Junta42 is a content marketing/custom media informational resource designed to help businesses of all sizes learn how to create valuable, relevant and compelling content. Junta42's core message is that good content allows a company to bypass traditional media outlets and communicate directly with the consumer. Junta42 is part of a larger business plan, which includes the launch of Junta42 Match, a revenue-generating custom content marketplace, and a book, Get Content. Get Customers., both of which we were told we would also handle depending on our initial success.

Cynical yet curious about the efficacy of traditional PR, Junta42 did not want to overlook potential means of attracting attention to its launch. Given that background, our challenge was to devise a traditional media outreach strategy for a very non-traditional company, heeding the principles of content marketing in all outreach (i.e. good content draws the interest of your target audience).

Working side by side with Joe Pulizzi, founder of Junta42, 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 statistics, informational pitches, tip sheets, trend pieces and how-to pitches. The assumption was that Junta42 was the industry’s go-to informational resource.

We also positioned Joe Pulizzi as the expert in the content 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 strategy that drove key word search results, driving inbound traffic through optimized online searches.

During our first six months working together, Junta42 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 several 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.

Due to our success with the launch of Junta42, we were also given the Junta42 Match and Get Content. Get Customers. accounts.