content marketing for associations and non-profits

@juntajoe

Content MarketingAssociation Workshop

Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers

About Joe Pulizzi (@juntajoe)joe@junta42.com

September 6-8, 2011

@juntajoe

What do we do?

• Print magazine• Newsletter• eNewsletter• In-Person Events• Webinars/Webcasts• Major Research• Blogging• Facebook/Twitter/LinkedIN

@juntajoe

What do you need toleave with today?

@juntajoe

What You’ll Learn• What can we cover today in less than 3 hours?• Some of this you won’t get, and some will be really basic.• You’ll takeaway some tangible ideas of how to be a

content machine.• You’ll think about your process differently.• THERE IS NO ONE RIGHT WAY – NO SILVER BULLET

• GOAL – 3 ACTIONABLE IDEAS TO START TOMORROW

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The Ultimate Goal

The trusted, expert resource in your niche wherever your customers are at online.

@juntajoe

The Trusted Expert

@juntajoe

How Many Tickets Do You Have?

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How Many Tickets Do You Have?

More Content + More ConnectionsPowerful Online Footprint

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ONLINE

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IN PRINT

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IN PERSON

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SERVICES

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SERVICES

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SERVICES

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ECOMMERCE

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How-To Articles

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Expert Interviews

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Create the News

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Similar Situation Stories

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Reports/Studies

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Free Tools

http://www.contentmarketinginstitute.com/assessment/

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9 Steps to Content

Marketing Strategy

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9 Steps to Content Marketing

@juntajoe

The Content Marketing PlanIncrease Customer Retention

Improve Lead Quantity and

Quality

Recognized Thought Leaders

eNewsletter

Bi-Weekly

Webinars

Whitepapers

Features

Videos

Distribution1. Opt-in 4 week trial2. Check box on all forms3. Standalone sign- up (Blog/Web source)4. Twitter, Facebook, Linkedin with light HTML format.

Measures:1. Subscriptions to eNewsletter2. Increase retention rates by 5%3. Open rates over 20%4. Maintain unsubscribe below .4%

Measures:1. Conversion % up 20% Q409 to Q2102. Meet budgeted revenue goal pipeline3. 1% Social Media leads Q210

ToolkitUpdated Quarterly

Whitepapers

- Keep top 2-3 gated- Kill non-perfprmers- Replace others to Toolkit & Blog

Webinars Videos

- User Conference- Possibly Outsource- One for each persona (confirm) --Executive --Manager --Team

- 1 per Q- 4X year

Measures:1. Time on Site increase by 20%2. Mentions (Twitter, Blog)3. RSS Sign-ups4. Inbound Links (2 per)

-2X per day-Short actionable tips-Video (PSO Flip cam)-Distribute on Twitter, Facebook-Whitepapers-eBooks-Slideshare

Social Outreach

Internal Educatio

nMarketin

g1. Monitor Top 15 Blogs -read and comment -link back -Social Media Admin.2. Linkedin Group Oppty -survey DB on topics and benchmark content3. Social Media employee email signatures4. Promote Executive Speaking ideas

1. Educate on social media and communications with groups

Promotion and Participation

Presos

@juntajoe

Content Marketing Map

MAIN BUSINESS GOAL

CONTENTTACTIC

ContentFeeder

Frequency?Media?

DetailsFrequencyIntegration

Content Expertise Mission

• Small and Big Measurements – How do we know this is

working?

Distribution Channels

@juntajoe

#1 – What Does Success Look Like?

One Year from Now, What’s Different?

Why do content marketing at all?

@juntajoe

What the Board Wants to Know

1. Is the content driving sales for us?

2. Is the content saving costs for us?

3. Is the content making our customers happier, thus helping with retention?

@juntajoe

The Plan

• What is the goal of the content initiative?• What are the user indicators (i.e., web traffic

or SEO rankings) that will drive secondary indicators (i.e., leads, shorter sales cycles)?

• How can we develop a report for the CXO that shows the content making an impact on sales, cost savings or customer retention?

@juntajoe

The Goal (Primary Indicators)

• Sales (i.e., members, new revenue streams)

• Cost Savings

• Customer Retention Rates (i.e., does engagement with the content keep customers longer versus those that don't engage in the content?)

