About Joe
Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is founder of the Content Marketing Institute and SocialTract. This blog looks at the trends in content marketing, and how marketers can learn to think and act like publishers.
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Get Content Get Customers… the book that started the Content Marketing revolution. Learn how to develop compelling content and seamlessly deliver it to customers— without interrupting their lives.
Managing Content Marketing... how to put content marketing to work. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization, whether you come from a small company or multi-billion dollar brand.
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Higher Purpose Content Marketing in 6 Steps
Below is the presentation I gave at the Web Content 2010 conference, the leading US conference covering the art and discipline of content strategy.
First, how do we develop a higher purpose for our company? Our brand purpose should:
(note: kudos to Eduardo Conrado from Motorola for his thoughts on this)
If you notice, the same four points are critical for your higher purpose content marketing strategy. Your content marketing should:
Often I get asked the question – how can I be interesting to my customers (content) if we (my competitors) are all talking about the same thing?
The answer to this is in the question…you can’t!
With your content marketing, it’s not what you sell (in the case of Southwest – plane rides), it’s what you stand for (everyone deserves to fly, no matter what).
Once you figure out your higher purpose, try these seven steps:
1. Create / Own Your Category
How can you tell your story differently than everyone else? New terminology may be necessary (i.e., content marketing).
2. Go Out to the People
Just like Jesus created a following by going to where the people were, so you need to as well. Find out where your customers are hanging out on the web and get involved in the conversation.
3. Then, Invite Them In
Invite your customers and influencers into your website and make them a part of the content (guest blogging, Q&A’s come to mind).
4. Create Employee Rock Stars
Engaging your employees is critical. Employees are also the best source of marketing content you have. Get them involved.
5. Assign an Internal Evangelist
You need someone to not only be the cheerleader, but to help with the process flow and to keep your employees focused on your higher purpose content marketing strategy.
6. Create Something Remarkable
Your customers have so many choices when it comes to content. If your content isn’t the very best, why should they engage or share your brand story?
Here is the full presentation. Enjoy…and for more great how-to stories like this, sign up for daily posts from the Content Marketing Institute.
Higher Purpose Content Marketing / Content Strategy
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