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How to Generate Direct
Revenue from Your
Marketing Program
Joe Pulizzi
Founder, Content Marketing Institute
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
ONE
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs
2017
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
SUCCESS RATE
STEP 1:
BUILD AN AUDIENCE
STEP 2:
MONETIZE IT
THE
CONTENT INC.
MODEL
THE
CONTENT INC.
MODEL
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
The Furrow
By John Deere
CASE STUDY
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
THE
CONTENT INC.
MODEL
100 YouTube Subscribers
January, 2012
ANN REARDON
3+ Million Subscribers
September, 2017
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
I M P O S S I B L E F O O D
C R E AT I O N S
CONTENT TILT
CREATE A
CONTENT MARKETING
MISSION STATEMENT
Exxon Mobil Corporation is committed to being
the world's premier petroleum and
petrochemical company. To that end, we must
continuously achieve superior financial and
operating results while simultaneously adhering
to high ethical standards.
Indium Corp.
Blogs
CASE STUDY
Indium
Corporation
CASE STUDY
CASE STUDY
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.”
THE
CONTENT INC.
MODEL
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
CASE STUDY
Copyblogger
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
THE
CONTENT INC.
MODEL
Facebook
CASE STUDY
Google+
CASE STUDY
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
CASE STUDY
Copyblogger
YAY!
BOO!
@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
THE
CONTENT INC.
MODEL
THE
CONTENT INC.
MODEL
MARKETING, FOR NON-
PROFITS, SHOULD BE A SELF-
SUSTAINING PROFIT CENTER
• ARROW’S SLIDES
• Advertising
• Subscriptions
• Content Services
Arrow Revenue Model
@JoePulizzi
The Furrow
By John Deere
CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE
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 after building the audience
• What do your subscribers do differently?
• Diversify Revenue Streams
ONE
The New Book
Killing Marketing by
Joe Pulizzi and Robert Rose
Get the print or audiobook
today at killingmarketing.com

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