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Secondary Indicators

• Increase in lead quality• Increase in lead quantity• Shorter sales cycles• Increase in customer awareness• Market share indicators• Increase in cross-selling opportunities• Qualitative customer feedback on the content

@juntajoe

User Indicators (“the doers”)

• Web traffic increases

• Increase in page views

• Decrease in bounce rates

• Tweets or Facebook shares

• Search engine rankings

@juntajoe

MODEL Stats Sheet 10-May-10

Alexa Ranking 609,684

Blog Email Subscribers 22

Blog Feed Subscribers 43

Total Blog Posts To Date 88

Total Blog Comments to Date 29

Blog Unique Users - Last Month 777

Blog Page Views - Last Month 1,955

Blog Total Visits - Last Month 1,012

Blog Pages Per Visit - Last Month 1.83

Blog % New Users - Last Month 67.73

Blog to Trial Users (conversions) 22

Sally 7

Mary 7

Links to Blog 112

Twitter Followers 1401

Twitter Mentions 45

Technorati Ranking 383,299

Technorati Blog Authority 17

Google PageRank 3

@juntajoe

Write it Down• Help define the

marketing goal.

• Start with three for now.

• Be specific and use numbers where possible.

• What do you need to happen in 12 months.

@juntajoe

#2 – Define the Target Audience

• Who exactly are you targeting?– B2B/B2C– Age– Title/Function– Their Internet Preferences/Patterns

• What do they think about you?

@juntajoe

One Buyer Persona For Every Group

• Job title, Vertical, Power in organization

• Different products or services?

• It’s the WHO you are marketing to

Developing Buyer Personas

@juntajoe

Jeremy• Mid 30’s – Coffee lover• Works at a bank • Responds to email, phone

not so much.• Frustrated because his

company is growing toofast to keep up with support

• USP: Enable Jeremy to be 25% more effective!

Jeremy The IT Buyer

@juntajoe

Put your Journalist hat on:• WHO is the persona… emotionally

attached• WHAT does she do? What does

his day look like?WHERE is the gap in his needs/wants?

• WHEN does he need to close this gap?• WHY does he care about us

Buyer Persona Profiles

@juntajoe

Cheryl – Our CFO• USP – Save hundreds of

thousands of dollars

Keys to Buyer Personas• Detail – make them real• Understand their motivation• What is in it for them?• Benefits more than just content marketing…

Summing Up Buyer Personas

@juntajoe

Write it Down

• Clearly define who your target is for your content.

• What social media/content tools do they use? How can you find out?

@juntajoe

#3 – What are their info needs?

Think of customers like readers.

• What do they need to know to be successful?

• What are their pain points?

@juntajoe

FIND Members’ Pain Points

KEYWORDANALYSIS

@juntajoe

• www.google.com/alerts

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Surveys

Talk to Members/Sales Reps

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Google External Tool

@juntajoe

Write it Down

• What are the informational needs that your customers need to live better lives, do better at their jobs, etc.?

@juntajoe

#4 - Your Secret Sauce

@juntajoe

Secret Sauce Matrix

@juntajoe

Secret Sauce Matrix

The leading provider of lean manufacturing information for small manufacturers in North America.

• Latest research on shipping trends

• How to integrate lean marketing into a traditional mfg environment

• Ongoing training for lower-level personnel specific to floor managers

@juntajoe

Write it Down• In order for your content

marketing plan to work, what do you really need to be an expert in?

• How does that align with your customers’ info needs?

@juntajoe

#5 – Where is the Content?

Find Content Happening and Publish it!

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Content Inventory

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The Inventory Dashboard

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The Buying Cycle

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Step 2 – Putting It Together

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Building The Segmentation Grid

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Step 4 – Putting In Our Content

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Not All Content Is Equal• Repurpose content• Retitle and Repackage• Sometimes better targeted

to another personaor elsewhere in funnel.

Filling In The Holes

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Repackaging The Content

BECOMES

CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL

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• Podcasts (2)• Print Article• Digital Article• Tweet

Schedule• Facebook

Posts• Blog Posts• Guest Posts• White Paper• Case Study

@juntajoe

Where is Content Happening?

• Customers (including sales calls)

• Internal experts (engineers/product mgrs)

• Events (yours and industry events)

• All employees

@juntajoe

• Flip cams for sales reps?

• Extend presentations with SlideShare.

• Identify your employee rock stars.

