The Content Brand The Future of Content Marketing? · 100 YouTube Subscribers. January, 2012 . ANN...
Transcript of The Content Brand The Future of Content Marketing? · 100 YouTube Subscribers. January, 2012 . ANN...
The Content Brand The Future of Content Marketing? Joe Pulizzi Founder, CMI
THERE IS ONE KEY TO A SUCCESSFUL
PRESENTATION
EXPECTATION IS THE ROOT OF
ALL HEARTACHE
William Shakespeare
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ONE
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JEFF ROHRS CHANNELS SLIDE EXAMPLE
90% OF BUSINESSES USE CONTENT MARKETING
bitly.com/cm-research
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30%
30% CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
THERE IS ALWAYS A BETTER WAY
Thomas Edison
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FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
THE CONTENT BRAND
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THE CONTENT INC.
MODEL
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THE CONTENT INC.
MODEL
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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
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SWEET SPOT
B A C K YA R D P O U LT R Y T E A C H I N G
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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
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The Furrow By John Deere
CASE STUDY
THE CONTENT INC.
MODEL
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100 YouTube Subscribers January, 2012
ANN REARDON
2.5 Million Subscribers April, 2016
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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
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I M P O S S I B L E F O O D C R E AT I O N S
CONTENT TILT
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WHAT DO ALL MEDIA COMPANIES DO
THAT YOU DO NOT WITH YOUR CONTENT?
CREATE A CONTENT MARKETING MISSION STATEMENT
Indium Corp. Blogs
CASE STUDY
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Indium Corporation
CASE STUDY
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CASE STUDY
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1. CORE TARGET AUDIENCE
2. WHAT WILL BE DELIVERED
3. THE OUTCOME FOR THE AUDIENCE
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“Welcome to Digital Photography School – a website with simple tips
to help digital camera owners get the most out
of their cameras.”
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CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
THE CONTENT INC.
MODEL
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WAIT FOR IT…
LOADING
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del ivery
THE BASE
CASE STUDY
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Copyblogger
CASE STUDY
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CMO.com
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• iTunes Subscribers to Email Subscribers
• Millions of Downloads
• ZERO to Multi-Millionaire in 2 Years
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ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
THE CONTENT INC.
MODEL
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CASE STUDY
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Google+
CASE STUDY
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FOCUS ON SUBSCRIBERS AS A KEY METRIC
CASE STUDY
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Copyblogger
CASE STUDY
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thinkMoney
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YAY!
BOO!
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MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
THE CONTENT INC.
MODEL
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RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS
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DIVERSIFICATION
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MODEL
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WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
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MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
Paid Subscriptions
Revenue Ripples
The Furrow By John Deere
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@JoePulizzi
@JoePulizzi
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YOU MUST CREATE VALUE FOR YOUR AUDIENCE
BEFORE YOU EXTRACT VALUE
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BE THE LEADING EXPERT IN YOUR NICHE.
A LOYAL AUDIENCE
LEADS TO REVENUE!
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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
• Why do use your channels?
• Don’t build your house on rented land
• Build an audience of opt-in subscribers
• Need an amazing E-Newsletter
and remarkable download
• Diversify into the “rule of three”
• What do your subscribers do differently?
• BE PATIENT!!!
ONE
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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 visit Content-Inc.com
Joe Pulizzi [email protected]
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