CONTENT MARKETINGThe Approach and Opportunity

Joe Pulizzi Founder, Content Marketing Institute

THERE IS ONE KEYTO A SUCCESSFUL

PRESENTATION

EXPECTATION IS

THE ROOT OFALL HEARTACHE

William Shakespeare

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CMI teaches marketers how to effectively own their media channels to attract and retain customers

CONTENT MARKETING INSTITUTE

EVENTS MAGAZINE CONSULTATIONContent Marketing World

September 6-9, 2016 Chief Content Officer Education, Training, Advisory

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JEFF ROHRS CHANNELS SLIDE EXAMPLE

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

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Content MarketingThe content is closely related to what you sell – you are educating people so that they know, like and trust you enough to buy from you.

BUILDING ASSETS

90% OF BUSINESSES USE CONTENT MARKETING

bitly.com/cm-research

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CONTENT

MARKETING AS PROFIT CENTER

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CONTENT

MARKETING AS PROFIT CENTER

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30%

30%CAMPAIGNS BRAND TALK

NO CLEAR GOALS NO STRATEGY

TREATING CONTENT LIKE ADVERTISING

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EffectiveContent Marketers

IneffectiveContent Marketers

CloselyFollowTheStrategy

CRITICAL:

→ Documented Content Marketing Strategy

→ Follow It Consistently

BUDGET

→ Effective = 37%

→ Ineffective = 16%

BUDGET

→ Effective = 37%

→ Ineffective = 16%

All Content Marketers Plan on Spending More Next Year

THERE IS ALWAYS A BETTER WAY

Thomas Edison

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FIRST, BUILD AN AUDIENCETHEN, MONETIZE IT

THE CONTENT BRAND

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THE CONTENT INC.

MODEL

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THE CONTENT INC.

MODEL

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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

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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

THE CONTENT INC.

MODEL

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100 YouTube SubscribersJanuary, 2012

ANN REARDON

2.5 Million SubscribersApril, 2016

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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

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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

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

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Copyblogger

CASE STUDY

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CMO.com

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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 PlatformConsistent Delivery

OVER TIME (12+ MONTHS)

THE CONTENT INC.

MODEL

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

THE CONTENT INC.

MODEL

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RULE OF THREE

• Magic Number isOver THREE

• BE the OCTOPUS

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DIVERSIFICATION

THE CONTENT 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

The FurrowBy John Deere

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YOU MUST CREATE VALUEFOR YOUR AUDIENCE

BEFORE YOU EXTRACT VALUE

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BE THE LEADING EXPERT IN A NUMBER OF NICHES.

A LOYAL AUDIENCE LEADS TO REVENUE!

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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• 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 Pulizzijoe@contentinstitute.com

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