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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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@JoePulizzi
THECONTENT INC.
MODEL
@JoePulizzi
THECONTENT INC.
MODEL
@JoePulizzi
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
@JoePulizzi
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
@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
THECONTENT INC.
MODEL
@JoePulizzi
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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@JoePulizzi
• 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
@JoePulizzi
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
@JoePulizzi
@JoePulizzi
RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS
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@JoePulizzi
DIVERSIFICATION
THECONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
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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@JoePulizzi
@JoePulizzi
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!!!
@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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