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Content Marketing: How to Position Your Company as a Trusted Expert Resource

Joe Pulizzi
Thu., Dec 04, 2008, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

Today's Internet-savvy buyers are hungry for content. And not just any content valuable, relevant content that offers solutions to their problems and helps them lead successful, productive, enjoyable jobs and lives. However, they are also inundated by thousands of marketing messages every day, most of which they ignore.

To get through, you need to communicate differently. You need to do more than just sell products and services. You need to provide information. Smart marketers know this and are creating strong brand relationships by providing good, authoritative, even leadership-type content. Already, the average business marketer spends 30% of their marketing budget on the creation and execution of content. That number could grow to 50% over the next five years.

Forrester Research and research firm Avenue A Razorfish found that over 90% of purchasing decisions begin online. In most cases, before buyers have personal contact with you, they are already armed with information about your company, your people, your products. This is true whether they plan to buy office equipment or machine tools.

What this means for you is opportunity an opportunity to educate potential buyers about your industry, possible solution choices, best practices, and the right questions to ask. In this way, you have already begun a relationship that will make it easier for them to buy. That's what content marketing is all about. In essence, the customer has initiated a conversation with you before you even know they are interested in your products and services.

In this session, content marketing expert Joe Pulizzi explains why the opportunity is now, and how to create compelling and relevant content that will attract and retain customers for your business. You'll have a concise approach, as well as case study examples, of how you can use content marketing to drive your marketing plan.


Joe Pulizzi is a thought leader, speaker, writer and evangelist for content marketing. He's founder and chief content officer for Junta42, a content marketing/custom publishing community search engine and resource, helping businesses of all sizes learn how to create valuable, relevant and compelling content. Junta42 Match is a free web service that helps businesses and marketing professionals find the best content and publishing vendors to produce content projects such as magazines, newsletters, web content and other content initiatives.

Just this June, Joe was voted "Custom Media Innovator of the Year" by American Business Media.

Joe is co-author of the book Get Content. Get Customers., which helps teach businesses why and how to create their own compelling content to drive their businesses. Get Content. Get Customers. has been called THE handbook for content marketing.

Previously, Joe was vice president of custom media for Penton Media, Inc., the largest independent business-to-business publisher in North America. Joe worked to develop Penton Custom Media into one of the leaders in b2b custom publishing, developing custom communication programs for top-level Fortune 5000 brands.

Joe is on the board for the Custom Publishing Council, has served two terms as chairperson of American Business Media's Custom Media Committee (currently Vice Chair), and was voted a Northeast Ohio "Top Mover & Shaker under 35" by the Cleveland Professional 20/30 club.

A former public speaking instructor at Penn State University, Joe speaks around the world about the growing importance and influence corporate content has on business decision makers. Joe's blog,, is one of leading blogs in content marketing.

Who Should Attend?

B2B and B2C marketing executives, program managers responsible for marketing strategy and planning, marketing programs, market/customer research and insights, competitive intelligence, marketing metrics, and marketing operations.

What Will You Learn?

  • Six reasons why content marketing is essential to your overall marketing strategy.
  • Using the B.E.S.T. methodology as a litmus test for your content efforts.
  • Setting up "listening posts" to find out who's talking about your brand and what to do about it.
  • How to execute the content plan.
  • What small and leading brands are doing to leverage content to grow their businesses.
  • Next steps: What you must do now in analyzing and executing your content plan.

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