Junta42 Content Marketing blog

The B.E.S.T. Method for Content Strategy (what you do before Content Marketing)

Core point: Don't start executing on your content marketing until you have a sound content strategy.

Yes, easier said than done, but so many of us get infatuated with a tactic before really planning out what should happen and why. You wouldn't build a car without a step-by-step plan, but many of us create an eBook, Facebook page, web content or custom magazine without a content strategy.

To address this, Newt Barrett and I covered the B.E.S.T. content strategy in Get Content Get Customers. The goal of asking the B.E.S.T. questions as part of your content marketing strategy is to find the intersection between your products/services and the information needs of your customers. Only then can you craft a content marketing approach that will deliver more sales, more customers, and more measurable results.

Behavioral

• What action do we want our customers to take?
• What effect must we achieve with them?
• How will we measure their behavior?
• How will we put them on the path to purchase (what exactly is the conversion)?

To sum up: How will you measure as a whole and what are the smaller measurements that tell the Return on Objective (ROO) story?

Essential

• What do our buyers really need to know (not about our products, but about information and tasks relevant to what we have to offer)?
• How does what they need to know align with the our unique expertise?
• What will provide the most benefit personally or professionally?

To sum up: What's the intersection between your expertise (as it relates to your products) and the informational/entertainment needs of your customers? That's what I like the call the secret sauce!

Strategic

• Does this content marketing effort help us achieve our strategic goals?
• Does it integrate with our other strategic initiatives?
• Do we have executive support for this content strategy?

To sum up: I've seen too many custom content projects live outside of marketing and the overall strategic goals of the company.  To truly be successful, a content strategy needs to tell your brand story as it relates to your customers. Don't let it live in a vacuum.

Targeted

• Have we precisely identified the prospects we want to target?
• What are the different customer segments? Why are they different?
• Do we really understand what motivates them?
• Do we understand their professional roles?
• Do we understand how they view the product or service we offer?

To sum up: Get a handle on the buyer persona for each of your customer segments. If you don't know them well, how do you know what they need. (Excellent overview here on a buyer persona.)

How do you get this kind of information? Use these social media tools to create your own listening posts. Send out surveys. Call your customers. Talk to your salespeople.

And finally...

Once you have this information, and the executive team buys into this essential background information for your content strategy, then you can start developing the execution plan.

• Free white paper on Developing a Content Marketing Strategy
• Create these 10 media channels for your content marketing strategy
• 42+ Social Media Marketing Tools
• Are you creating necessary content?
• Giving away your expertise is your competitive advantage
• 10 Content Marketing Tips for 2009

Also check out: Five Reasons Why Content Strategy Comes before Social Media

Get Content Get Customers Sighting at Newark Airport

First time I found Get Content Get Customers in a bookstore - Borders at the Newark Airport...sandwiched between Porter and Ramsey.

Picture #1 shows the actual position of the book when I arrived.  Picture #2 shows the book as I left the bookstore.  Amazing, isn't it?

Also, for all you Kindle fans, GCGC is now available on the Kindle and currently sits at #8 in the Direct Marketing category.

New Get Content Get Customers Out Soon

Excited to show you the new cover for the revised and updated paperback version of Get Content Get Customers (Turn Prospects Into Buyers with Content Marketing), which will be available in bookstores on May 22nd.

Thanks to David Meerman Scott for providing the cover quote, and Paul Gillin for writing an outstanding forward.

For those of you not familiar with the book, here's more on the initial version, which was self-published. Since then, McGraw-Hill (our current publishers) purchased the rights to the book and, tada, the book you see to your right. Content marketing in action.

And, by the way, the paperback does include new case studies and has a few expanded pages on social media content marketing.

I really believe that anyone passionate about a topic should write a book.  If that's you, check out this post I wrote a while back - "10 Keys to Writing a Book when You Have No Time to Write a Book."

To pre-order the paperback version, click here.

12 Tips to Writing Your First Book

Here is a link to my interview Q&A with MarketingSherpa on writing and launching your first book project. It was a fun interview, and I remember saying everything except that I am "consistently tired."  I must have been too tired to remember. :)

If you like this one, try this post on "10 Keys to Writing a Book when You Have Absolutely No Time to Write a Book."

Enjoy!

THE Handbook on Growing Your Business with Content - Just Released

Today is the official release date for Get Content. Get Customers., the book that will help businesses of any size grow revenues with simple and straightforward content marketing and custom publishing tactics.

To be honest, when Newt and I sat down to write this book, our prospective reader was a marketing professional in any size organization.  Surprisingly, the majority of positive feedback we have received has been from owners, operators and from other functions throughout businesses that are really looking into how they are running their businesses and their business models.