@juntajoe

STORIESSimilar Situation

Honolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in HawaiiWhere to Stay in OahuAir Flights to HonoluluDirect Flights to KauaiKauai AirfaresPhoenix to MauiBig Island Hawaii Vacation PackagesCheap Maui ActivitiesCheapest Hawaii VacationsCruising to Hawaii

Hawaii Travel ReviewsHawaii Vacation ReviewsHonolulu Hawaii Vacation PackagesKauai Honeymoon VacationLast Minute Hawaii Vacation PackagesMaui Honeymoon VacationsMaui Vacation GuideOahu Hawaii HoneymoonRomantic Hawaii VacationsHonolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in Hawaii

Targeting 17,065,560 Monthly Searches

Expedia beganReceiving storiesfrom customerswithin 1 minuteof sending email.

Customer is taken to a landing page where they can share their story

The story is published to Expedia’s Organic Landing Page Network.

An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.

@juntajoe

Write it Down• Think about where your

company story is happening that we aren’t documenting.

• List all the opportunities we may not be taking advantage of when it comes to storytelling.

@juntajoe

Target the top 10 – 15 blogs or websites in your niche

Read and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert

#6 - Where are your customers

HANGING OUT?

@juntajoe

Where Are Your Customers?

• LinkedIn Groups• Yahoo! / LinkedIn Answers• Google Groups• Niche Online Communities (Ning?)• Twitter/Facebook• StumbleUpon• BusinessWeek Xchange

@juntajoe

Write it Down• Identify key influencers in

your market.

• List the online sites your customers are hanging out

• Choose where you are going to spend your time.

@juntajoe

#7 – What are the best tactics?

Choose Content Tactics for the Plan

•Small Content – consistent, everyday advice.• Big Content – pieces of research and larger

information that people want to talk about.

@juntajoe

When, Why, How

Different Tactics at

Different Times for

Different Purposes

@juntajoe

Write it Down• What content

packages will work the best per your goals?

• Think about Daily, Weekly, Monthly, Quarterly and Annual Content.

@juntajoe

#8 – Develop the Content Calendar

Monday Tuesday Wednesday Thursday Friday Sat/Sun

Content Area 1 (Blog, White Paper, Press

Release)X X

Content Area 2 X X

Content Area 3 X

Quote / Joke / Random X

@juntajoe

1-7-30-4-2-1 Plan

• 1=Daily (Twitter, Blog)

• 7=Weekly (eNewsletter)

• 30=Monthly (Webinar)

• 4=Quarterly (eBook, Magazine)

• 2=Bi-Annually (User Event)

• 1=Yearly (Large Research Project)

@juntajoe

Write it Down• Develop the schedule.

– What?

– When?

– Who’s Responsible?

• Quality and consistency will make this plan work.

@juntajoe

#9 – Execute back to Objective

• What do you insource and what do you outsource?

• Focus on what you do well, outsource the rest.

• Who owns the program? Chief Content Officer?

@juntajoe

CM Becomes Campaigns

@juntajoe

Hard measures• Number of marketing-produced prospects

who purchased• Number of sales-produced prospects who

purchased• Dollar amount of deals• Margin on the deal• Length of time in marketing-to-sales process• Customer lifetime value

Ardath Albee

@juntajoe

Tracking Sales Lift

• Among those who receive the content program vs. those who do not.– Print– In-Person– eNewsletters– eBooks

• Hard to do for freely accessible content.

@juntajoe

Goal Conversion

@juntajoe

Measuring Engagement

• Time spent through online research or by using analytic measures on eNewsletter.– Engaged visitors– Open rate/CTR enewsletters

20% rule

• APA 25 minutes researchwww.25minutes.co.uk/

@juntajoe

Tactics to Help GenerateReturn on Objective (ROO)

@juntajoe

ROO Tactics• Using Distinct 800 numbers for print and online

initiatives• Using unique URLs for different content projects• Leveraging bit.ly for specific content projects

@juntajoe

ROO Tactics

• Ensuring every print or web page has a call to action• Measure what works best, and use more of those

kind of calls to action.

@juntajoe

Follow What’s Working

• What content is working? Why? Should you develop more of that content?

• Tie to conversions/goals

@juntajoe

Feedback at Each Sale

• Get a list of what customers are engaging with to target trends– Website– Enewsletter– Magazine?

