SlideShare a Scribd company logo
RETHINKING MARKETING
How CMOs Are Building Media Companies Within
Their Marketing Departments
Joe Pulizzi
Founder, Content Marketing Institute
(A UBM COMPANY)
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi #MKTGNATION
ONE
@JoePulizzi@JoePulizzi #MKTGNATION
@JoePulizzi #MKTGNATION
@JoePulizzi #MKTGNATION
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
@JoePulizzi
SUCCESS RATE
• ARROW’S SLIDES
STEP 1:
BUILD AN AUDIENCE
STEP 2:
MONETIZE IT
THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION
THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION
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 #MKTGNATION
The Furrow
By John Deere
CASE STUDY
#MKTGNATION
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 #MKTGNATION
THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION
100 YouTube Subscribers
January, 2012
ANN REARDON
3+ Million Subscribers
March, 2017
@JoePulizzi #MKTGNATION
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
CREATE A
CONTENT MARKETING
MISSION STATEMENT
Indium Corp.
Blogs
CASE STUDY
@JoePulizzi #MKTGNATION
Indium
Corporation
CASE STUDY
@JoePulizzi #MKTGNATION
CASE STUDY
@JoePulizzi #MKTGNATION
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.”
#MKTGNATION
THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
CASE STUDY
@JoePulizzi
Copyblogger
#MKTGNATION
@JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
#MKTGNATION
THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION
Facebook
CASE STUDY
@JoePulizzi #MKTGNATION
Google+
CASE STUDY
@JoePulizzi #MKTGNATION
@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
#MKTGNATION
CASE STUDY
@JoePulizzi
Copyblogger
#MKTGNATION
@JoePulizzi
YAY!
BOO!
#MKTGNATION
@JoePulizzi
@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
#MKTGNATION
THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION
THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION
MARKETING SHOULD BE A
PROFIT CENTER
• Advertising
• Subscriptions
• Content Services
Arrow Revenue Model
• Advertising
• Subscriptions
• Syndication
RBMH Revenue Model
@JoePulizzi
UNDER THE HOOD:
CONTENT MARKETING INSTITUTE
#MKTGNATION
@JoePulizzi
UNDER THE HOOD:
CONTENT MARKETING INSTITUTE
2010 Revenues - $75,000
2015 Revenues - $10+ million
#MKTGNATION
@JoePulizzi #MKTGNATION
@JoePulizzi #MKTGNATION
@JoePulizzi #MKTGNATION
@JoePulizzi #MKTGNATION
@JoePulizzi
@JoePulizzi
@JoePulizzi
The Furrow
By John Deere
@JoePulizzi
@JoePulizzi
@JoePulizzi
CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE
@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 after building the audience
• What do your subscribers do differently?
• Diversify Revenue Streams
@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
ONE
@JoePulizzi@JoePulizzi
Thank You!
@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com

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Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center

Editor's Notes

  1. Update with new cover from visual brand deck.
  2. Update with new cover from visual brand deck.