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CONTENT MARKETING
The Approach and Opportunity
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
CMI teaches marketers how to effectively
own their media channels to attract and
retain customers
CONTENT MARKETING INSTIT...
@JoePulizzi
@JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
@JoePulizzi |
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own ...
@JoePulizzi |
Content Marketing
The content is closely related to what
you sell – you are educating people so
that they kn...
90% OF BUSINESSES USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
CONTENT MARKETING
AS PROFIT CENTER
@JoePulizzi
CONTENT MARKETING
AS PROFIT CENTER
@JoePulizzi
@JoePulizzi
30%
30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
@JoePulizzi |
Effective
Content Marketers
Ineffective
Content Marketers
Closely
Follow
The
Strategy
CRITICAL:
→ Documented Content
Marketing Strategy
→ Follow It Consistently
BUDGET
→ Effective = 37%
→ Ineffective = 16%
BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers
Plan on Spending
More Next Year
THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
THE CONTENT BRAND
@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
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 A NUMBER OF NICHES.
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 Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
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A full #contentmarketing presentation on what content marketing is, why organizations decide to take a content marketing approach, some research behind content marketing success rates, and six steps on how to build a content marketing platform.

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Content Marketing: The Approach and Opportunity

  1. CONTENT MARKETING The Approach and Opportunity Joe Pulizzi Founder, Content Marketing Institute
  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. CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World September 6-9, 2016 Chief Content Officer Education, Training, Advisory @JoePulizzi
  6. @JoePulizzi
  7. @JoePulizzi
  8. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  9. @JoePulizzi | Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences.
  10. @JoePulizzi | Content Marketing The content is closely related to what you sell – you are educating people so that they know, like and trust you enough to buy from you. BUILDING ASSETS
  11. 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  12. @JoePulizzi |
  13. @JoePulizzi |
  14. @JoePulizzi |
  15. @JoePulizzi |
  16. @JoePulizzi |
  17. CONTENT MARKETING AS PROFIT CENTER @JoePulizzi
  18. CONTENT MARKETING AS PROFIT CENTER @JoePulizzi
  19. @JoePulizzi
  20. 30%
  21. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  22. @JoePulizzi |
  23. Effective Content Marketers Ineffective Content Marketers
  24. Closely Follow The Strategy
  25. CRITICAL: → Documented Content Marketing Strategy → Follow It Consistently
  26. BUDGET → Effective = 37% → Ineffective = 16%
  27. BUDGET → Effective = 37% → Ineffective = 16% All Content Marketers Plan on Spending More Next Year
  28. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  29. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT THE CONTENT BRAND
  30. @JoePulizzi
  31. THE CONTENT INC. MODEL @JoePulizzi
  32. THE CONTENT INC. MODEL @JoePulizzi
  33. 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
  34. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  35. 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
  36. The Furrow By John Deere CASE STUDY
  37. THE CONTENT INC. MODEL @JoePulizzi
  38. 100 YouTube Subscribers January, 2012 ANN REARDON 2.5 Million Subscribers April, 2016 @JoePulizzi
  39. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  40. 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
  41. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  42. CREATE A CONTENT MARKETING MISSION STATEMENT
  43. Indium Corp. Blogs CASE STUDY @JoePulizzi
  44. Indium Corporation CASE STUDY @JoePulizzi
  45. CASE STUDY @JoePulizzi
  46. 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.”
  47. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  48. THE CONTENT INC. MODEL @JoePulizzi
  49. WAIT FOR IT… LOADING
  50. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  51. CASE STUDY @JoePulizzi Copyblogger
  52. CASE STUDY @JoePulizzi CMO.com
  53. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  54. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  55. THE CONTENT INC. MODEL @JoePulizzi
  56. Facebook CASE STUDY @JoePulizzi
  57. Google+ CASE STUDY @JoePulizzi
  58. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  59. CASE STUDY @JoePulizzi Copyblogger
  60. CASE STUDY @JoePulizzi thinkMoney
  61. @JoePulizzi YAY! BOO!
  62. @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
  66. @JoePulizzi
  67. @JoePulizzi DIVERSIFICATION
  68. THE CONTENT INC. MODEL @JoePulizzi
  69. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  70. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
  71. The Furrow By John Deere @JoePulizzi
  72. @JoePulizzi
  73. @JoePulizzi
  74. @JoePulizzi
  75. @JoePulizzi
  76. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  77. @JoePulizzi BE THE LEADING EXPERT IN A NUMBER OF NICHES. A LOYAL AUDIENCE LEADS TO REVENUE!
  78. @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!!!
  79. ONE @JoePulizzi@JoePulizzi
  80. @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
  81. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by
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A full #contentmarketing presentation on what content marketing is, why organizations decide to take a content marketing approach, some research behind content marketing success rates, and six steps on how to build a content marketing platform.

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