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CONTENT MARKETING
The Approach and Opportunity
Joe Pulizzi
Founder, Content Marketing Institute
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi
ONE
@JoePulizzi@JoePulizzi
CMI teaches marketers how to effectively
own their media channels to attract and
retain customers
CONTENT MARKETING INSTITUTE
EVENTS MAGAZINE CONSULTATION
Content Marketing World
September 6-9, 2016
Chief Content Officer Education, Training, Advisory
@JoePulizzi
@JoePulizzi
@JoePulizzi
Content Marketing: The Approach and Opportunity
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Content Marketing: The Approach and Opportunity
@JoePulizzi |
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
@JoePulizzi |
Content Marketing
The 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
@JoePulizzi
@JoePulizzi |
@JoePulizzi |
Content Marketing: The Approach and Opportunity
@JoePulizzi |
Content Marketing: The Approach and Opportunity
@JoePulizzi |
@JoePulizzi |
CONTENT MARKETING
AS PROFIT CENTER
@JoePulizzi
CONTENT MARKETING
AS PROFIT CENTER
@JoePulizzi
@JoePulizzi
30%
30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
@JoePulizzi |
Effective
Content Marketers
Ineffective
Content Marketers
Closely
Follow
The
Strategy
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
@JoePulizzi
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
THE CONTENT BRAND
@JoePulizzi
THE
CONTENT INC.
MODEL
@JoePulizzi
THE
CONTENT INC.
MODEL
@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
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
SWEET SPOT
B A C K YA R D P O U LT RY T E A C H I N G
@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
The Furrow
By John Deere
CASE STUDY
THE
CONTENT INC.
MODEL
@JoePulizzi
100 YouTube Subscribers
January, 2012
ANN REARDON
2.5 Million Subscribers
April, 2016
@JoePulizzi
Content Marketing: The Approach and Opportunity
EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
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
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
THE
CONTENT INC.
MODEL
@JoePulizzi
WAIT FOR IT…
LOADING
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
CASE STUDY
@JoePulizzi
Copyblogger
Content Marketing: The Approach and Opportunity
CASE STUDY
@JoePulizzi
CMO.com
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
@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)
THE
CONTENT INC.
MODEL
@JoePulizzi
Facebook
CASE STUDY
@JoePulizzi
Google+
CASE STUDY
@JoePulizzi
@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
CASE STUDY
@JoePulizzi
Copyblogger
CASE STUDY
@JoePulizzi
thinkMoney
@JoePulizzi
YAY!
BOO!
@JoePulizzi
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
@JoePulizzi
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
@JoePulizzi
DIVERSIFICATION
Content Marketing: The Approach and Opportunity
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN
THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
@JoePulizzi
MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
Paid Subscriptions
Revenue Ripples
The Furrow
By John Deere
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
Content Marketing: The Approach and Opportunity
@JoePulizzi
YOU MUST CREATE VALUE
FOR YOUR AUDIENCE
BEFORE
YOU EXTRACT VALUE
@JoePulizzi
BE THE LEADING EXPERT
IN A NUMBER OF NICHES.
A LOYAL AUDIENCE
LEADS TO REVENUE!
@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
• 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 visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
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Content Marketing: The Approach and Opportunity

Notes de l'éditeur

  1. Again, fast forward to 2015 and we’ve come a long way baby. Content marketing has become to defacto term for attracting and retaining customers with quality, consistent content…and building audiences that know, like and trust us.
  2. Chart of how many this is X%
  3. Now, we’ll be releasing the global findings Over the next few months, but I took a deep dive Into the NA research and wanted to share This with you. - ”This year, we looked at some new things (how effective are you at measuring ROI, how frequently do you publish content... if you have a content marketing strategy is it DOCUMENTED? How closely does it guide your efforts?”
  4. Now, we’ll be releasing the global findings Over the next few months, but I took a deep dive Into the NA research and wanted to share This with you. - ”This year, we looked at some new things (how effective are you at measuring ROI, how frequently do you publish content... if you have a content marketing strategy is it DOCUMENTED? How closely does it guide your efforts?”
  5. Bar chart – 37% versus 16%
  6. Bar chart – 37% versus 16%