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THE CONTENT INC. MODELHow to Launch a Content-First Business
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
@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%
30%CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
billboard.com
THERE IS ALWAYS A BETTER WAY
Thomas Edison
@JoePulizzi
B A C K YA R D P O U LT R Y T E A C H I N G
CMI teaches marketers how to effectively own their media channels to attract and retain customers
CONTENT MARKETING INSTITUTE
EVENTS MAGAZINE CONSULTATIONContent Marketing World Chief Content Officer Education, Training, Advisory
@JoePulizzi
FIRST, BUILD AN AUDIENCETHEN, MONETIZE IT
B A C K YA R D P O U LT R Y T E A C H I N G
I AM ALONE
B A C K YA R D P O U LT R Y T E A C H I N G
@JoePulizzi
@JoePulizzi
THE CONTENT INC.
MODEL
@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 Million SubscribersOctober, 2015
@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
@JoePulizzi
@JoePulizzi
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
Jyske Bank
CASE STUDY
@JoePulizzi
@JoePulizzi
• 5 Million Subscribers on YouTube
• Billion+ Views• Built Million+ Dollar
Company with No Resources
@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
BLOG
BOOK
PUBLIC SPEAKING
DIGITAL
IN-PERSON
@JoePulizzi
RULE OF THREE
• Magic Number isOver THREE
• BE the OCTOPUS
@JoePulizzi
@JoePulizzi
DIVERSIFICATION
2005: BLOG2010: BOOKS2011: PINTEREST
@JoePulizzi
@JoePulizzi
VS
BUILD BUY
CASE STUDY
@JoePulizzi
JPG MagazineAdorama
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
???
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
CREATE THE PLAN…
BUT FOCUS EVERYTHINGON BUILDING AN AUDIENCE.
@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!
B A C K YA R D P O U LT R Y T E A C H I N G
@JoePulizzi
@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 into the “rule of three”• What do your subscribers do differently?• Audience first, products second• 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
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