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Higher Purpose Content Marketing [the video]

By Joe Pulizzi | Published: August 4, 2010

The video presentations from Web Content 2010 are now available. Honestly, these videos are some of the best web content strategy thinking you’ll find out there.

My presentation was a more light-hearted compared to most on something I’ve been calling Higher Purpose Content Marketing.

Basically, the six steps to higher purpose content marketing include:

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?

Enjoy the video [45 minutes]

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  • http://bcroke.wordpress.com Brandon Croke

    Thanks for sharing your talk Joe, I really agree with you on the whole higher purpose content perspective.
    My question is how do you start a “higher purpose content conversation” call with a client when they come to you for “web or social marketing help”?
    I don’t think the average person/company is ready for the paradigm shift required to be relevant in the world of post millennial marketing.
    I’ve worked with clients large and small and although the little guys may have some sense of higher purpose, often they don’t have the time or chops to produce consistent content themselves.
    On the other hand working with the big boys, you’ve got the nightmare of dealing with a complex organizational structure. I’ve found the head of marketing for a large established company probably didn’t get to their position by sharing up things on the corporate ladder for 30 years.
    I guess poor marketing is really more of a leadership problem , but that’s a tough conversation to have with a client when you tell them, “your brand isn’t interesting, you don’t stand for anything, and you aren’t a thought leader.”
    Most consultants are probably cashing social media checks without helping to set a higher content strategy in place.
    Have you had any “tough” higher purpose content meetings with any of your clients in the past?

  • http://blog.junta42.com Joe Pulizzi

    Hi Brandon…you make a great point.
    I think it has to be part of the discussion when you are looking at the type of content to create as part of the social media/web conversation.
    In order for social media to work, what do they have to say that people want to spread? From a business perspective, most senior marketers get that…it just takes a couple conversations about what they want to accomplish. If they want business results, this conversation can then be part of the roadmap.
    Have you seen this post about creating your own category? http://blog.junta42.com/content_marketing_blog/2010/07/create-your-own-content-category.html
    It might help…

  • http://www.verticalmeasures.com/services/content-development/ Arnie Kuenn | Vertical Measures

    Joe – good presentation. I understand where Brandon is coming from, we have a hard time getting most clients to really commit to great content – especially when we give them the price :-)
    But I do feel the tide is turning. More and more success stories help build the case.