Keynote presentation given by Joe Pulizzi at the B2B Marketing Summit in London (June 2016). The presentation covers the rise of content marketing and a six-step process for how B2B companies can dominate a niche and grow a loyal audience.

1. CONTENT INC.
A Proven, Strategic Model for
Successful B2B Content Marketing
Joe Pulizzi
Founder, Content Marketing Institute

2. Interact with this session
go to glsr.it/summit in your browser

3. THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION

4. EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi

5. ONE
@JoePulizzi@JoePulizzi

6. @JoePulizzi

7. @JoePulizzi

9. JEFF ROHRS CHANNELS SLIDE EXAMPLE

10. 60+%

11. Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
@JoePulizzi

13. 90% OF B2B BUSINESSES USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi

14. 30%

15. 30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING

16. THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi

17. FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT

18. @JoePulizzi

19. THE
CONTENT INC.
MODEL
@JoePulizzi

20. THE
CONTENT INC.
MODEL
@JoePulizzi

21. 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

25. SWEET SPOT
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi

26. 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

27. The Furrow
By John Deere
CASE STUDY

28. THE
CONTENT INC.
MODEL
@JoePulizzi

29. 100 YouTube Subscribers
January, 2012
ANN REARDON
2.5 Million Subscribers
April, 2016
@JoePulizzi

31. EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.

34. 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

35. @JoePulizzi
WHAT DO ALL
MEDIA COMPANIES DO
THAT YOU DO NOT
WITH YOUR CONTENT?

36. CREATE A
CONTENT MARKETING
MISSION STATEMENT

37. Indium Corp.
Blogs
CASE STUDY
@JoePulizzi

38. Indium
Corporation
CASE STUDY
@JoePulizzi

39. CASE STUDY
@JoePulizzi

40. 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.”

41. @JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN

42. THE
CONTENT INC.
MODEL
@JoePulizzi

43. WAIT FOR IT…
LOADING

44. (1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE

45. CASE STUDY
@JoePulizzi
Copyblogger

47. CASE STUDY
@JoePulizzi
CMO.com

50. @JoePulizzi
• iTunes Subscribers to
Email Subscribers
• Millions of Downloads
• ZERO to Multi-
Millionaire in 2 Years

51. @JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)

53. THE
CONTENT INC.
MODEL
@JoePulizzi

54. Facebook
CASE STUDY
@JoePulizzi

55. Google+
CASE STUDY
@JoePulizzi

56. @JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC

57. CASE STUDY
@JoePulizzi
Copyblogger

58. CASE STUDY
@JoePulizzi
thinkMoney

59. @JoePulizzi
YAY!
BOO!

60. @JoePulizzi

63. @JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)

64. THE
CONTENT INC.
MODEL
@JoePulizzi

65. @JoePulizzi
RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS

68. @JoePulizzi

72. @JoePulizzi
DIVERSIFICATION

74. THE
CONTENT INC.
MODEL
@JoePulizzi

75. @JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN
THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?

76. @JoePulizzi
MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
Paid Subscriptions
Revenue Ripples

77. The Furrow
By John Deere
@JoePulizzi

78. @JoePulizzi

79. @JoePulizzi

80. @JoePulizzi

81. @JoePulizzi

83. @JoePulizzi
YOU MUST CREATE VALUE
FOR YOUR AUDIENCE
BEFORE
YOU EXTRACT VALUE

84. @JoePulizzi
BE THE LEADING EXPERT
IN YOUR NICHE.
A LOYAL AUDIENCE
LEADS TO REVENUE!

85. @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!!!

86. ONE
@JoePulizzi@JoePulizzi

87. @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

88. THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
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