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Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center

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Presentation given by Joe Pulizzi at Marketo Marketing Nation Summit, which lays out a content marketing plan to develop a loyal audience and then monetize that audience in up to 10 different ways.

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Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center

  1. RETHINKING MARKETING How CMOs Are Building Media Companies Within Their Marketing Departments 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 #MKTGNATION
  4. ONE @JoePulizzi@JoePulizzi #MKTGNATION
  5. @JoePulizzi #MKTGNATION
  6. @JoePulizzi #MKTGNATION
  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. SUCCESS RATE
  10. • ARROW’S SLIDES
  11. STEP 1: BUILD AN AUDIENCE STEP 2: MONETIZE IT
  12. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION
  13. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION
  14. 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 #MKTGNATION
  15. The Furrow By John Deere CASE STUDY #MKTGNATION
  16. 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 #MKTGNATION
  17. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION
  18. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers March, 2017 @JoePulizzi #MKTGNATION
  19. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  20. 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
  21. CREATE A CONTENT MARKETING MISSION STATEMENT
  22. Indium Corp. Blogs CASE STUDY @JoePulizzi #MKTGNATION
  23. Indium Corporation CASE STUDY @JoePulizzi #MKTGNATION
  24. CASE STUDY @JoePulizzi #MKTGNATION
  25. 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.” #MKTGNATION
  26. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION
  27. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  28. CASE STUDY @JoePulizzi Copyblogger #MKTGNATION
  29. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS) #MKTGNATION
  30. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION
  31. Facebook CASE STUDY @JoePulizzi #MKTGNATION
  32. Google+ CASE STUDY @JoePulizzi #MKTGNATION
  33. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC #MKTGNATION
  34. CASE STUDY @JoePulizzi Copyblogger #MKTGNATION
  35. @JoePulizzi YAY! BOO! #MKTGNATION
  36. @JoePulizzi
  37. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.) #MKTGNATION
  38. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION
  39. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION
  40. MARKETING SHOULD BE A PROFIT CENTER
  41. • Advertising • Subscriptions • Content Services Arrow Revenue Model
  42. • Advertising • Subscriptions • Syndication RBMH Revenue Model
  43. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE #MKTGNATION
  44. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE 2010 Revenues - $75,000 2015 Revenues - $10+ million #MKTGNATION
  45. @JoePulizzi #MKTGNATION
  46. @JoePulizzi #MKTGNATION
  47. @JoePulizzi #MKTGNATION
  48. @JoePulizzi #MKTGNATION
  49. @JoePulizzi
  50. @JoePulizzi
  51. @JoePulizzi
  52. The Furrow By John Deere @JoePulizzi
  53. @JoePulizzi
  54. @JoePulizzi CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE
  55. @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? • Diversify Revenue Streams
  56. @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
  57. ONE @JoePulizzi@JoePulizzi
  58. Thank You! @JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com

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