Content Marketing with Joe Pulizzi and Joel Granoff

While I'm listed as one of the ever-knowledgeable experts on this upcoming Webinar on Content Marketing, I'm really coming to learn something. I hope you will, too.

Joe Pulizzi is the co-author of the book Get Content. Get Customers. He's also the founder and CCO (Chief Content Officer) for Junta42, a site that is all about content and content marketing. Let's just say, he knows content and he's got the community to prove it.

Joel Granoff is the founder of Be Greeted a company that uses one of the most intimate kinds of content you can use to generate leads: chat. This is the online equivalent of having sales people walking your Web site, ready when someone's really close to making a decision. Now, that's content.

Now, put these guys together with yours truly, tell them that they can't use bulleted slides, and what do you get?

A really interesting conversation about the state of the art on content marketing. We call it "Right Content. Right Response." and it's coming to a computer near you on August 26.

We're unscripted and we're going to dig into the nitty-gritty with examples and case studies; you know, stuff you can use.

Get out your hard questions and join the conversation.

August 26, 2008
11:00am Central
Register to attend

What do you do when the Traffic starts coming?

Like some bad Verizon commercial dream, you get a big PR success or your search marketing efforts kick in.

People start coming to your site.

Of course, you've been preparing for this day, but are you ready? How do you know?

Start by voting for the SXSW Panel "What do you do when the traffic starts coming?" I'll bring together luminaries from the world of content marketing, persona development and social media strategy to help you decide which content will engage your visitors and how to present it to your particular audience.

With the advent of search marketing, we've developed a "If they come they will buy" philosophy for Web sites. However, most of the traffic we’re buying is bouncing like a bad email address. This panel of experienced professionals will discuss strategies for creating content that engages and converts our visitors.

Can I get your support?

More Panels

I've also create the SXSW Panel Pimper group on Facebook. Other SXSW panel sponsors are highlighting their panel ideas and I encourage you to vote.

In particular, consider my other panel, The Patterns of Web Marketing.

Every Web site fits into a pattern, and each Web site pattern has a known set of strategies that must be implemented to make a site succeed. In this session we will help you will categorize your Web site and identify the strategies that you must employee to succeed.

See you at the show.

Conversion Science Enters the Common Language

It seems that Conversion Sciences is succeeding in changing the word "conversion" from a metric, e.g. "conversion rate" to a practice and a science.

CreditCards.com has a great domain, but they seem to need a "Web Optimization Specialist."

We're looking for someone who loves the web and loves its measurability to become a Web Optimization Specialist. You'll get to work with web analytics, multivariate testing and conversion science. This is a unique combination of technical, analytical, and marketing expertise.

This comes on the heels of my post about the unfair advantage the Director of Conversion position gave one company.

I'm also pleased that they don't see conversion science as including web analytics and multivariate testing. Conversion science is about understanding your visitors, knowing their stories, and creating content and experience to deliver what they are in need of. Analytics and testing are some of the tools we use.

If you want to join the next wave of demand in your marketing career, apply to CreditCards.com via VentureLoop.

If you're with a company that wants to know what the next key skill set in online marketing will be, call me at Conversion Sciences for a chat.

Ian Clarke Gets It

Ian Clarke, cofounder of Revver and recently defunct Thoof has launched a new project called SenseArray. I can't speak on SenseArray's merits just yet, but they seem to be building on a solid core principle:

The basic idea behind SenseArray is simple: the success of almost any website or service depends on your ability to figure out what your users want, and then give it to them as expeditiously as possible.

You don't need SenseArray to do this on your Web site. That's the role of Personas and Conversion Profiling.

And you can do much with your own CommonSenseArray application that is hosted in your brain.