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Content Marketing as a Profit Center #MPB2B 2016

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Joe Pulizzi's presentation at the MarketingProfs B2B conference in Boston. Presentation covers how to build a subscriber base that a marketing department can actually drive direct revenues from.

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Content Marketing as a Profit Center #MPB2B 2016

  1. A New Content Marketing Approach: Marketing as a Profit Center Joe Pulizzi Founder Content Marketing Institute @JoePulizzi Speaker Photo (2.5” square)
  2. GENERALLY, A CONTENT MARKETING APPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
  3. GENERALLY, A CONTENT MARKETING APPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
  4. GENERALLY, A CONTENT MARKETING APPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
  5. GENERALLY, A CONTENT MARKETING APPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
  6. NOW, WE ARE SEEING THIS MOVE INTO B2B
  7. NOW, WE ARE SEEING THIS MOVE INTO B2B
  8. CASE STUDY @JoePulizzi thinkMoney
  9. You Can’t Just Say You Want to Monetize Your Content 20 and 20
  10. MARKETING AS A PROFIT CENTER GETTING STARTED
  11. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  12. CREATE A DIFFERENTIATED MISSION
  13. Indium Corp. Blogs CASE STUDY @JoePulizzi
  14. Indium Corporation CASE STUDY @JoePulizzi
  15. CASE STUDY @JoePulizzi
  16. 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.”
  17. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  18. BUILDING A CONTENT BRAND AND PLATFORM
  19. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  20. EMAIL IS CRITICAL
  21. Facebook CASE STUDY @JoePulizzi
  22. Google+ CASE STUDY @JoePulizzi
  23. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  24. CASE STUDY @JoePulizzi Copyblogger
  25. @JoePulizzi YAY! BOO!
  26. @JoePulizzi
  27. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  28. GET TO MVA, THEN DIVERSIFY
  29. @JoePulizzi $1 MILLION IN LESS THAN 30 MINUTES
  30. @JoePulizzi 0. 2.5 5. 7.5 10. 2012 2013 2014 2015 CMI Financial Performance Ebitda Revenue CMI GROWTH
  31. Online Training NUMBER 1 OF 7
  32. @JoePulizzi eLearningIndustry.com
  33. @JoePulizzi
  34. @JoePulizzi DIPPING THE TOE IN (Slow Start) 2014 - $101k 2015 - $221k 2016 - $400k+
  35. @JoePulizzi
  36. @JoePulizzi TOOLS LMS (Absorb) Payment System (Authorize.net) Video/GoToMeeting/PPT record Speaker’s Agreement
  37. Benefactor Program NUMBER 2 OF 7
  38. @JoePulizzi THE KEY: LIMITING ONLINE INVENTORY
  39. @JoePulizzi
  40. @JoePulizzi
  41. @JoePulizzi
  42. @JoePulizzi
  43. The Super Event NUMBER 3 OF 7
  44. @JoePulizzi SMALL EVENTS AND ROAD SHOWS
  45. @JoePulizzi
  46. @JoePulizzi
  47. CONFIDENTIAL Content Marketing World 0 1000 2000 3000 4000 Attendees CMW Attendees 2012 2013 2014 2015 50% of Revenue 75% of Profit
  48. A Print Magazine NUMBER 4 OF 7
  49. @JoePulizzi
  50. Break-a-Part Research NUMBER 5 OF 7
  51. @JoePulizzi THE LEADING INDUSTRY RESEARCH (CUT ONCE, MONETIZE A LOT)
  52. @JoePulizzi
  53. @JoePulizzi
  54. @JoePulizzi BEFORE YOU START IDEA of LIST OF PARTNERS
  55. Podcasting NUMBER 6 OF 7
  56. @JoePulizzi WHAT CAN WE DO IN AUDIO THAT WOULD FILL A CONTENT GAP?
  57. @JoePulizzi INDUSTRY NEWS
  58. @JoePulizzi
  59. @JoePulizzi
  60. @JoePulizzi
  61. @JoePulizzi
  62. @JoePulizzi
  63. @JoePulizzi TOOLS Libsyn (hosts, publishes to iTunes/Stitcher) Audacity/Garageband/Skype to Record Audacity to Produce Levelator to Set Proper Levels Audio-Technica 2020USB Microphone $8500/mo SPONSORSHIP
  64. Strategic M&A NUMBER 7 OF 7
  65. @JoePulizzi KEEP A RUNNING LIST Bolt-On Properties Bloggers/Influencers Advertiser Projects
  66. @JoePulizzi
  67. @JoePulizzi http://bitly.com/niche-buy
  68. @JoePulizzi $1 MILLION+ IN 30 MINUTES BENEFACTORS - $350,000 TRAINING - $400,000 RESEARCH - $200,000 MAGAZINE - $200,000 PODCAST - $100,000 AWARDS - $350,000
  69. @JoePulizzi TAKEAWAYS #1 • 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 media products that make sense for your partners and audience • Launch one at a time and be patient.
  70. @JoePulizzi TAKEAWAYS #2 • With any new product, limited inventory is key to pricing the offering high enough. • Consider running your training like an event. • Small events are only good for marketing big events ;) • Break-a-part one piece of research so you only have to do the research once. • Start with one podcast offering and fully integrate it into everything you offer. Getting traffic is the key. • At any one time you should have at least two to three buying options you are considering.
  71. For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com

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