@JoePulizzi
JOE PULIZZI’S PRESENTATION:
The Secrets to Building a
Dominant Media Property
@JoePulizzi
There Is One Key
to a Successful
Presentation
@JoePulizzi
3
Image courtesy of Pooky Poetry
@JoePulizzi
@JoePulizzi
Disclaimer
@JoePulizzi
1. Concept to Business Model
2. Research/Lists/Partnerships as a Kickstart
3. 3 Legs of the Stool
4. Subscribe...
@JoePulizzi
History
(Short Version)
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
$250k revenues
Bleeding Cash
@JoePulizzi
Pivot to a Media
Business Model
@JoePulizzi
Problem
“It’s Just Us”
@JoePulizzi
Collaborative
Publishing
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
$6m revenues
3x Inc 500
@JoePulizzi
From Concept to
Business Model
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Your Sweet Spot
What You Know
What Your Audience
Cares About
@JoePulizzi
Your Sweet Spot
What You Know
What Your Audience
Cares About
$$$$
@JoePulizzi
Your Sweet Spot
What You Know
What Your Audience
Cares About
$$$$
Leader Expert/
Source
In the World???
@JoePulizzi
@JoePulizzi
@JoePulizzi
10% Acceptance
@JoePulizzi
@JoePulizzi
@JoePulizzi
Sales
Savings
Sunshine
@JoePulizzi
@JoePulizzi
Revenue Sources
1. Advertising
2. Subscriptions
3. Premium content
4. Events
5. Cross-media promotion
6. Crowd...
@JoePulizzi briancromer.com
@JoePulizzi
Content Sources
1. Physical Events
2. Print Magazine
3. Webinars (2 per month)
4. Weekly eNewsletter
5. Daily ...
@JoePulizzi
Content Sources
1. Physical Events
2. Print Magazine
3. Webinars (2 per month)
4. Weekly eNewsletter
5. Daily ...
@JoePulizzi
Content Velocity
@JoePulizzi
Content Velocity
1. Bigger Events – 2x/yr
2. Workshops – 4x/yr
3. Chief Content Officer magazine – 6x/yr
4. We...
@JoePulizzi
The Key Metric –
Email Subscribers
@JoePulizzi
What’s the difference
between those who
subscribe to my content
and those that don’t?
@JoePulizzi
@JoePulizzi
@JoePulizzi
#CMWorld Twitter Chats
@JoePulizzi
CREATE A WHY FOR
EACH CHANNEL
@JoePulizzi
Channel Plan
Twitter
- Announcements, News, Recognition = Increased website traffic
- Chats, Conversations = I...
@JoePulizzi
@JoePulizzi
Leverage Influencers the
Build an Audience
@JoePulizzi
@JoePulizzi
Sales
Content
Marketing
Influencer
Sharing
@JoePulizzi
@JoePulizzi 52
@JoePulizzi
@JoePulizzi54
@JoePulizzi55
@JoePulizzi
The Sharing Economy
@JoePulizzi
Guest Appearances are Critical
• Last five years –
over 400
different guest
posts,
interviews or
webinars
@JoePulizzi
@JoePulizzi
@JoePulizzi
Content Performance
@JoePulizzi
@JoePulizzi
@JoePulizzi
Staffing
@JoePulizzi
Daily Content Staff
1. Michele Linn (Content Director)
2. Jodi Harris (Managing Editor)
3. Proofreader
4. SEO ...
@JoePulizzi
Extended Content Staff
1. Michele Linn (Content Director)
2. Jodi Harris (Managing Editor)
3. Proofreader
4. S...
@JoePulizzi
Finding Your Graceland
@JoePulizzi
@JoePulizzi
60% Engage in 3+
@JoePulizzi
1. Find a niche where you can actually be the
leading expert in the world.
