SlideShare a Scribd company logo
@JoePulizzi
JOE PULIZZI’S PRESENTATION:
Epic Content Marketing
Thoughts for the Book Industry
@JoePulizzi
@JoePulizzi
Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain customers.
@JoePulizzi
Content Marketing
Creating and sharing valuable free content to
attract and convert prospects into customers.
The content is closely related to what you sell –
you are educating people so that they know, like
and trust you enough to buy from you.
@JoePulizzi
• I am an author and a publisherAuthor
Publisher
@JoePulizzi
Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan
@JoePulizzi
Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan
You’ve Just
Created an Asset
@JoePulizzi
Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan
You’ve Just
Created an Asset
that Can Be Sold Against
Multiple Times
@JoePulizzi
Content Competition
@JoePulizzi
• Google Trends
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
CM-To-Book
Strategy
@JoePulizzi
• Sample Chapter
Principles to
Epic Content Marketing
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi Webinars
@JoePulizzi
Building
Subscribers
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Stealing Audience
(If You Need One)
@JoePulizzi
Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
The Results
@JoePulizzi
Win/Win for Author & Publisher
• Author sells books (15,000+)
• Over 50,000 additional email subscribers
(organically)
• Publisher increases revenue through sale of
books, sponsorships, sponsored webinars as
well as events around the topic
($4.3 million to $6.5 million in one year).
@JoePulizzi
Final Thoughts
1. Can use this strategy pre-book with
authors or with the mounds of content
you have now.
2. Think about the possibility of building a
platform for each topic or each author.
3. The final behavior is not necessarily
buying the book, but repeat buyers that
funds the growth of multiple products.
@JoePulizzi
Joe Pulizzi - joe@contentinstitute.com
Get a Free Chapter of
Epic Content
Marketing at
http://bitly.com/epic
-chapter
Thank You!

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