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How to Launch a Content-First Business (Content Inc.) -- Content Marketing Institute

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In the future, thousands of businesses from around the globe will leverage a content first go-to-market strategy. What does this mean? It means that entrepreneurs in companies of all sizes are developing content brands and building audiences first, and then developing products to sell much, much later in the process. Having a singular focus on audience gives these businesses the best understanding of what products ultimately make the most sense to sell. In this presentation, Joe Pulizzi, Founder of Content Marketing Institute and Author of the new book Content Inc., details how many of today’s most successful businesses started, and how they have become some of the fastest growing businesses on the planet. Better yet, this presentation breaks down what you can learn from these companies, and how you can use these strategies to grow your business.

Presentation by:
Joe Pulizzi – Founder, Content Marketing Institute / Author, Epic Content Marketing

This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

Published in: Marketing
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How to Launch a Content-First Business (Content Inc.) -- Content Marketing Institute

  1. 1. THE CONTENT INC. MODEL How to Launch a Content-First Business Joe Pulizzi Founder, Content Marketing Institute
  2. 2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
  3. 3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
  4. 4. @JoePulizzi@JoePulizzi
  5. 5. @JoePulizzi
  6. 6. @JoePulizzi
  7. 7. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
  8. 8. @JoePulizzi
  9. 9. 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  10. 10. CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  11. 11. billboard.com
  12. 12. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  13. 13. BACKYARD POULTRY TEACHING
  14. 14. CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World Chief Content Officer Education, Training, Advisory @JoePulizzi
  15. 15. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  16. 16. BACKYARD POULTRY TEACHING I AM ALONE
  17. 17. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  18. 18. @JoePulizzi
  19. 19. THE CONTENT INC. MODEL @JoePulizzi
  20. 20. THE CONTENT INC. MODEL @JoePulizzi
  21. 21. SWEET SPOT K N O W L E D G E / S K I L L PA S S I O N / C U S T O M E R PA I N P O I N T @JoePulizzi
  22. 22. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  23. 23. FARMERS AGRICULTURE / TECH 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
  24. 24. The Furrow By John Deere CASE STUDY @JoePulizzi
  25. 25. THE CONTENT INC. MODEL @JoePulizzi
  26. 26. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
  27. 27. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  28. 28. AUDIENCE F O O D S C I E N T I S T E D U C AT I O N IMPOSSIBLE FOOD CREATIONS CONTENT TILT @JoePulizzi
  29. 29. WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT? @JoePulizzi
  30. 30. CREATE A CONTENT MARKETING MISSION STATEMENT
  31. 31. @JoePulizzi Home Made Simple CASE STUDY @JoePulizzi
  32. 32. Home Made Simple CASE STUDY @JoePulizzi
  33. 33. Indium Corp. Blogs CASE STUDY @JoePulizzi
  34. 34. Indium Corporation CASE STUDY @JoePulizzi
  35. 35. CASE STUDY @JoePulizzi
  36. 36. 1. CORE TARGET AUDIENCE 2. WHAT WILL BE DELIVERED 3. THE OUTCOME FOR THE AUDIENCE “Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.” @JoePulizzi
  37. 37. CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN @JoePulizzi
  38. 38. THE CONTENT INC. MODEL @JoePulizzi
  39. 39. WAIT FOR IT… LOADING
  40. 40. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  41. 41. Copyblogger CASE STUDY @JoePulizzi
  42. 42. Jyske Bank CASE STUDY @JoePulizzi
  43. 43. • 5 Million Subscribers on YouTube • Billion+ Views • Built Million+ Dollar Company with No Resources @JoePulizzi
  44. 44. ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS) @JoePulizzi
  45. 45. THE CONTENT INC. MODEL @JoePulizzi
  46. 46. Facebook CASE STUDY @JoePulizzi
  47. 47. Google+ CASE STUDY @JoePulizzi
  48. 48. FOCUS ON SUBSCRIBERS AS A KEY METRIC @JoePulizzi
  49. 49. Copyblogger CASE STUDY @JoePulizzi
  50. 50. thinkMoney CASE STUDY @JoePulizzi
  51. 51. YAY! BOO! @JoePulizzi
  52. 52. @JoePulizzi
  53. 53. MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.) @JoePulizzi
  54. 54. THE CONTENT INC. MODEL @JoePulizzi
  55. 55. BLOG BOOK PUBLIC SPEAKING DIGITAL PRINT IN-PERSON @JoePulizzi
  56. 56. RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS @JoePulizzi
  57. 57. @JoePulizzi
  58. 58. DIVERSIFICATION 2005: BLOG 2010: BOOKS 2011: PINTEREST @JoePulizzi
  59. 59. @JoePulizzi
  60. 60. VS BUILD BUY @JoePulizzi
  61. 61. JPG Magazine Adorama CASE STUDY @JoePulizzi
  62. 62. THE CONTENT INC. MODEL @JoePulizzi
  63. 63. WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T? @JoePulizzi
  64. 64. MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions ??? @JoePulizzi
  65. 65. @JoePulizzi
  66. 66. @JoePulizzi
  67. 67. @JoePulizzi
  68. 68. CREATE THE PLAN… BUT FOCUS EVERYTHING ON BUILDING AN AUDIENCE. @JoePulizzi
  69. 69. YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE @JoePulizzi
  70. 70. BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE! @JoePulizzi
  71. 71. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  72. 72. 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 into the “rule of three” • What do your subscribers do differently? • Audience first, products second • BE PATIENT!!! @JoePulizzi
  73. 73. @JoePulizzi@JoePulizzi
  74. 74. 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
  75. 75. THANK YOU! @JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by @JoePulizzi

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