01
Oct 14

2 Great Reasons Why You Want To Use Landing Pages

 2 Great Reasons Why You Want To Use Landing Pages

2 Great Reasons Why You Want To Use Landing Pages

I recently did a webcast entitled “5 Marketing Tactics to Grow Your Business”.

I went over 5 different marketing tactics that you can use to grow your business and increase your sales.

 

In this segment, I talked about 2 Great Reasons Why You Want To Use Landing Pages.

The key points in this video includes:

  1. A main reason why you want to use landing pages for your marketing
  2. How effective landing pages can be for your marketing

 2 Great Reasons Why You Want To Use Landing Pages Transcription:

Why do you want to push people through to a landing page?

Because it’s a great mechanism for marketing. Because it helps drive sales leads to your company.

Think of it this way. You can actually have Twitter push people through to a landing page where you have something specific you want to share.

Companies with 31 to 40 landing pages get 7 times more sales leads than companies that have less.

Companies with 40+ landing pages targeting specific groups get 12 times more sales leads than people who don’t use landing pages.

This data comes from HubSpot — a great source of information — and it’s very compelling.

 

I hope you enjoyed this video on 2 Great Reasons Why You Want To Use Landing Pages. If you have any comments, please leave them below.

Chris Hamilton
Email Me
SalesTipADay.com

I do webcasts on a regular basis.  Please Click the button below to be notified of upcoming webcasts.

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30
Sep 14

Epic Content Marketing Podcast – The Complete Joe Pulizzi Interview

Epic Content Marketing Podcast - The Complete Joe Pulizzi Interview

Epic Content Marketing Podcast – The Complete Joe Pulizzi Interview

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. This is the complete interview Joe did on his best selling book Epic Content Marketing.

You can listen to the podcast by pressing play

Or

Download this episode (right click and save)

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessEpic Content Marketing Or by clicking the image below.

Epic Content MarketingEpic Content Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this interview with Joe Pulizzi on Epic Content Marketing.

Please feel free to comment below.

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29
Sep 14

Epic Content Marketing – The Complete Joe Pulizzi Interview

Epic Content Marketing - The Complete Joe Pulizzi Interview

Epic Content Marketing – The Complete Joe Pulizzi Interview

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. This is the complete interview on Joe’s book, Epic Content Marketing.

 

Epic Content Marketing – The Complete Joe Pulizzi Interview Transcript:

CHRIS HAMILTON:

The first thing I always start out with how can people can ahold of you?

JOE PULIZZI:

The easiest way is just ContentMarketingInstitute.com. That’s the business site when you can get to anything we do and then for me personally, I’m @JoePulizzi on Twitter. My public site is JoePulizzi.com.

CHRIS HAMILTON:

Excellent. If anyone wants to get ahold of you, go there. You know what? I’m going to ask you a question that I know you’re going to hate and everyone ask you. What is content marketing?

JOE PULIZZI:

You want me to start with what is content marketing?

CHRIS HAMILTON:

That’s your [00:00:36], right? You have to understand. A lot of the people I talk to or read my website are either solo entrepreneurs or have smaller companies and they really are trying to figure out ways to do things. Yes, I think the best thing [to ask] is what is content marketing?

JOE PULIZZI:

I’ll give you a formal definition and then I’m going to dumb it down, a little bit, and just talk to you about here’s the way I would think about it. It’s the idea of I’m a business. I’m going to create valuable, compelling, relevant content on a consistent basis to try to attract and retain customers by building an audience.

If we’re thinking the way we’ve traditionally gone to market, that would be, “Oh, I’m trying to distract somebody else that’s reading a magazine or on the Web or on a radio program and I’m going to be the commercial. I’m going to be the content that they don’t really want, but I’m trying to distract them long enough.” That’s traditionally what we’ve known as advertising.

What I want businesses to think about is how do you become the content? How do you become the go-to resource? How do you become the blog they go to get their information? How do you become the podcast series? How do you become the magazine? How do you become the go-to event in your industry? Becoming that content. Thinking of yourselves like a publisher or a media company. Building that relationship over time. And because you have that relationship with customers, they end up buying from you. You’re creating that loyalty. You’re creating that relationship.

It’s been going on for a long, long time; but because there’s no barriers to entry for creating content on the Web anymore, there’s this opportunity called content marketing and there’s a lot of businesses getting into it.

CHRIS HAMILTON:

It’s interesting. You brought it up in your response. Why does it work? I understand why it works because I use it, but just at a really high level, why does it work? Why would a company want to do that?

JOE PULIZZI:

Let’s just take it in the past. If I wanted to become a media company 15 years ago, I would have to spend a lot of money on my circulation database. I would have to figure out my systems and processes to get that up and running. I’d have to figure out where the audience is.

