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
- 8. NOW, WE ARE SEEING THIS MOVE INTO B2B
- 12. You Can’t Just Say You Want to Monetize Your Content 20 and 20
- 13. MARKETING AS A PROFIT CENTER GETTING STARTED
- 14. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 19. 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.”
- 20. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
- 21. BUILDING A CONTENT BRAND AND PLATFORM
- 22. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- 28. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
- 31. @JoePulizzi
- 32. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
- 33. GET TO MVA, THEN DIVERSIFY
- 37. @JoePulizzi $1 MILLION IN LESS THAN 30 MINUTES
- 39. @JoePulizzi 0. 2.5 5. 7.5 10. 2012 2013 2014 2015 CMI Financial Performance Ebitda Revenue CMI GROWTH
- 40. Online Training NUMBER 1 OF 7
- 43. @JoePulizzi
- 44. @JoePulizzi DIPPING THE TOE IN (Slow Start) 2014 - $101k 2015 - $221k 2016 - $400k+
- 46. @JoePulizzi
- 47. @JoePulizzi TOOLS LMS (Absorb) Payment System (Authorize.net) Video/GoToMeeting/PPT record Speaker’s Agreement
- 48. Benefactor Program NUMBER 2 OF 7
- 49. @JoePulizzi THE KEY: LIMITING ONLINE INVENTORY
- 50. @JoePulizzi
- 51. @JoePulizzi
- 52. @JoePulizzi
- 53. @JoePulizzi
- 54. The Super Event NUMBER 3 OF 7
- 55. @JoePulizzi SMALL EVENTS AND ROAD SHOWS
- 56. @JoePulizzi
- 57. @JoePulizzi
- 58. CONFIDENTIAL Content Marketing World 0 1000 2000 3000 4000 Attendees CMW Attendees 2012 2013 2014 2015 50% of Revenue 75% of Profit
- 59. A Print Magazine NUMBER 4 OF 7
- 60. @JoePulizzi
- 61. Break-a-Part Research NUMBER 5 OF 7
- 62. @JoePulizzi THE LEADING INDUSTRY RESEARCH (CUT ONCE, MONETIZE A LOT)
- 63. @JoePulizzi
- 64. @JoePulizzi
- 65. @JoePulizzi BEFORE YOU START IDEA of LIST OF PARTNERS
- 66. Podcasting NUMBER 6 OF 7
- 67. @JoePulizzi WHAT CAN WE DO IN AUDIO THAT WOULD FILL A CONTENT GAP?
- 69. @JoePulizzi
- 70. @JoePulizzi
- 71. @JoePulizzi
- 72. @JoePulizzi
- 73. @JoePulizzi
- 74. @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
- 75. Strategic M&A NUMBER 7 OF 7
- 76. @JoePulizzi KEEP A RUNNING LIST Bolt-On Properties Bloggers/Influencers Advertiser Projects
- 77. @JoePulizzi
- 80. @JoePulizzi $1 MILLION+ IN 30 MINUTES BENEFACTORS - $350,000 TRAINING - $400,000 RESEARCH - $200,000 MAGAZINE - $200,000 PODCAST - $100,000 AWARDS - $350,000
- 81. @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.
- 82. @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.
- 83. For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com