Six Steps to Creating a Content Brand - A Content Marketing Formula
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Joe Pulizzi's keynote presentation at PUBCON 2018 entitled "Create a Content Brand and Rule the World." Includes step-by-step instructions: 1) Finding Your Sweet Spot, 2) Identify Your Content Tilt, 3) Build Your Base, 4) Harvest the Audience, 5) Diversify Channels and 6) Monetize and Drive Revenue.
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Six Steps to Creating a Content Brand - A Content Marketing Formula
- 1. #Pubcon @JoePulizzi KEYNOTE PRESENTATION CREATE A CONTENT BRAND AND RULE THE WORLD Joe Pulizzi Founder, Content Marketing Institute and Orange Effect Foundation
- 2. #Pubcon @JoePulizzi THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
- 4. #Pubcon @JoePulizzi In 1976, Fox executives thought Star Wars was going to flop.
- 5. #Pubcon @JoePulizzi Fox Owed George Lucas $1 Million
- 6. #Pubcon @JoePulizzi Movies Make $ By Selling Tickets
- 7. #Pubcon @JoePulizzi $5 BILLION STAR WARS 1977-2015 TICKET SALES
- 8. #Pubcon @JoePulizzi $5 BILLION STAR WARS 1977-2015 $12 BILLION TICKET SALES MERCHANDISING
- 9. #Pubcon @JoePulizzi More than a movie…a content brand
- 10. #Pubcon @JoePulizzi Most content creators do not think big enough…
- 12. #Pubcon @JoePulizzi STEP 1: BUILD AN AUDIENCE WITH A CONTENT BRAND STEP 2: MONETIZE IT TODAY’S AGENDA
- 15. #Pubcon @JoePulizzi SWEET SPOT K N O W L E D G E / S K I L L P A S S I O N / C U S T O M E R P A I N P O I N T
- 16. #Pubcon @JoePulizzi The Furrow By John Deere CASE STUDY
- 17. #Pubcon @JoePulizzi FARMERS A G R I C U L T U R E / T E C H O P E R A T I O N A L C H A L L E N G E S O N A F A R M
- 19. #Pubcon @JoePulizzi 100 YouTube Subscribers January, 2012 ANN REARDON 3.5 Million Subscribers October, 2018
- 21. #Pubcon @JoePulizzi EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 24. #Pubcon @JoePulizzi AUDIENCE F O O D S C I E N T I S T E D U C A T I O N I M P O S S I B L E F O O D C R E A T I O N S CONTENT TILT
- 25. #Pubcon @JoePulizzi CREATE A CONTENT MARKETING MISSION STATEMENT
- 26. #Pubcon @JoePulizzi 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.
- 30. #Pubcon @JoePulizzi 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.”
- 32. #Pubcon @JoePulizzi JEFF ROHRS CHANNELS SLIDE EXAMPLE Courtesy Jeff Rohrs Courtesy: Jeff Rohrs 2018
- 33. #Pubcon @JoePulizzi (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- 37. #Pubcon @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
- 41. #Pubcon @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
- 44. #Pubcon @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
- 59. #Pubcon @JoePulizzi • ARROW’S SLIDES
- 60. #Pubcon @JoePulizzi • Sell More Products • Advertising • Subscriptions • Content Services Arrow Revenue Model
- 79. #Pubcon @JoePulizzi The Furrow By John Deere
- 82. #Pubcon @JoePulizzi CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE
- 83. #Pubcon @JoePulizzi TAKEAWAYS • Find a niche where you can be the leading expert in the world • Develop your content mission • Focus on one 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 • Begin with one revenue option • Diversify revenue streams
- 85. #Pubcon @JoePulizzi Funding speech therapy and technology for children with speech disorders. DONATE YOUR BIRTHDAY! http://bit.ly/OEFPUBCON
Editor's Notes
- In 1976, Fox executives thought Star Wars, the movie, was going to flop.
- These executives owed George Lucas a million dollars, which they didn’t want to pay him…so they negotiated with him. They traded full Star Wars merchandising rights for the $1 million dollars.
- The Fox executives knew that movies made money in one way…and that was selling tickets. That’s it. Merchandising revenues were so ancillary and meaningless. They just saved a million dollars.
- So what happened? Through all the Star Wars movies from 1977-2015, , total ticket sales were $5 billion dollars.
- During that same period, merchandising sales were $12 billion. All going to Mr. George Lucas.
- What if we thought like this regarding our content marketing? Maybe we can do more with marketing than just sell what we always sell.
- What if we thought like this regarding our content marketing? Maybe we can do more with marketing than just sell what we always sell.