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A Content First Business for eLearning University

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Presentation by Joe Pulizzi covering how a business can develop a content-first approach to business, and build an audience over time. Joe discusses how to create email subscribers, leverage social media, and shares many case studies.

Published in: Marketing, Business, Social Media
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A Content First Business for eLearning University

  1. CONTENT FIRST! How To Launch a Content-First Business Joe Pulizzi Founder, Content Marketing Institute
  2. ONE @JoePulizzi@JoePulizzi
  3. @JoePulizzi
  4. @JoePulizzi
  5. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  6. 90% USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  7. 30%
  8. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  9. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  10. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  11. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  12. @JoePulizzi
  13. THE CONTENT INC. MODEL @JoePulizzi
  14. THE CONTENT INC. MODEL @JoePulizzi
  15. 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
  16. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  17. 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
  18. The Furrow By John Deere CASE STUDY
  19. THE CONTENT INC. MODEL @JoePulizzi
  20. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
  21. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  22. 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
  23. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  24. CREATE A CONTENT MARKETING MISSION STATEMENT
  25. Indium Corp. Blogs CASE STUDY @JoePulizzi
  26. Indium Corporation CASE STUDY @JoePulizzi
  27. CASE STUDY @JoePulizzi
  28. 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.”
  29. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  30. THE CONTENT INC. MODEL @JoePulizzi
  31. WAIT FOR IT… LOADING
  32. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  33. CASE STUDY @JoePulizzi Copyblogger
  34. Jyske Bank CASE STUDY @JoePulizzi
  35. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  36. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  37. THE CONTENT INC. MODEL @JoePulizzi
  38. Facebook CASE STUDY @JoePulizzi
  39. Google+ CASE STUDY @JoePulizzi
  40. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  41. CASE STUDY @JoePulizzi Copyblogger
  42. CASE STUDY @JoePulizzi thinkMoney
  43. @JoePulizzi YAY! BOO!
  44. @JoePulizzi
  45. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  46. THE CONTENT INC. MODEL @JoePulizzi
  47. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
  48. @JoePulizzi
  49. @JoePulizzi DIVERSIFICATION
  50. THE CONTENT INC. MODEL @JoePulizzi
  51. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  52. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
  53. @JoePulizzi
  54. @JoePulizzi
  55. @JoePulizzi WARSAW, INDIANA
  56. @JoePulizzi HAMILTON, MO
  57. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  58. @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 into the “rule of three” • What do your subscribers do differently? • Audience first • BE PATIENT!!!
  59. @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
  60. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by

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