Shweiki Media corresponder and CEO of The Content Marketing Institute, Joe Pulizzi, discusses with Shweiki in his weekly webinar about how businesses can transform their marketers into content publishers. Historically, small business owners have had to rely on an outside advertiser to publish content on their behalf. Pulizzi explains that in the digital marketing era, publishers and marketers are essentially doing the same types of things when it comes to content marketing creation (social media/interactive marketing/co-branding ventures). Businesses’ customers aren’t just cash cows anymore; they are an audience with opinions and views that, when voiced, affect both individual profits and fellow consumers.
Content through storytelling
Pulizzi claims that in today’s digital marketing system, the most successful marketers are the ones who are great storytellers. When businesses look to compete for space in the vast internet market, they need content that separates them not only from their competition, but from outside personal pages, news articles, and ridiculous YouTube videos. Pulizzi insist that the leaders in SEO, social media, and lead generation are consistently capturing their users by marketing interesting stories.
Marketers becoming publishers:
- 79% of businesses are writing their own online articles
- 74% are creating their own social media content
- 65% write their own blogs
- 63% create their own eNewsletters
- 30% are using traditional media
Because most business owners aren’t media content experts, Pulizzi finds that consistently generating worth-while content has quickly become the biggest difficulty digital media marketers face (64% believe its the largest obstacle they need to overcome.) He advises marketers to break down their sales goals into marketing packages. For instance, if one is having difficulties trying to market content for a Chevrolet dealership, they could focus their message down into just targeting Tahoe owners.
Another strategy Pulizzi employs in his own business is to take a quarterly visual content audit of everything posted so far. Pulizzi claims that a weakness in most content marketers strategy is that they post stories or articles that matter more to them than to their product’s success. An audit gives marketers a chance to slow down and lay everything out on the table and really ask the question, is this actually working? If so, they can feel confident continuing the same trend or vice versa.