Well, today on the Web, your audience is there and accessible. If you can consistently deliver content on the Web, over a long period of time just like a publisher would, you can find an audience. Where it breaks down for most businesses — let’s say small businesses — is that they stop.

So, if you said, “Joe, why do most businesses fail with content marketing, I would say, “Because they stop.” Because at some point they gave up. They didn’t have the patience. They weren’t consistent about it. They didn’t deliver the promise of content to their customers on a consistent basis and it breaks down.

I can tell you, Chris, for almost certainty. If you stuck with it — if you had a niche audience that you targeted and for 18 months you delivered content on a consistent basis to them that they couldn’t get anywhere else — you would be successful and you would grow an audience. It’s just if you said six to nine months, I can’t make a promise with that. That’s just too short of a timetable.

When I was in publishing, we had three-year timetables because we know it took about two to three years to really build an engaged audience over time. What’s great about today is there are no barriers to entry. You can start a blog tomorrow that’s essentially free and you can make that available so Google can find it. So people can share it on social media. You can get email marketing technology that you can email a newsletter out to your database. These are things that didn’t exist 10 years ago in such an easy way and now in small businesses we have them.

It’s just who are we trying to target and what are we trying to do? What kind of value are we trying to add to them? Instead of just pitching our products all the time, we have to create some value for them and a lot of businesses have trouble doing that. We want to pitch all the time and we’ve got to give more and be helpful more. That’s where the secret sauce is at.

CHRIS HAMILTON:

It’s interesting, because you talk about personas in the book — or personas — depending on which side of the border. I’m up in Canada, but you’re in the U.S. The idea behind it is … And I think what you’re saying is … And I totally get … is don’t sell us. Educate, basically. Find that problem and fix it. Is that a fair assessment, as well?

JOE PULIZZI:

I that’s one and probably the best way to go to market. There’s lots of different types of content marketing. The content marketing that’s coming out of Coca-Cola that they’re talking about entertaining and they’re really trying to make an emotional connection with you is different than what John Deere is doing with The Furrow magazine where they’re really trying to help farmers become better small business owners. That’s been the goal of The Furrow magazine for over 100 years.

But if I’m a small business — especially in B2B — I’m thinking, “Okay. Around my industry for my exact audience, what’s keeping them up at night? What are they really struggling with in their business that I can help them with?” You’re going to give and give and give.

What’s really great, Chris, is in a lot of start-ups — and when we advise start-ups on this — we say, “Look. Let’s focus on the audience needs first, because your product is going to change and evolve, but you know who the audience is, so let’s create a relationship with that audience through consistent content. Let’s build that audience and then we can start to release products and get their feedback and get some insight from that.”

I actually think if I’m a start-up today, I’m going to go after the audience first and the products are going to come second. It’s just a lot of companies are impatient. They don’t want to do that, but I think that’s a better way to go to market today.

CHRIS HAMILTON:

Yes, it’s interesting. And by the way, that’s Sales 101, basically, to understand the need of a client.

JOE PULIZZI:

Exactly.

CHRIS HAMILTON:

But so many people miss that. I think the other thing that you hit on that was interesting. It’s in the book. I think the stat is 85 percent of all [company] blogs or content that’s started stops. I absolutely understand that. If you go to a website — I always see someone has blog. They’ve got a flurry of activity right up front. Then it starts to taper off. Then it really tapers off. And then it just stops. My perception of that is if a company can’t keep with that, how can they keep with me as a long-term client? What are your thoughts around that?

JOE PULIZZI:

We talk to agencies about this a lot. If somebody comes to me and says, “Joe, I’m looking for a content marketing agency. Who should I pick?” My first response is always, “Look to see who’s doing the best content marketing. Are they basically doing what you want them to do for themselves?” Consulting companies are notorious for this. We’ll get large consulting companies — or let’s say even accountants, anybody with knowledge IP. They’ll say, “Oh, I don’t want to give away my secret sauce. I don’t want to give that away freely.”

I’m like, “Here’s the deal. If you do this and you do it really well, you will grow your audience to such an extent, you’ll get opportunities you’ve never had before because you’re really sharing secrets with the people that want information. You’re growing the audience and you probably won’t go up against any competition, because they’re going to be getting their information from you. They’re already going to believe you’re the trusted expert. They’re not going to have to go bid this out with two or three other companies. They’re going to go directly to you.

What we’re seeing in a lot of case studies is it’s basically you’re the only one up for the job. This is great because they already know you can do the job. Then they’ll say, “Well, Joe, what if one of these people that read my posts or listen to my podcast go do it themselves?” I’m like, “Well, that could happen, but let me ask you this. Do you really want that kind of business?”

