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@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. Subscribe...
@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. Crowd...
@JoePulizzi briancromer.com
@JoePulizzi
Content Sources
1. Physical Events
2. Print Magazine
3. Webinars (2 per month)
4. Weekly eNewsletter
5. Daily ...
@JoePulizzi
Content Sources
1. Physical Events
2. Print Magazine
3. Webinars (2 per month)
4. Weekly eNewsletter
5. Daily ...
@JoePulizzi
Content Velocity
@JoePulizzi
Content Velocity
1. Bigger Events – 2x/yr
2. Workshops – 4x/yr
3. Chief Content Officer magazine – 6x/yr
4. We...
@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 = I...
@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 ...
@JoePulizzi
Extended Content Staff
1. Michele Linn (Content Director)
2. Jodi Harris (Managing Editor)
3. Proofreader
4. S...
@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 s...
@JoePulizzi
@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com
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The Secrets to Building a Dominant Media Property - Confab MN Central 2014

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Joe Pulizzi's presentation on how the Content Marketing Institute evolved and built it's media platform into the leading training and education destination for content marketing. Includes the editorial mission statement, leveraging collaborative publishing, a defined influencer strategy and focusing on the revenue goals.

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The Secrets to Building a Dominant Media Property - Confab MN Central 2014

  1. @JoePulizzi JOE PULIZZI’S PRESENTATION: The Secrets to Building a Dominant Media Property
  2. @JoePulizzi There Is One Key to a Successful Presentation
  3. @JoePulizzi 3 Image courtesy of Pooky Poetry
  4. @JoePulizzi
  5. @JoePulizzi Disclaimer
  6. @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
  7. @JoePulizzi History (Short Version)
  8. @JoePulizzi
  9. @JoePulizzi
  10. @JoePulizzi
  11. @JoePulizzi
  12. @JoePulizzi $250k revenues Bleeding Cash
  13. @JoePulizzi Pivot to a Media Business Model
  14. @JoePulizzi Problem “It’s Just Us”
  15. @JoePulizzi Collaborative Publishing
  16. @JoePulizzi
  17. @JoePulizzi
  18. @JoePulizzi
  19. @JoePulizzi $6m revenues 3x Inc 500
  20. @JoePulizzi From Concept to Business Model
  21. @JoePulizzi
  22. @JoePulizzi
  23. @JoePulizzi
  24. @JoePulizzi Your Sweet Spot What You Know What Your Audience Cares About
  25. @JoePulizzi Your Sweet Spot What You Know What Your Audience Cares About $$$$
  26. @JoePulizzi Your Sweet Spot What You Know What Your Audience Cares About $$$$ Leader Expert/ Source In the World???
  27. @JoePulizzi
  28. @JoePulizzi
  29. @JoePulizzi 10% Acceptance
  30. @JoePulizzi
  31. @JoePulizzi
  32. @JoePulizzi Sales Savings Sunshine
  33. @JoePulizzi
  34. @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
  35. @JoePulizzi briancromer.com
  36. @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
  37. @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
  38. @JoePulizzi Content Velocity
  39. @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
  40. @JoePulizzi The Key Metric – Email Subscribers
  41. @JoePulizzi What’s the difference between those who subscribe to my content and those that don’t?
  42. @JoePulizzi
  43. @JoePulizzi
  44. @JoePulizzi #CMWorld Twitter Chats
  45. @JoePulizzi CREATE A WHY FOR EACH CHANNEL
  46. @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
  47. @JoePulizzi
  48. @JoePulizzi Leverage Influencers the Build an Audience
  49. @JoePulizzi
  50. @JoePulizzi Sales Content Marketing Influencer Sharing
  51. @JoePulizzi
  52. @JoePulizzi 52
  53. @JoePulizzi
  54. @JoePulizzi54
  55. @JoePulizzi55
  56. @JoePulizzi The Sharing Economy
  57. @JoePulizzi Guest Appearances are Critical • Last five years – over 400 different guest posts, interviews or webinars
  58. @JoePulizzi
  59. @JoePulizzi
  60. @JoePulizzi Content Performance
  61. @JoePulizzi
  62. @JoePulizzi
  63. @JoePulizzi Staffing
  64. @JoePulizzi Daily Content Staff 1. Michele Linn (Content Director) 2. Jodi Harris (Managing Editor) 3. Proofreader 4. SEO Title Editor
  65. @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
  66. @JoePulizzi Finding Your Graceland
  67. @JoePulizzi
  68. @JoePulizzi 60% Engage in 3+
  69. @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.
  70. @JoePulizzi
  71. @JoePulizzi Joe Pulizzi joe@contentinstitute.com
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Joe Pulizzi's presentation on how the Content Marketing Institute evolved and built it's media platform into the leading training and education destination for content marketing. Includes the editorial mission statement, leveraging collaborative publishing, a defined influencer strategy and focusing on the revenue goals.

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