View the presentation from the Thursday, February 2nd webinar: Content Initiatives You Need to Seriously Consider for 2012 You can access the recorded webinar with Q&A on YouTube at: http://youtu.be/cU8ycyPTj7Y

1. Welcome!
Content Initiatives You Need to Seriously
Consider for 2012
Happy Groundhog Day!
February 2, 2012
The webinar will begin shortly
@JuntaJoe @SonnhalterB2T

2. The Content Revolution
Take the Information Lead in Your Industry and Sell
Whatever You Want
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute
Co-Author, Get Content Get Customers
and Managing Content Marketing
@JuntaJoe @SonnhalterB2T

3. To help transform marketers into publishers.
Less renting, more owning.
EVENTS MEDIA CONSULTING
Sept 4-6, 2012
Columbus, OH

4. Today’s Agenda
• The Latest Research on
What’s Happening in Content
Marketing
• Real-World Content Examples
and Tips to be Discovered
• From $0 to Multi-Million in
Sales
• Q&A
@JuntaJoe @SonnhalterB2T

8. @JuntaJoe @SonnhalterB2T

9. Publishing
• Publishing is the activity of making
information available for public view.
• The stakes have been raised.
http://en.wikipedia.org/wiki/Publisher
@JuntaJoe @SonnhalterB2T

10. Barriers to Entry are Gone
• Content Acceptance
• Talent
• Technology
@JuntaJoe @SonnhalterB2T

11. Searching for Information
Google/ZeroMomentofTruth.com
@JuntaJoe @SonnhalterB2T

12. Content Marketing
@JuntaJoe @SonnhalterB2T

13. Content Marketing is…
Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating
/curating valuable and compelling content on a
consistent basis to maintain or change a
behavior.
@JuntaJoe @SonnhalterB2T

14. The Difference?
Marketers Publishers/Media
@JuntaJoe @SonnhalterB2T

15. The Difference?
Marketers Publishers/Media
@JuntaJoe @SonnhalterB2T

16. Search Engine
Social Media Optimization
STORYTELLING
Lead
Generation
@JuntaJoe @SonnhalterB2T

17. @JuntaJoe @SonnhalterB2T

18. Easier…yet Harder
@JuntaJoe @SonnhalterB2T

19. @JuntaJoe @SonnhalterB2T

20. @JuntaJoe @SonnhalterB2T

21. @JuntaJoe @SonnhalterB2T

22. @JuntaJoe @SonnhalterB2T

23. @JuntaJoe @SonnhalterB2T

24. 60%
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25. @JuntaJoe Shutterstock
@SonnhalterB2T

26. @JuntaJoe Shutterstock
@SonnhalterB2T

27. @JuntaJoe @SonnhalterB2T

28. Real-World Examples
and Ideas of
Content Marketing in
Action

29. The Niche Content
Mission & Platform

30. @JuntaJoe @SonnhalterB2T

31. @JuntaJoe @SonnhalterB2T

32. @JuntaJoe @SonnhalterB2T

33. Get SUPER NICHE
• Pets
• Issues pertaining to pet owners
who like to travel with their dogs.
@JuntaJoe @SonnhalterB2T

34. • Pets
• Issues pertaining to pet owners who like to
travel with their dogs.
@JuntaJoe @SonnhalterB2T

35. Define the Term and Flood
with Great Content

36. @JuntaJoe @SonnhalterB2T

37. @JuntaJoe @SonnhalterB2T

38. @JuntaJoe @SonnhalterB2T

39. @JuntaJoe @SonnhalterB2T

40. 10 to 1
content…reimagine

41. Story Concept
• Main Deliverable
• Possible Ways to Break it Up – “10 to 1”
• Think “before” and “after” – What can the
content become?
• Headline
• Keyword Focus
• Action
@JuntaJoe @SonnhalterB2T

42. Re-Imagine Pre-Activation
Distribution
@JuntaJoe @SonnhalterB2T

43. Re-Imagine Pre-Activation
Distribution
@JuntaJoe @SonnhalterB2T

44. Re-Imagine Pre-Activation
Google is Changing
Everything (SOCIAL)
Distribution
@JuntaJoe @SonnhalterB2T

45. @JuntaJoe @SonnhalterB2T

46. - Author Presentations
- Book Teasers
- Series of Chapters
- Contributor Spotlights
- Embed Links
@JuntaJoe @SonnhalterB2T

47. @JuntaJoe @SonnhalterB2T

48. Dominating a Category
with Content Marketing
and Social Media

49. @JuntaJoe @SonnhalterB2T

50. FINDING Customers’ Pain Points
KEYWORD
ANALYSIS
@JuntaJoe @SonnhalterB2T

51. Google External Tool
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52. `
@JuntaJoe @SonnhalterB2T

53. Google Alerts
- Listen to Share Relevant Content
- Listen for Story Ideas
- Listen to Build Your Influencer List
@JuntaJoe @SonnhalterB2T

54. @JuntaJoe @SonnhalterB2T

55. @JuntaJoe @SonnhalterB2T

56. Content for Key Questions
@JuntaJoe @SonnhalterB2T

57. • Over 200 blogs, Over 150 Webinars
@JuntaJoe @SonnhalterB2T

58. The Book
@JuntaJoe @SonnhalterB2T

59. @JuntaJoe @SonnhalterB2T

60. @JuntaJoe @SonnhalterB2T

61. @JuntaJoe @SonnhalterB2T

62. Social Media 4-1-1
@JuntaJoe @SonnhalterB2T

63. #hashtag
@JuntaJoe @SonnhalterB2T

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70. @JuntaJoe @SonnhalterB2T

71. THE LAST SLIDE
THINKING LIKE A PUBLISHER
• Whatever you want to sell, books or events or anything else:
• Choose a niche you can become the leading expert in the world at.
• Develop AND share the best multi-channel content on the planet.
• Remove YOU from the story as much as possible…it will travel farther.
@JuntaJoe @SonnhalterB2T

72. Q&A
Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter
John Sonnhalter
jsonnhalter@sonnhalter.com • @johnsonnhalter
on Twitter
@JuntaJoe @SonnhalterB2T