content marketing as a profit center #mpb2b 2016
TRANSCRIPT
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A New Content Marketing Approach:Marketing as a Profit Center
Joe Pulizzi
Founder
Content Marketing Institute
@JoePulizzi
Speaker
Photo
(2.5” square)
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GENERALLY, A CONTENT MARKETING APPROACH
WORKS TO…
Drive Product SalesDrive Retention/Loyalty
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GENERALLY, A CONTENT MARKETING APPROACH
WORKS TO…
Drive Product SalesDrive Retention/Loyalty
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GENERALLY, A CONTENT MARKETING APPROACH
WORKS TO…
Drive Product SalesDrive Retention/Loyalty
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GENERALLY, A CONTENT MARKETING APPROACH
WORKS TO…
Drive Product SalesDrive Retention/Loyalty
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NOW, WE ARE SEEING THIS MOVE INTO B2B
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NOW, WE ARE SEEING THIS MOVE INTO B2B
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CASE STUDY
@JoePulizzi
thinkMoney
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You Can’t Just Say You Want to Monetize Your Content
20 and 20
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MARKETING AS A PROFIT CENTER
GETTING STARTED
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EVERYONE STOPS AT THE SWEET SPOT…
HARDLY ANYONE TILTSTHE CONTENT.
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CREATE A DIFFERENTIATED MISSION
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Indium Corp.Blogs
CASE STUDY
@JoePulizzi
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Indium Corporation
CASE STUDY
@JoePulizzi
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CASE STUDY
@JoePulizzi
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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.”
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@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
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BUILDING A CONTENT BRAND AND PLATFORM
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(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del ivery
THE BASE
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EMAIL IS CRITICAL
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CASE STUDY
@JoePulizzi
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Google+
CASE STUDY
@JoePulizzi
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@JoePulizzi
FOCUS ON SUBSCRIBERS AS A KEY METRIC
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CASE STUDY
@JoePulizzi
Copyblogger
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@JoePulizzi
YAY!
BOO!
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@JoePulizzi
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@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value(Ebook, Research Report, Etc.)
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GET TO MVA, THEN DIVERSIFY
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@JoePulizzi
$1 MILLIONIN LESS THAN 30 MINUTES
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@JoePulizzi
0.
2.5
5.
7.5
10.
2012 2013 2014 2015
CMI Financial Performance
Ebitda Revenue
CMI GROWTH
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Online Training
NUMBER 1 OF 7
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@JoePulizzi
eLearningIndustry.com
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@JoePulizzi
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@JoePulizzi
DIPPING THE TOE IN(Slow Start)
2014 - $101k2015 - $221k
2016 - $400k+
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@JoePulizzi
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@JoePulizzi
TOOLSLMS (Absorb)Payment System (Authorize.net)Video/GoToMeeting/PPT recordSpeaker’s Agreement
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Benefactor Program
NUMBER 2 OF 7
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@JoePulizzi
THE KEY:LIMITING ONLINE INVENTORY
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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The Super Event
NUMBER 3 OF 7
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@JoePulizzi
SMALL EVENTSAND ROAD SHOWS
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@JoePulizzi
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@JoePulizzi
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CONFIDENTIAL
Content Marketing World
0
1000
2000
3000
4000
Attendees
CMW Attendees
2012 2013 2014 2015
50% of Revenue
75% of Profit
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A Print Magazine
NUMBER 4 OF 7
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@JoePulizzi
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Break-a-Part Research
NUMBER 5 OF 7
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@JoePulizzi
THE LEADING INDUSTRYRESEARCH
(CUT ONCE, MONETIZE A LOT)
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
BEFORE YOU START
IDEA of LIST OF PARTNERS
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Podcasting
NUMBER 6 OF 7
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@JoePulizzi
WHAT CAN WE DO IN AUDIO THAT WOULD FILL A CONTENT GAP?
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@JoePulizzi
INDUSTRY NEWS
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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
TOOLSLibsyn (hosts, publishes to iTunes/Stitcher)Audacity/Garageband/Skype to RecordAudacity to ProduceLevelator to Set Proper LevelsAudio-Technica 2020USB Microphone
$8500/mo SPONSORSHIP
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Strategic M&A
NUMBER 7 OF 7
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@JoePulizzi
KEEP A RUNNING LIST
Bolt-On PropertiesBloggers/InfluencersAdvertiser Projects
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@JoePulizzi
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@JoePulizzi
http://bitly.com/niche-buy
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@JoePulizzi
$1 MILLION+ IN 30 MINUTES
BENEFACTORS - $350,000TRAINING - $400,000RESEARCH - $200,000MAGAZINE - $200,000PODCAST - $100,000AWARDS - $350,000
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@JoePulizzi
TAKEAWAYS #1• 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 into media products that make
sense for your partners and audience
• Launch one at a time and be patient.
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@JoePulizzi
TAKEAWAYS #2• With any new product, limited inventory is
key to pricing the offering high enough.
• Consider running your training like an
event.
• Small events are only good for marketing
big events ;)
• Break-a-part one piece of research so you
only have to do the research once.
• Start with one podcast offering and fully
integrate it into everything you offer.
Getting traffic is the key.
• At any one time you should have at least
two to three buying options you are
considering.