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6 Steps to Developing a Content-First Marketing Strategy

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Does your content impact the bottom line?

If your content doesn’t provide value, your target audience won’t buy.

In this webinar, Content Marketing Institute founder Joe Pulizzi will discuss how to develop content that builds an audience, influences customers and drives sales.

Joe will show you how to:

-Develop a “content-first” business model in six steps
- Attract a loyal audience by creating valuable content
- Convert followers and subscribers into customers
- Deliver impactful communication through paid, earned,
shared and owned media

Published in: Marketing
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6 Steps to Developing a Content-First Marketing Strategy

  1. 1. 6 Steps to Developing a Content-First Marketing Strategy
  2. 2. Today’s Participation 2 • During today’s webinar, attendees will be in listen- only mode. • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions: Q&A addressed at the end of today’s webinar. #CISIONWebinar
  3. 3. CONTENT INC. 6 Steps to Developing a Content-First Marketing Strategy Joe Pulizzi Founder, Content Marketing Institute
  4. 4. ONE @JoePulizzi@JoePulizzi
  5. 5. @JoePulizzi
  6. 6. @JoePulizzi
  7. 7. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  8. 8. 90% USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  9. 9. 30%
  10. 10. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  11. 11. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  12. 12. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT Source: Gini Dietrich/Spin
  13. 13. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  14. 14. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  15. 15. @JoePulizzi
  16. 16. THE CONTENT INC. MODEL @JoePulizzi
  17. 17. THE CONTENT INC. MODEL @JoePulizzi
  18. 18. SWEET SPOT K N OW L E D G E / S K I L L PA S S I O N / C U S TO M E R PA I N P O I N T @JoePulizzi
  19. 19. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  20. 20. FARMERS A G R I C U LT U R E / T E C H O P E R AT I O N A L C H A L L E N G E S O N A FA R M @JoePulizzi
  21. 21. The Furrow By John Deere CASE STUDY
  22. 22. THE CONTENT INC. MODEL @JoePulizzi
  23. 23. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
  24. 24. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  25. 25. AUDIENCE F O O D S C I E N T I S T E D U C AT I O N @JoePulizzi I M P O S S I B L E F O O D C R E AT I O N S CONTENT TILT
  26. 26. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  27. 27. CREATE A CONTENT MARKETING MISSION STATEMENT
  28. 28. Indium Corp. Blogs CASE STUDY @JoePulizzi
  29. 29. Indium Corporation CASE STUDY @JoePulizzi
  30. 30. CASE STUDY @JoePulizzi
  31. 31. 1. CORE TARGET AUDIENCE 2. WHAT WILL BE DELIVERED 3. THE OUTCOME FOR THE AUDIENCE @JoePulizzi “Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.”
  32. 32. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  33. 33. THE CONTENT INC. MODEL @JoePulizzi
  34. 34. WAIT FOR IT… LOADING
  35. 35. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  36. 36. CASE STUDY @JoePulizzi Copyblogger
  37. 37. Jyske Bank CASE STUDY @JoePulizzi
  38. 38. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  39. 39. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  40. 40. THE CONTENT INC. MODEL @JoePulizzi
  41. 41. Facebook CASE STUDY @JoePulizzi
  42. 42. Google+ CASE STUDY @JoePulizzi
  43. 43. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  44. 44. CASE STUDY @JoePulizzi Copyblogger
  45. 45. CASE STUDY @JoePulizzi thinkMoney
  46. 46. @JoePulizzi YAY! BOO!
  47. 47. @JoePulizzi
  48. 48. @JoePulizzi MUST HAVES Amazing E- Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  49. 49. THE CONTENT INC. MODEL @JoePulizzi
  50. 50. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
  51. 51. @JoePulizzi
  52. 52. @JoePulizzi DIVERSIFICATION
  53. 53. THE CONTENT INC. MODEL @JoePulizzi
  54. 54. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  55. 55. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
  56. 56. @JoePulizzi
  57. 57. @JoePulizzi
  58. 58. @JoePulizzi
  59. 59. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  60. 60. @JoePulizzi TAKEAWAYS • Find a niche where you can be the leading expert in the world • Develop your content mission • Focus on content type, platform and deliver consistently • Don’t build your house on rented land • Build an audience of opt-in subscribers • Need an amazing E-Newsletter and remarkable download • Diversify after the base is built. • What do your subscribers do differently? • All eyes on building the audience. • Be Patient – speed the cycle through paid content.
  61. 61. @JoePulizzi TAKEAWAYS• Set Your Goals for Sales, Savings or Sunshine • Why Are You Using Each Channel? • Focus On the Reader’s Outcome • Create the Content Mission Statement • One Content Type, One Main Channel Per Audience • Need an amazing E-Newsletter and remarkable download • Don’t Build Your House on Rented Land • What do your subscribers do differently? • Think About Buying vs. Building • BE PATIENT!!! TheStoryofContent.com
  62. 62. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by
  63. 63. Questions & Answers 82 Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
  64. 64. Thank You for Attending! About Cision Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents: 83 100,000+ CUSTOMERS @Cision OFFICES IN: Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China

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