Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
CONTENT INC.
6 Steps to Developing a
Content-First Marketing Strategy
Joe Pulizzi
Founder, Content Marketing Institute
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi
ONE
@JoePulizzi@JoePulizzi
@JoePulizzi
@JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing inform...
90% OF BUSINESSES USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
30%
30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
@JoePulizzi
THE
CONTENT INC.
MODEL
@JoePulizzi
THE
CONTENT INC.
MODEL
@JoePulizzi
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
SWEET SPOT
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi
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
The Furrow
By John Deere
CASE STUDY
THE
CONTENT INC.
MODEL
@JoePulizzi
100 YouTube Subscribers
January, 2012
ANN REARDON
2.5 Million Subscribers
April, 2016
@JoePulizzi
EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.
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
@JoePulizzi
WHAT DO ALL
MEDIA COMPANIES DO
THAT YOU DO NOT
WITH YOUR CONTENT?
CREATE A
CONTENT MARKETING
MISSION STATEMENT
Indium Corp.
Blogs
CASE STUDY
@JoePulizzi
Indium
Corporation
CASE STUDY
@JoePulizzi
CASE STUDY
@JoePulizzi
1. CORE TARGET
AUDIENCE
2. WHAT WILL BE
DELIVERED
3. THE OUTCOME FOR
THE AUDIENCE
@JoePulizzi
“Welcome to Digital
Photogra...
@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
THE
CONTENT INC.
MODEL
@JoePulizzi
WAIT FOR IT…
LOADING
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
CASE STUDY
@JoePulizzi
Copyblogger
CASE STUDY
@JoePulizzi
CMO.com
@JoePulizzi
• iTunes Subscribers to
Email Subscribers
• Millions of Downloads
• ZERO to Multi-
Millionaire in 2 Years
@JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
THE
CONTENT INC.
MODEL
@JoePulizzi
Facebook
CASE STUDY
@JoePulizzi
Google+
CASE STUDY
@JoePulizzi
@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
CASE STUDY
@JoePulizzi
Copyblogger
CASE STUDY
@JoePulizzi
thinkMoney
@JoePulizzi
YAY!
BOO!
@JoePulizzi
@JoePulizzi
@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS
@JoePulizzi
@JoePulizzi
DIVERSIFICATION
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN
THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
@JoePulizzi
MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
P...
The Furrow
By John Deere
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
YOU MUST CREATE VALUE
FOR YOUR AUDIENCE
BEFORE
YOU EXTRACT VALUE
@JoePulizzi
BE THE LEADING EXPERT
IN YOUR NICHE.
A LOYAL AUDIENCE
LEADS TO REVENUE!
@JoePulizzi
TAKEAWAYS
• Find a niche where you can be
the leading expert in the world
• Develop your content mission
• Foc...
ONE
@JoePulizzi@JoePulizzi
@JoePulizzi
TAKEAWAYS
• Set Your Goals for Sales, Savings or
Sunshine
• Why Are You Using Each Channel?
• Focus On the Rea...
THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
Designed by
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event
Upcoming SlideShare
Loading in …5
×

Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event

731 views

Published on

DOYO Live is a digital marketing and UX design event that featured Joe Pulizzi, founder of the Content Marketing Institute & Content Marketing World. DOYO featured over 20 hours of content and Joe Pulizzi, the godfather of content marketing was the keynote. DOYO is dedicated to the ongoing education and professional development of marketing, business, sales and design professionals. We do this through our blog (www.doyolive.com), workshops, email newsletter, podcasts, webinars and our annual conference in Youngstown, Ohio.

Published in: Marketing
  • Be the first to comment

Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event

  1. 1. CONTENT INC. 6 Steps to Developing a Content-First Marketing Strategy 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. ONE @JoePulizzi@JoePulizzi
  5. 5. @JoePulizzi
  6. 6. @JoePulizzi
  7. 7. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  8. 8. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
  9. 9. 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  10. 10. 30%
  11. 11. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  12. 12. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  13. 13. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  14. 14. @JoePulizzi
  15. 15. THE CONTENT INC. MODEL @JoePulizzi
  16. 16. THE CONTENT INC. MODEL @JoePulizzi
  17. 17. 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
  18. 18. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  19. 19. 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
  20. 20. The Furrow By John Deere CASE STUDY
  21. 21. THE CONTENT INC. MODEL @JoePulizzi
  22. 22. 100 YouTube Subscribers January, 2012 ANN REARDON 2.5 Million Subscribers April, 2016 @JoePulizzi
  23. 23. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  24. 24. 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
  25. 25. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  26. 26. CREATE A CONTENT MARKETING MISSION STATEMENT
  27. 27. Indium Corp. Blogs CASE STUDY @JoePulizzi
  28. 28. Indium Corporation CASE STUDY @JoePulizzi
  29. 29. CASE STUDY @JoePulizzi
  30. 30. 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.”
  31. 31. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  32. 32. THE CONTENT INC. MODEL @JoePulizzi
  33. 33. WAIT FOR IT… LOADING
  34. 34. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  35. 35. CASE STUDY @JoePulizzi Copyblogger
  36. 36. CASE STUDY @JoePulizzi CMO.com
  37. 37. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  38. 38. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  39. 39. THE CONTENT INC. MODEL @JoePulizzi
  40. 40. Facebook CASE STUDY @JoePulizzi
  41. 41. Google+ CASE STUDY @JoePulizzi
  42. 42. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  43. 43. CASE STUDY @JoePulizzi Copyblogger
  44. 44. CASE STUDY @JoePulizzi thinkMoney
  45. 45. @JoePulizzi YAY! BOO!
  46. 46. @JoePulizzi
  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. The Furrow By John Deere @JoePulizzi
  57. 57. @JoePulizzi
  58. 58. @JoePulizzi
  59. 59. @JoePulizzi
  60. 60. @JoePulizzi
  61. 61. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  62. 62. @JoePulizzi BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE!
  63. 63. @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 • Why do use your channels? • 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? • BE PATIENT!!!
  64. 64. ONE @JoePulizzi@JoePulizzi
  65. 65. @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
  66. 66. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by

×