SlideShare a Scribd company logo
@JoePulizzi
KEYNOTE PRESENTATION
EIGHT DEEP THOUGHTS FOR
EDITORS TO CHANGE THE WORLD
Joe Pulizzi
Founder, Content Marketing Institute and Orange Effect Foundation
@JoePulizzi
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
@JoePulizzi
ONE
@JoePulizzi
#1
THE MEDIA MODEL AND THE
MARKETING MODEL ARE THE SAME
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
MEDIA BRAND OR
PRODUCT BRAND?
@JoePulizzi
@JoePulizzi
@JoePulizzi
MEDIA BRAND OR
PRODUCT BRAND?
@JoePulizzi
#2
THINK LIKE A MARKETER
@JoePulizzi
MARKETERS KNOW WHAT LEVERS
BRING IN THE MOST MONEY.
@JoePulizzi
@JoePulizzi
Content
Engine
Profit
Driver
@JoePulizzi
@JoePulizzi
@JoePulizzi
EDITOR’S GOALS:
1. FOLLOW THE MISSION
2. GET AND KEEP SUBSCRIBERS
@JoePulizzi
#3
TRACK SUBSCRIPTIONS
@JoePulizzi
@JoePulizzi
Who Converts the Best?
@JoePulizzi
INSTEAD OF PUBLISH MORE, EDIT
MORE
SPEND MINIMUM 20% ON EDITING
OLD CONTENT
@JoePulizzi
@JoePulizzi
#4
BECOME THE SOCIAL CELEBRITY YOU
WERE CALLED TO BE
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
PICK ONE OR TWO CHANNELS; BE
CONSISTENT; DRIVE VALUE
@JoePulizzi
#5
STEAL AUDIENCE WHENEVER YOU CAN
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
#6
GET SERIOUS ABOUT INFLUENCERS
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
#7
EMAIL, EMAIL, EMAIL
@JoePulizzi
@JoePulizzi
@JoePulizzi@JoePulizzi
@JoePulizzi
YAY!
BOO!
@JoePulizzi
MUST HAVE
A Truly Amazing
E-Newsletter
@JoePulizzi
#8
START EVERY EDITORIAL MEETING WITH
YOUR MISSION
@JoePulizzi
CASE STUDY
EDITORIAL MISSION STATEMENT
@JoePulizzi
1. CORE TARGET
AUDIENCE
2. WHAT WILL BE
DELIVERED
3. THE OUTCOME FOR
THE AUDIENCE
“Welcome to Digital
Photography School – a
website with simple tips
to help digital camera
owners get the most out
of their cameras.”
CONTENT MISSION STATEMENT
@JoePulizzi
1. Is Our Content Truly Unique?
2. Are We Too Broad?
3. Are We Providing Value in Every Piece of
Information?
4. If We Were Gone, Would Anyone Miss
Us?
@JoePulizzi
TAKEAWAYS
• Understand that media and product
brands now communicate using the
same model.
• Become the marketer you were always
meant to be – Follow the $$$.
• Track subscriptions like your life
depends on it.
• Give in to becoming a social media
celebrity.
• Plan to steal audience whenever possible.
• Get serious about integrating influencers
into your editorial plan.
• Email breakfast, lunch and dinner.
• Start every editorial meeting by
reviewing your editorial mission
statement.
@JoePulizzi
@JoePulizzi
JoePulizzi.com/Newsletter
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8 Critical Thoughts for Editors and Content Creators

Editor's Notes

  1. The trails, or additional subscription options, are important. Why?