CHRIS HAMILTON:

Mm-hmm …

JOE PULIZZI:

And actually what I love about the sales process is it ferrets out those people that you don’t want to waste your time with in the sales process. They can go figure it out themselves. They can be gone and the ones that really want to know you can do the job that don’t want to do it themselves — [that's who you can sell to] and that’s what you want. So, in my opinion, there’s really no downside to it.

That’s what we’ve done at Content Marketing Institute. All we do is create a lot of content. People say, “Oh. I want to go to their event.” Not because we say it’s the greatest event in the world. It’s because we’ve been delivering content to them for months and years. They believe in what we have to say and they’re going to support what we have to sell.

CHRIS HAMILTON:

Absolutely. It’s a wonderful model. It’s amazing that it’s been around for such a long time but really is truly catching on. I’m going to hold up the book up again so people can see it. It’s a great book. I love it. I say that to every author. I’m sure they all think I’m feeding them a lie …

JOE PULIZZI:

You have to. You’re forced to say you love it.

CHRIS HAMILTON:

Actually, I’m one of those guys that craves knowledge, and I love the stuff, especially in the book. I mean, you lay out so much stuff — like what you just talked about. You give away everything in that book and it’s just amazing.

One of the things I wanted to talk to you about — you brought it up a little bit earlier — is what constitutes content. You have a section in the book that really talks about multiple pieces of content. I’m not going to ask you to ring off every single one, but if someone were starting out trying to look at content or trying to do content, what are two or three things that they could actually leverage?

JOE PULIZZI:

The first thing that’s amazing is the majority of companies — small and large companies — that start experimenting in content but have no strategy for it. I need to say that because I don’t want people to listen to this and say, “Oh. I’ve got to start a blog tomorrow. I’m going to do a podcast.”

No, no, no. Here’s what we want to figure out. We want to figure out two things. Where can we fill a need? Where can you really fill a need for your audience? And be specific about your audience. If you’re a B2B company, you probably are targeting seven to eight different audiences.

Well, which one are we talking to? We can’t communicate with all of them. Which one, specifically, are we talking to that we can fill a need; that we can be consistent about something. And how are we going to link that over to business objectives. What are we trying to do?

If we pull the content marketing lever, what is the difference going to be for our company? Are we going to drive sales? Is that how we’re going to measure it? Are we going to save costs in some way? Is this maybe a better way to go to market than traditional PR or advertising? Or maybe we’re trying to keep customers longer. Or maybe we’re trying to have our customers buy more. What is it? Create that hypothesis and put that basic strategy together.

Chris, I’m not a guy that says you have to have a big eight-page single-typed proposal as to what you’re doing with content marketing. I’m more of a get a cocktail napkin and draw it down. But document it in some way.

So, the first thing is yes. That’s what I’m trying to do to that specific audience and I’m going to create what we call a content marketing mission statement to those people.

Now, we’re into content types. What are we looking at? You could do a blog. You could get a WordPress blog and start your blog. You could do a podcast. I just started a podcast about six months ago. It’s been incredibly successful and I’m surprised about the people that listen to audio …

CHRIS HAMILTON:

Absolutely …

JOE PULIZZI:

To your point, these are the people that are really hungry for knowledge, so if you’re in the knowledge business, I would absolutely look at a podcast. You’ve got ongoing videos. You’ve got a print newsletter. You’ve got a print magazine. You’ve got an email newsletter. You’ve got webinars that you could do. You’ve got in-person events. You’ve got e-books and white papers. Then you get into social media. Infographics. All kinds of different things that you can do.

CHRIS HAMILTON:

There’s a section in the book — it’s the longest chapter — and it just lays out all the rules. That alone is worth getting the book for — well, that and other things. Sorry about that Joe …

JOE PULIZZI:

Well, yes …

CHRIS HAMILTON:

No, that’s the only thing worthwhile in the book. No, everything’s worthwhile in the book. Repurposing content — you talk in here about how to repurpose something ten ways. What is your concept behind repurposing? Once again, a lot of my audience doesn’t understand that sort of stuff and just how they could use it. I call it multimarketing.

JOE PULIZZI:

It’s just smart marketing. Like you talk about Sales 101. This is just smart marketing. How most companies do it is they’ll create an e-book or a blog post that goes viral or gets a lot of attention and then they’ll say, “How can we reuse this?”

Here’s what I want you to think about. I want you to say, “Okay. We’re going to create an editorial calendar and as part of every piece of content we create, I want you to start thinking about different ways we can communicate that message.” Let’s say that you’re going to start a blog. Okay. Here’s the blog topic and here is the audience we’re targeting and here’s the keywords that we’re targeting.

Then I want you to put, “A blog to blank.” What’s that blog going to become? Maybe that blog is going to become part of an e-book series and we’re going to stretch out the content. Maybe — like I’ve done with two of my books — that blog becomes part of a print book. Seventy-five percent of that book you held up — Epic Content Marketing — comes as part of a plan for taking these blog posts in order to reengineer a book.

