content inc. - a working content marketing model #amanashville
TRANSCRIPT
Content Inc.A Model that Works
Joe Pulizzi Founder, Content Marketing Institute(A UBM Company)
THERE IS ONE KEYTO A SUCCESSFUL
PRESENTATION
EXPECTATION IS
THE ROOT OFALL HEARTACHE
William Shakespeare
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ONE@JoePulizzi@JoePulizzi
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JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs
Content MarketingInstead of communicating through someone else’s channel, we create and distributeour own amazing information and build audiences.
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30%SUCCESS RATE
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 AUDIENCETHEN, MONETIZE IT - THE CONTENT BRAND
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THE CONTENT INC.
MODEL
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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
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The FurrowBy John Deere
CASE STUDY
FARMERS
A G R I C U LT U R E / T E C HO P E R AT I O N A L C H A L L E N G E SO N A FA R M
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THE CONTENT INC.
MODEL
@JoePulizzi
100 YouTube SubscribersJanuary, 2012
ANN REARDON
3+ Million SubscribersMarch, 2017
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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
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I M P O S S I B L E F O O DC 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.”
@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
THE CONTENT INC.
MODEL
@JoePulizzi
ONE SUCCESSFUL MEDIA MODEL FOR LAST
100 YEARS
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del iveryTHE BASE
CASE STUDY
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Copyblogger
@JoePulizzi
• iTunes Subscribers to Email Subscribers
• Millions of Downloads• ZERO to Multi-
Millionaire in 2 Years
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ONE CONTENT TYPE
One PlatformConsistent Delivery
OVER TIME (12+ MONTHS)
THE CONTENT INC.
MODEL
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FacebookCASE 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-NewsletterExchange of Value(Ebook, Research Report, Etc.)
THE CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
RULE OF THREE
• Magic Number isOver THREE
• BE the OCTOPUS
THE CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
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The FurrowBy John Deere
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
• ARROW’S SLIDES
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CREATE VALUEFOR YOUR AUDIENCE FIRST
THENYOU CAN 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 building the audience• What do your subscribers do differently?• Be patient and diversify revenues
@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
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