Marketing Playbook

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www.contentplaybook.com

Introduction
STOP! Don’t go any further with social media And that’s where The Content Marketing Playbook: 42 Ways to Connect with
until you think about your content strategy Customers comes into play. Inside, you’ll find a smorgasbord of content op-
tions: long and short, textual and visual, simple and sophisticated. The idea is
We all know that the rules have changed. Shouting for attention – the old model not to present a comprehensive review; content marketing is too big and evolv-
of traditional advertising – brings little more than customer indignation. ing too quickly for a “definitive” summary.

The new model – or new rules of social media or marketing or whatever you The goal, rather, is to open our minds to the possibilities. To explore, ponder,
want to call it – brings people who are actively looking for something: informa- imagine and daydream. Then, once inspired, to take action.
tion, insight, solutions to their problems. If you have that special something,
you can attract that special someone – the customer. Because this is the key take-away from The Content Marketing Playbook: per-
fection isn’t necessary. Don’t delay participation in anticipation of a future day
But these new rules of attraction require a shift in direction. It’s not about when you’ll be able to get everything “right. ”
“pushing” your message, but “pulling” in your customers. And the way to pull
is to publish content. Instead, dive in now. You have 42 excellent choices in front of you. At least one
of them will make sense for your business. Act on it. Learn from your success-
In the book Joe wrote with Newt Barrett, Get Content Get Customers, es and your failures. Then revise and act again.
content marketing is defined very simply. It’s worth repeating:
Because publishing content your prospects want is the best way to attract and
Content marketing is the art of understanding exactly what your customers retain the customers your business needs.
need to know and delivering it to them in a relevant and compelling way.

That’s it. That’s the beating heart of content marketing. But the body of your
content marketing strategy will take on its own unique form based on a number Joe Pulizzi Jonathan Kranz
of factors: your specific goals, what your audience needs, the expertise you can @juntajoe @jonkranz
share, learning-style preferences, available resources of time and money, and joe@junta42.com jonkranz@kranzcom.com
other factors.

P The Content Marketing Playbook is a work in progress.
.S.
Have a suggestion for an additional content type?
Just shoot us an email at add@junta42.com and we’ll get right on it.


Long-form Content
White Paper
ORACLE IBM
1. White Paper
What it is:
The “granddaddy” of content, white papers are topical reports, typi-
cally 8 – 12 pages long, on issues that require a lot of explanation. Also
known as “conference papers, “research reports, or “technical briefs,
” ” ”
they are perfect for demonstrating thought leadership on issues vital to
your buyers.
Few topics are as complex
A cool tool for: as database management,
• Technically complex products or services
but by investing in a clear
• B2B enterprises
white paper that walks busi-
• Educating prospects on new ideas or changing trends
ness people through their IBM asserts leadership within the
options, Oracle builds buyer telecom community through its
Not so hot for: confidence while reinforcing provocative paper, The Changing
• Commodities
its position as a market and Face of Communications: Social
• Impulse purchases
thought leader. networking’s growing influence
• Retail B2C Oracle case study compliments of
on telecom providers.
Grayton Integrated Publishing.
3 key play points:
1. Can generate leads
2. Positions company as a thought-leader For more in-depth information on white papers,
3. Applicable to print, electronic PDF or digital magazine formats check out our community articles on eBooks and
white papers, as well as Michael Stelzner’s definitive
website, White Paper Source.
Check out the Junta42’s own whitepaper:
Whitepaper: Attract and Retain
Customers with Content
Find White Paper experts at


eBook
TAXONOMY FOLKSONOMY HEALTHY MOUTH,
2. eBook COOKBOOK HEALTHY SEX

What it is:
Think of it as a white paper on steroids (the sexy white paper): a report,
generally 12 – 40 or more pages in length, that presents complex infor-
mation in a visually attractive, reader-friendly format. The content is both
informative and entertaining; the tone, collegial; the format, “chunky”
rather than linear, to facilitate skimming and scanning.
Move over, Dr. Ruth! In Healthy Mouth,
A cool tool for: Think librarians are square? Daniela Bar-
Healthy Sex, Dr. Helaine Smith makes a
• Companies with complex products or services powerful case for thinking of “oral” and
bosa, Business Development Manager at
“sex” in entirely new ways.
• Organizations who can (or want to) promote thought-leaders Dow Jones Client Solutions, shatters the
• Driving a stake in the ground on an important topic stereotypes with an inarguably hip and
attractive ebook that makes a clear case for

Not so hot for: an otherwise esoteric field of information:
taxonomy.
• Organizations with rigid cultures
• Direct promotion of products or services We eat our own cooking. Just as we encourage you to look toward examples
• Enterprises without deep intellectual capital for inspiration, The Content Marketing Playbook itself takes a page from Brian
Clark’s Authority Rules: 10 Rock Solid Elements of Effective Online Marketing. Like
3 key play points: Brian, we’ve dropped the gates – anyone can share the work freely – and we’ve
turned our book into individual HTML pages for easy reading online.
1. Develop your distribution strategy early: how will you get your
ebook into reader hands?
2. Think visually: make liberal use of bullets, callouts, sidebars, graphs, etc.
3. Conclude with a solid call to action: what should readers do next?

Want a comprehensive look at ebooks? Download Jonathan
Kranz’s free guide, The eBook eBook: How to Turn Your Expertise Into
Magnetic Marketing Material.
Find eBook experts at


Book
TUNED IN
3. Book
What it is:
Even in the revolutionary age of Web 2.0, a full-length book still carries
an aura of authority. Whether self-published or created via a traditional
publishing house, the book is the “big” content piece that often leads
to press exposure, speaking invitations and a privileged status as THE
expert.

A cool tool for:
Pragmatic Marketing turned
• Sole proprietors, service providers and professional service firms
• Organizations with DEEP expertise years of training experi-
• Establishing a reputation for thought-leadership ence into a comprehensive
guidebook that positioned its
Not so hot for: authors as the go-to authori-
• Product, rather than process, based businesses ties on product development,
• Enterprises in which expertise is less relevant
management and marketing.
• Short-term marketing results

3 key play points:
1. Books are a major investment of time – plan carefully!
2. Get your PR people on board fast to leverage the media potential.
Blogging early is a plus
3. Consider developing a microsite or Facebook fan page to create
communities around your book

Find Book experts at


Custom Print Magazine
THINKMONEY RITZ-CARLTON
4. Custom Print Magazine
What it is:
Some marketing gurus say that now, all brands are publishers. The
custom print magazine takes this approach quite literally, offering the
familiar magazine format with a new twist: it’s sponsored, produced
and issued by one company or brand.

