is to get on their radar so that influencers know that you’re sharing
their content. Then we are not done yet because we’ve done
that for a couple of months now we are going to bake the influencer content into our content. So here is an example, so we did all of what
we are just doing, we did the influencer hit list. We did the 4:1:1 and now we are going
to bake it in eBooks. So we took this Content Marketing Playbook it had 42 different examples
and of those 42 examples we baked in 26 influencers and we let those influencers know that their
content was in our playbook. Guess how many of those 26 shared it out with their audience?
24 of the 26 shared it out, we only had a few thousand subscribers at the time, but
we were able to get tens of thousands of downloads of the Content Marketing Playbook in a very
short period of time, because we’d already built a relationship with those influencers.
We were helping out those influencers and then they wanted to give back and they shared
with their audience. But we are not done yet, because activity
is not good enough what we want are subscribers. So as people come back and they are looking
at the eBook on our site we want to make sure that we can convert those people into subscribers.
So we make sure that we are not focusing on product or services pitches on our site, we
want to focus on a content give away and getting those people to sign up for some kind of subscription
offer. So there is a join over box 70,000 of your peers. If you sign up for our email
newsletter you get a really good piece of exclusive content. So we focus on that one
there. But here is what’s really done it for us actually.
I know that none of you like pop-over’s or pop-ups and you get annoyed by them, but right
now they work really well folks. So 60 to 65% of our daily, we get about a 140 and 150
people a day subscribing to Content Marketing Institute content. About 60 to 65% come in
through this pop-over form. We use Pippity, it integrates with WordPress it works really
well and we get those people to sign up through this method. It works so super well because
all the activity in the world, I mean most of the people that go to your site are never
going to come back. We want to make sure we get them and get them subscribed so that we
can continue a conversation with them and monetize them down the path. Just a little thing on SlideShare if you’re
not using SlideShare, SlideShare is owned by LinkedIn. SlideShare is the YouTube for
PowerPoint presentations. This is our third best subscription generator. You can use a
little thing called SlideShare pro so when people go into your PowerPoint presentation,
a presentation of some kind there have a little, it’s a little pop-up box that they can get
to and they can sign up to subscribe on SlideShare, 60 million unique visitors a month go to SlideShare. So we want to make sure that we convert those
people and get them setup as audience, and when we have those people set up as an audience
then we can monetize them. So here is the last one and then we’ll get
to Q&A and this is sort of a flyer, but I think this is going to be super important
for anyone and there is opportunities if you’re a small company to get involved in this and
it’s the whole idea of buy versus build. So if you want to do this and you want to
build a content marketing program it can be done, it just takes time, patience and a real
focus on a niche that you can be the leading expert in the world. You can absolutely do
this, but I also think you have to ask yourself maybe somebody out there who has already created
a really good audience platform around that area and that niche and maybe you should look
at possibly buying that blogging site media company. We are already seeing this happen. Let me give you a couple of examples of where
this happened. JPg Magazine 2008, 2009 they were going out of business. They were a photography
enthusiast site and they had almost 300,000 subscribers and nobody wanted to buy JPg Magazine
no other media company because they couldn’t get advertising to support. So what they did
they end up doing? They ended up putting themselves out, and a company called Adorama which sells
photography equipment went and purchased with a group of investors, JPg. They picked the
site, the content factory and the subscribers. So think about those 300,000 subscribers,
those consumer enthusiasts, photography enthusiasts on JPg Magazine subscribers, those are Adorama
customers and prospects. It’s a perfect fit and it’s turned into a great relationship. It’s happened with a company called HubSpot
if you know of the hub marketing automation company HubSpot, they wanted to create their
own agency blog and they basically purchased Agency Post, a blog for agencies and they
purchased it and they integrated right into their site. So I want you to think about the opportunity,
well maybe you should look at buying versus building and that’s another really good use
of your influencer list. So if you go to your influencer list some of those bloggers on
their media sites maybe good opportunity for you to purchase a lot of those companies down
the road. We’ve seen deals done from $5,000, $10,000, up to a million dollars, but a lot
of these really amazing blogs out there they actually don’t cost a lot of money if you
are looking to purchase them. So there is an opportunity there. Alright folks here is your takeaways, and
then we are going to wrap up and go to Q&A. First, set your goals on sales, savings, or
sunshine. Number two, why are you using each channel, what is the why? You know do that
exercise, focus on reader’s outcome. What is the audience’s outcome and you can do that
by content marketing mission statement. Look for your subscription strategy as you key
metric. Don’t build your content ship on rented land. Then we want to make sure we harvest
