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.
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
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
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.
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.