I started to think about what could be chapters. As you know, it takes time to write a book. How can I accomplish future goals with my book? I’m thinking, “Okay. I need to write a chapter on social influencer marketing.” Okay, let me do a post. That post is going to be chapter twenty-three in the book.” Or I’m going to need to do one on ROI. That will be part of chapter twenty-five. And then after six months, I’ve nearly got a book written.

You can do the same thing writing a blog which becomes a podcast. We do that right now with our podcast This Old Marketing. We do the podcast. Then that podcast becomes a blog post. That will then, ultimately, become an e-book. And that will ultimately become pieces of content for my email newsletter.

It’s not rocket science. It’s just thinking about the different ways we can touch our audience, what the goals are for our particular channel and how we can do the most with the time and resources we have.

CHRIS HAMILTON:

Absolutely. One of the best things I ever heard was actually the same thing. Take a blog post. Create a book. That is your ultimate in-the-door to see people. People hold authors in high esteem. Like I’m bowing to you, right now, because you’re an author. But the whole idea behind it is it really differentiates you from your competitors, as well.

JOE PULIZZI:

To be honest with you, this is my take. Every business, if they really want to position themselves as a thought leader, you have to have a book.

CHRIS HAMILTON:

Yes.

JOE PULIZZI:

And it doesn’t have to be a print book, but it’s so easy to do print on demand today.

CHRIS HAMILTON:

Yes.

JOE PULIZZI:

You don’t have to go with a traditional publisher, because nobody cares. Nobody looks at, “Oh! Are you published by McGraw-Hill or Wiley or Penguin?” Nobody looks at that stuff. It’s like, “Oh! You have a book.” Even as I want to go and get speaking gigs, the first thing, if you’re looking at requirements to get a speaking opportunity, the first thing is does this person have a book.

We put such a value on books and we know that a book is generally going to cost twenty dollars. All the other marketing we give away — we have to almost in some cases pay people to take it. In a book, they pay you to take it and it’s marketing. I just think that there’s a system you can set up and say, “Okay. Today I want to have a book done in six months. How do I get there and how do I feed the content beast all the way through that six months so at the end I have a book?”

CHRIS HAMILTON:

Absolutely. It’s the best way to do it. One of the things I took away from the book which I found absolutely intriguing … I’m a visual guy, so what I do when I do blog posts is typically video. Transcribed. I use it and do a podcast. Multipurpose, kind of like what you’re talking about.

One of the things I saw on page 80 was the visual content. The results are 91 percent better understanding and comprehension of it. Why is it that adding a picture to a post or content creates much more remembrance of that stuff?

JOE PULIZZI:

First of all, I would say just look at your own behavior on social media. We’re gravitate. We are quicker to learn from something visual than we are from something in the word. That’s where if you’re looking at what’s the most important thing … I mean, look at it this way. What’s the purpose of the cover of a magazine? The purpose of a cover of a magazine has one purpose — to be opened. That’s the only purpose. So what is the purpose when you actually want to get your content socially shared?

You have two really important things that are going to make an impact about whether that’s opened and shared. One is the headline and two is the image. Those two. It’s not any of the content that’s inside. You could have Pulitzer Prize-winning content on the inside and if you don’t have a good headline and a good image associated with it, you’re not going to get it open. If I have a business, I’m spending more and more time on making sure that you make it easy for people to open and share than all the time that you spend on the inside.

I know companies that have spent thousands of thousands of dollars on e-books and they never get any downloads. [They should be focused on spending time up front on the visual as well as the headline. What is the title of this book or this post? Then I’ll want to spend about actually about 75 percent of my time on distribution, because so many companies spend so much time on content creation, they’re not building an audience. I want to build an epic piece of content and make sure I get that to as many people as possible. Then I can get them to come back and build my audience and build subscriptions that will ultimately accomplish my goals.

CHRIS HAMILTON:

That’s awesome. I keep saying there’s one good thing in the book. There’s so many good things in the book.

JOE PULIZZI:

There’s three. There’s only three. Or four, maybe.

CHRIS HAMILTON:

There’s only four. Your picture in the back. The front cover, like you just talked about. No, page 162. And I know you know your book inside and out — all the pages in it and what’s on them — but the Ten Blogging Tips to Remember. I’m just highlighting this — and correct me if I’m wrong — but a lot of people will probably leverage a blog to start creating content, at least within their organization …

JOE PULIZZI:

Yes …

CHRIS HAMILTON:

I would assume that’s probably one of the ways that they go. You just brought up a couple of things here and I think one is killer titles. Focus on a problem. And the one that always kills when I read one, is have a clear call to action. Give me your thoughts on this. What is a clear call to action and why do so many people miss that?