2. Make sure there is money being s...
@JoePulizzi
@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com
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The Secrets to Building a Dominant Media Property - Confab MN Central 2014

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Joe Pulizzi's presentation on how the Content Marketing Institute evolved and built it's media platform into the leading training and education destination for content marketing. Includes the editorial mission statement, leveraging collaborative publishing, a defined influencer strategy and focusing on the revenue goals.

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    Kopi Cleng asli Murah, Kopi Cleng Top, Kopi cleng jogja, kopi clengKesehatan Vitalitas Pria Obat Sehat Herbal Special Toko Online ' MENJUAL' kopi Cleng
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  • Myself Goutam Bagchi Executive Consultant Of Questkon Consultancy Service & Business Services .I am an educated person residing at Malda TownMaldah, West Bengal, India .Myself have complete the B.com/LLB Degree and having 27 years Sales & Marketing Experience in FMCG/Pharmaceuticals/OTC/Dairy/Petroleum Coke/Cosmetics Products Sales and Franchisee and Channel Development in Various Company in India. Being The Executive Consultant of Questkon Consultancy Services & Business Services I have develop several Blog, Questkon Consultancy Services Channel on You Tube,and Questkon Consultancy Services & Business Services Channel on You Tube,Member of Various Organization & Community
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  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • The Secrets to Building a Dominant Media Property - Confab MN Central 2014

    1. 1. @JoePulizzi JOE PULIZZI’S PRESENTATION: The Secrets to Building a Dominant Media Property
    2. 2. @JoePulizzi There Is One Key to a Successful Presentation
    3. 3. @JoePulizzi 3 Image courtesy of Pooky Poetry
    4. 4. @JoePulizzi
    5. 5. @JoePulizzi Disclaimer
    6. 6. @JoePulizzi 1. Concept to Business Model 2. Research/Lists/Partnerships as a Kickstart 3. 3 Legs of the Stool 4. Subscribers (not Social Media) 5. Influencer Program 6. Staffing 7. SEO 8. Finding Your Graceland
    7. 7. @JoePulizzi History (Short Version)
    8. 8. @JoePulizzi
    9. 9. @JoePulizzi
    10. 10. @JoePulizzi
    11. 11. @JoePulizzi
    12. 12. @JoePulizzi $250k revenues Bleeding Cash
    13. 13. @JoePulizzi Pivot to a Media Business Model
    14. 14. @JoePulizzi Problem “It’s Just Us”
    15. 15. @JoePulizzi Collaborative Publishing
    16. 16. @JoePulizzi
    17. 17. @JoePulizzi
    18. 18. @JoePulizzi
    19. 19. @JoePulizzi $6m revenues 3x Inc 500
    20. 20. @JoePulizzi From Concept to Business Model
    21. 21. @JoePulizzi
    22. 22. @JoePulizzi
    23. 23. @JoePulizzi
    24. 24. @JoePulizzi Your Sweet Spot What You Know What Your Audience Cares About
    25. 25. @JoePulizzi Your Sweet Spot What You Know What Your Audience Cares About $$$$
    26. 26. @JoePulizzi Your Sweet Spot What You Know What Your Audience Cares About $$$$ Leader Expert/ Source In the World???
