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6 steps to creating a content marketing strategy - #smmw15

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@JoePulizzi Six Steps To Creating a Content Marketing Strategy That Just Won’t Quit 6 Steps to Creating a Content Marketing Strategy Joe Pulizzi @JoePulizzi Content Marketing Institute

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Page 1: 6 Steps to Creating a Content Marketing Strategy - #SMMW15

@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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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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Diversification

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@JoePulizzi

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@JoePulizzi

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Monetization

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@JoePulizzi@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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