JOE PULIZZI:

You’re taking the buyer on a journey in some way. That could be at the top of a funnel. It could be close to conversion. But let’s say that you’re talking about a blog. A lot of that content is top of the funnel or mid-funnel. We’re talking about solving their problems. Solving their challenges. Specific industry issues. You’re not talking about your product or service.

If they’re going through a problem-solving challenge of some kind, they’re going to read this post. What do you want them to do? In your editorial calendar, I want you to ask yourself, “Okay, they just read this article. We got them to read it. What do you want them to do?” Do you want them to download an e-book? Do you want them to go read your book? Do they need to check out this event? What do they need to do? What’s the next step in the process? Sometimes it’s very hard to get one, depending on what the content is.

But in almost every one, you have to have an idea of, “I’m trying to take them down this journey.” How many blog posts do you go to that just stop and that’s it. You’re like, “Seriously?”

CHRIS HAMILTON:

Yes.

JOE PULIZZI:

Like there’s nothing else? Is there a getting started program or something? So, we want to do a really good job of separating the content from the sales. The content is pure content, but at the end, I think it’s okay to give them a little bit of sales. I mean, are you trying to sign them up for something? Is there a product that’s really relevant to the problem that you just solved? I think that’s absolutely okay for you to do as an organization. And if you don’t think about it, you’re going to get a lot of people reading who don’t know where to go and they’ll probably go somewhere else.

CHRIS HAMILTON:

I don’t mean this in a mean way, but people are inherently lazy. You have to tell them what to do. I want to highlight something else in here so people get it and they understand the book. It’s the engagement cycle. We’re not going to talk into that because that is just a complete …

JOE PULIZZI:

That’s a heavy one. That’s a heavy chapter.

CHRIS HAMILTON:

… but just Chapter 11. Anyone that goes out and buys a book — just to understand how to map out things and connect it to the buying cycle — that is, once again, well worth it. There’s the three things — the blogging, the mapping thing and your picture on the back of it.

I’m coming up to the end of our time together. There’s two other questions I’d really like answered. Especially if you’re in an organization and you’re trying to do this as a blog — CEOs and other people at CXO levels — they want to know the results they’re getting. How does someone measure this?

JOE PULIZZI:

If there is a Holy Grail measurement … I mean, there’s lots of different metrics. It depends on what you’re trying to do. I can’t tell you that this is the way you measure content marketing because I don’t know what you want to accomplish. Are you trying to drive leads? Are you trying to keep customers longer or happier or create better customers? What are you trying to do? Then I’ll look at the metrics associated with that.

But, if there was a Holy Grail metric, I would say it’s the subscriber. Actually getting subscriptions. Why is that? Well, we’re trying to build an audience. The goal of content marketing is to build and nurture an audience over a long period of time that ultimately leads to some profitable customer action. What we found ourselves — through either the Content Marketing Institute or our customers — is what the difference is between somebody that subscribes to your content versus somebody that doesn’t.

This is why you need the time, Chris. You need a little bit of time, because it has to go through the buying cycle. Sometimes you can’t tell right away what a subscriber is going to do. But for us, for the Content Marketing Institute, what we know is that about 80 percent of our total revenue for our organization comes from those people that have been subscribed to our content for over six months.

What does that tell me as a CEO? That tells me that I’m not going to pitch people right away. It’s a more considered purchase. It takes some time. I’m not just going to say, “Hey, you got to ContentMarketingInstitute.com. You’ve got to come to our event. No, no, no. What we want to do is sign them up. We want to show them that yes, we do know what we’re talking about. We want to be a real valuable resource around content marketing. Really helpful tips. And as they go, they’ll start searching themselves and asking more questions. And if they want to take the next step, we have those things to offer.

So, I know that a subscriber is hugely valuable to us. I think you have to figure out when you look at a subscriber — let’s say after a year — do they stay longer? Maybe they buy twice as much as the non-subscriber does because then you can match those people up with your customer database. Hugely, hugely valuable. That’s why I love subscribers as the best way to go to market.

If you are trying to convince your CEO — and we talk about this in the book — I would do a pilot program, because CEOs don’t want to overly commit to something they don’t understand.

Say, “Hey. I’m just running a pilot.” You know that it needs to go long term. You know that these need to go for years, but sell it as a pilot. Here’s what you’re trying to do. Get group consensus at the C-level. Here’s what we’re trying to do. We’re trying to drive more leads, and we’re trying to do it without paying for it through Google AdWords or paid sponsorship of some type.

That’s going to be a blog. Well, what goes into that? Well, we’re going to blog three times a week and we’re going to create an email newsletter along with that and a giveaway e-book and go through the whole thing. Here’s our expectations at six months, and here’s the metrics that we think we can hit. I’m going to come back in six months and I’m going to tell you what we’ve done and if the hypothesis is right, then I’m going to ask for more money.

