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
- 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
- 8. @JoePulizzi
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- 11. @JoePulizzi
- 13. @JoePulizzi Pivot to a Media Business Model
- 16. @JoePulizzi
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- 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
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- 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
- 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
- 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
- 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
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- 57. @JoePulizzi Guest Appearances are Critical • Last five years – over 400 different guest posts, interviews or webinars
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- 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
- 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
Editor's Notes
- And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.