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Killing Marketing: Transforming Your Marketing From Cost To Profit Center

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Joe Pulizzi and Robert Rose discuss the theory behind their new book, Killing Marketing, and how the future of the marketing department will be a revenue and profit center, not a cost center like we've had for over 50 years.

Published in: Marketing
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Killing Marketing: Transforming Your Marketing From Cost To Profit Center

  1. 1. MARKETING, FOR NON- PROFITS, SHOULD BE A SELF- SUSTAINING PROFIT CENTER
  2. 2. MARKETING SHOULD BE A SELF-SUSTAINING PROFIT CENTER
  3. 3. STEP 1: BUILD AN AUDIENCE STEP 2: MONETIZE IT
  4. 4. THE CONTENT INC. MODEL
  5. 5. THE CONTENT INC. MODEL
  6. 6. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers September, 2017
  7. 7. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  8. 8. 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
  9. 9. CREATE A CONTENT MARKETING MISSION STATEMENT
  10. 10. CASE STUDY
  11. 11. 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.”
  12. 12. THE CONTENT INC. MODEL
  13. 13. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  14. 14. ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  15. 15. THE CONTENT INC. MODEL
  16. 16. Facebook CASE STUDY
  17. 17. Google+ CASE STUDY
  18. 18. FOCUS ON SUBSCRIBERS AS A KEY METRIC
  19. 19. YAY! BOO!
  20. 20. @JoePulizzi
  21. 21. MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  22. 22. THE CONTENT INC. MODEL
  23. 23. • ARROW’S SLIDES
  24. 24. • Advertising • Subscriptions • Content Services Arrow Revenue Model
  25. 25. @JoePulizzi
  26. 26. The Furrow By John Deere
  27. 27. @Robert_Rose
  28. 28. @Robert_Rose
  29. 29. @Robert_Rose A FRAMEWORK FOR VALUING AUDIENCES

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