Content Begets Content

The Insight

Junta42 is an informational resource designed to help businesses of all sizes learn how to create valuable, relevant, and compelling content. The company’s core message is that good content allows companies and brands to bypass traditional media outlets and initiatives in order to communicate directly with their consumers. Although Junta42 was cynical yet curious about the efficacy of public relations, the company didn’t want to overlook PR as a means of attracting attention to its launch. So, CVM set out to prove that PR wasn’t in conflict with its philosophy; in fact, it was yet another avenue through which valuable content could travel and reach consumers. We ultimately achieved this objective and attracted widespread attention to the new resource by integrating the principles of content marketing into our public relations strategy.

Content, Content, Content!

Working side by side with Junta42’s founder Joe Pulizzi, we designed a media outreach strategy that revolved around providing useful content about the ad and media industries to trade reporters. This content came in various formats, including research industry statistics, informational pitches, tip sheets, trend pieces, and how-to pitches. The message was loud and clear: Junta42 was the industry’s go-to informational resource and content marketing tastemakers.

• We all owe Joe Pulizzi a huge debt for crystallizing a concept with a name [‘content marketing’] that is right on the money.
  
  

  — Content Marketing Today

And Public Relations...

We also positioned Pulizzi as the go-to expert in the marketing industry, setting the stage for speaking engagements, bylines, media briefings, profile pieces, and interview opportunities.

Finally, we developed a direct-to-consumer press release program that drove keyword search results back to the site, and created inbound traffic through optimized online searches.

The Results

During our first six months working with Junta42 the company was mentioned over 200 times by various print and online outlets, such as Crain’s Cleveland Business, BtoB magazine, min’s B2B, AdAge.com, Adweek.com, mediabistro.com, and Folio.

Pulizzi has served as a keynote speaker or panelist at a number of industry events, including ABM’s Spring Meeting, Folio: Chicago, Online Marketing Summit, Publishing Executive Conference, and minday ’08. He was also named "Custom Media Innovator" by American Business Media and one of min’s B2B "15 to Watch," aged 35 and younger.