I don’t know if a CEO would say no to that. They’re like, “Oh, this makes sense. I can do this.” So, run it as a pilot. You know you need it for eighteen months to two years. You know it’s not going to stop. But at least you can get the CEO to buy in and give you a little bit, and once you get a taste for those results and that organic traffic and people signing up for your content when you’re not selling something, it will start to work in the organization and it will work for you.

CHRIS HAMILTON:

Another thing you also talked about in the book — and we’re not going to get into it — but is about people’s actions on your website or what they do constitutes more visibility. If we know someone ten times and they look at this and they go here and they download this — 60 percent of them become buyers. It starts to tell the story, which I thought was fascinating.

JOE PULIZZI:

Well, we work with a lot of companies on the B2B side that say the magic number is around eight — eight pieces of content that somebody engages in to get them from like a no-lead to a qualified lead of some kind. And they’re not contacting your sales team, right? That’s all through their own content discovery. So, if you have plotted out, as you talked about, the engagement cycle and you plot out the journey a little bit, get a little sophisticated, you can give them the information they need so when they’re ready to buy something, they buy from you because you’ve delivered that value to them all along the purchase process.

CHRIS HAMILTON:

Absolutely. If I were to look at it — you provide me value and someone has given me nothing — I know where I’m going to go.

JOE PULIZZI:

That’s exactly right.

CHRIS HAMILTON:

I always ask this question. It’s the last question I always ask. You’ve written a book and you’ve taken a lot of time to do this. You’ve given us a lot of your secret sauce. You’ve been very open with everything and I appreciate that. What is one thing, if you had to distill your book down, that you want someone to take away? What would it be?

JOE PULIZZI:

Oh, there’s three! No.

CHRIS HAMILTON:

You can list three. You can use three.

JOE PULIZZI:

I would probably say this. If you look at the current way you’re marketing, you’re probably doing it wrong, because most of our processes in the marketing and sales processes are built on stuff that we’ve been doing for decades and I think there’s a better way today.

I think that if all the sales and marketing processes were gone and we just woke up today with a clean slate, we would all say, “Huh! How do I build my own audience so I don’t have to buy it or rent it from somebody else?” I just think it makes too much sense. We would all be in the publishing business and we would all say, “Oh, we’re going to build an audience so that openly we can sell them stuff.”

I would just say think about your marketing a little bit differently and how you can look at your marketing as an asset and not an expense. And by asset, I mean build an audience.

CHRIS HAMILTON:

Absolutely.

JOE PULIZZI:

Build an audience and see what that audience means for your business. It probably is a fraction of the cost of the other stuff that you’re doing right now. I would just look at it a little bit differently from that respect.

CHRIS HAMILTON:

Joe, I appreciate your time today and, as I say, being so forthright with your information and everything. I am holding the book up again. As I tell every single author, “I love the book. There’s so much information and nuggets that you can take out of this book, it’s incredible.” Like I say, there is far more than just three things in your book that one can take away. There’s like so much. I love the way you go through it, too, and just talk about it up front and then just say, “Well, here’s how you do it.” I think it’s phenomenal. It’s like teach, teach, teach and get people going. It’s the education piece.

JOE PULIZZI:

And Chris, it’s not rocket science. Any company can do this. It’s just thinking a little bit differently about how we go to market.

CHRIS HAMILTON:

You bet. Wait around for a couple of seconds after we’re done here and we’ll go from there. Once again, how do people get a hold of you?

JOE PULIZZI:

You can find me @joepulizzi on Twitter and if you’re looking for anything regarding me — email or whatever — just type “joe pulizzi” into Google and you’ll find me. The business is ContentMarketingInstitute.com. At ContentMarketingInstitute.com is the book and event is ContentMarketingWorld.com.

CHRIS HAMILTON:

Excellent. Once again, thanks a lot for your time. Greatly appreciated.

JOE PULIZZI:

Thanks, Chris. Any time.

[End]

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessEpic Content Marketing Or by clicking the image below.

Epic Content MarketingEpic Content Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this interview on Epic Content Marketing.

Please feel free to comment below.

Chris Hamilton 25 Must Have Sales And Marketing Tips and Tricks

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!


27
Sep 14

The One Thing To Focus On For Content Marketing Podcast by Joe Pulizzi

The One Thing To Focus On For Content Marketing Podcast by Joe Pulizzi

How To Measure Content Marketing ROI by Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about how to measure content marketing ROI.

You can listen to the podcast by pressing play

Or

Download this episode (right click and save)

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessContent Marketing Or by clicking the image below.

Content MarketingContent Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on The One Thing To Focus On For Content Marketing.

