A Content First Business for eLearning University

CONTENT FIRST!How To Launch a Content-First Business

Joe PulizziFounder, Content Marketing Institute

ONE

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JEFF ROHRS CHANNELS SLIDE EXAMPLE

90% USE CONTENT MARKETING

bitly.com/cm-research

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30%

30%CAMPAIGNS BRAND TALK

NO CLEAR GOALS NO STRATEGY

TREATING CONTENT LIKE ADVERTISING

THERE IS ALWAYS A BETTER WAY

Thomas Edison

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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

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THECONTENT INC.

MODEL

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THECONTENT INC.

MODEL

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SWEET SPOT

K N O W L E D G E / S K I L LPA S S I O N /

C U S T O M E R PA I N P O I N T

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SWEET SPOT

B A C K YA R D P O U LT R Y T E A C H I N G

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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

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The FurrowBy John Deere

CASE STUDY

THECONTENT INC.

MODEL

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100 YouTube SubscribersJanuary, 2012

ANN REARDON

2 Million SubscribersOctober, 2015

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EVERYONE STOPS AT THE SWEET SPOT…

HARDLY ANYONE TILTSTHE CONTENT.

AUDIENCEF O O D S C I E N T I S T E D U C AT I O N

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I M P O S S I B L E F O O DC R E AT I O N S

CONTENT TILT

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WHAT DO ALL MEDIA COMPANIES DO

THAT YOU DO NOT WITH YOUR CONTENT?

CREATE A CONTENT MARKETING MISSION STATEMENT

Indium Corp.Blogs

CASE STUDY

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Indium Corporation

CASE STUDY

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CASE STUDY

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1. CORE TARGET AUDIENCE

2. WHAT WILL BE DELIVERED

3. THE OUTCOME FOR THE AUDIENCE

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“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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CREATE YOUR MISSION STATEMENT

• Defined audience

• Deliver

• Outcome YOUR TURN

THECONTENT INC.

MODEL

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WAIT FOR IT…

LOADING

(1) Content Type

(1) Main Platform

Long Period of Time

Consistent Del ivery

THE BASE

CASE STUDY

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Copyblogger

Jyske Bank

CASE STUDY

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• iTunes Subscribers to Email Subscribers

• Millions of Downloads

• ZERO to Multi-Millionaire in 2 Years

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ONE CONTENT TYPE

One Platform

Consistent Delivery

OVER TIME (12+ MONTHS)

THECONTENT INC.

MODEL

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Facebook

CASE STUDY

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Google+

CASE STUDY

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FOCUS ON SUBSCRIBERS AS A KEY METRIC

CASE STUDY

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Copyblogger

CASE STUDY

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thinkMoney

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YAY!

BOO!

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MUST HAVES

Amazing E-Newsletter

Exchange of Value(Ebook, Research Report, Etc.)

THECONTENT INC.

MODEL

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RULE OF THREE

• Magic Number is

Over THREE

• BE the OCTOPUS

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DIVERSIFICATION

THECONTENT INC.

MODEL

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WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY

CONTENT AND THOSE WHO DON’T?

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MONETIZATION

Advertising / Sponsorship

Increased Product Sales

More Loyal Customers

Data

Events

Cost Savings

Paid Subscriptions

Revenue Ripples

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WARSAW, INDIANA

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HAMILTON, MO

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YOU MUST CREATE VALUEFOR YOUR AUDIENCE

BEFOREYOU EXTRACT VALUE

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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

• BE PATIENT!!!

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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 Pulizzijoe@contentinstitute.com

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