an audience. So build that influencer list then bake those influencers into your content,
create an engine to get and keep subscribers, and then kind of your flyer areas you know
consider possibly buying another site out there if you don’t want to put the energy
into actually building your platform. So I hope you got your one thing, hopefully
you got more than that so that we exceeded expectations here. Thank you for your time. We are going to get
to questions right now as we go. The recent book is Epic Content Marketing. The new book
coming out is Content Inc, it will be out in September, and Abby I think we’ve got some
time for questions so let’s go and take as many questions as we can here. I’ve got a
whole bunch coming in here let’s see if I can make some sense to these and let’s see
if we’ve got some questions here. Okay we’ve got a lot of questions about the
pop-up Pippity. So Juan is asking, how often should you send�oh actually what were you
going to do? Oh I was going to turn in on video mode, let me do that so that you can
all see that I’m actually here. There we go. So hello, I’ve got my trademark oranges shirt,
so let me see if I can answer your questions. Let me go back to your questions Juan, how
often should you send out emails to your list? We send out daily emails. I’ve seen weekly
work, every other week work. It’s not how often you send it, its setting the right expectations
with your email and the kind of content that you’re sending. So we want to make sure that
you have to have people subscribe to something. So what are they subscribing to? You can’t
just get their email and then blast out information at them, are they subscribing to a weekly
eNewsletter, a daily eNewsletter, a monthly eNewsletter, so figure out what that is and
then around the eNewsletter content that you’re sending, you can have your sales and marketing
information, the things that you want to sell. But the content itself you need to think like
a media company so focus on that, something consistent. Most companies out there don’t
have a consistent content piece that they are sending out so you have to figure out
what your subscription program is. Let’s see, Joe, what are your thoughts on
having a Facebook group instead of a page? You know I’m just not a big Facebook fan.
I think that it can work. I think I’ve seen more effectiveness in other niche communities
inside of who you are targeting. There is all kinds of amazing communities out there.
I mean if you are in photography, look at all the different photography communities
are out there. Some of those are on Facebook, some are on Google+, some are on all kinds
of other platforms. So I would look at the type of communities. I wouldn’t just look
to start something. There is so many different communities out there. I would look to get
active in a community that’s already going and then try to insert into that conversation
before creating something new. It’s so much harder to do that. Another thing we’ve been
looking at is sometimes there is communities out there that have been dying that they have
actually a lot of community members, but they have been dying out there and there is a lot
of opportunity to take those over. I think that they are great opportunities so I would
look at those instead of creating your own Facebook. So Rosanna is asking, how effective is guest
blogging on other sites and getting traffic audience? I think it can be very effective
Rosanna. I think that consistency is key. I don’t think it’s as much effective as your
just doing all over the place and doing one shots everywhere else, but if you do guest
blogging, let’s say on Forbes or Huffington Post or a particular site, I would get to
key ones that you can be a regular contributor to, that you can hold on to, help your reputation
and grow your reputation from that standpoint. So absolutely love it. Again you want to make
sure you have your own site as well to drive people too so it can be great at the end of
that article that they can go and find your information there. Good question. Let’s see, the question is, how and where
do we get influencers, how do you mean by baking influencers in? Okay let me just make
sure we get this on the same page. So basically you can use some tools like Google Alerts
over keywords that you follow. Google Alerts you know is a free service, all you need is
a Gmail account or you can type in let’s say content marketing and then every day I can
get an email from Google that will say like here is all the sites that are talking about
content marketing. So you can start to get a feel for who is talking about the things
that you have targeted as a keyword. You can also do this on use Twitter hashtags. You
can use Clout or you can use, you can use Tracker is another, so you can
first get your list and then when I talk about building it in to your content, baking it
in. What you want do is let’s say you create an eBook or your doing blog posts, you then
can link out and refer to those people in an ongoing basis. So let’s say you’re doing
an eBook, an educational eBook, you can insert the links and resources and commentary and
thoughts from those influencers into your content and bake it in so you have a quality
piece of content and then let those people know. The first part is you’ve got to make
sure you do the 4:1:1, social media 4:1:1 and create the relationship first and then
bake it in. So hopefully that’s answers some of your questions. Sharon is asking, why are subscribers so important?
Sharon, I can spend an hour on this one. The whole idea is to create a content marketing
program that builds an asset for your organization. You build an asset through your organization
by building an audience. Subscribers are that audience. You want people to opt-in subscribe
so that they can on an ongoing basis get your content, just think of it like a media company.