A cool tool for:
• B2B or B2C companies in information-rich industries: finance,
insurance, banking, healthcare, etc.
• Organizations with excellent and highly targeted databases
• Internal communications within very large institutions According to readership surveys, The Ritz-Carlton Magazine entrances
thinkorswim’s thinkMoney magazine a high-net worth readership with a
Not so hot for: has inspired 90% of its readership to world of luxury and elegance -- the
• Companies without wherewithal to commit serious time and money take actions that have driven revenue very things the sponsor stands for.
to the company.
• Organizations with weak or “dirty” address data
Ritz-Carlton case study compliments
• Businesses without a reading audience thinkMoney case study compliments of of McMurry.
T3 Publishing.
3 key play points:
1. Be prepared to spend at least $40,000 for even a small
initial distribution
2. The most effective frequency is quarterly or more
3. Many brands think that advertising can defray all costs or even
make money. This is hardly ever possible.

Find Custom Print Magazine experts at


Digital Magazine
FIDELITY STAGES
5. Digital Magazine Fidelity’s Stages magazine
captures the look and feel
of traditional print content
What it is:
while adding convenient
A hybrid between the traditional magazine and a souped-up PDF digital
,
features (like searching and
magazines offer self-contained, visually-compelling periodical content
printing) unique to digital.
that doesn’t require special software to open and read. Digital maga-
zines are generally distributed by email via the brand’s database. How Fidelity case study compliments of
popular are they? Nxtbook Media shows you who’s reading what, in Nxtbook Media.
real time, all over the world.

A cool tool for: CALLAWAY
• Saving money by sending customers the digital version versus a
print custom magazine Callaway gets into the
• Useful for adding rich media, but contained in one digital document “swing” of its customers’
• Measuring every bit of user engagement (views, minutes, forwards, etc.) mindset via a digital
magazine rich with golf
Not so hot for: tips and player profiles.
• Organizations without a sustained commitment to generating content
Callaway case study compliments
• Institutions without messages that can be communicated
of MacDUFF.
effectively in rich media
• Purely product-driven messages

3 key play points:
1. If you don’t like the confinement of a digital replica, consider
repurposing magazine content on a microsite
2. Digital magazines are great for integrating print content with a
Web presence
3. Consider adding video and podcasts to your magazine content
Find Digital Magazine experts at


Magalog
LEGO
6. Magalog
What it is:
Is it a catalog of products consumers can buy, or is it a magazine with
stories and features of interest to loyal brand fans? It’s both, in one neat,
attractive print package.

A cool tool for: Lego talks the language
• B2C companies with loyal customers of kids in its playful
• Businesses with excellent and extensive customer lists
magalog loaded with
• Companies that can combine interesting products with
games, comics and
interesting stories
customer photos.
Not so hot for:
• Companies without products that attract loyalty
• Service-oriented businesses
• Businesses that don’t produce a regular stream of new products

3 key play points:
1. Use customer testimonials to bring the content and product usage to life
2. The product descriptions should be as vivid as the non-product content
3. Test to find the optimum balance between content and product

Find Magalog experts at


Audio Book
FISHER INVESTMENTS
7. Audio Book
What it is:
Book-length content you listen to rather than read. When sponsored by a
brand, it’s a great way to capture the attention of podcast-downloading,
iPod-carrying listeners – or when distributed via CD, to get a share of com-
muters’ drive-time listening.

A cool tool for:
• Extending the content assets of the company
• Organizations with long content and audiences that enjoy the audio
option versus print
Ken Fisher of Fisher Investments
• Reaching travelers, commuters, people on the go
continues to position the firm as a
leading financial services company
Not so hot for: with The Only Three Questions
• Organizations without an audience of potential listeners that Count.
• Those brands who are unwilling or unable to tell a long-form
content story
• Companies currently lacking in content-based material or other assets

3 key play points:
1. Vocal talent has to be as strong as the writing content
2. Consider complementing the text with music
3. Get people to sample the content by giving away portions or
“chapters” for free.

Find Audio Book experts at


Short-form Content
Case Study
SPAFAX
8. Case Study
What it is:
The case study is a document, typically 1 – 2 pages long, that combines
the first-person authority of the testimonial with the narrative structure
of a story. Based on real-life events, it leverages reader empathy with the
featured client to build credibility and trust.
Through vivid case studies
A cool tool for: available online, Spafax can show
• Service businesses that need to “sell the invisible”
– not just “tell” – the value of
• Companies that want to overcome customer/client skepticism
• B2B organizations in new or unfamiliar markets/industries
its services in entertainment,
publishing, interactive, production
Not so hot for: and advertising.
• Simple products/commodities
• Companies whose clients won’t cooperate For practical guidance on writing case studies, download Jonathan
• New businesses without client successes to draw upon Kranz’s free ebook, Making Your Case: Everything You and Your
Colleagues Need to Write Compelling Case Studies.
3 key play points:
1. Most case studies follow a simple, three-stage format: challenge,
solution, results
2. Use direct client quotes to reinforce the story, especially when
addressing the results
3. Share case studies online, in direct mail, in press kits, as sales
handouts, etc.

Find Case Study experts at


Article
HP EDS THREE INNOVATION DON’TS
9. Article
What it is:
A flexible medium, both in length and format, the article opens opportu- EDS, an HP company, attracts
nities for companies to address issues, trends, concerns and topics of and holds Web readers with
immediate interest to their intended audiences. An ongoing article publish- informative articles addressing
ing campaign, complemented with a roster of speaking engagements, has urgent industry issues. Notice
been the traditional tool for establishing thought-leadership in numerous the call to action next to the
industries. article sample, an excellent best
practice.
A cool tool for:
• Sole-proprietors, consulting groups, professional service firms Case study compliments of D Custom.
that need to demonstrate their expertise
• Companies that have thought-leaders they can promote
• Non-profits addressing public policy issues

Not so hot for:
• Organizations that cannot commit to a stream of articles
• Companies with little intellectual capital
• Articles based on product pitches

3 key play points:
1. Once isn’t enough; plan on a series of articles in order to create impact
2. Article marketing is a key search engine optimization effort and should
go hand-in-hand with SEO campaigns
3. Always think from the editor’s point of view (if you are pitching to
outside publications) – your article must conform to the publication’s
requirements (length and tone for example) and be of immediate interest
to its readers
Find Article experts at


Comic Book
PIVMAN
10. Comic Book
What it is:
Here’s what it’s not – a gimmick just for kids. By reinforcing text with vivid
pictures, comic books communicate in a fun, fast and memorable way that
readers of all ages can appreciate.

