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How to Launch a Content-First Business

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Joe Pulizzi uncovers the six steps to creating a content-first business, as defined from his latest book, Content Inc. Considers ideas such as the content marketing mission statement, how to find your content tilt and your sweet spot, and how to monetize your content.

Published in: Marketing, Business
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How to Launch a Content-First Business

  1. THE CONTENT INC. MODEL How to Launch a Content-First Business 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. @JoePulizzi
  6. @JoePulizzi
  7. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  8. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
  9. 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  10. 30%
  11. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  12. billboard.com
  13. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  14. BACKYARD POULTRY T EACHI NG
  15. CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World Chief Content Officer Education, Training, Advisory @JoePulizzi
  16. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  17. BACKYARD POULTRY T EACHI NG I AM ALONE
  18. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  19. @JoePulizzi
  20. THE CONTENT INC. MODEL @JoePulizzi
  21. THE CONTENT INC. MODEL @JoePulizzi
  22. 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
  23. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  24. 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
  25. The Furrow By John Deere CASE STUDY
  26. THE CONTENT INC. MODEL @JoePulizzi
  27. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
  28. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  29. 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
  30. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  31. CREATE A CONTENT MARKETING MISSION STATEMENT
  32. @JoePulizzi
  33. @JoePulizzi
  34. Indium Corp. Blogs CASE STUDY @JoePulizzi
  35. Indium Corporation CASE STUDY @JoePulizzi
  36. CASE STUDY @JoePulizzi
  37. 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.”
  38. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  39. THE CONTENT INC. MODEL @JoePulizzi
  40. WAIT FOR IT… LOADING
  41. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  42. CASE STUDY @JoePulizzi Copyblogger
  43. Jyske Bank CASE STUDY @JoePulizzi
  44. @JoePulizzi • 5 Million Subscribers on YouTube • Billion+ Views • Built Million+ Dollar Company with No Resources
  45. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  46. THE CONTENT INC. MODEL @JoePulizzi
  47. Facebook CASE STUDY @JoePulizzi
  48. Google+ CASE STUDY @JoePulizzi
  49. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  50. CASE STUDY @JoePulizzi Copyblogger
  51. CASE STUDY @JoePulizzi thinkMoney
  52. @JoePulizzi YAY! BOO!
  53. @JoePulizzi
  54. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  55. THE CONTENT INC. MODEL @JoePulizzi
  56. @JoePulizzi BLOG BOOK PUBLIC SPEAKING DIGITAL PRINT IN-PERSON
  57. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
  58. @JoePulizzi
  59. @JoePulizzi DIVERSIFICATION 2005: BLOG 2010: BOOKS 2011: PINTEREST
  60. @JoePulizzi
  61. @JoePulizzi VS BUILD BUY
  62. CASE STUDY @JoePulizzi JPG Magazine Adorama
  63. THE CONTENT INC. MODEL @JoePulizzi
  64. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  65. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions ???
  66. @JoePulizzi
  67. @JoePulizzi
  68. @JoePulizzi
  69. @JoePulizzi CREATE THE PLAN… BUT FOCUS EVERYTHING ON BUILDING AN AUDIENCE.
  70. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  71. @JoePulizzi BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE!
  72. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  73. @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, products second • BE PATIENT!!!
  74. ONE @JoePulizzi@JoePulizzi
  75. @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
  76. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by

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