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

@JoePulizzi

ONE

@JoePulizzi @JoePulizzi

@JoePulizzi

@JoePulizzi

JEFF ROHRS CHANNELS SLIDE EXAMPLE

90% OF BUSINESSES 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

THE CONTENT BRAND

@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 S O N A FA R M

@JoePulizzi

The Furrow By John Deere

CASE STUDY

THE CONTENT INC.

MODEL

@JoePulizzi

100 YouTube Subscribers January, 2012

ANN REARDON

2.5 Million Subscribers April, 2016

@JoePulizzi

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

@JoePulizzi

I M P O S S I B L E F O O D C 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

CASE STUDY

@JoePulizzi

CMO.com

@JoePulizzi

• iTunes Subscribers to Email Subscribers

• Millions of Downloads

• ZERO to Multi-Millionaire in 2 Years

@JoePulizzi

ONE CONTENT TYPE

One Platform

Consistent Delivery

OVER TIME (12+ MONTHS)

THE CONTENT INC.

MODEL

@JoePulizzi

Facebook

CASE 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-Newsletter

Exchange of Value

(Ebook, Research Report, Etc.)

THE CONTENT INC.

MODEL

@JoePulizzi

@JoePulizzi

RULE OF THREE

• Magic Number is

Over 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

The Furrow By John Deere

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

YOU MUST CREATE VALUE FOR YOUR AUDIENCE

BEFORE YOU EXTRACT VALUE

@JoePulizzi

BE THE LEADING EXPERT IN YOUR NICHE.

A LOYAL AUDIENCE

LEADS TO REVENUE!

@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

• 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

@JoePulizzi @JoePulizzi

@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 visit Content-Inc.com

Joe Pulizzi joe@contentinstitute.com

Designed by