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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
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
THANK YOU! @JoePulizzi@JoePulizzi For Book
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THANK YOU! @JoePulizzi@JoePulizzi For Book Content Marketing: The Approach and Opportunity

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THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
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Published in: Business

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