The central way that media companies monetize is not through the content itself, it’s through
the audience, it’s through the circulation database , their audience development database
and that’s where most companies go because they just look at all kinds of activity, but
they are not creating their own audience. Once you create your own audience you tip
the scales. Your audience does different things that a none audience does and that’s what
you have to find out with your subscribers. Once you get people to subscribe to something
what I want you to do is find out well what are they doing different and sometimes it
takes 6, 9, 12 months to figure out what the difference is. I’ll give an example so for Content Marketing
Institute we know that if somebody subscribes to our blog, our daily blog, they sign up
to a webinar. If they do those two different things they are so much more likely to go
to one of our, and pay for our live event, we know that, that tips the scale. So what
we want to do is wrap our audience in content love like an octopus would. Think about it
this way Sharon, and set it up so that you have all kinds of different pieces of amazing
content that your sharing at the same time with them and making sure that you become
that trusted expert and if you don’t have that audience then none of that marketing
automation stuff that your using is going to work and you’re not going to know the difference
at the end of the day. You’re just going to have a lot of likes and followers and web
traffic and at the end of the day we want to know who our audience is. Okay still got
a lot of questions coming through. Michael is asking, would you recommend building
an audience and a broad niche like has or build a narrow niche to capture small
audience and expand from there? Michael, this is a fantastic question. Go as small as you
can. So this is what you do Mark, go to the smallest niche that you can possible can where
you can honestly answer the question, could I be the leading informational resource in
this topic? If you can’t, if you say no, then you are not niche enough. So I’ll give you an example, about a year
ago I talked to a company that sold pet supplies. So this company ended up, they sold pet supplies
and they were going to start a pet supplies blog and I said, okay that’s great, well who
are you competing against? And they said, Petco, PetSmart. I’m like okay well those
companies have billion dollar budgets and you are a small company, there is no way you
can compete with them. There are going to throw you out the way, there is nothing you
can do, but we talked about some of the product and services that they had and we said, okay
well you could create the online resource for people in, and this person was in Miami,
in the Miami area or South Florida area, and those people that like to travel in RVs with
their dogs. I mean think about how niche that is. So then you can really focus on a niche
audience. So I would focus on as niche as you can go and be the leader because if you
are not there is no way you are going to cut through the clutter so go with niche, niche,
niche. Keep going with the questions here? Yeah Joe I think we’ve got time for one more
question, I’m sorry we have a couple of minutes of lots of questions, but I think one more
and thanks so much for sticking with us. You got it, okay let’s do one more. So I’ll
just do the last one, Sam you got in at the last moment here. I’m a blogger just entering
the growing phase, Huffington Post is a long way to go for me, how should I go about using
inbound marketing for my traffic? Sam, I would go back to Michael’s question. Focus on a
niche that you can honestly, if you distribute amazingly valuable content on a regular basis,
focus on being the leading informational expert in that niche and then figure out a subscription
program along with that. There are so many blogs that start that don’t have a subscription
program. So create an email subscription portion as part of that and as part of your blog and
then do that for six to nine months and then I think you will some of that. If you are
looking for guest blogging opportunities focus on guest blogging opportunities, it wouldn’t
be on Huffington Post it would be on something really, really niche, a niche media site,
a trade publication, something like that. Alright so some technical difficulties Abby,
but hopefully we made through enough questions. For sure, no matter what everyone has your
incredible presentation that we got through so I will let you say your quick goodbye and
then I will close out. Excellent so thank you so much for this. I
really appreciate the time that you spent. Hopefully you got your one or two things out
of it. Again if you have any more questions feel free to reach out to me at [email protected]
and I would love to see you at Content Marketing World in Cleveland in September, but thank
you for all the support and dealing with us for this hour. Of course and thank you so much Joe and thank
you guys, you guys were an incredible audience, incredibly forgiving and letting us having
just a little hiccup there, but as promised you guys all will get a recording here in
the next couple of days so you can watch again and again this incredible presentation and
take as much out of as you can. Also some great questions were answered no matter what
and got lots of good knowledge from Joe. So thank you guys again. If you have any questions
about GetResponse, please reach out to out 24/7 support and Joe has also given tones
of great resources and a way for you to reach to him incase you’d like to continue the conversation. So thank you all again. I know you are joining
us from around the world so have a good morning, night, afternoon for all of you out there
and we look forward to seeing your guys soon. Have a great rest of your day. END

About Ralph Robinson

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