‘Get Content Get Customers’ author and Content Marketing pioneer Pulizzi presents in Cambridge
Content strategists, content managers, and content marketers: Great opportunities are here and forthcoming in the content marketing industry, according to Get Content Get Customers author Joe Pulizzi, who spoke at HubSpot‘s Cambridge offices. Hosted by Content Strategy New England Meetup, Pulizzi offered his assessment of and forecast for the content marketing — aka content strategy — field.
Current Content Marketing Concepts
- Brands are publishers today
- Companies like IBM and Oracle are creating the most content in the world.
- Content is at the center of social media, SEO (search engine optimization), and lead generation.
- On average 26% of marketing budgets are allocated to content marketing.*
- content marketing budgets are expected to increase 51% over the next 12 months. *
- Brands’ contact marketing usage by tactic:*
- 79% social media (excluding blogs)
- 78% post articles
- 61% eNewsletters
- 51% blog
- Survey: Marketers report their efforts are ineffective *
- 70% say social media lacks effectiveness
- 60% say blogs lack effectiveness
- 54% say article posting lacks effectiveness
- 44% say webinars lacks effectiveness
*According to Junta41’s 2010 Content Marketing Benchmarks survey
The BIGGEST content marketing challenge is Producing Engaging Content
Not far behind, content marketers are also challenged by
- Producing enough content
- Budget issues
- Lack of C-suite buy-in
Content Marketing Tips
Keep in mind marketers are also publishers, so enhance your content to attract and retain more customers. Content has to solve customers’ problems more than anyone else and meet your brand objectives.
- If you are creating content as a part of your marketing tool, make it the best
- Best your competition
- Focus on how to get your content created & then leverage it to create engagement and encourage behavior across multiple platforms.
- Ask yourself
- What’s your editorial mission?
- What are your objectives?
If you’re making everyone happy with your content, you probably are not doing it right: It’s likely too safe and not compelling.
- Content has to be consistently compelling
- Less content can be more
- Have a managing editor to hone and leverage your in-house content
Content Marketing vs. Content Strategy
- Content Strategy: The plan for how we “create, deliver & govern content” (Kristina Halvorson)
- More of an internal process focus
- Content Marketing: How we take the plan and leverage it to attract and retain customers
- More of an external action-oriented focus