Shweiki Media printing company specializes in hassle-free printing of magazines, post cards, fliers, brochures and more... For FREE print quotes and samples: http://www.shweiki.com/quotes FreeSamples@Shweiki.com In this free webinar Joe Pulizzi, Founder of Content Marketing Institute, talks about the evolution of content marketing and the 5 elements to consider during this process. Want more publishing tips? Follow us on Twitter: https://wwwTwitter.com/ShweikiMedia Like us on Facebook: https://www.Facebook.com/shweikimedia Join us on Google+: https://Plus.Google.com/+ShweikiMedia...

1. 5 Elements to Consider
for Successful Content
Marketing
A Shweiki Media webinar

2. Joe Pulizzi
Today’s marketing environment
celebrates in-house content as a
must-have for any business trying to
grow and retain an audience. Here
Shweiki Media Printing Company
teams up with Joe Pulizzi, founder of
The Content Marketing Institute and
author of Epic Content Marketing, to
present a must-watch webinar
educating viewers on five elements
to consider for quality content
marketing.

3. What is content marketing?
Nine out of ten businesses use content marketing in some way. Unfortunately, just 40 percent believe
that their content marketing is effective. How many businesses have a content marketing strategy?
Less than 30 percent.
Content marketing is the idea that one is going to create valuable, compelling and relevant content, on
a consistent basis, in order to attract and retain customers and create some kind of a behavior change.
Consistency is key. The reason most content marketing programs fail because they stop, or they are
inconsistent. Instead of looking at the traditional media model where one creates content in order to
monetize their audience through advertising or paid content, one should create an audience to
generate trust and credibility and be able to sell more products or services down the line. There’s no
direct sales information in the content marketing. That’s the key.

4. 1. There are only three reasons why one would induce any kind of content program: to create
sales, to replace another initiative in order to save money or for sunshine–aka doing things to
create happy and loyal customers, retain customers and encourage customers to buy more.
Element 1: Sales, Savings, or
Sunshine

5. Sales
If one looks at the website itself, one might think
that the blog is a media site for copywriting. But
after taking a closer look, one will realize that
Copyblogger is not a media company but a
software technology company—one that
generates the majority of their revenue from their
200,000+ subscribers. Copyblogger goes out and
creates ongoing and amazing content. They then
get viewers to opt in to their email newsletter or
blog, and then down the road—after they have
developed a relationship with their audience—
they end up selling products to them.

6. Savings
Jykse Bank out of Denmark wanted to get their
name out to Denmark football fans and engage in
some sponsorship, which would traditionally cost
them millions of dollars. So instead of paying to
piggyback space on someone else’s content, they
decided to create Jyske Bank TV, a television
station run directly out of Jyske Bank headquarters.
Jyske actually thinks of themselves as a media
company, and they have a state-of-the-art studio,
they have developed an audience, and they are
generating an extra tens of thousands of people to
their site. In the end, those same football organizers
who had required that Jyske Bank pay millions for
sponsorships are now asking them to provide media
coverage for free, all because they have a new
developed audience.

7. Sunshine
The Furrow is a great example of what we would
call sunshine. It started in 1895, and today John
Deere is publishing content to 40 countries, in 14
different languages, with a 1.5 million in
distribution. That is the largest media operation in
the farming industry, and they’re not even a media
company. This exemplifies the value in becoming a
leading expert in one’s industry—no matter what
the industry is.

8. Element 2: Create a content
marketing mission statement
One of the first things one does when launching a media company is creating an editorial
mission statement. If one is going to do content marketing in any way, create a content
marketing specific mission statement to build one’s campaign around. Procter and Gamble
have a great example of a mission statement with their “Home made simple” web campaign.
Their developed statement is, “Enabling women to have more time with their families.”
Why is this so important? Off-topic articles and strategies are instantly omitted due to a lack of
coherence with the statement. This means that P&G’s target audience will always have content
that is relevant to their wants and P&G’s brand. Since the home made simple launch in 2003,
P&G have gathered at least 6 million subscribers to their site.

9. Element 3: Don’t build your content
ship on rented land
Starbucks is a company with approximately 37 million Facebook likes to date. They have spent millions
in social media advertising trying to attract an audience. The problem with this strategy is that we know
from Facebook algorithms that one’s audience only sees about 5% of organic posts. Pulizzi calls this
phenomenon building one’s content on rented land. Although Starbucks is a major corporation with
enough of a budget to sustain this kind of spending, Pulizzi encourages content marketers to drive
traffic to a website or page that one can call their own. This way one will be communicating to 100% of
their targeted audience.

10. Element 4: Leverage influencers,
then build an audience.
A lot of people work with influencers but few
have a strategy on how to use those
influencers to generate an audience. Pulizzi
has a technique he uses to build an
audience that he calls social media 4:1:1.
To begin 4:1:1, one first gathers a list of all the
influencers that are driving one’s target
audience. Then (using Twitter as an example
platform) tweet out 6 original tweets (4+1+1).
Moving from right to left in the diagram, one can
begin their 4:1:1 by tweeting a sales tweet
(coupon, new product, etc.). The 1 in the middle,
thats one’s own content marketing (blog,
ebooks, podcast) and then the 4 on the left are
tweets coming from one’s influencers (complete
with @ tags recognizing one’s influencers). The
key to a successful 4:1:1 is consistency. Pulizzi
recommends at least a month of regular
tweeting before any sort of recognition will come
from the influencers themselves and their
gathered audience.

11. Element 5: Open up the wallet
Sometimes a subscriber list may be worth purchasing. Years ago, JPG magazine (a photography-
based magazine) was going bankrupt. An investing group Adorama ended up buying the flailing
company, specifically because JPG’s audience was congruent with their own needs (Adorama sells
photography equipment). Although JPG’s print model wasn’t profiting, Adorama decided that the
niche-specific subscriber list was worth paying for, opening the group up to a wealth of targeted data
Adorama could only accumulate by spending. If one comes across a group that has a wealth of data
information but isn’t sure how to monetize it, it might make sense to either purchase the data as a part
of one’s own company, or partner with the group to help encourage monetization.