A cool tool for:
• Fun brands that understand the medium is the message
• B2C companies targeting audiences with literacy and/or ESL (English as
a second language) issues
• Organizations, such as those in healthcare, that want to make First Response’s Pivman
their products/services less intimidating comic book celebrates
the heroism of emergency
Not so hot for: personnel while sharing
• Companies afraid of compromising a “serious” image
important information about
• Most B2B operations targeting C-Suite and upper level executives
technical product features
• Products/services that don’t lend themselves to visualization
and functions.

3 key play points:
1. Comic books aren’t cheap – good artwork can be expensive
2. Quality comic books can certainly generate buzz
3. As an alternative to a comic book, consider an online comic strip that
appears every week for social media buzz

Find Comic Book experts at


Industry Ranking System
JUNTA42 TOP CONTENT
11. Industry Ranking System MARKETING BLOGS

What it is:
People love lists. (Remember Moses and his two tablets?) An industry rank-
ing system gives readers a pre-assembled “best of” list that ranks available
options in a given topic area – and subsequently ranks high with search
engines. A list, whatever it may be, presents you as an industry expert, and
gives your prospect a helpful tool they desire or need.

A cool tool for:
• Media-savvy companies that keep up with trends
• Complex industries in which buyers conduct a lot of research
• Organizations that may not have a lot of content assets, but work in
an industry with readily available content

Not so hot for: For marketers investigating the evolving world of content mar-
• Companies that have not set up basic listening posts to understand keting, the Junta42 Top Content Marketing Blogs ranking system
what is happening in their industry has become a priceless resource for educating marketers about
• Businesses without a solid Web platform or presence content marketing.
• Organization-rich industries where niches are well covered by media
or other brands
Alltop.com describes itself as the “online magazine rack” of popular
3 key play points: topics. Why not create your own list of breaking news items or perhaps
1. Rankings can be determined by some objective, measurable means, leading blogs in your industry?
or by subjective criteria
2. Make liberal use of links to the listed resources
3. Announce updates to the ranking system via blogs, Twitter,
press releases, etc.
Find Industry Ranking System experts at


Testimonials
BAYLOR HEALTH ARTICLE
12. Testimonials
What it is:
A quote from the horse’s, that is, the customer’s mouth. Boasting is
unseemly when we do it ourselves. But when praise comes from a trust-
worthy source – a client or customer – it acquires a credibility that helps
overcome skepticism and purchasing hesitation.

A cool tool for:
• Legions of B2B and B2C businesses
• Companies with enthusiastic customers
• Businesses in which customer service is paramount

Not so hot for:
• Industries in which testimonials are prohibited or restricted
(financial services, for example)
• Businesses based on confidentiality Bariatric surgery is a complex and controversial procedure. But
• Companies with limited customer contact many of the misunderstandings can be overcome by sharing the
real-life experiences of patients like Ammie Gordon.
3 key play points:
1. Create a process for consistently requesting testimonials from Case study compliments of McMurry.
your customers
2. Good testimonials offer specifics – the what, why and how of your
work with or for the customer
3. Don’t bury them on a “Testimonials” web page – spread them
throughout the site

Find Testimonial experts at


Periodicals
eNewsletter
CPE
13. eNewsletter
What it is:
A permission- and subscription-based means of regular communication with
current and future customers, usually distributed monthly or weekly. Avail-
able electronically, via text-based or HTML pages, they can include complete
articles, or brief descriptions with links to articles on your website.

A cool tool for:
• Businesses with lots of helpful information to offer
• Companies that need a nurturance tool for long sales cycles
• Organizations with strong opt-in email lists

Not so hot for: Launched by Thomson Reuters, the very first issue of CPE &
• Companies dependent on brokered email lists for subscribers Training Solutions had an average read time of 6:40 and generated
• Organizations without resources to make a sustained commitment to a hundreds of leads.
publishing schedule
• Continuous product-driven messages Case study compliments of Prism Media Group.

3 key play points:
1. Don’t spam your enewsletter – get permission and offer opt-out links
2. Can be a good vehicle for promoting other content: webinars, ebooks,
white papers, live events, etc.
2. Can be co-branded to gain third-party credibility

Find eNewsletter experts at


Print Newsletter
RSM MCGLADREY ADVANTAGE NEWSLETTER
14. Print Newsletter As part of an integrated content market-
ing program, RSM McGladrey’s newsletter
helped the consulting firm increase top-of-
What it is: mind awareness among target CEOs and
Whether it’s merely a double-sided sheet or a 16-page document, print CFOs by nearly 60 percent.
newsletters offer attention-grabbing content meant for rapid consumption.
Case study compliments of Hanley Wood Marketing.
The average print newsletter is generally between four and twelve pages.

A cool tool for: GREAT AMERICAN
• Reaching audiences who may not be Internet savvy Great American newsletter uses
• Brands with customers and prospects that work outside an online a six-page tri-fold newsletter to
environment make an impact with customers
• Companies with deep mailing lists and prospects.

Not so hot for: Case study compliments of BeTuitive.
• Companies that can’t resist making glorified sales pitches
• Organizations without time/money for print production and mailing
• Businesses without unique and relevant stories to tell LEADING EDGE
The Leading Edge turns the standard newsletter
3 key play points:
into a 20-page, original content, business magazine
1. Print newsletters are terrific for on-the-go audiences: business travelers,
for clients and prospects. Through the Leading
commuters, strap-hangers
Edge Alliance, member firms contribute 25 percent
2. Production quality counts – the way your content is presented is as
of the content and can distribute a custom version
important as the content itself. Design matters
of the publication with its name on the cover.
3. Make sure you know your audience’s precise information needs before
you commit to an editorial platform Case study compliments of The Wise Group.

Find Print Newsletter experts at


Blog
HOPEHEALTH.COM
15. Blog
What it is:
Shorthand for “weblog, the blog offers an easy way to present brief chunks
”
of frequently refreshed Web content. Backed with easy-to-use technologies
for syndication (e.g. RSS), comments and trackbacks, blogs are often the
blazing centers of social media solar systems that can incorporate sophisti-
cated SEO strategies and community-building campaigns.

A cool tool for:
• Businesses eager to build communities around relevant issues/topics
• Using the blog as the repository for your social media strategy
• Improving search engine rankings (search engines love blogs)
HOPE Health’s blog builds a community of benefits managers who
rely on HOPE for the latest insights in a complex field: health insur-
Not so hot for: ance and wellness management.
• Companies that cannot be open with information
• Organizations without the necessary time, talent or expertise Hope Health case study compliments of Writing Matters.
• Businesses who do not like to experiment

3 key play points:
1. Encourage conversations: even “bad” comments can be an
opportunity for developing good customer relations
2. Be a good netizen – participate on other blogs as well as your own
3. Loosen up. Authenticity trumps perfection when connecting with readers

Find Blog experts at


Podcast
FIND AND CONVERT
16. Podcast Find and Convert podcast
series offers insights and
What it is: interviews experts on new
A podcast is simply an audio file you can listen to on a computer or MP3-
developments in SEO and
social media marketing.
type player, often distributed via RSS or iTunes. Podcasts are generally 5
– 30 minutes long, with longer podcast downloads becoming popular.

