Differences between marketers and publishers/media. They make money off of content vs. sales leads/products/services.
Joe has a Pinterest board dedicated to the color orange. Andrew Moon and Mike Brown watch out.
What are your customer’s/prospects pain points and problems needing solved.
Have to find a higher purpose. The mission is the marketing plan. What are the goals of the company? Helping people fix a problem. Remember Disney’s Robots?
Indirect tie-ins. Targeting through content. P&G micro sites with subtle product hints, but not the main goal. Relevancy and association. Trust building. From push to pull. Content Relationship Marketing. 4 X the ROI over a direct product marketing campaign.
The more you remove your brand from the content the more likely it will be shared.
Joe hits it home and something I’ve been preaching for a long time now. It is about educating your customers and it starts with giving away the free to be the authority/subject matter expert.
Every idea needs 20 pieces of content collateral.
Companies need to have a big picture thought leader. A Chief Content Officer to breaking down the silos in order for integrated marketing campaign strategies to be implemented and work correctly. While marketing specialists are heads down there needs to be a generalist who can orchestrate much like a conductor of a symphony. Pando Daily’s marriage of the CMO and CIO. Also know as the Chief Marketing Technologist. Whatever the title you give it this person has to have a broad understanding of content and context.
Using employees as content creators. Plus guest bloggers. OpenView, Coca Cola, etc. do a great job of creating buzz for user-generated content. (eg- Facebook submissions) Evangelist that will become your customer service department. Crowdsourcing and community building.
Joe says 9 months to see residual of content marketing. I use to tell people 6 months. Either way the best results are achieved through consistency and repurposing content across channels and through influencer networks. The Brand Builder’s F.R.Y. (Frequency, Response, Yield) Model.
Joe Stengel – Grow
Roy Spence, Jr. – It’s Not What You Sell, It’s What You Stand For
Joe Pulizzi – Managing Content Marketing