about joe pulizzi
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About Joe Pulizzi
• Project – The Tilt
• Book – Content Inc.
• Novel – The Will to Die
• Creator Coin - $TILT Coin
• Best Known – ContentMarketing World and the color orange
Let’s chat about this…
Less content, more impact
01
Tune up your content tilt
02
Build/review your content mission statement
03
Be consistent or don’t even bother
04
Steal talent
05
Acquire content assets
06
Prepare Multiple Revenue Sources
07
If you stopped producing all your content, would your customers notice?
We must need more content, right?
Less Is More
Media companies build one great thing first, then
diversify.
Don’t Immediately Diversify!
Content Energy
Blog Podcast Research eNews Social Event
Co
nte
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Ene
rgy
Great Line
eNews Podcast
Co
nte
nt
Ene
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Great Line
Target Audience+
Content Tilt+
One Content Type+
One Main Platform
Revisit Your Content Tilt
Your knowledge or skill combined with the audience’s needs
What can you do better than anyone?
Audience pain points
What is their biggest problem in their lives?
What keeps them up at night?
Can that problem be fixed with consistent information?
How can you fix this particular issue that DOES NOT include your product or service?
“Cloud Computing”
Mired in Sameness
• No differentiation.
• Practically identical content.
A New Perspective
Content TiltArea of little to no competition that gives you a chance to break through
with your information.
What is your hook?
Why should they pay attention to you?
Ann Reardon
• January 2012100 YouTube Subscribers
• June 20214 Million Subscribers
Ann Reardon
Finding Your Tilt
Audience
Audience =Plant Managers
Audience =Plant Managers at companies of 10k people who outsource parts
to India and China
Story Positioning
Reposition the story
Platform
The Content Mission
Statement
What do media companies do that product companies do not with their
content?
A content mission statement is not about who you are or what you sell…ever.
Where[audience X]
finds [content Y]
for[benefit Z]
Orbit Media
From One Engineer to AnotherBy Indium
CASE STUDY
CASE STUDYCONTENT MISSION STATEMENT
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.”
CONTENT MISSION STATEMENT
What if you target multiple audiences?
To do…
• Review your content mission with your team before every meeting.
• Your content mission is a living, breathing statement. You are allowed to change it.
Consistency
Two reasons why content marketing fails:
• No content differentiation
• No consistency
1. Show Up On Time Every Time
2. Be Interesting
If you go to the gym once a month, it doesn't help you. If you go multiple times a week, it helps you. If you eat well once a month, it doesn't help you.
The same thing goes with content. If you do a podcast every so often, whenever you get the creative itch, you're not really helping anyone because it's just too random. There's no strategy around it.
- Anthony Fasano, Engineering Management Institute
Blog
500-2000 words
Weekly or greater
Enewsletter
500-2000 words
Exclusive Content
Monthly or more frequent
YouTube
Weekly or more
5-15 minutes long
Podcast
Weekly to daily
30 – 90 minutes
Facebook Group
Daily
Video
45 seconds to two minutes
Daily
Image or Video (decide)
TikTok
Video
Daily
20 seconds
Rented Land
FOCUS ON SUBSCRIBERS AS A KEY METRIC
Owned vs. Rented Land
A Remarkable E-Newsletter
Best social = 1 Platform and 2 Social Channels
Steal Talent
List your media content competitors
Acquire Content Assets
Now is the time for bolt-on acquisitions.
Make Your Wish List
Competitors
YouTubers
Podcasters
Newsletter Providers
Multiple Revenue Sources
Event
PatreonOnlyFans
From One Engineer to AnotherBy Indium
CASE STUDY
The FurrowBy John Deere
CASE STUDY
thinkMoney fromTD Ameritrade
18 Months
In Review
Less content, more impact
01
Tune up your content tilt
02
Build/review your content mission statement
03
Be consistent or don’t even bother
04
Steal talent
05
Acquire content assets
06
Prepare Multiple Revenue Sources
07
Before we go…
Get very specific with your audience.
Think about how you can be truly different.
Create your content mission statement.
Think of activities you can kill to put more focus on fewer things to actually build an audience.
Thank you!
If you want to learn more, subscribe to our updates at TheTilt.com.Find me @JoePulizzi on the web.