A cool tool for:
• Connecting with customers who depend on their handheld devices for
entertainment and information
ACCENTURE
• Companies that want to project a more vivid personality Accenture has developed a deep
• Supplementing text-heavy Web content library of podcasts to educate
and engage clients on a variety
Not so hot for: of strategic business issues.
• Poor speakers
• A customer base that isn’t tech savvy
• Visual content

3 key play points:
1. Define the theme of the podcast and stick to it
2. Establish a release schedule listeners can expect: weekly, biweekly,
monthly, etc. Be consistent
3. Focus your podcast content on topics of interest to your audience.
Integrate with your blog to gain listener insights

Find Podcast experts at


Video blog
WINELIBRARY.COM
17. Video blog
What it is:
A regularly-scheduled series of brief videos built around a hot topic of inter-
est. Available by subscription and for download, and often via video sharing
services such as YouTube or Vimeo, they can be watched at the viewer’s
convenience.

A cool tool for:
• Projecting authenticity (humans behind the brand)
• Products, services or stories that are inherently visual
• Adding entertainment to the information mix

Gary Vaynerchuck completely shatters the wine-snob stereotypes
Not so hot for:
with his intensely passionate – and occasionally profane – series
• Companies that don’t want messages to go viral
of entertaining wine videos that have increased the Wine Library’s
• Organizations afraid of open criticism
annual revenues from $5M to $60M.
• Direct sales and/or pitches

3 key play points:
1. Think in terms of a sustained series, not merely one or two quick shoots
2. The combination of words, sound and visuals gives you an extraordinary
opportunity for building a brand personality
3. “Perfect” production quality is NOT necessary; in fact, an imperfect
realism can play in your favor (David can compete against Goliath)

Find Video blog experts at


e-Learning Series
SUN
18. e-Learning Series
What it is:
A carefully planned curriculum of educational content that may be delivered
through a variety of mediums including audio podcasts, video, slide presen-
tations, webinars and more.

A cool tool for:
• Educating customers/potential customers on complex topics
• Reducing customer service issues after the sale
• Increasing opportunities for up-sells and cross-sells

Not so hot for:
Sun meets the anticipated needs of its customer base with
• Simple products and services
thorough educational content on complex technology subjects.
• Substituting live contact/support
• Addressing needs of customers who are not on the Internet

3 key play points:
1. Tailor the content to the different learning needs of your audiences:
buyers doing research, prospects close to making a purchasing decision,
current customers
2. Use the mediums most popular with your constituencies
3. Be generous with real-life examples and illustrations

Find e-Learning Series experts at


Mobile Application

19. Mobile Application KRAFT IFOOD ASSISTANT

What it is:
Any one of thousands of potential software applications that can be activat-
ed on a mobile device, such as an iPhone or a Blackberry. These download-
able tools allow users to turn their PDAs into handy devices that meet their
very specific, idiosyncratic needs.

A cool tool for:
• Engaging customers at the point of purchase
• Deepening bonds with brand loyalists eager for the next new thing
• Engaging for-profit and non-profit constituencies
Kraft hits its customers where they live – and more importantly,
Not so hot for: where they shop – with a feature-rich application that delivers
• Serving techno-phobic audiences
recipes, store locations, meal suggestions and more.
• Markets with excessive concerns over privacy or ID-theft
• Organizations that cannot commit to flawless execution – expectations
Some key mobile application statistics to keep on hand:
run high for application performance
• 300 million (the equivalent of the entire US population)
smart phones are shipped every quarter
3 key play points:
• As of 9/09, 60,000 applications are available through Apple’s iPhone
1. Application must have a regular (daily or weekly) reason for use
apps store
2. Should have easy interfaces with social networks such as
Facebook or Twitter • The average smart phone consumer spends $80 on apps
3. Include a survey function to gauge satisfaction and collect intelligence for Stats and insights thanks to Eric Wholley of 4GoodMedia.
the next release (iPhone Apps collect active user feedback and will make
an impact on the number of downloads)

Find Mobile Applications experts at


Online Game
TRAVELPOD
20. Online Game
What it is:
An electronic game like any other – except it’s branded. By you.
TravelPod’s Traveler IQ
A cool tool for: Challenges reinforce the
• Targeting young audiences blog’s position as the smart
• Encouraging repeat Web visits web destination for savvy
• Fun and/or entertaining, B2C businesses globetrotters.

Not so hot for:
• Projecting a “serious” image
• Companies without (or unwilling to outsource) development resources
• Products or services difficult to package as “fun”

3 key play points:
1. Games should work without burdensome software downloads
2. Must run across multiple browser types and OS platforms
3. Game experience should reinforce favorable experience of the brand

Find Online Game experts at


Widget
DOVE-MTV FRESH TAKES
21. Widget
What it is:
A kind of mini-Web doohickey that can execute a number of functions
(time, weather, ticket sales, content feeds) without redirecting users to a
website or requiring the installation of additional software. Like mobile ap-
plications, widgets can be custom-made to encourage customer interaction
with your brand.

A cool tool for:
• Brands within a niche that has a loyal online following The Dove widget gives
• Extending the brand into everyday life and activities viewers access to a catalog
• Engaging tech-savvy demographics of “webisodes” from the
MTV show Fresh Takes, plus
Not so hot for: a chat room, music tracks and
• Lead generation or contributing to long sales cycles chances to win prizes.
• Better for valuable, updatable content, not a product pitch
• Audiences with poor Internet access

3 key play points:
1. Could be a huge opportunity for organizations involved in personal
health and wellness
2. Be sure it integrates effectively in traditional browsers and
mobile devices
3. May be further customized by the end-user

Find Widget experts at


Facebook Application
VICTORIA’S SECRET
22. Facebook Application
What it is:
On Facebook, participants not only share text and pictures, but games,
quizzes and other interactive applications they can exchange with their
friends. Many of these are created by users themselves, but brand-based
applications – if well-designed – can achieve traction as well.

A cool tool for:
• Brands that have established profiles or fan pages on Facebook With its “Which Angel Are You?” quiz, Victoria’s Secret
• Entertainment and lifestyle brands lets its fans indulge daydream fantasies of living the
• Companies with a sense of humor glamorous model’s life.

