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Content Inc. - A Working Content Marketing Model #AMANashville

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Content Inc. - A Working Content Marketing Model #AMANashville

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Presentation given by Joe Pulizzi at American Marketing Association Nashville, where he breaks down the six steps to creating and executing a working content marketing strategy.

Presentation given by Joe Pulizzi at American Marketing Association Nashville, where he breaks down the six steps to creating and executing a working content marketing strategy.

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Content Inc. - A Working Content Marketing Model #AMANashville

  1. Content Inc. A Model that Works Joe Pulizzi Founder, Content Marketing Institute (A UBM Company)
  2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
  3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
  4. ONE @JoePulizzi@JoePulizzi
  5. @JoePulizzi
  6. @JoePulizzi
  7. JEFF ROHRS CHANNELS SLIDE EXAMPLE Courtesy Jeff Rohrs
  8. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
  9. 30%SUCCESS RATE
  10. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  11. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  12. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT - THE CONTENT BRAND
  13. @JoePulizzi
  14. THE CONTENT INC. MODEL @JoePulizzi
  15. THE CONTENT INC. MODEL @JoePulizzi
  16. 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
  17. The Furrow By John Deere CASE STUDY
  18. 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
  19. THE CONTENT INC. MODEL @JoePulizzi
  20. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers March, 2017 @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. ONE SUCCESSFUL MEDIA MODEL FOR LAST 100 YEARS
  32. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  33. CASE STUDY @JoePulizzi Copyblogger
  34. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  35. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  36. THE CONTENT INC. MODEL @JoePulizzi
  37. Facebook CASE STUDY @JoePulizzi
  38. Google+ CASE STUDY @JoePulizzi
  39. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  40. CASE STUDY @JoePulizzi Copyblogger
  41. CASE STUDY @JoePulizzi thinkMoney
  42. @JoePulizzi YAY! BOO!
  43. @JoePulizzi
  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. THE CONTENT INC. MODEL @JoePulizzi
  49. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  50. @JoePulizzi
  51. The Furrow By John Deere @JoePulizzi
  52. @JoePulizzi
  53. @JoePulizzi
  54. @JoePulizzi
  55. • ARROW’S SLIDES
  56. @JoePulizzi CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE
  57. @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 building the audience • What do your subscribers do differently? • Be patient and diversify revenues
  58. @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
  59. ONE @JoePulizzi@JoePulizzi
  60. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com

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