Custom Publishing Presentation for Publishers - American Business Media Meeting
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Transcript of Custom Publishing Presentation for Publishers - American Business Media Meeting
What your customers are doing with content, and what you should do about it.
February, 2009
Hi! I’m Joe Pulizzi (@juntajoe)
• Founder and Chief Content Officer for Junta42
• Co-author of Get Content. Get Authors. (paperback available in June from McGraw-Hill)
• Speak around the globe about content marketing and how marketers need to be publishers
• Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company
Marketer or Publisher?
Everyone is a Publisher Today
• Like it or not, everyone is a publisher, and content providers need to understand what that means.
• Look at your customers’ marketing activities…starting to feel a lot more like publishing.
Magazines
Newsletters
The Reverse of the 80/20 Rule
We used to spend 80% on distribution (“media”)
and 20% on content (“production”)
Buying reach, creating engagement
We will more and more spend 80% on the content, and 20% on distribution (drive traffic)
Creating engagementGetting reach
The fight for content
• Agencies• PR• Direct Marketing• Traditional Publishing• Custom Publishing• Interactive• Social Media• Internal Content
Departments
THE MOTIVATIONAL INTRODUCTION:
Why Content and Why Now?
What this is all about…
The art of understanding what your customers need to know,
and delivering it to them in a compelling way to create or change a behavior.
Content Marketing
Custom Publishing
Branded Content
Content Strategy
Customer Media Information Marketing
Custom Media
Sound Familiar?
Journalism+
Marketing=
content marketing
Custom Media Statistics
Annual Spent on Custom Media:1 $32 - $55 billion
Annual Outsourced2 $6 to $10 billion
2009 Custom Content Spending3
56% Increase
1 Copyright 2006, 2007, Publications Management, Custom Publishing Council, Roper Public Affairs, 2008, VSS2 2008, ContentWise; 3 Junta42 December 2008
B-to-B & Custom Media
Junta42 / BtoB Magazine Study
March, 2008
Custom Media comprises30% of B-to-B Marketing
Budgets
B-to-B & Custom Media
Junta42 / BtoB Magazine Study
March, 2008
Custom Media comprises30% of B-to-B Marketing
Budgets
Over 90% of Business Purchases
Begin Online – Forrester (2007)
Do your customers still NEED you?
Buyers Used to Solve Problems…
• Talking to Company Sales Reps
• Distributors/Resellers
• Product Literature
• Seeing Ads in Magazines
Educated Buyers Now Solve Problems…
• Google searches.
• Online portals and news sites.
• Listening to bloggers’ advice and opinions.
• Word-of-mouth & “Word-of-mouse”
• Direct to company websites.
Content Marketing Truths
• Buyers today want great content, but aren’t as concerned about where it comes from.
• While media companies, in general, are cutting back research and editorial, businesses are investing in it.
• Technology is cheap and easy. Barriers to enter the publishing world for corporations are non-existent.
• Bye, Bye Middleman!
• Writing for Microsoft looks good on a resume.
• Unlimited choices for both consumers and marketers, and increasing every day. Your customers are your competition!
Most of All - Survival
• All companies need great content (other than product and service information) on their websites in order to survive.
• If given a choice between advertising (viewed as a luxury) and their own content (mandatory), they are choosing their own content.
• 02/09 IDC Study – of those companies decreasing marketing spend, over 50% are taking it out of print advertising and investing in email newsletters, social media and other publishing activities.
Examples that Matter
Choose An Option
• Custom Magazine• Newsletter• eNewsletter• eBook Program• White Paper Programs• Web Content Portal• Webcasts• Blogs• Social Communities
Associations Must Communicate
Print magazineDigital magazineWebsiteeNewslettersMicrositesBlogsSpec DirectoryRSS feeds
What’s Possible?
• Traffic Up 322% Year over Year• More than 50% of new signups coming via content• Able to reposition themselves into solutions provider!
• Biggest single investment from their marketing budget – 2x per year.
• Best lead generator, and best door opener for sales reps.
Closing Tip – Listen/Leverage Social Media
www.google.com/alerts
Thanks!Joe [email protected](216) 941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoeStumbleUpon: juntajoe