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@JoePulizzi
JOE PULIZZI’S PRESENTATION:
The Secrets to Building a
Dominant Media Property
@JoePulizzi
There Is One Key
to a Successful
Presentation
@JoePulizzi
3
Image courtesy of Pooky Poetry
@JoePulizzi
@JoePulizzi
Disclaimer
@JoePulizzi
1. Concept to Business Model
2. Research/Lists/Partnerships as a Kickstart
3. 3 Legs of the Stool
4. Subscribers (not Social Media)
5. Influencer Program
6. Staffing
7. SEO
8. Finding Your Graceland
@JoePulizzi
History
(Short Version)
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
$250k revenues
Bleeding Cash
@JoePulizzi
Pivot to a Media
Business Model
@JoePulizzi
Problem
“It’s Just Us”
@JoePulizzi
Collaborative
Publishing
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
$6m revenues
3x Inc 500
@JoePulizzi
From Concept to
Business Model
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Your Sweet Spot
What You Know
What Your Audience
Cares About
@JoePulizzi
Your Sweet Spot
What You Know
What Your Audience
Cares About
$$$$
@JoePulizzi
Your Sweet Spot
What You Know
What Your Audience
Cares About
$$$$
Leader Expert/
Source
In the World???
@JoePulizzi
@JoePulizzi
@JoePulizzi
10% Acceptance
@JoePulizzi
@JoePulizzi
@JoePulizzi
Sales
Savings
Sunshine
@JoePulizzi
@JoePulizzi
Revenue Sources
1. Advertising
2. Subscriptions
3. Premium content
4. Events
5. Cross-media promotion
6. Crowdfunding
7. Micropayments
8. Philanthropy/Donations
9. Product Sales
Read
more: http://www.politico.com/maga
zine/story/2014/05/marc-andreesen-
why-im-bullish-on-the-news-
105921.html#ixzz30hjiViXc
@JoePulizzi briancromer.com
@JoePulizzi
Content Sources
1. Physical Events
2. Print Magazine
3. Webinars (2 per month)
4. Weekly eNewsletter
5. Daily eNewsletter
6. Research
7. Consulting
8. Podcasts
@JoePulizzi
Content Sources
1. Physical Events
2. Print Magazine
3. Webinars (2 per month)
4. Weekly eNewsletter
5. Daily eNewsletter
6. Research
7. Consulting
8. Podcasts
@JoePulizzi
Content Velocity
@JoePulizzi
Content Velocity
1. Bigger Events – 2x/yr
2. Workshops – 4x/yr
3. Chief Content Officer magazine – 6x/yr
4. Webinars (2 per month) – 24/yr
5. Weekly eNewsletter – 52/yr
6. Daily eNewsletter – 365/yr
7. Research – 1x10
8. Podcasts – 52/yr
9. Training – Every month
@JoePulizzi
The Key Metric –
Email Subscribers
@JoePulizzi
What’s the difference
between those who
subscribe to my content
and those that don’t?
@JoePulizzi
@JoePulizzi
@JoePulizzi
#CMWorld Twitter Chats
@JoePulizzi
CREATE A WHY FOR
EACH CHANNEL
@JoePulizzi
Channel Plan
Twitter
- Announcements, News, Recognition = Increased website traffic
- Chats, Conversations = Increased demand gen, build CM community online
Instagram
- Event photos = tagging people, building audience, getting in event hashtag
streams, building community
- NEVER PROMOTIONAL. EVER.
- Getting to know CMI/photos from JP/RR on the road, photos of
team planning sessions
SlideShare
- Research = thought leadership/expertise, helpful. Goal to drive downloads for
lead gen
- CCO SlideShares = CCO subscriptions
- Fun/Misc SlideShares = brand awareness, demand gen, event registrations –
depending on presentation
@JoePulizzi
@JoePulizzi
Leverage Influencers the
Build an Audience
@JoePulizzi
@JoePulizzi
Sales
Content
Marketing
Influencer
Sharing
@JoePulizzi
@JoePulizzi 52
@JoePulizzi
@JoePulizzi54
@JoePulizzi55
@JoePulizzi
The Sharing Economy
@JoePulizzi
Guest Appearances are Critical
• Last five years –
over 400
different guest
posts,
interviews or
webinars
@JoePulizzi
@JoePulizzi
@JoePulizzi
Content Performance
@JoePulizzi
@JoePulizzi
@JoePulizzi
Staffing
@JoePulizzi
Daily Content Staff
1. Michele Linn (Content Director)
2. Jodi Harris (Managing Editor)
3. Proofreader
4. SEO Title Editor
@JoePulizzi
Extended Content Staff
1. Michele Linn (Content Director)
2. Jodi Harris (Managing Editor)
3. Proofreader
4. SEO Title Editor
5. Research Director
6. Magazine Editor
7. Creative Director
8. Project Manager
9. Marketing Director
@JoePulizzi
Finding Your Graceland
@JoePulizzi
@JoePulizzi
60% Engage in 3+
@JoePulizzi
1. Find a niche where you can actually be the
leading expert in the world.
2. Make sure there is money being spent in that
niche, and you understand how you will make
money.
3. Focus on Email Subscribers above all else as the
key metric.
4. Influencers and partnerships are key (especially if
you don’t have money).
5. As you grow, there will be one key revenue
activity that becomes your center of gravity.
@JoePulizzi
@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com

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The Secrets to Building a Dominant Media Property - Confab MN Central 2014

Editor's Notes

  1. And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.