CONTENT INC. How To Launch
a Content-First Business Joe Pulizzi Founder, Content Marketing Institute

FIRST, BUILD AN AUDIENCE THEN,
MONETIZE IT

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

@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 Million Subscribers October, 2015 @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 Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.”

@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

Jyske Bank
CASE STUDY
@JoePulizzi

@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 Paid Subscriptions Revenue Ripples

@JoePulizzi

@JoePulizzi

@JoePulizzi

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

@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!!!

@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

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