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@JoePulizzi
Six Steps
To Creating a Content Marketing Strategy
ThatJust Won’t Quit
6 Steps to Creating
a Content
Marketing...
@JoePulizzi@JoePulizzi |
@JoePulizzi
2 of 3 Marketers
@JoePulizzi
MY STORY
@JoePulizzi
@JoePulizzi
Was I alone?
@JoePulizzi
@JoePulizzi
@JoePulizzi
First, build an audience.
Then, monetize it.
@JoePulizzi
1. Sweet Spot
2. Content Tilt
3. Building the Base
4. Harvesting Audience
5. Diversification
6. Monetization
@JoePulizzi
The Sweet Spot
@JoePulizzi
Knowledge or Skill Passion
Sweet Spot
@JoePulizzi
Knowledge or Skill
Customer
Pain Point
Alternative Sweet Spot
@JoePulizzi Columbia Missourian
@JoePulizzi
@JoePulizzi
@JoePulizzi
Backyard Poultry Teaching
Sweet Spot
@JoePulizzi
The Content Tilt
@JoePulizzi
Ann Reardon
100 YouTube Subscribers
In January, 2012
@JoePulizzi
@JoePulizzi
Food Scientist Education
@JoePulizzi
@JoePulizzi
More examples here
@JoePulizzi
@JoePulizzi
Food Scientist Education
Impossible
Food Creations Content Tilt
@JoePulizzi
Everyone stops at the sweet spot…
Hardly anyone “tilts” the content.
@JoePulizzi
• Google Trends
@JoePulizzi
@JoePulizzi
@JoePulizzi@JoePulizzi |
What do all media
companies do that you
do not with your
content?
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
Create Your Mission
Statement:
- Defined Audience
- Deliver
- Outcome
@JoePulizzi
Building the Base
@JoePulizzi
One Content Type
One Main Platform
Consistent Delivery
Long Period of Time
The Base
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
One Content Type
+ One Platform
+ Time
@JoePulizzi
Harvesting Audience
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi
Diversification
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi
Monetization
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Create the plan…
but focus everything
on building an audience.
@JoePulizzi
@JoePulizzi
1. Sweet Spot
2. Content Tilt
3. Building the Base
4. Harvesting Audience
5. Diversification
6. Monetization
@JoePulizzi
82
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6 Steps to Creating a Content Marketing Strategy - #SMMW15

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Presentation given by Joe Pulizzi at Social Media Marketing World 2015 on how to develop a content marketing strategy. Includes creating the Sweet Spot, the Content Tilt, Building the Base, Harvesting Audience, Diversification and Monetization. #SMMW15

Published in: Marketing, Business

6 Steps to Creating a Content Marketing Strategy - #SMMW15

  1. @JoePulizzi Six Steps To Creating a Content Marketing Strategy ThatJust Won’t Quit 6 Steps to Creating a Content Marketing Strategy Joe Pulizzi @JoePulizzi Content Marketing Institute
  2. @JoePulizzi@JoePulizzi |
  3. @JoePulizzi 2 of 3 Marketers
  4. @JoePulizzi MY STORY
  5. @JoePulizzi
  6. @JoePulizzi Was I alone?
  7. @JoePulizzi
  8. @JoePulizzi
  9. @JoePulizzi First, build an audience. Then, monetize it.
  10. @JoePulizzi 1. Sweet Spot 2. Content Tilt 3. Building the Base 4. Harvesting Audience 5. Diversification 6. Monetization
  11. @JoePulizzi The Sweet Spot
  12. @JoePulizzi Knowledge or Skill Passion Sweet Spot
  13. @JoePulizzi Knowledge or Skill Customer Pain Point Alternative Sweet Spot
  14. @JoePulizzi Columbia Missourian
  15. @JoePulizzi
  16. @JoePulizzi
  17. @JoePulizzi Backyard Poultry Teaching Sweet Spot
  18. @JoePulizzi The Content Tilt
  19. @JoePulizzi Ann Reardon 100 YouTube Subscribers In January, 2012
  20. @JoePulizzi
  21. @JoePulizzi Food Scientist Education
  22. @JoePulizzi
  23. @JoePulizzi More examples here
  24. @JoePulizzi
  25. @JoePulizzi Food Scientist Education Impossible Food Creations Content Tilt
  26. @JoePulizzi Everyone stops at the sweet spot… Hardly anyone “tilts” the content.
  27. @JoePulizzi • Google Trends
  28. @JoePulizzi
  29. @JoePulizzi
  30. @JoePulizzi@JoePulizzi | What do all media companies do that you do not with your content?
  31. @JoePulizzi
  32. @JoePulizzi@JoePulizzi |
  33. @JoePulizzi
  34. @JoePulizzi@JoePulizzi |
  35. @JoePulizzi@JoePulizzi |
  36. @JoePulizzi@JoePulizzi |
  37. @JoePulizzi@JoePulizzi | Create Your Mission Statement: - Defined Audience - Deliver - Outcome
  38. @JoePulizzi Building the Base
  39. @JoePulizzi One Content Type One Main Platform Consistent Delivery Long Period of Time The Base
  40. @JoePulizzi@JoePulizzi |
  41. @JoePulizzi
  42. @JoePulizzi@JoePulizzi |
  43. @JoePulizzi
  44. @JoePulizzi
  45. @JoePulizzi
  46. @JoePulizzi One Content Type + One Platform + Time
  47. @JoePulizzi Harvesting Audience
  48. @JoePulizzi@JoePulizzi |
  49. @JoePulizzi@JoePulizzi |
  50. @JoePulizzi@JoePulizzi |
  51. @JoePulizzi@JoePulizzi |
  52. @JoePulizzi@JoePulizzi |
  53. @JoePulizzi@JoePulizzi |
  54. @JoePulizzi@JoePulizzi |
  55. @JoePulizzi@JoePulizzi |
  56. @JoePulizzi@JoePulizzi |
  57. @JoePulizzi@JoePulizzi |
  58. @JoePulizzi@JoePulizzi |
  59. @JoePulizzi Diversification
  60. @JoePulizzi
  61. @JoePulizzi
  62. @JoePulizzi
  63. @JoePulizzi
  64. @JoePulizzi
  65. @JoePulizzi
  66. @JoePulizzi
  67. @JoePulizzi
  68. @JoePulizzi
  69. @JoePulizzi@JoePulizzi |
  70. @JoePulizzi@JoePulizzi |
  71. @JoePulizzi
  72. @JoePulizzi Monetization
  73. @JoePulizzi@JoePulizzi |
  74. @JoePulizzi
  75. @JoePulizzi
  76. @JoePulizzi
  77. @JoePulizzi
  78. @JoePulizzi Create the plan… but focus everything on building an audience.
  79. @JoePulizzi
  80. @JoePulizzi 1. Sweet Spot 2. Content Tilt 3. Building the Base 4. Harvesting Audience 5. Diversification 6. Monetization
  81. @JoePulizzi
  82. 82

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