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CONTENT INC.
How To Launch a Content-First Business
Joe Pulizzi
Founder, Content Marketing Institute
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi
ONE
@JoePulizzi@JoePulizzi
@JoePulizzi
@JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
@JoePulizzi
80% OF SMBS USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
30%
30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
billboard.com
THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi
BACKYARD POULTRY T EACHI NG
CMI teaches marketers how to effectively
own their media channels to attract and
retain customers
CONTENT MARKETING INSTITUTE
EVENTS MAGAZINE CONSULTATION
Content Marketing World Chief Content Officer Education, Training, Advisory
@JoePulizzi
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
BACKYARD POULTRY T EACHI NG
I AM ALONE
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi
@JoePulizzi
THE
CONTENT INC.
MODEL
@JoePulizzi
THE
CONTENT INC.
MODEL
@JoePulizzi
SWEET SPOT
K N OW L E D G E / S K I L L
PA S S I O N /
C U S TO M E R PA I N P O I N T
@JoePulizzi
SWEET SPOT
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi
FARMERS
A G R I C U LT U R E / T E C H
O P E R AT I O N A L
C H A L L E N G E S
O N A FA R M
@JoePulizzi
The Furrow
By John Deere
CASE STUDY
THE
CONTENT INC.
MODEL
@JoePulizzi
100 YouTube Subscribers
January, 2012
ANN REARDON
2 Million Subscribers
October, 2015
@JoePulizzi
EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.
AUDIENCE F O O D S C I E N T I S T E D U C AT I O N
@JoePulizzi
I M P O S S I B L E F O O D
C R E AT I O N S
CONTENT TILT
@JoePulizzi
WHAT DO ALL
MEDIA COMPANIES DO
THAT YOU DO NOT
WITH YOUR CONTENT?
CREATE A
CONTENT MARKETING
MISSION STATEMENT
Indium Corp.
Blogs
CASE STUDY
@JoePulizzi
Indium
Corporation
CASE STUDY
@JoePulizzi
CASE STUDY
@JoePulizzi
1. CORE TARGET
AUDIENCE
2. WHAT WILL BE
DELIVERED
3. THE OUTCOME FOR
THE AUDIENCE
@JoePulizzi
“Welcome to Digital
Photography School – a
website with simple tips
to help digital camera
owners get the most out
of their cameras.”
@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
THE
CONTENT INC.
MODEL
@JoePulizzi
WAIT FOR IT…
LOADING
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
CASE STUDY
@JoePulizzi
Copyblogger
Jyske Bank
CASE STUDY
@JoePulizzi
@JoePulizzi
• iTunes Subscribers to
Email Subscribers
• Millions of Downloads
• ZERO to Multi-
Millionaire in 2 Years
@JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
THE
CONTENT INC.
MODEL
@JoePulizzi
Facebook
CASE STUDY
@JoePulizzi
Google+
CASE STUDY
@JoePulizzi
@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
CASE STUDY
@JoePulizzi
Copyblogger
CASE STUDY
@JoePulizzi
thinkMoney
@JoePulizzi
YAY!
BOO!
@JoePulizzi
@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
BLOG
BOOK
PUBLIC SPEAKING
DIGITAL
PRINT
IN-PERSON
@JoePulizzi
RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS
@JoePulizzi
@JoePulizzi
DIVERSIFICATION
@JoePulizzi
VS
BUILD BUY
CASE STUDY
@JoePulizzi
JPG Magazine
Adorama
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN
THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
@JoePulizzi
MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
Paid Subscriptions
Revenue Ripples
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
CREATE THE PLAN…
BUT FOCUS EVERYTHING
ON BUILDING AN AUDIENCE.
@JoePulizzi
YOU MUST CREATE VALUE
FOR YOUR AUDIENCE
BEFORE
YOU EXTRACT VALUE
@JoePulizzi
BE THE LEADING EXPERT
IN YOUR NICHE.
A LOYAL AUDIENCE
LEADS TO REVENUE!
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi
@JoePulizzi
TAKEAWAYS
• Find a niche where you can be
the leading expert in the world
• Develop your content mission
• Focus on content type, platform
and deliver consistently
• Don’t build your house on rented land
• Build an audience of opt-in subscribers
• Need an amazing E-Newsletter
and remarkable download
• Diversify into the “rule of three”
• What do your subscribers do differently?
• Audience first, products second
• BE PATIENT!!!
ONE
@JoePulizzi@JoePulizzi
@JoePulizzi
TAKEAWAYS
• Set Your Goals for Sales, Savings or
Sunshine
• Why Are You Using Each Channel?
• Focus On the Reader’s Outcome
• Create the Content Mission Statement
• One Content Type, One Main Channel Per
Audience
• Need an amazing E-Newsletter
and remarkable download
• Don’t Build Your House on Rented Land
• What do your subscribers do differently?
• Think About Buying vs. Building
• BE PATIENT!!!
TheStoryofContent.com
THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
Designed by

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Content Inc - The Six Step Business Model for Startups

Editor's Notes

  1. Again, fast forward to 2015 and we’ve come a long way baby. Content marketing has become to defacto term for attracting and retaining customers with quality, consistent content…and building audiences that know, like and trust us.
  2. The Donald is not at all impressed with this.
  3. How about this one? Does this one work better for you?