content inc. - joe pulizzi, keynote at doyo live - digital marketing & ux design event

CONTENT INC.6 Steps to Developing aContent-First Marketing Strategy

Joe Pulizzi Founder, Content Marketing Institute

THERE IS ONE KEYTO A SUCCESSFUL

PRESENTATION

EXPECTATION IS

THE ROOT OFALL HEARTACHE

William Shakespeare

@JoePulizzi

ONE@JoePulizzi@JoePulizzi

@JoePulizzi

JEFF ROHRS CHANNELS SLIDE EXAMPLE

Content MarketingInstead of communicating through someone else’s channel, we create and distributeour own amazing information and build audiences.

@JoePulizzi

90% OF BUSINESSES USE CONTENT MARKETING

bitly.com/cm-research

@JoePulizzi

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 AUDIENCETHEN, MONETIZE IT

@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 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

@JoePulizzi

The FurrowBy John Deere

CASE STUDY

THE CONTENT INC.

MODEL

@JoePulizzi

100 YouTube SubscribersJanuary, 2012

ANN REARDON

2.5 Million SubscribersApril, 2016

@JoePulizzi

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

@JoePulizzi

I M P O S S I B L E F O O DC 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 iveryTHE 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 PlatformConsistent Delivery

OVER TIME (12+ MONTHS)

THE CONTENT INC.

MODEL

@JoePulizzi

FacebookCASE 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-NewsletterExchange of Value(Ebook, Research Report, Etc.)

THE CONTENT INC.

MODEL

@JoePulizzi

@JoePulizzi

RULE OF THREE

• Magic Number isOver 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 FurrowBy John Deere

@JoePulizzi

@JoePulizzi

@JoePulizzi

YOU MUST CREATE VALUEFOR 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 visitContent-Inc.com

Joe [email protected]

Designed by