Not so hot for:
• B2B companies (yet!)
• Brands without a strong social media presence
• Products or services that don’t have an interesting story to tell

3 key play points:
1. Most applications prompt users to direct results/scores to
their Facebook friends
2. Think frivolous, fun and light-hearted – this is not the SAT
3. If your customer is a business, think about creating a helpful
productivity tool

Find Facebook Application experts at


Branded Content Tool

HUBSPOT’S WEBSITE GRADER
23. Branded Content Tool
What it is:
An electronically-enabled service, the branded application gathers informa-
tion from prospects and customers then produces, in return, a customized
analysis, assessment, report or plan. By virtue of its quality and/or unique-
ness, the branded application has the potential to go viral, fast.

A cool tool for:
• Tech-savvy companies
• Businesses with a broad social media footprint or small brands
looking to get one
• Companies that can turn intellectual capital into automated processes
HubSpot’s Website Grader not only attracts its core audience of
Not so hot for: small-medium sized enterprises, but reinforces the brand’s
• Products and services without an inherent process component positioning as sophisticated experts in the realm of online marketing.
• Simple commodities, retail purchases
• Companies without the commitment, resources for application
development

3 key play points:
1. Plan a coordinated launch strategy to give your application widespread
distribution and publicity
2. Make it easy for users to share the application with associates
and colleagues
3. Test, test and test: the application experience will become a
stand-in for the quality of your company. Get loyal users to try out
the tool in beta before launch
Find Branded Content Tool experts at


Screencast
MACANGEL’S DAYLIGHT
24. Screencast
What it is:
A combination of video, presentation and audio technologies, screencasts
offer step-by-step instructions for otherwise complex tasks: using a new
software, for example, or managing a complicated project. Familiar screen-
cast technologies include GoView and Jing.

A cool tool for:
• Creating and sharing demos
• Building a library of self-service support documents
• Explaining new or unfamiliar processes

Not so hot for:
• Entertainment or lifestyle brands
MacAngel supports its sophisticated productivity and project
• Simple products or services needing no explanation
management tools with simple, easy-to-understand screencasts
• Reaching audiences not on the Web
that guide viewers through features and functions.
3 key play points:
1. Can be a powerful way of introducing an unfamiliar service or tool
2. Plan your script (sequence of steps) carefully – clarity is everything
3. Great way to mix text content with helpful visuals (tell the story)

Find Screencast experts at


Community Engagement
Company-Focused Community Site

25. Company-Focused CHANNEL 9 FROM MICROSOFT
Community Site

What it is:
A microsite that concentrates on a narrow topic or issue, featuring rich
content developed by the sponsoring brand itself. Correctly executed, the
microsite creates a gathering place that positions the brand as a contribut-
ing member of the community.

A cool tool for:
• A brand that can engage communities on specific issues or
areas of interest
• Sustaining a brand personality without imposing interrupting messages
• Promoting additional content, such as enewsletters, videos, blogs, etc.
Think content, not ads

Not so hot for: Through its Channel 9 microsite, Microsoft offers a steady supply
• Companies that cannot or are unwilling to create an ongoing stream of compelling videos targeted to one its most important audienc-
of fresh content es: tech people who influence important IT buying decisions.
• Overt sales promotions
• Lead-gen only. Think lead nurturing

3 key play points:
1. The main point is to cultivate a loyal community, NOT to create another
channel for delivering traditional advertising messages
2. You want variety and consistency: a variety of media options (blogs, pod
casts, videos) plus a consistent content schedule that people can expect
3. One brand may have multiple microsites, each one tailored to a specific
cause or issue
Find Community-Focused Community Site experts at


Customer-Focused Community Site

26. Customer-Focused NAVYFORMOMS.COM
Community Site

What it is:
A microsite similar to the previous entry, except…the content is largely
user-generated, created by the site participants themselves. As sponsors,
brands create the context for these microsites, establishing a forum in
which enthusiasts can share stories, pictures and videos.

A cool tool for:
• Turning your most ardent fans/believers into your best spokespersons
• Sustaining a community of interest that (almost) cares for itself
• Building a well of good will that can be a buffer against controversy and crisis

Not so hot for:
• Companies afraid of losing control of the brand or the brand message
• Brands that don’t excite real passion Do you believe the promises of military recruiters? Probably not.
• See the first bullet… But what about the authentic voices of real parents? With
NavyForMoms.com, the Navy has given a platform for the most
3 key play points: credible voice anywhere: mom’s.
1. Set up the rules of engagement and make them transparent –
Case study compliments of Campbell-Ewald Publishing.
no secrets, no hidden agendas
2. Consider reward systems that acknowledge the best and/or most
frequent contributors
3. Establish a host or contact person who serves as the
ombudsman/answer-person for the site

Find Customer-Focused Community Site experts at


Wiki
SUN BLUEPRINTS COMMUNITY
27. Wiki
What it is:
A platform for collaboration, a Wiki is a website that allows visitors to
contribute, edit and comment upon a body of knowledge they themselves
are responsible for creating. Wikipedia is the most famous example, but
anyone can host and administer one.

A cool tool for:
• Building an information base in a technologically complicated field
• Earning the loyalty of the most committed thinkers/doers
• Driving traffic to a website
With its Blueprints wiki, Sun lets its own network of customers,
clients and partners serve as the experts who can help
Not so hot for: enterprises make the most of their Sun technology.
• Industries with low intellectual capital
• Communicating to passive audiences
• Companies that fear the contributions of “outsiders”

3 key play points:
1. Wikis can be a great way to surface hot-button issues within an industry
2. Be patient – it takes time to build a good database
3. Be prepared to handle conflict and controversy

Find Wiki experts at


Facebook Movement
ACT BLUEPRINT
28. Facebook Movement
What it is:
First, what it’s not: a fan page or brand profile. Instead, it’s a Facebook page
sponsored by a brand yet centered on an area of interest, such as contem-
porary fashion, green development or animal wellness.

A cool tool for:
• Connecting the brand to consumer passions
• Creating an entry point for greater engagement with the brand
• Generating good will and favorable publicity

Not so hot for:
• Businesses without issues to address or discuss (at least publically)
• Direct sales or lead generation How do you position yourself as an expert in social media?
• Brands who want to control the message Invite other experts to join your party. That’s exactly what Shama
Kabani has done with her ACT Blueprint group on Facebook:
3 key play points: gather fellow Web marketers in an evolving discussion of
1. Be prepared to let go and let the participants lead the conversation practices and principles.
2. Feed the movement with rich media including video, surveys,
quizzes, games and more
3. Start simple at first. Define a customer pain point and create a
conversation platform. See what happens

Find Facebook Movevment experts at


Photo-sharing
NIKON DIGITAL LEARNING CENTER
29. Photo-sharing
What it is:
Flickr, of course. But what’s less well-known is that you can carve out your
own presence on Flickr (or other photo-sharing sites like Photobucket or
Picassa Web Albums) that allows you to share information while your
customers share their pictures.

