A full #contentmarketing presentation on what content marketing is, why organizations decide to take a content marketing approach, some research behind content marketing success rates, and six steps on how to build a content marketing platform.

1. CONTENT MARKETING
The Approach and Opportunity
Joe Pulizzi
Founder, Content Marketing Institute

2. THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION

3. EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi

4. ONE
@JoePulizzi@JoePulizzi

5. 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

6. @JoePulizzi

7. @JoePulizzi

9. JEFF ROHRS CHANNELS SLIDE EXAMPLE

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

12. @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

13. 90% OF BUSINESSES USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi

14. @JoePulizzi |

15. @JoePulizzi |

17. @JoePulizzi |

19. @JoePulizzi |

20. @JoePulizzi |

21. CONTENT MARKETING
AS PROFIT CENTER
@JoePulizzi

22. CONTENT MARKETING
AS PROFIT CENTER
@JoePulizzi

23. @JoePulizzi

24. 30%

25. 30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING

26. @JoePulizzi |

27. Effective
Content Marketers
Ineffective
Content Marketers

28. Closely
Follow
The
Strategy

29. CRITICAL:
→ Documented Content
Marketing Strategy
→ Follow It Consistently

30. BUDGET
→ Effective = 37%
→ Ineffective = 16%

31. BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers
Plan on Spending
More Next Year

32. THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi

33. FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
THE CONTENT BRAND

34. @JoePulizzi

35. THE
CONTENT INC.
MODEL
@JoePulizzi

36. THE
CONTENT INC.
MODEL
@JoePulizzi

37. 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

41. SWEET SPOT
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi

42. 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

43. The Furrow
By John Deere
CASE STUDY

44. THE
CONTENT INC.
MODEL
@JoePulizzi

45. 100 YouTube Subscribers
January, 2012
ANN REARDON
2.5 Million Subscribers
April, 2016
@JoePulizzi

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

50. 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

51. @JoePulizzi
WHAT DO ALL
MEDIA COMPANIES DO
THAT YOU DO NOT
WITH YOUR CONTENT?

52. CREATE A
CONTENT MARKETING
MISSION STATEMENT

53. Indium Corp.
Blogs
CASE STUDY
@JoePulizzi

54. Indium
Corporation
CASE STUDY
@JoePulizzi

55. CASE STUDY
@JoePulizzi

56. 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.”

57. @JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN

58. THE
CONTENT INC.
MODEL
@JoePulizzi

59. WAIT FOR IT…
LOADING

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

61. CASE STUDY
@JoePulizzi
Copyblogger

63. CASE STUDY
@JoePulizzi
CMO.com

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

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

68. THE
CONTENT INC.
MODEL
@JoePulizzi

69. Facebook
CASE STUDY
@JoePulizzi

70. Google+
CASE STUDY
@JoePulizzi

71. @JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC

72. CASE STUDY
@JoePulizzi
Copyblogger

73. CASE STUDY
@JoePulizzi
thinkMoney

74. @JoePulizzi
YAY!
BOO!

75. @JoePulizzi

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

79. THE
CONTENT INC.
MODEL
@JoePulizzi

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

83. @JoePulizzi

87. @JoePulizzi
DIVERSIFICATION

89. THE
CONTENT INC.
MODEL
@JoePulizzi

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

91. @JoePulizzi
MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
Paid Subscriptions
Revenue Ripples

92. The Furrow
By John Deere
@JoePulizzi

93. @JoePulizzi

94. @JoePulizzi

95. @JoePulizzi

96. @JoePulizzi

100. @JoePulizzi
YOU MUST CREATE VALUE
FOR YOUR AUDIENCE
BEFORE
YOU EXTRACT VALUE

101. @JoePulizzi
BE THE LEADING EXPERT
IN A NUMBER OF NICHES.
A LOYAL AUDIENCE
LEADS TO REVENUE!

102. @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!!!

103. ONE
@JoePulizzi@JoePulizzi

104. @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

105. THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
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