How to Launch a Content-First Business (Content Inc.) -- Content Marketing Institute
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The document outlines Joe Pulizzi's model for building a successful content-focused business called "The Content Inc. Model". The key aspects of the model are to find a niche where you can be the leading expert, develop a clear content mission statement focused on a specific audience and outcome, focus on consistently delivering one type of content through one main platform for a long period of time to build an audience of subscribers, and eventually diversify into other content types and platforms while continuing to provide value to the audience first before monetizing. The goal is to use content as a way to build a loyal audience that will eventually lead to various revenue opportunities if the content provides real value to the audience.
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How to Launch a Content-First Business (Content Inc.) -- Content Marketing Institute
- 1. THE CONTENT INC. MODEL How to Launch a Content-First Business Joe Pulizzi Founder, Content Marketing Institute
- 2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
- 3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
- 5. @JoePulizzi
- 6. @JoePulizzi
- 9. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
- 10. @JoePulizzi
- 11. 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
- 13. CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
- 14. billboard.com
- 16. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
- 18. 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
- 19. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
- 20. BACKYARD POULTRY TEACHING I AM ALONE
- 21. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- 22. @JoePulizzi
- 25. SWEET SPOT K N O W L E D G E / S K I L L PA S S I O N / C U S T O M E R PA I N P O I N T @JoePulizzi
- 29. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- 30. FARMERS AGRICULTURE / TECH 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
- 31. The Furrow By John Deere CASE STUDY @JoePulizzi
- 33. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
- 35. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 38. AUDIENCE F O O D S C I E N T I S T E D U C AT I O N IMPOSSIBLE FOOD CREATIONS CONTENT TILT @JoePulizzi
- 42. WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT? @JoePulizzi
- 43. CREATE A CONTENT MARKETING MISSION STATEMENT
- 44. @JoePulizzi Home Made Simple CASE STUDY @JoePulizzi
- 45. Home Made Simple CASE STUDY @JoePulizzi
- 46. Indium Corp. Blogs CASE STUDY @JoePulizzi
- 49. 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.” @JoePulizzi
- 50. CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN @JoePulizzi
- 53. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- 59. • 5 Million Subscribers on YouTube • Billion+ Views • Built Million+ Dollar Company with No Resources @JoePulizzi
- 60. ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS) @JoePulizzi
- 64. FOCUS ON SUBSCRIBERS AS A KEY METRIC @JoePulizzi
- 68. @JoePulizzi
- 71. MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.) @JoePulizzi
- 74. RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS @JoePulizzi
- 77. @JoePulizzi
- 79. DIVERSIFICATION 2005: BLOG 2010: BOOKS 2011: PINTEREST @JoePulizzi
- 80. @JoePulizzi
- 86. WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T? @JoePulizzi
- 87. MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions ??? @JoePulizzi
- 88. @JoePulizzi
- 89. @JoePulizzi
- 90. @JoePulizzi
- 91. CREATE THE PLAN… BUT FOCUS EVERYTHING ON BUILDING AN AUDIENCE. @JoePulizzi
- 92. YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE @JoePulizzi
- 93. BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE! @JoePulizzi
- 94. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- 95. 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!!! @JoePulizzi
- 97. 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
- 98. THANK YOU! @JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by @JoePulizzi
Editor's Notes
- 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.
- The Donald is not at all impressed with this.
- How about this one? Does this one work better for you?