A cool tool for:
• Collaborating with your customers in the creation and distribution
of information
• Sharing the fun and excitement of your product or brand
Nikon has created the right watering-hole for its customers by
• Illustrating the variety of possibilities inherent in your products
setting up shop in exactly where they live: Flickr. In addition to
hosting photos, the site shares insights that make Nikon
Not so hot for: products more satisfying for amateurs and professionals alike.
• Selling the “invisible” - services or products that can’t be seen
• Companies that can’t tap into a loyal fan base
• Brands lacking in a basic web presence

3 key play points:
1. Let the participants dominate the spotlight
2. Supplement the photos with discussion threads and archived content
3. Set visible and clearly-understood limits on what and how much
can be posted

Find Photo-sharing experts at


Custom Social Network
CONNECT.AMABOSTON.ORG
30. Custom Social Network
What it is:
Today, associations, clubs, organizations and even companies can use the
Ning platform as the infrastructure of a full-featured social media site dedi-
cated to its constituents and their issues. All the features are ready to roll:
profile templates, “wall” forums, devices for uploading pictures and video,
plus tools that allow members to “ping” or email each other.

A cool tool for:
• Professional associations that want to grow beyond their
geographic limits
• Internal communications in large enterprises
• Coordinating multiple stakeholders: customers, investors, vendors, Through its branded and customized social networking site, the
suppliers, etc. Boston Chapter of the American Marketing Association delivers
value that hadn’t been possible before: 24/7 connectivity plus
Not so hot for: networking reach beyond the limits of Greater Boston itself.
• Small businesses
• Tech-challenged audiences
• Commodity product-based companies

3 key play points:
1. A custom social network is an inexpensive way for the traditional
professional association to deepen and extend its reach
2. Consider a points/ranking system to reward members for participation
with greater visibility
3. The custom network can be the foundation for promoting other group
activities, such as live events, seminars, workshops and conferences
Find Custom Social Network experts at


Online Media Site
HOMEMADESIMPLE.COM
31. Online Media Site
What it is:
When we think of public relations, we usually think in terms of being in
the media. But what if you could be the media itself? That’s what an online
media site is all about. Like traditional media companies, if offers stories,
articles, facts, figures, and pictures of interest to its audience. Unlike tradi-
tional media, it’s controlled by a company and its readership is largely made
up of customers and prospects.

A cool tool for:
• Gathering potential customers within a community of interest
• Creating an aura of expertise (thought leadership), “personality”
and good will
HomeMadeSimple.com tackles a complex marketing problem
• Brands that seek to become their own publishers
by letting its visitors dictate the kind of content they want to
see. End result? An attractive bridge between home lifestyles
Not so hot for:
and life on the Internet. HomeMadeSimple boasts over one
• Smaller businesses with simpler target sets (try a blog instead)
millions members.
• Companies with limited product ranges
• Limited budgets! Consistent content is the key to success
(once the platform is created)

3 key play points:
1. Either make a big investment or none at all – a compromised site
won’t cut it
2. Tailor your content to personas: precise constructions of audience
segments, their needs, beliefs, habits, values and more
3. An excellent way to integrate products/services with lifestyle
content/messages Find Online Media Site experts at


Content Platform
MURPHY BED BUYER’S GUIDE
32. Content Platform
What it is:
A “meta” site, like Squidoo, that allows users to assemble a directory of
resources – from blogs, bulletin boards and databases to picture galleries,
video streams and link lists – around a topic of interest.

A cool tool for:
• Creating a community of interest
• Establishing expertise in a given topic
• Driving attention to new ideas

Not so hot for:
• Generating immediate returns, i.e., sales and leads
• Impatient enterprises – results will take time
• Organizations unwilling to invest time and make consistent content updates With its Knol content platform, Old Creek Wall Bed Factory
educates potential customers – and positions itself as the
trustworthy authority in a very niche business.
3 key play points:
1. Overall strategy: establishing thought-leadership, not by creating content
per se, but by assembling it in a convenient location
2. The SEO (search engine optimization) potential can be huge;
you’re creating a fountain of keyword search terms almost automatically
3. Think spin-offs: conferences, seminars, virtual seminars that rest on the
foundation of the content platform

Find Content Platform experts at


Microblogging
JETBLUE
33. Microblogging
What it is:
Basically, we’re talking about Twitter. At 140 characters, the limitations on
content are severe. But the speed and reach of the microblog create an al-
most real-time context for conversing with your followers. Better yet, handy
search tools make microblogs an excellent thermometer for checking hot
issues and emerging concerns.

A cool tool for:
• Directing attention to deeper content elsewhere
• Keeping abreast of hot issues
• Positioning as a trusted content resource
By its nature, travel is very much an industry on the move with
Not so hot for: a very mobile customer base. Jet Blue has taken flight with a
• Crafting in-depth messages Twitter presence that addresses customer needs and gives the
• Making sales pitches company important insights on its customers’ concerns.
• Reaching non-microblogging audiences
You may want to look at addition tools such as:
3 key play points: Google Alerts: Allows you to set up notifications, via RSS and/or email,
1. Remember, your customers are already talking about you on Twitter. for terms you establish
The question is, are you able to hear what they have to say? Twitter Search: Gives you access to what Tweeters may be saying
2. Give up the illusion of being in control. You’re not, so why invest time and about you or your brand
money pursuing it? Ping.fm: A way to update multiple networks simultaneously
3. There’s a wealth of excellent tools to help you manage Twitter more FriendFeed: Tracks your social media pulse in one place
effectively, including TweetDeck and HootSuite. (Twitter, Facebook, Flickr and more)

Find Microblogging experts at


Video
WILLITBLEND.COM
34. Video
What it is:
Sites like YouTube and Vimeo have greatly simplified a once difficult Web
challenge: uploading and sharing videos. With these tools at your disposal, you
can embed or link video code easily. And the video sites provide social media
options for conversing and sharing that can help your content go viral.