97% of our closed customers in the 1st quarter read our digital magazine

@juntajoe

Social Media Measurement

Visitors Leads Customers

SEO 5,289 754 12

Social Media 834 72 3

YouTube 511 28 1

Visitors from Social Media

@juntajoe

1.Develop your personas (but don’t belabor it)

2.Pay close attention to your buying cycles

3.Resist the temptation to throw most“valuable” content at every stage.

4.When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have…

Key Takeaways

@juntajoe

Write it Down• What areas must you

outsource?

• How will your success be defined by your executive team?

• Who’s the owner?

@juntajoe

It’s all about the process…

• Find a simple process that works and tweek as you go

• Remember, this is a promise to your customers

• Keep the schedule

@juntajoe

The Project Manager

• Your Internal Publisher

Nation Multimedia

@juntajoe

The Project Manager

• Content/editorial• Design/art/photography• Web development/integration• Content-specific marketing• Project budgeting• Contract negotiation with freelancers• Print/web production and maintenance• List/audience development and maintenance• Research and measurement• Return on Objective (ROO)

@juntajoe

The Project Manager

@juntajoe

The Project Manager

• Jack of all trades

• Best from communication & journalism backgrounds

• Multi-task a must

• Look for custom shops/development groups within traditional publishers

@juntajoe

Project Budgeting/Organization

Project BudgetingContent/Imagery/Development

@juntajoe

FM White Paper Project

Project Analysis Estimated Cost/ Total

Units Unit Cost Actual

Editorial Costs

Managing Editor 20 75 $ 1,500

Proofing 3 25 $ 75

Graphic Design

Template Creation 20 62 $ 1,240

Design (12 Pages, 4 Hrs Page) 20 62 $ 1,240

Web Development

Wordpress $ 2,200

Sub-total $ 6,255

@juntajoe

Finding Vendors

@juntajoe

Content/Editorial

• A quality managing editor• Internal/external• Finding content

– Elance– Junta42– Journalist– LinkedIn

• Rates? (Pay Peanuts, Get Monkeys)

@juntajoe

Imagery

@juntajoe

Web Development

• The Big Open Source 3– Drupal– Joomla– WordPress

• Blogs– WordPress– TypePad (Six Apart)– Compendium Blogware

@juntajoe

Content Marketing Map

MAIN BUSINESS GOAL

CONTENTTACTIC

ContentFeeder

Frequency?Media?

DetailsFrequencyIntegration

Content Expertise Mission

• Small and Big Measurements – How do we know this is

working?

Distribution Channels

@juntajoe

Now What?

Awareness/Position at the Leader

Video:Customer Shorts

Presentations Article Marketing

3x - 5x – DailyOnline/WPConv. Blogging

Shelly R..

Flip Cam atTradeshows

•Build SSChannel•Always Integrate w/Blog

•Approach keybloggers andtrade sites

Design AnalysisFor Engineers in MFG

•Pre/Post Awareness study – 12 months, 100% increase to 14%•RSS subscriptions, Twitter mentions•Blog signups to Trial to Member

•Ron•Mary•Jim•Trudy•Barry•Paul•Robert•Eric•Jon•Tammy•Patty

Company Twitter Accounts

Paul – Design Analysis

RonMaryJim

SM Training

Blogger OutreachListening

@juntajoe

Think Content FactoryContent Development

Interactive Marketing

Q&A Recording

Transcript Paper Developed

Landing Page Content & Key Words

Blog Content

Email Content

Landing Page (Paper)Podcast w/ Transcript Developed

Video w/ Transcript Developed

Tweet RSS Syndicates

EmailBlast

PodcastSyndicates

Syndication

Facebook Blog

Paul Dunay

@juntajoe

TACTICS

@juntajoe

THE BLOG

@juntajoe

Headline Tips

• Think about the Problem

• Focus on a Keyword Search (Google External Search)

• Numbers Rule

• Be VERY Specific

Ways to Increase Your Stock Returns

10 Ways to Make More Money with Small-Cap Stocks

@juntajoe

CALL TO ACTIONThink first about your

@juntajoe

Always Forget???

• Call to Action

• Blog to What???

