6 steps to creating a content marketing strategy - #smmw15
TRANSCRIPT
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@JoePulizzi
Six StepsTo Creating a Content Marketing Strategy
That Just Won’t Quit6 Steps to Creating
a Content Marketing Strategy
Joe Pulizzi @JoePulizziContent Marketing Institute
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@JoePulizzi@JoePulizzi |
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@JoePulizzi2 of 3 Marketers
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@JoePulizzi
MY STORY
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@JoePulizzi
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@JoePulizzi
Was I alone?
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
First, build an audience.
Then, monetize it.
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@JoePulizzi
1. Sweet Spot2. Content Tilt3. Building the Base4. Harvesting Audience5. Diversification6. Monetization
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@JoePulizzi
The Sweet Spot
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@JoePulizzi
Knowledge or Skill Passion
Sweet Spot
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@JoePulizzi
Knowledge or SkillCustomerPain Point
Alternative Sweet Spot
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@JoePulizzi Columbia Missourian
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
Backyard Poultry Teaching
Sweet Spot
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@JoePulizzi
The Content Tilt
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@JoePulizzi
Ann Reardon
100 YouTube SubscribersIn January, 2012
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@JoePulizzi
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@JoePulizzi
Food Scientist Education
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@JoePulizzi
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@JoePulizzi
More examples here
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@JoePulizzi
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@JoePulizzi
Food Scientist Education
ImpossibleFood Creations Content Tilt
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@JoePulizzi
Everyone stops at the sweet spot…
Hardly anyone “tilts” the content.
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@JoePulizzi
• Google Trends
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi@JoePulizzi |
What do all media companies do that you do not with your content?
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@JoePulizzi
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@JoePulizzi@JoePulizzi |
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@JoePulizzi
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@JoePulizzi@JoePulizzi |
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@JoePulizzi@JoePulizzi |
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@JoePulizzi@JoePulizzi |
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@JoePulizzi@JoePulizzi |
Create Your Mission Statement:
- Defined Audience
- Deliver- Outcome
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@JoePulizzi
Building the Base
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@JoePulizzi
One Content Type
One Main Platform
Consistent Delivery
Long Period of Time
The Base
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@JoePulizzi@JoePulizzi |
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@JoePulizzi
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@JoePulizzi@JoePulizzi |
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
One Content Type + One Platform
+ Time
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@JoePulizzi
Harvesting Audience
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@JoePulizzi@JoePulizzi |
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@JoePulizzi@JoePulizzi |
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@JoePulizzi@JoePulizzi |
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@JoePulizzi@JoePulizzi |
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@JoePulizzi@JoePulizzi |
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@JoePulizzi
Diversification
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
Monetization
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@JoePulizzi@JoePulizzi |
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
Create the plan…
but focus everythingon building an audience.
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@JoePulizzi
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@JoePulizzi
1. Sweet Spot2. Content Tilt3. Building the Base4. Harvesting Audience5. Diversification6. Monetization
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@JoePulizzi
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