A cool tool for:
• Making your message entertaining and/or informative
• Encouraging others to share your content
• Leveraging the power of the moving picture to tell your story

Not so hot for:
• Companies intimidated by the camera
• Pure product-driven messages
• One-time videos. The true power of online video is in consistency Nothing’s more boring than a blender, right? Wrong! Blendtec’s
phenomenally successful “Will It Blend?” video series uses
humor to reveal a seriously powerful blender, with similarly seri-
3 key play points: ous results: since the videos took off, sales have jumped 500%!
1. Think beyond the “talking head” approach. Inexpensive editing tools,
like Apple’ iMovie or Final Cut Express, make it easy to assemble
professional-looking video content
2. Don’t think in term of one video, but of a series that builds a
story over time
3. Don’t sweat “perfection”: many of the most successful online
videos have production values that would scandalize traditional
media broadcasters

Find Video experts at


Virtual Trade Show
SONY’S HD CREATION & WORKFLOW ONLINE EXPO
35. Virtual Trade Show
Sony brought customers,
What it is: vendors, experts and partners
Current technology and high-speed Internet connections enable the cre- together in a virtual trade show
ation of life-like happenings (complete with “lounges” and “exhibit areas”). anyone could attend without
Event managers can create Internet-based virtual trade shows to generate leaving their desks.
leads, increase event participation, drive revenue and improve communica-
tions with current and future customers.

A cool tool for:
• Overcoming the time and travel costs of hosting a live show MS VIRTUAL SUMMIT
• Building an audience for live shows and/or creating interim experiences
between live shows
Microsoft’s WW Enterprise
• Coordinating activity among customers, vendors, suppliers,
Marketing Virtual Summit
partners and channels
strengthens the firm’s relation-
ships with its sales and mar-
Not so hot for: keting clients. See the project
• Businesses in which raw transactions, rather than relationships,
highlights here.
are of greater importance
• Markets without sufficient breadth to attract attendees
Case study compliments of Viewstream.
• Companies who aren’t prepared to manage a new technology platform

3 key play points:
1. Most virtual shows use the “trade show” metaphor as the navigation
model for the virtual show site
2. Just as live shows sell booths, you can sell sponsored presences at your
virtual site (bring in your partners for added benefit)
3. For content, consider a mix of live, scheduled events and pre-recorded
seminars that can be launched at the visitor’s convenience. The content
will bring attendees, not the booths Find Virtual Trade Show experts at


Content Sharing
Social Bookmarking
THE STIMULIST
36. Social Bookmarking
What it is:
Diigo, Digg, delicious, StumbleUpon: they all allow you to turn a personal
initiative (bookmarking a Web page) into a social gesture so that the wider
world can be alerted to content you admire. By offering social bookmarking
buttons on your posts and pages, you let visitors “vote” on your content,
thereby lifting its visibility.

A cool tool for:
• Improving your search engine optimization
• Stimulating the distribution of content
• Encouraging greater interaction with your material

Not so hot for:
• Companies that don’t have content to share The Stimulist reinforces its blog with cheeky “Sharing Is Caring”
• Confidential content options for greater distribution, including Facebook, Digg, Twitter
• Organizations that lack a social media administrator to consistently and good, old-fashioned printing.
keep content fresh

3 key play points:
1. Find the bookmarking sites that make the most sense for your industry
2. Encourage visitors to bookmark your content via visible tools (buttons)
on your site
3. Enlist loyal customers to help you submit, vote or comment on
specific content

Find Social Bookmarking experts at


Online News Release
CISCO
37. Online News Release
What it is:
Services such as Marketwire and PR Web can post your press releases
online for faster and more widespread distribution. The big news? As David
Meerman Scott famously explained in The New Rules of Marketing and PR,
press releases are no longer just for the press anymore. By using the release
services effectively, you can appeal directly to your buyers.

A cool tool for:
• Spreading the word about your new content
• Strengthening the SEO of your pages by writing keyword-rich releases
• Accelerating your thought-leadership drive

Not so hot for:
• Organizations that do not create a regular stream of content MarketWire gives companies like Cisco a fast and easy way to dis-
(news releases should be part of your editorial and marketing plan) tribute messages in front of its targeted business audiences.
• Replacing direct contacts/relationships with media figures
• Solely product-driven releases

3 key play points:
1. Don’t wait for big news; find reasons to send releases all the time
2. Include offers that compel customers to respond to your release in some way
3. Add social media tags so that your releases can be found

Find Online News Release experts at


Online Publishing Center
FORD MOTOR COMPANY
38. Online Publishing Center
What it is:
Want to reach a wider audience for your white papers, slide presentations
and other informative content? Sites like Scribd, Slideshare and Doxtop let
you upload your work into various categories where it can be found by visitors
hungry for know-how or entertainment.

A cool tool for:
• Attracting more readers to your content
• Simplifying the uploading/downloading process
• Expanding in-person presentations to get participation from those
who missed the event

Not so hot for: With nearly 16,000 subscribers, Ford Motor Company has be-
• Companies without, well, content to share come one of the most popular publishers on Scribd, where it of-
• Orgs that want to keep tight control over information fers information-rich, graphically sophisticated data-sheets that tell
• Businesses with a limited web presence (make sure your website tells the its side of the story in a complex and rapidly-changing automobile
story before you go crazy with these tools) marketplace.

3 key play points:
1. Be share to place your content in the categories most likely to be searched
by your intended audience
2. Establish and fulfill an editorial calendar for an ongoing stream
of fresh content
3. Feel free to experiment, analyze and tweak the program
(certain online tools may work better than others)

Find Online Publishing Center experts at


Webinar/Webcast
CROWNPEAK
39. Webinar/Webcast
What it is:
Take a slide presentation and put it online: that’s the essence of the webinar
(slides and audio) or webcast (slides, audio and video). Visually, the content
is delivered slide by slide in the online equivalent of a live presentation. The
audio component can be delivered via telephone or computer. A webinar gen-
erally refers to slides and audio only. A webcast usually involves video.

A cool tool for:
• Internal presentations across geographic boundaries
• Attracting attendees without imposing travel expenses
• Complementing fixed content with interactive Q&A

Not so hot for:
• Organizations that would struggle to find or build an audience CrownPeak takes the lead with informative webinars such as
(consider co-branding with a media company) Online Marketing Revolves Around Content: When Content IS
• Entertaining (think informative and helpful) Marketing, featuring Joe Pulizzi of Junta42, Rob Rose of Crown-
• Sharing simple information that could be packaged in a data sheet or Peak and Ellis Booker, editor of BtoB Magazine and Media Busi-
other less-imposing forms ness.

3 key play points:
1. Webinars make an excellent call-to-action or follow up offer to other forms
of content, such as ebooks, white papers, enewsletters, etc.
2. You benefit twice: first, from the live webcast, then from the people who
download the archived event. According to Penton Media, Inc., about 80%
of total registrations to a webinar attend the live or archived event over a
six month period
3. A successful webinar requires an aggressive promotions strategy, typically
via your website, blog, newsletter and other media or social media channels Find Webinar/Webcast experts at


Road Show
AUTODESK
40. Road Show
What it is:
Road shows are mini-conferences or tours that are typically conducted by a
single organization, although related companies that don’t compete will often
participate. Usually, individual events last for a day or less and are conducted
in cities where there is a high concentration of prospective customers.

