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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
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
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
P...
@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
• Foc...
@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
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
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The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016

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Here is Joe Pulizzi's Content Inc. presentation specifically designed for the 2016 Content Marketing Master Class tour. Covers the six-step Content Inc model and how to build an audience first, product second strategy.

Published in: Marketing, Business
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The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016

  1. CONTENT INC. How To Launch a Content-First Business Joe Pulizzi Founder, Content Marketing Institute
  2. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  3. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  4. @JoePulizzi
  5. THE CONTENT INC. MODEL @JoePulizzi
  6. THE CONTENT INC. MODEL @JoePulizzi
  7. 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
  8. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  9. 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
  10. The Furrow By John Deere CASE STUDY
  11. THE CONTENT INC. MODEL @JoePulizzi
  12. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
  13. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  14. 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
  15. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  16. CREATE A CONTENT MARKETING MISSION STATEMENT
  17. Indium Corp. Blogs CASE STUDY @JoePulizzi
  18. Indium Corporation CASE STUDY @JoePulizzi
  19. CASE STUDY @JoePulizzi
  20. 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.”
  21. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  22. THE CONTENT INC. MODEL @JoePulizzi
  23. WAIT FOR IT… LOADING
  24. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  25. CASE STUDY @JoePulizzi Copyblogger
  26. Jyske Bank CASE STUDY @JoePulizzi
  27. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  28. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  29. THE CONTENT INC. MODEL @JoePulizzi
  30. Facebook CASE STUDY @JoePulizzi
  31. Google+ CASE STUDY @JoePulizzi
  32. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  33. CASE STUDY @JoePulizzi Copyblogger
  34. CASE STUDY @JoePulizzi thinkMoney
  35. @JoePulizzi YAY! BOO!
  36. @JoePulizzi
  37. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  38. THE CONTENT INC. MODEL @JoePulizzi
  39. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
  40. @JoePulizzi
  41. @JoePulizzi DIVERSIFICATION
  42. THE CONTENT INC. MODEL @JoePulizzi
  43. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  44. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
  45. @JoePulizzi
  46. @JoePulizzi
  47. @JoePulizzi
  48. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  49. @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!!!
  50. @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
  51. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by

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