@juntajoe

From Debbie Weil• Download our white paper• Join us on Twitter, Facebook, LinkedIn,

YouTube, etc.• Ask us a question• Download our e-book• Sign up for our free webinar• Request our visitor’s guide• Sign up for our e-newsletter• Request a virtual demo

@juntajoe

Content for Basic SEO• Clear title tags with a distinct theme such as

“orthodontic dental supplies.” • H1 and H2 tags which support the main theme of this

page. • Keyword density of the main theme of the page in the

2.5% range. • Hyperlinks from the main theme of the page to other

relevant pages. • A human readable URL containing the main

keywords from this page.

http://www.savvyb2bmarketing.com/blog/entry/708501/my-new-content-marketing-project-and-2-lessons-learned

@juntajoe

Syndicate, Syndicate, Syndicate

@juntajoe

GUEST BLOGGING

@juntajoe

• Over 100 blogs, Over 100 Webinars

@juntajoe

SOCIAL MEDIA

@juntajoe

Be the Expert using LinkedIn Answers

@juntajoe

INFLUENCERSPromote the Key

@juntajoe

BLOG NETWORK

@juntajoe

MORE TACTICS

@juntajoe

Sign Up Key Bloggers/Niche Sites

Work for them, not against them…

@juntajoe

Change Your Content Process

@juntajoe

Create Employee Rock Stars

• Set up blogs for ALL your employees on your platform.

• Create a Social Media Policy (see IBM’s for an example)

• Teach them how to leverage social media (ACTUAL TRAINING)

By Giving Up Control You Can Take Back Control

@juntajoe

Assign an Internal Champion

• Someone in your company needs to be a social media ambassador.

• Training, support and guidance.

• Identify the employees in your organization now that “get” this.

@juntajoe

42 Content MarketingTactics

@juntajoe

The Old Magazine• Create glossy custom magazine

• Mail magazine to targeted list of customers, or ship to distribution spots (retail)

• Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website

• Repeat process every three months

@juntajoe

The Custom Magazine - 2011

• Record interviews (video/audio) for later repurposing.• Develop a news release schedule pre- and post-

issue release.• Discuss upcoming issue on your magazine blog

(editor). Set up RSS feeds.• Post video interviews via YouTube or Vimeo. Embed

in your blog post.• Print and mail/ship your magazine.

@juntajoe

• Send digital replica version to international audience or online subscribers.

• Upload content onto magazine website. Be sure content is sharable via targeted social media (Facebook, Digg, StumbleUpon)

• Provide a “remarkable” download on magazine site (eBook, white paper, etc.)

• Continue to provide relevant content on magazine website – articles, blog posts.

@juntajoe

• Continue news release program (plan for at least one, best for two per month).

• “Listen” to who’s talking about what online.• Upload articles to key vertical and social

bookmarking sites.

@juntajoe

MORE IDEAS

@juntajoe

Twitter

@juntajoe

Tip #1 – Try not to answer the question

Focus on what your audience cares about…and that’s it.

@juntajoe

Tip #2 – Be Democratic

• Mix in other’s content, not just your own.

• Use title, then via @ so the person knows you are talking about them.

@juntajoe

Tip #3 – Listen, Listen, Listen

@juntajoe

Tip #4 – Use a Management System

Tweetdeck, Tweetgrid, Hootsuite

@juntajoe

Tip #5 – Integrate with Content

@juntajoe

Five Twitter DO NOTS1. Constant Tweeting about You

2. Mistaking Public Tweets and Direct Messages

3. Cryptic Replies (@you “I know”)

4. Links only i.e., http://bit.ly/jkl7

5. Auto Direct Messages

http://www.socialmediatoday.com/SMC/118535

@juntajoe

Facebook

@juntajoe

Integrate FB with Your Content

@juntajoe

Blogs Get More Business

@juntajoe

Blogs Get More Traffic

@juntajoe

Blogs Get More Twitter Followers

@juntajoe

Blogging Tips• Shorter is often better (250 words)

• Bullets/Lists do better

• Titles are like magazine covers

• Shake it up (video/audio)

• Link to other bloggers

• Link to other articles

@juntajoe

Conversion Blogging

Hubspot

@juntajoe

Sharing on LinkedIn

• Consistently share posts and information through status updates.

• Leverage Your Team

• Integrate with Twitter by using #in

@juntajoe

Choose Key Groups and Actively Share

• Assign employees to certain groups.

• Share relevant content.

@juntajoe

Be the Expert using LinkedIn Answers

@juntajoe

Advanced SEO • Link from your

LinkedIn profile using keywords, not your company name.

@juntajoe

What do you need toleave with today?

@juntajoe

Joe Pulizzijoe@junta42.com • @juntajoe

THANK YOU!

September 6-8, 2011

content marketing for associations and non-profits

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