Content Marketing Why 2011 is the Year
Podcast with Joe Pulizzi One of the Top 3 Faces in Content Marketing
Joe Pulizzi is founder and CEO of Junta42, a company that provides marketers access to solutions around content marketing. Specifically, Junta42 provides a match making service that is free to the customer (the marketer). A marketer submits their content marketing project to request proposals from qualified vendors of custom content solutions ranging from website, video, social media, print, custom content, etc. The vendors pay to be in the Junta42 market place. The marketer is presented with three qualified vendors from which to interview. Junta42 customers have been large and small companies around the globe. Junta42 also offers a free educational community called the Content Marketing Institute.
Content Marketing Definition
Joe defines content marketing as the creation of content on a consistent basis to attract and retain customers. This requires a content marketing mindset.
History of Content Marketing
Joe points out that back in 2005 new technology was being unveiled ranging from more sophisticated websites, to the early introduction of social media. Marketers were trying to figure out how to get customer’s attention as this new technology was growing in popularity. Traditional media outlets were on the decline. At the time, Joe was with Penton Media where they provided content marketing services for big companies ranging from custom websites to custom magazines. Essentially, they helped marketers create their own media channel. An example is a magazine (print, online or both) for a community of hot rod enthusiasts. That magazine is devoted to hot rod content supported by various makes and models. This form of custom content marketing was new to marketers at that time.
Content Marketing Has Finally Arrived
Content vehicles have been around for decades. But, today content creation has become the center of the marketing plan. Custom publishing people used to be tucked away outside of the marketing department just a few years ago. Now, custom publishing is mainstream. Marketers are figuring out their story and telling it through content. It’s important to acknowledge that content marketing is not limited to the marketing department. Marketers should “get more rowers in the boat” to produce compelling content on a consistent basis.
Study: Junta 42 & Marketing Profs
In September 2010 Junta42 and Marketing Profs released a research report. They surveyed over 1,100 B2B companies in North America over a diverse range of industries and size. Some of the report findings include “B2B marketers allocate approximately 26% of their total marketing budgets to content marketing initiatives. 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months. While content marketing is mainstream, marketers are unsure of how effective various tactics are. For many tactics, there is a large “confidence gap” in which marketers use tactics but are unsure of how effective they are. For instance, of the 79% of B2B marketers who use social media, only 31% of users think they use this tactic effectively.”
Content Marketing in 2011
Junta42 does a predictions blog post each year. The 2011 prediction that Joe likes most is “the story matters, no matter the channel.” We’ve been too focused on tools. It’s all about the story. People will go to the channel when the story is good.
Content Marketing is Not Easy
Marketers have so many options and channels from which to choose. Marketers should focus on the story and use the channels that people will use. The reality is that marketers have become media companies. Joe’s globe trotting exposes him to custom marketing content in various formats but he finds that print publishing formats are still very popular in parts of Europe.
Content Marketing World Event in 2011
Junta42 is holding the first ever Content Marketing World event, September 6 – 8, in Cleveland. This conference is focused on helping marketers advance their publishing skills. This conference is not about “why” content marketing. Attendees should already be convinced that content marketing is a necessity. It’s all about how-to execute content marketing strategies.
I encourage you to listen to or download the entire 25 minute podcast for more insights from Joe Pulizzi not included in this blog post.