In my discussions with these decision-makers, many were aware that significant changes needed to happen in their business communications and marketing approach, but they weren't quite sure how to deal with them. We are humbled to be able to help these individuals take a new content marketing mindset into their organizations that will pay dividends.

Here is one worthwhile quote from a small-business owner in California: "We've been talking about these issues in our organization for quite a while, but have never found the necessary direction to make actionable change. Your book is helping us do that."

Here's a comment from Bob Leonard on the Amazon.com site: "Barrett and Pulizzi went well beyond an academic treatise of what "content marketing" is. They took the Harvard Business School approach and told the stories of 15 different companies and how they leveraged content marketing for business success. You get all the hows and whys. The stories are fun to read and, like every well told story, they're memorable.

This book should be required reading in every business school in the country. It explains a fundamental shift in the way products and services are sold, and every person in business needs to understand it."

Also, check out this review from Greg Verdino (Greg was an early reviewer of the book).

Blatant Sales Pitch:  Get this book!  If you don't get something out of it, I'll buy it back from you.

RSS Feed  -   Subscribe  -  Junta42  -  Junta42 Match  -  Get the Book

Get Content. Get Customers. Book Site Goes Live

While the official publishing date isn't until July 1st, we (Newt Barrett and myself) just completed the book website for Get Content. Get Customers. If you get a chance, check it out.

A couple areas of note.  First, we are offering a free excerpt of the book, which includes the TOC, Foreword, Introduction and Chapter 1.  If you are interested in buying the book, this will provide a great overview of what content marketing is, why we all need it, and how you can learn from successful content-centered businesses around the globe. Click here to get the free excerpt.

Also, as I reviewed a few posts back, we've received some great feedback from some of the leading marketing minds around including Brian Clark (copyblogger), David Meerman Scott, Greg Verdino and Don Schultz. Check out what they have to say here.

Thanks to all those who asked for unsolicited copies of the book.  It is truly appreciated.

RSS Feed  -   Subscribe  -  Junta42  -  Junta42 Match  -  Get the Book

10 Keys to Writing a Book when You Have Absolutely No Time to Write a Book

Well, after nine months of hard labor, I received the pre-press version of my book (with co-author Newt Barrett) delivered UPS yesterday. The book is entitled Get Content. Get Customers. - How to use content marketing to deliver relevant, valuable, and compelling information that turns prospects into buyers (and is pictured here to the right).  Since we have just completed the book and while it was fresh in my mind, I thought I would offer some of the key steps we took to turn this little idea into a publishing reality. The book is now available for sale from the website at www.getcontentgetcustomers.com.

So here goes...my ten key steps to writing and publishing a book when you have absolutely no time to write or publish a book.

1. Find a Co-Author. This may not seem like a sound strategy to most, but finding another body takes 50% of the workload from you. When Newt and I first spoke about the book last summer, we were actually both in the process of starting our own individual books. As our conversation continued, it seemed obvious that our topics were so similar that it might make sense to team up.
   
   A couple notes if you decide to go this direction. First, pick someone who has a vested interest in your customer base or industry, but is not competitive. Newt and I are both entrepreneurs and own marketing consultancies, but the type of work we do is different enough that there were no competitive issues. Second, make sure you trust that person with your life. Newt and I worked together at Penton Media, Inc. for years and were friends, so no issue there. But, even with that, we created a thorough partnership agreement through my attorney. Even family members split sometimes, so we wanted to make sure that if some issue arose that we differed on, the agreement spelled out a solution.
   
   The final point to the co-author arrangement is that we both had expertise in different areas, which really helped.  Newt was much better than I at interviewing and case studies, while I was a bit more proficient on the industry and research behind branded content and custom publishing (which we call content marketing). Once we completed the table of contents, we could both work on our areas independently, hit key dates, and continue to always more forward.
2. Keep and Adhere to a Production Schedule. To be honest, our goal was to release the book in March of 2008. Didn't happen. But we were always true to our production schedule. Even though we kept moving the dates back, the important part was that we kept dates. As you may be aware, most people that start writing a book never finish it.  Part of the reason may be that there are no hard dates to keep their eye on. I have a big white board in my office with the key book dates written in blue marker. Every morning I would see those dates.  Makes a difference.
3. Before You Start, Create the Table of Contents. Creating the table of contents for your book is like your business plan.  Understand full well that the original table of contents you create will look nothing like what you end up with, but you need the TOC in order to start and finish the book. I believe we had four or five significantly different TOCs by the time we finished. We even reworked the entire order of the book after our initial reviewers gave their feedback.
   
