the secrets to building a dominant media property - confab mn central 2014
DESCRIPTION
Joe Pulizzi's presentation on how the Content Marketing Institute evolved and built it's media platform into the leading training and education destination for content marketing. Includes the editorial mission statement, leveraging collaborative publishing, a defined influencer strategy and focusing on the revenue goals.TRANSCRIPT
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JOE PULIZZI’S PRESENTATION:
The Secrets to Building a Dominant Media Property
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There Is One Keyto a Successful
Presentation
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Image courtesy of Pooky Poetry
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Disclaimer
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AGENDA1. Concept to Business Model2. Research/Lists/Partnerships as a Kickstart3. 3 Legs of the Stool4. Subscribers (not Social Media)5. Influencer Program6. Staffing7. SEO8. Finding Your Graceland
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History(Short Version)
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$250k revenuesBleeding Cash
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Pivot to a Media Business Model
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Problem
“It’s Just Us”
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CollaborativePublishing
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$6m revenues 3x Inc 500
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From Concept to Business Model
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Advancing the Practice of Content Marketing
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Advancing the Practice of Content Marketing
People that actually do the marketing in large
enterprises
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Your Sweet Spot
What You Know
What Your AudienceCares About
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Your Sweet Spot
What You Know
What Your AudienceCares About
$$$$
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Your Sweet Spot
What You Know
What Your AudienceCares About
$$$$
Leader Expert/SourceIn the World???
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10% Acceptance
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SalesSavings
Sunshine
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Revenue Sources1. Advertising2. Subscriptions3. Premium content4. Events5. Cross-media promotion6. Crowdfunding7. Micropayments8. Philanthropy/Donations9. Product Sales
Read more: http://www.politico.com/magazine/story/2014/05/marc-andreesen-why-im-bullish-on-the-news-105921.html#ixzz30hjiViXc
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Content Sources1. Physical Events2. Print Magazine3. Webinars (2 per month)4. Weekly eNewsletter5. Daily eNewsletter6. Research7. Consulting8. Podcasts
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Content Sources1. Physical Events2. Print Magazine3. Webinars (2 per month)4. Weekly eNewsletter5. Daily eNewsletter6. Research7. Consulting8. Podcasts
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Content Velocity
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Content Velocity1. Bigger Events – 2x/yr2. Workshops – 4x/yr3. Chief Content Officer magazine –
6x/yr4. Webinars (2 per month) – 24/yr5. Weekly eNewsletter – 52/yr6. Daily eNewsletter – 365/yr7. Research – 1x108. Podcasts – 52/yr9. Training – Every month
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The Key Metric – Email Subscribers
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What’s the difference between those who
subscribe to my content and those that don’t?
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#CMWorld Twitter Chats
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CREATE A WHY FOR EACH CHANNEL
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Channel PlanTwitter- Announcements, News, Recognition = Increased website traffic- Chats, Conversations = Increased demand gen, build CM community online Instagram- Event photos = tagging people, building audience, getting in event hashtag
streams, building community- NEVER PROMOTIONAL. EVER.- Getting to know CMI/photos from JP/RR on the road, photos of team planning sessions SlideShare- Research = thought leadership/expertise, helpful. Goal to drive downloads for
lead gen- CCO SlideShares = CCO subscriptions- Fun/Misc SlideShares = brand awareness, demand gen, event registrations –
depending on presentation
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Leverage Influencers the Build an Audience
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4 : 1 : 1Sales
Content Marketing
InfluencerSharing
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The Sharing Economy
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Guest Appearances are Critical
• Last five years – over 400 different guest posts, interviews or webinars
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Content Performance
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Staffing
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Daily Content Staff
1. Michele Linn (Content Director)2. Jodi Harris (Managing Editor)3. Proofreader4. SEO Title Editor
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Extended Content Staff1. Michele Linn (Content Director)2. Jodi Harris (Managing Editor)3. Proofreader4. SEO Title Editor5. Research Director6. Magazine Editor7. Creative Director8. Project Manager9. Marketing Director
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Finding Your Graceland
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60% Engage in 3+
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TAKEAWAYS1. Find a niche where you can actually be the
leading expert in the world.2. Make sure there is money being spent in that
niche, and you understand how you will make money.
3. Focus on Email Subscribers above all else as the key metric.
4. Influencers and partnerships are key (especially if you don’t have money).
5. As you grow, there will be one key revenue activity that becomes your center of gravity.
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