Please feel free to comment below.

Chris Hamilton 25 Must Have Sales And Marketing Tips and Tricks

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!


26
Sep 14

The One Thing To Focus On For Content Marketing by Joe Pulizzi

The One Thing To Focus On For Content Marketing

The One Thing To Focus On For Content Marketing by Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about The One Thing To Focus On For Content Marketing.

 

The One Thing To Focus On For Content Marketing Transcript:

JOE PULIZZI:

If you look at the current way you’re marketing, you’re probably doing it wrong. Most of our marketing and sales processes we’ve been doing for decades. I think there’s a better way today.

If all the sales and marketing processes were gone, and today I woke up with a clean slate, I’d want to know how to build my own audience so I don’t have to buy it or rent it from somebody else. I think it makes a lot more sense. Today we’re all in the publishing business and are capable of building an audience so we can openly sell them our products and services.

Think about your marketing a little bit differently — how to look at your marketing as an asset and not as an expense. And by asset, I mean building an audience.

CHRIS HAMILTON:

Absolutely.

JOE PULIZZI:

Build an audience and see what that audience means for your business. It probably is a fraction of the cost of any marketing processes you’re doing now. Take some time to look at it a little bit differently.

[End]

 

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessFocus On For Content Marketing Or by clicking the image below.

Focus On For Content MarketingFocus On For Content Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on The One Thing To Focus On For Content Marketing.

Please feel free to comment below.

Chris Hamilton 25 Must Have Sales And Marketing Tips and Tricks

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!


25
Sep 14

How To Measure Content Marketing ROI Podcast by Joe Pulizzi

Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi

How To Measure Content Marketing ROI by Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about how to measure content marketing ROI.

You can listen to the podcast by pressing play

Or

Download this episode (right click and save)

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less Or by clicking the image below.

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on how to measure content marketing ROI.

Please feel free to comment below.

Chris Hamilton 25 Must Have Sales And Marketing Tips and Tricks

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!


24
Sep 14

How To Measure Content Marketing ROI by Joe Pulizzi

Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi

How To Measure Content Marketing ROI by Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about how to measure content marketing ROI.

 

How To Measure Content Marketing ROI by Joe Pulizzi Transcript:

JOE PULIZZI:

There’s lots of different metrics. It depends on what you’re trying to do. I can’t tell you which way to measure content marketing because I don’t know what you want to accomplish. Are you trying to drive leads? Are you trying to keep customers longer or happier or create better customers? Once I know what you’re trying to do, I’ll look at the metrics associated with that.

But if there was a Holy Grail metric, I would say it’s the subscriber. Actually getting subscriptions. Why is that? Well, we’re trying to build an audience. The goal of content marketing is to build and nurture an audience over a long period of time that ultimately leads to some profitable customer action. What we found ourselves — through either the Content Marketing Institute or our customers — is the difference between somebody that subscribes to our content versus somebody that doesn’t.

This is why you need time, Chris. You need a little bit of time to go through the buying cycle. Sometimes you can’t tell right away what a subscriber is going to do. But for us at the Content Marketing Institute, we know that about 80 percent of our total revenue comes from those people that have been subscribed to our content for over six months.

What does that tell me as a CEO? That tells me that I’m not going to pitch people right away. It’s a more considered purchase. It takes some time. I’m not going push them to come to an event as soon as they land on our site. No. What we want to do is sign them up. We want to show them that yes, we do know what we’re talking about. We want to be a valuable resource around content marketing. We want to have really helpful tips. As they go forward, they’ll start searching themselves and asking more questions. And if they want to take the next step, we have things to offer.

I know that a subscriber is hugely valuable to us. I think you have to figure out how to define one of your subscribers; say, after a year. Do they stay longer? Maybe they buy twice as much as the non-subscriber does. Then you can match those people up with your customer database. This is hugely valuable. That’s why I believe subscribers are the best way to go to market.

If you are trying to convince your CEO — and we talk about this in the book — I would do a pilot program, because CEOs don’t want to overcommit to something they don’t understand.

Tell them you’re just running a pilot. You know it needs to go long term. You know those go for years, but sell it as a pilot. Get group consensus at the C-level. Here’s what we’re trying to do. We’re trying to drive more leads and we’re trying to do it without paying for it through Google AdWords or a paid sponsorship of some type.

It’s going to be a blog. What goes into that? Well, we’re going to blog three times a week and we’re going to create an email newsletter along with that and a giveaway e-book and go through the whole thing. Here’s our expectations at six months, and here’s the metrics that we think we can hit. We’re going to come back in six months and tell you what we’ve done. If the hypothesis is right, then we’ll ask for more money.

