@JoePulizzi JOE PULIZZI’S PRESENTATION: The
Secrets to Building a Dominant Media Property

@JoePulizzi There Is One Key
to a Successful Presentation

@JoePulizzi 3 Image courtesy of
Pooky Poetry

@JoePulizzi

@JoePulizzi
Disclaimer

@JoePulizzi 1. Concept to Business
Model 2. Research/Lists/Partnerships as a Kickstart 3. 3 Legs of the Stool 4. Subscribers (not Social Media) 5. Influencer Program 6. Staffing 7. SEO 8. Finding Your Graceland

@JoePulizzi
History
(Short Version)

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi
$250k revenues
Bleeding Cash

@JoePulizzi Pivot to a Media
Business Model

@JoePulizzi
Problem
“It’s Just Us”

@JoePulizzi
Collaborative
Publishing

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi $6m revenues 3x Inc
500

@JoePulizzi From Concept to Business
Model

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi Your Sweet Spot What
You Know What Your Audience Cares About

@JoePulizzi Your Sweet Spot What
You Know What Your Audience Cares About $$$$

@JoePulizzi Your Sweet Spot What
You Know What Your Audience Cares About $$$$ Leader Expert/ Source In the World???

@JoePulizzi

@JoePulizzi

@JoePulizzi
10% Acceptance

@JoePulizzi

@JoePulizzi

@JoePulizzi
Sales
Savings
Sunshine

@JoePulizzi

@JoePulizzi Revenue Sources 1. Advertising
2. Subscriptions 3. Premium content 4. Events 5. Cross-media promotion 6. Crowdfunding 7. Micropayments 8. Philanthropy/Donations 9. Product Sales Read more: http://www.politico.com/maga zine/story/2014/05/marc-andreesen- why-im-bullish-on-the-news- 105921.html#ixzz30hjiViXc

@JoePulizzi briancromer.com

@JoePulizzi Content Sources 1. Physical
Events 2. Print Magazine 3. Webinars (2 per month) 4. Weekly eNewsletter 5. Daily eNewsletter 6. Research 7. Consulting 8. Podcasts

@JoePulizzi Content Sources 1. Physical
Events 2. Print Magazine 3. Webinars (2 per month) 4. Weekly eNewsletter 5. Daily eNewsletter 6. Research 7. Consulting 8. Podcasts

@JoePulizzi
Content Velocity

@JoePulizzi Content Velocity 1. Bigger
Events – 2x/yr 2. Workshops – 4x/yr 3. Chief Content Officer magazine – 6x/yr 4. Webinars (2 per month) – 24/yr 5. Weekly eNewsletter – 52/yr 6. Daily eNewsletter – 365/yr 7. Research – 1x10 8. Podcasts – 52/yr 9. Training – Every month

@JoePulizzi The Key Metric –
Email Subscribers

@JoePulizzi What’s the difference between
those who subscribe to my content and those that don’t?

@JoePulizzi

@JoePulizzi

@JoePulizzi
#CMWorld Twitter Chats

@JoePulizzi CREATE A WHY FOR
EACH CHANNEL

@JoePulizzi Channel Plan Twitter -
Announcements, News, Recognition = Increased website traffic - Chats, Conversations = Increased demand gen, build CM community online Instagram - Event photos = tagging people, building audience, getting in event hashtag streams, building community - NEVER PROMOTIONAL. EVER. - Getting to know CMI/photos from JP/RR on the road, photos of team planning sessions SlideShare - Research = thought leadership/expertise, helpful. Goal to drive downloads for lead gen - CCO SlideShares = CCO subscriptions - Fun/Misc SlideShares = brand awareness, demand gen, event registrations – depending on presentation

@JoePulizzi

@JoePulizzi Leverage Influencers the Build
an Audience

@JoePulizzi

@JoePulizzi Sales Content Marketing Influencer
Sharing

@JoePulizzi

@JoePulizzi 52

@JoePulizzi

@JoePulizzi54

@JoePulizzi55

@JoePulizzi
The Sharing Economy

@JoePulizzi Guest Appearances are Critical
• Last five years – over 400 different guest posts, interviews or webinars

@JoePulizzi

@JoePulizzi

@JoePulizzi
Content Performance

@JoePulizzi

@JoePulizzi

@JoePulizzi
Staffing

@JoePulizzi Daily Content Staff 1.
Michele Linn (Content Director) 2. Jodi Harris (Managing Editor) 3. Proofreader 4. SEO Title Editor

@JoePulizzi Extended Content Staff 1.
Michele Linn (Content Director) 2. Jodi Harris (Managing Editor) 3. Proofreader 4. SEO Title Editor 5. Research Director 6. Magazine Editor 7. Creative Director 8. Project Manager 9. Marketing Director

@JoePulizzi
Finding Your Graceland

@JoePulizzi

@JoePulizzi
60% Engage in 3+

@JoePulizzi 1. Find a niche
where you can actually be the leading expert in the world. 2. Make sure there is money being spent in that niche, and you understand how you will make money. 3. Focus on Email Subscribers above all else as the key metric. 4. Influencers and partnerships are key (especially if you don’t have money). 5. As you grow, there will be one key revenue activity that becomes your center of gravity.

@JoePulizzi

@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com