Content Inc. - A Working Content Marketing Model #AMANashville

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Presentation given by Joe Pulizzi at American Marketing Association Nashville, where he breaks down the six steps to creating and executing a working content marketing strategy.

Business

Content Inc.
A Model that Works
Joe Pulizzi
Founder, Content Marketing Institute
(A UBM Company)

THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION

EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi

JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs

Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
@JoePulizzi

THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi

SWEET SPOT
K N OW L E D G E / S K I L L
PA S S I O N /
C U S TO M E R PA I N P O I N T
@JoePulizzi

FARMERS
A G R I C U LT U R E / T E C H
O P E R AT I O N A L
C H A L L E N G E S
O N A FA R M
@JoePulizzi

100 YouTube Subscribers
January, 2012
ANN REARDON
3+ Million Subscribers
March, 2017
@JoePulizzi

EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.

AUDIENCE F 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 D
C 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

Indium Corp.
Blogs
CASE STUDY
@JoePulizzi

Indium
Corporation
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

ONE SUCCESSFUL MEDIA
MODEL FOR LAST
100 YEARS

(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE

@JoePulizzi
• iTunes Subscribers to
Email Subscribers
• Millions of Downloads
• ZERO to Multi-
Millionaire in 2 Years

@JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)

@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC

@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)

@JoePulizzi
RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS

@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN
THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?

@JoePulizzi
CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE

@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 after building the audience
• What do your subscribers do differently?
• Be patient and diversify revenues

@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 visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com

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