I don’t know if a CEO would say no to that. I think it would make sense to him or her. So, run it as a pilot. You know you need it for eighteen months to two years. You know it’s not going to stop. But at least you can get buy-in from the CEO. And once the company gets a taste of those results — the organic traffic and people signing up for your content when you’re not selling something — it will start to work in the organization and it will work for you.

 

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less Or by clicking the image below.

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on how to measure content marketing ROI.

Please feel free to comment below.

Chris Hamilton 25 Must Have Sales And Marketing Tips and Tricks

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!


23
Sep 14

Why You Need A Clear Call To Action With Content Marketing Podcast By Joe Pulizzi

Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi

Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about Why You Need A Clear Call To Action With Content Marketing.

You can listen to the podcast by clicking play below

or

Download this episode (right click and save)

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less Or by clicking the image below.

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on Why You Need A Clear Call To Action With Content Marketing.

Please feel free to comment below.

Chris Hamilton 25 Must Have Sales And Marketing Tips and Tricks

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!


22
Sep 14

Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi

Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi

Why You Need A Clear Call To Action With Content Marketing By Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about Why You Need A Clear Call To Action With Content Marketing.

 

Why You Need A Clear Call To Action With Content Marketing Transcript:

CHRIS HAMILTON:

What is a call to action and why do so many people miss that?

JOE PULIZZI:

You’re taking the buyer on a journey in some way. That could be at the top of a funnel. It could be close to conversion. But let’s say that you’re talking about a blog. A lot of that content is top of the funnel or mid-funnel. We’re talking about solving their problems. Solving their challenges. Specific industry issues. You’re not talking about your product or service.

If they’re going through a problem-solving challenge of some kind, they’re going to read this post. What do you want them to do? In your editorial calendar, I want you to ask yourself just that — what you want them to do. Do you want them to download an e-book? Do you want them to go read your book? Do they need to check out one of your events? What’s the next step in the process? Depending on the content, sometimes it’s very hard to come up with a call to action.

But with almost every blog post, you have to have the idea that you’re trying to take them on this journey. How many blog posts of others do you read that just stop before a call to action is given?

CHRIS HAMILTON:

Yes.

JOE PULIZZI:

The reader is left wondering if there’s anything else. Is there a program to help the reader get started or something like that?

We want to do a really good job of separating the content from the sales. The content should be pure content — but at the end, I think it’s okay to include a little bit of sales. Are you trying to sign them up for something? Is there a product that’s really relevant to the problem you just solved? I think it’s absolutely okay for you to do that as an organization. And if you don’t think about it, you’re going to have a lot of people not knowing where to go — and they’ll probably go somewhere else.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessCall To Action With Content Marketing Or by clicking the image below.

Call To Action With Content MarketingCall To Action With Content Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on Why You Need A Clear Call To Action With Content Marketing.

Please feel free to comment below.

Chris Hamilton 25 Must Have Sales And Marketing Tips and Tricks

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!


13
Sep 14

2 Must Haves for a Blog Post Podcast By Joe Pulizzi

2 Must Haves for a Blog Post By Joe Pulizzi

2 Must Haves for a Blog Post By Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing. In this interview, Joe talked to me about different topics in his book and in this segment he talks about 2 Must Haves for a Blog Post.

Click Play to listen


or

Download this episode (right click and save)

2 Must Haves for a Blog Post Transcript:

JOE PULIZZI: First of all, I would say just look at your own behavior on social media. Most of us gravitate towards the visual. Many of us prefer learning through something visual than through the written word. I mean, look at it this way. What’s the purpose of the cover of a magazine? The cover of a magazine has one purpose — to be opened. That’s the only purpose. So what is the mechanism you use when you actually want to get your content socially shared? You have two really important things that are going to make an impact on whether that’s opened and shared. One is the headline and two is the image. It’s not about any of the content that’s inside. You could have Pulitzer Prize-winning content on the inside and if you don’t have a good headline and a good image associated with it, you’re not going to get it opened. You should spend more time making it easy for people to open and share your content than any time you spend on the inside. I know companies that have spent thousands and thousands of dollars on e-books and they never get any downloads. They should be focused on spending more time up front on the visual as well as the headline. What is the title of this book or this post? Then I’ll want to spend about 75 percent of my time on distribution. So many companies spend too much time on content creation and are not building an audience. I want to build an epic piece of content and make sure I get that to as many people as possible. Then I can get them to come back. I can build my audience and build subscriptions that will ultimately accomplish my goals. CHRIS HAMILTON: That’s awesome. You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less Or by clicking the image below. Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on 2 Must Haves for a Blog Post.  Please feel free to comment below.

Chris Hamilton

Click Here To Get the 25 Must Have Sales and Marketing Tips and Tricks Now!!!

25 Must Have Sales and Marketing Tips and Tricks
25 Must Have Sales and Marketing Tips and Tricks


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