    27. 27. @JoePulizzi
    28. 28. @JoePulizzi
    29. 29. @JoePulizzi 10% Acceptance
    30. 30. @JoePulizzi
    31. 31. @JoePulizzi
    32. 32. @JoePulizzi Sales Savings Sunshine
    33. 33. @JoePulizzi
    34. 34. @JoePulizzi Revenue Sources 1. Advertising 2. Subscriptions 3. Premium content 4. Events 5. Cross-media promotion 6. Crowdfunding 7. Micropayments 8. Philanthropy/Donations 9. Product Sales Read more: http://www.politico.com/maga zine/story/2014/05/marc-andreesen- why-im-bullish-on-the-news- 105921.html#ixzz30hjiViXc
    35. 35. @JoePulizzi briancromer.com
    36. 36. @JoePulizzi Content Sources 1. Physical Events 2. Print Magazine 3. Webinars (2 per month) 4. Weekly eNewsletter 5. Daily eNewsletter 6. Research 7. Consulting 8. Podcasts
    37. 37. @JoePulizzi Content Sources 1. Physical Events 2. Print Magazine 3. Webinars (2 per month) 4. Weekly eNewsletter 5. Daily eNewsletter 6. Research 7. Consulting 8. Podcasts
    38. 38. @JoePulizzi Content Velocity
    39. 39. @JoePulizzi Content Velocity 1. Bigger Events – 2x/yr 2. Workshops – 4x/yr 3. Chief Content Officer magazine – 6x/yr 4. Webinars (2 per month) – 24/yr 5. Weekly eNewsletter – 52/yr 6. Daily eNewsletter – 365/yr 7. Research – 1x10 8. Podcasts – 52/yr 9. Training – Every month
    40. 40. @JoePulizzi The Key Metric – Email Subscribers
    41. 41. @JoePulizzi What’s the difference between those who subscribe to my content and those that don’t?
    42. 42. @JoePulizzi
    43. 43. @JoePulizzi
    44. 44. @JoePulizzi #CMWorld Twitter Chats
    45. 45. @JoePulizzi CREATE A WHY FOR EACH CHANNEL
    46. 46. @JoePulizzi Channel Plan Twitter - Announcements, News, Recognition = Increased website traffic - Chats, Conversations = Increased demand gen, build CM community online Instagram - Event photos = tagging people, building audience, getting in event hashtag streams, building community - NEVER PROMOTIONAL. EVER. - Getting to know CMI/photos from JP/RR on the road, photos of team planning sessions SlideShare - Research = thought leadership/expertise, helpful. Goal to drive downloads for lead gen - CCO SlideShares = CCO subscriptions - Fun/Misc SlideShares = brand awareness, demand gen, event registrations – depending on presentation
    47. 47. @JoePulizzi
    48. 48. @JoePulizzi Leverage Influencers the Build an Audience
    49. 49. @JoePulizzi
    50. 50. @JoePulizzi Sales Content Marketing Influencer Sharing
    51. 51. @JoePulizzi
    52. 52. @JoePulizzi 52
    53. 53. @JoePulizzi
    54. 54. @JoePulizzi54
    55. 55. @JoePulizzi55
    56. 56. @JoePulizzi The Sharing Economy
    57. 57. @JoePulizzi Guest Appearances are Critical • Last five years – over 400 different guest posts, interviews or webinars
    58. 58. @JoePulizzi
    59. 59. @JoePulizzi
    60. 60. @JoePulizzi Content Performance
    61. 61. @JoePulizzi
    62. 62. @JoePulizzi
    63. 63. @JoePulizzi Staffing
    64. 64. @JoePulizzi Daily Content Staff 1. Michele Linn (Content Director) 2. Jodi Harris (Managing Editor) 3. Proofreader 4. SEO Title Editor
    65. 65. @JoePulizzi Extended Content Staff 1. Michele Linn (Content Director) 2. Jodi Harris (Managing Editor) 3. Proofreader 4. SEO Title Editor 5. Research Director 6. Magazine Editor 7. Creative Director 8. Project Manager 9. Marketing Director
    66. 66. @JoePulizzi Finding Your Graceland
    67. 67. @JoePulizzi
    68. 68. @JoePulizzi 60% Engage in 3+
    69. 69. @JoePulizzi 1. Find a niche where you can actually be the leading expert in the world. 2. Make sure there is money being spent in that niche, and you understand how you will make money. 3. Focus on Email Subscribers above all else as the key metric. 4. Influencers and partnerships are key (especially if you don’t have money). 5. As you grow, there will be one key revenue activity that becomes your center of gravity.
    70. 70. @JoePulizzi
    71. 71. @JoePulizzi Joe Pulizzi joe@contentinstitute.com
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