6 Steps to Developing a Content-First Marketing Strategy

Today’s Participation

2

• During today’s webinar, attendees will be in listen-only mode.

• If you are experiencing audio issues, please use the chat box to contact the webinar host.

• Submit text questions: Q&A addressed at the end of today’s webinar.

#CISIONWebinar

CONTENT INC.6 Steps to Developing aContent-First Marketing Strategy

Joe Pulizzi Founder, Content Marketing Institute

ONE@JoePulizzi@JoePulizzi

@JoePulizzi

@JoePulizzi

JEFF ROHRS CHANNELS SLIDE EXAMPLE

90% USE CONTENT MARKETING

bitly.com/cm-research

@JoePulizzi

30%

30%CAMPAIGNS BRAND TALK

NO CLEAR GOALS NO STRATEGY

TREATING CONTENT LIKE ADVERTISING

THERE IS

ALWAYS A BETTER WAY

Thomas Edison

@JoePulizzi

FIRST, BUILD AN AUDIENCE

THEN, MONETIZE IT

Source: Gini Dietrich/Spin Sucks

FIRST, BUILD AN AUDIENCE

THEN, MONETIZE IT

B A C K YA R D P O U LT R Y

T E A C H I N G

@JoePulizzi

@JoePulizzi

THE CONTENT INC.

MODEL

@JoePulizzi

THE CONTENT INC.

MODEL

@JoePulizzi

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

SWEET SPOT

B A C K YA R D P O U LT R Y

T E A C H I N G

@JoePulizzi

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 SO N A FA R M

@JoePulizzi

The FurrowBy John Deere

CASE STUDY

THE CONTENT INC.

MODEL

@JoePulizzi

100 YouTube SubscribersJanuary, 2012

ANN REARDON

2 Million SubscribersOctober, 2015

@JoePulizzi

EVERYONE STOPS AT THE SWEET SPOT…

HARDLY ANYONE TILTS THE CONTENT.

AUDIENCEF 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 DC R E AT I O N S

CONTENT TILT

@JoePulizzi

WHAT DO ALL MEDIA COMPANIES DO

THAT YOU DO NOT WITH YOUR CONTENT?

CREATE A CONTENT MARKETING MISSION STATEMENT

Indium Corp.Blogs

CASE STUDY

@JoePulizzi

Indium Corporation

CASE STUDY

@JoePulizzi

CASE STUDY

@JoePulizzi

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.”

@JoePulizzi

CREATE YOUR MISSION STATEMENT

• Defined audience

• Deliver

• Outcome YOUR TURN

THE CONTENT INC.

MODEL

@JoePulizzi

WAIT FOR IT…

LOADING

(1) Content Type

(1) Main Platform

Long Period of Time

Consistent Del ivery

THE BASE

CASE STUDY

@JoePulizzi

Copyblogger

Jyske Bank

CASE STUDY

@JoePulizzi

@JoePulizzi

• iTunes Subscribers to Email Subscribers

• Millions of Downloads• ZERO to Multi-

Millionaire in 2 Years

@JoePulizzi

ONE CONTENT TYPE

One PlatformConsistent Delivery

OVER TIME (12+ MONTHS)

THE CONTENT INC.

MODEL

@JoePulizzi

FacebookCASE STUDY

@JoePulizzi

Google+CASE STUDY

@JoePulizzi

@JoePulizzi

FOCUS ON SUBSCRIBERS AS A KEY METRIC

CASE STUDY

@JoePulizzi

Copyblogger

CASE STUDY

@JoePulizzi

thinkMoney

@JoePulizzi

YAY!

BOO!

@JoePulizzi

@JoePulizzi

MUST HAVES

Amazing E-NewsletterExchange of Value

(Ebook, Research Report, Etc.)

THE CONTENT INC.

MODEL

@JoePulizzi

@JoePulizzi

RULE OF THREE

• Magic Number isOver THREE

• BE the OCTOPUS

@JoePulizzi

@JoePulizzi

DIVERSIFICATION

THE CONTENT INC.

MODEL

@JoePulizzi

@JoePulizzi

WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY

CONTENT AND THOSE WHO DON’T?

@JoePulizzi

MONETIZATION

Advertising / Sponsorship

Increased Product Sales

More Loyal Customers

Data

Events

Cost Savings

Paid Subscriptions

Revenue Ripples

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

YOU MUST CREATE VALUEFOR YOUR AUDIENCE

BEFORE YOU 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 the base is built.• What do your subscribers do

differently?• All eyes on building the

audience.• Be Patient – speed the cycle

through paid content.

@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

THANK YOU!

@JoePulizzi@JoePulizzi

For Book & Podcast visitContent-Inc.com

Joe Pulizzijoe@contentinstitute.com

Designed by

Questions & Answers

82

Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.

Thank You for Attending!

About Cision

Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents:

83

100,000+ CUSTOMERS

@CisionOFFICES IN:Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China