A cool tool for:
• Ongoing customer training on complex product issues
• Expanding brand awareness through education
• Promoting new versions/releases of established products through
informative content

Not so hot for:
• Simple consumer products/services Autodesk coordinates a number of events across North America
• Companies that don’t have problem-solving information to share that deepen its bonds with developers, manufacturers, engineers
• Organizations without the resources for a major city-by-city tour and more.

3 key play points:
1. Concentrate on the take-away: what will participants get by attending?
Content is King!
2. Coordination of event planning and promotions is crucial; allocate
the resources for this
3. You may need to train internal talent or outsource event management
to maximize road show success

Find Roadshow experts at


Executive Roundtable
MCKINSEY
41. Executive Roundtable
What it is:
An executive roundtable is a gathering of industry executives who are ex-
perts in their field and have enough drawing power to pull in your prospects.
Through brief presentations and interactions among roundtable participants,
you have the opportunity once again to position yourself for as a thought
leader. Having a quality editor or journalist to moderate the discussion is key.

A cool tool for:
• Reinforcing relationships with peer leaders
• Attracting high-level influencers and buyers
• Organizations with a deep network of quality contacts

Not so hot for:
• Start-ups without connections McKinsey regularly hosts executive roundtables around key
• Consumer-oriented businesses complex topics – and shares the content afterwards for maximum
• Limited financial resources. You’ll most likely need to commit to travel and penetration.
expenses for all attendees

3 key play points:
1. Look for executives whose personalities are as appealing as their ideas
2. Consider asking the roundtable executives for guest blog posts that
complement their live topic ideas
3. Turn the resulting discussion into a summary report you can offer as a
white paper or ebook

Find Executive Roundatable experts at


Teleseminar
VIRTUAL ASSISTANT
42. Teleseminar
What it is:
Hello, content calling. The teleseminar is a virtual presentation stripped to the
bare essentials: the only technology required is a phone. Depending on the
nature of the content, participants may have an outline, agenda or presenta-
tion slide deck sent in advance of the phone call.

A cool tool for:
• Reaching audiences who are not Web-savvy
• Communicating with clusters of attendees: multiple participants can sit
around a single speakerphone
• Making presentations simple

Not so hot for:
• Sharing visually oriented content The Virtual Assistant Association serves its membership with a
• Presenting a “cutting edge” brand or position monthly series of teleseminars promoted and archived on its site.
• Holding attention for more than an hour

3 key play points:
1. For many small- to mid-sized firms, the teleseminar is an ideal way for
multiple employees or customers to attend a presentation
2. Record the teleseminar – now you have a podcast, too
3. Schedule your teleseminar for maximum convenience across
multiple time zones

Find Teleseminar experts at


Conclusion
Start small, but get started! For further help…
There are a number of ways we can help you on your journey.
Come join the conversation on The Content Marketing Revolution Blog
42 content options. Plus there are plenty more we haven’t touched. And you
and Kranz On Content.
can anticipate still more with each passing month.

What if you don’t have the resources or mindset?
It’s easy to feel overwhelmed by the possibilities. But you needn’t. The game
Organizations are set up to sell products and services, not distribute valuable
isn’t won through one heroic effort, but by a consistent series of smaller, con-
content on a regular basis. If you feel that way, please take a look at Junta 42’s
sistent actions. In sum:
free content marketing matching service that can find you expert, turnkey pro-
viders fast, easy and free.
 Launch small. Test the waters with the content options that make the most
sense for you and your audience, right now.
Why is all this content free?
We try to eat our own dog food at Junta42, giving you consistent content like this
 Get feedback. Sure, measure where you can. But don’t forget to solicit
free eBook to help you navigate the content marketing waters. What do we get
comments – you can make your audience your collaborators in the
out of it? We want you to look at Junta42 as a helpful resource for you. When you
development of successful content.
are ready, we want you to use our free service. But if you aren’t ready, please sign
up for our free weekly eNewsletter (see the signup on the right side), to give you
 Adjust. Tailor your content to different audience types, influence levels,
ongoing updates on the best content marketing has to offer.
learning styles. Pursue options that work; dump ones that don’t.
Finally, this ebook doesn’t really end. We will continue to revise the content,
 Stick to a schedule. Sustained, consistent effort steadily positions you and
add new options, and revise old ones. You can help – we’d like to hear your
your organization as the go-to authority in your industry.
suggestions by letting us know on our Facebook page, or send us email directly
at add@junta42.com if we happened to forget something (we know we’ve only
 Enhance sharing. Set the program up from the start to make available social
scratched the surface here).
media sharing options (many of them discussed in the playbook).

Good luck!


A Final Thought About this Playbook More Helpful Information
The majority of case studies provided throughout the playbook came from
the expert content marketing vendors at Junta42.  The Latest Content Marketing Articles from Junta42
 How to Attract and Retain Customers with Content (free white paper)
The Seven Ways to Gain Trust with Savvy Customers (free eBook)
About Hanley Wood Marketing


 Find and Share Content – Join the Junta42 Community

In this age of multiplying media and fragmenting attention, marketers need Need Help Getting Started?
something unique to differentiate their brands and spark audience engage- If you are “just not there yet” with content market-
ment. That something is content. Hanley Wood Marketing is an experienced ing, or your executive team doesn’t quite believe in the
and versatile branded content firm. Contact us. We’ll help you add strategic, power of content as a part of your marketing program -
measurably effective content marketing to your playbook. then get the book Get Content Get Customers.
Called THE content marketing handbook, Get Content
Get Customers will clearly show you (with examples)
About Junta42 why publishing is the new marketing.
Click here for a free excerpt.

Feel free to republish excerpts from this report, as long as you link back to
Besides putting together cool little content marketing projects such as the Con- http://www.contentplaybook.com or http://www.junta42.com for attribution.
tent Marketing Playbook, Junta42 is the “eHarmony for Content Marketing”
- we match your company’s content project with pre-qualified, turnkey content And it’s also okay to share this report in its entirety with anyone you think
marketing experts. Junta42 is a free service - so try it and let us know what might be interested. In fact, we’d be delighted.
you think. See who’s using Junta42.
Copyright © 2009 Z Squared Media LLC. Some rights reserved.
“Junta42” and “Content Marketing Playbook” are trademarks of Z Squared Media LLC.

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