The document discusses content marketing and how it is important for engaging customers and driving traffic. It outlines that over 90% of business purchases begin online, so content marketing allows companies to publish useful information for customers and build trust. The agenda includes discussing why content is important, content marketing strategies, using personas to understand customers, and case studies. It provides tips like selecting a publisher and focusing content on answering customers' next questions.

3. Presenting Joe Pulizzi Joel Granoff Brian Massey

6. Reality Check

8. Think About This… the last thing ‘they’ want is to hear from you, me...any of us.

9. HERE THERE

10. Challenge: Our customers NEED content to help make smarter buying decisions and solve problems…even if they are not aware of it.

14. Why Is This SO Important? Over 90% of Business Purchases Begin Online – Forrester (2007)

17. Persona Profiles “ Your business has only 3 or 4 customers living at thousands of different addresses.” Roy H. Williams

18. Generational Boomer/Silent Generation X Millennial TV Email Social Media

19. Decision Mode Methodical Competitive Humanist Spontaneous Logical Emotional Quick Decisions Slow Decisions

21. Content Effectiveness With each communication, offer content that answers the next question. Source: MarketingProfs Research Insights B2B Sales Lead Generation: Integration of Web 1.0 and Web 2.0 Media

27. Marketing is Publishing