   Here's the real importance of the table of contents: if you just start writing, how will you know if you are making progress.  If you write 100 pages, is that almost all of the book or 25% of the book? How do you know when to stop and move to the next section? Seems obvious, but I know quite a few people that just started to write with no idea where they were going.  Needless to say, those people still have not completed their book, and they most likely never will.
4. Work the Financials and Publishing Plan from the Beginning. Newt and I had the budget complete, and were well into finalizing the self-publishing details with our partner, Lightning Source, within the first month. We received quotes for the design, the copy writing, knew what our break even point would be, and both agreed to the financial terms. But more than anything, it made the process real and manageable. Writing a book is such a labor-intensive project, that you need as many tangible things as possible to keep you going.
5. Find a Review Team and a Great Copywriter.  The book draft was sent to two people, Mike Azzara and David Drickhamer. They were simply fantastic.  Their feedback uncovered some key gaps in our methodology.  We were able to develop a much better book with their honest expert opinion. Also, our copy writer, Lisa Murton Beets, is one of the best. She really brought it all together. So don't think that you can write a book completely sheltered from the outside world. Find a team of reviewers and a copy writer that you can trust. Makes all the difference in the world.
6. Expert reviewers help you qualify and pitch the book...use them. We approached a number of marketing and publishing experts in the field for book reviews. This does two things. First, you'll know if you have a bad book if they don't want to give you a review. Fortunately, all but one of our reviewers made the date in time for publishing. The team included the father of integrated marketing Don Schultz, bestselling author David Meerman Scott, digital expert and author Rohit Bhargava, Mr. Magazine Samir Husni, leading marketing blogger Greg Verdino, post-advertising expert Simon Kelly, and the copyblogger himself, Brian Clark. Second, the "praise for" section of your book is a wonderful way to market the product. I don't know about you, but I almost always read the testimonials before purchasing a book.  They're priceless. We were overwhelmed with their reviews, and will be leveraging them for our marketing efforts.
7. Develop a System to Write during Off-Hours. If you have a real job and are not a full-time author, writing during the day is almost impossible.  Most of my writing was done between 10pm and 2am. Find what time suits you best, but probably not during regular work hours.
8. Tell People You Are Writing a Book.  This keeps you honest. Tell as many people as you can. They will start to ask you how the book is going (especially to see if you are one of those people who never finish a book). Use this as motivation to actually complete your book. There's nothing better than showing a copy of your book to friends when many of them never thought you could do it. Ha.
9. Determine a Core Selling Strategy (If You Can) Before You Start Writing. Part of our strategy was to sell bulk copies to custom publishers and other organizations who would benefit from giving the book to their customers. Upfront bulk sales to other businesses may be a lot easier for you than selling individual copies.  Using both would be the ultimate goal, but if one falls through you have the other. Minimizes risk.  Find a strategy that makes sense to you so you can get off the ground running. Doing it from the start gives you a good focus on who your core audience should be.
10. Stop Somewhere and Realize that Perfection Is Unattainable. We could have kept writing the book forever if we wanted to.  At some point, you have to draw a line in the sand and publish it.  As soon as you finish it there will be some new research, some new story, or some new perspective that you should have covered.
    
    Don't worry about it...just use it for your next book. :)
11. BONUS ADDITION - From Rohit Bhargava in Comments - Start Blogging First. "The benefit of being a blogger before writing a book is that my writing was "in shape" when I started my book. As a result, I feel like I was able to write much faster and make my points much more quickly. For anyone considering writing a book, I would highly suggest starting to blog at the very least so that you can start to flex your writing muscles in a consistent way. And you get the side benefit of starting to build your platform online too."

RSS Feed  -   Subscribe to the Junta42 Blog  -  Junta42  -  Junta42 Match

The Content Marketing Book - Get Content. Get Customers.

One of my colleagues (thanks Ian) reminded me that I haven't been doing a good job promoting our upcoming content marketing book, Get Content. Get Customers. For those of you who don't know, the book reunites two Penton Media, Inc. alum, myself and Newt Barrett, my co-author, and is a follow up to our successful eBook of the same title.

As Newt points out, we started this journey approximately nine months ago. On my way down to Cincinnati to see a client, I called Newt from the car to catch up. Little did we know that we were both working on books around the same topic - how businesses can use the tenets of publishing to attract new customers - what we affectionately call "content marketing."

We finished the book about a month ago, and are in the process of finalizing the design and preparing to publish. Although it was truly a labor of love, I love how it turned out, and the initial reaction from our reviewers was simply fantastic.

I think the reason this book resonates is that there is so much talk about the importance of content and why to use it in your business, but so little on the "how." Our goal was to create a book that marketers could pick up and instantly take away best practices to impact their businesses - considering both web and print initiatives.

We are currently working on updating the book site, getcontentgetcustomers.com, where we will offer free chapters, success stories and resources. The book will be available sometime in the next 60 days. Look for the exact date soon. The book will be available for sale on the website, as well as Amazon.com and Barnes&Noble.com. (btw, this image is the actual book cover)

Stay tuned for more...