How to Launch a Content-First Business
5 Nov 2015•0 j'aime•45,485 vues
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Joe Pulizzi uncovers the six steps to creating a content-first business, as defined from his latest book, Content Inc. Considers ideas such as the content marketing mission statement, how to find your content tilt and your sweet spot, and how to monetize your content.
Joe PulizziSuivre
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How to Launch a Content-First Business
- 1. THE CONTENT INC. MODEL How to Launch a Content-First Business 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
- 5. @JoePulizzi
- 6. @JoePulizzi
- 8. JEFF ROHRS CHANNELS SLIDE EXAMPLE
- 9. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
- 11. 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
- 12. 30%
- 13. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
- 14. billboard.com
- 16. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
- 17. BACKYARD POULTRY T EACHI NG
- 18. CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World Chief Content Officer Education, Training, Advisory @JoePulizzi
- 19. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
- 20. BACKYARD POULTRY T EACHI NG I AM ALONE
- 21. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- 22. @JoePulizzi
- 25. 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
- 29. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- 30. 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
- 31. The Furrow By John Deere CASE STUDY
- 33. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
- 35. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 38. 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
- 42. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
- 43. CREATE A CONTENT MARKETING MISSION STATEMENT
- 44. @JoePulizzi
- 45. @JoePulizzi
- 49. 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.”
- 50. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
- 53. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- 59. @JoePulizzi • 5 Million Subscribers on YouTube • Billion+ Views • Built Million+ Dollar Company with No Resources
- 60. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
- 64. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
- 68. @JoePulizzi
- 71. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
- 74. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
- 77. @JoePulizzi
- 79. @JoePulizzi DIVERSIFICATION 2005: BLOG 2010: BOOKS 2011: PINTEREST
- 80. @JoePulizzi
- 86. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
- 87. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions ???
- 88. @JoePulizzi
- 89. @JoePulizzi
- 90. @JoePulizzi
- 91. @JoePulizzi CREATE THE PLAN… BUT FOCUS EVERYTHING ON BUILDING AN AUDIENCE.
- 92. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
- 93. @JoePulizzi BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE!
- 94. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- 95. @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 into the “rule of three” • What do your subscribers do differently? • Audience first, products second • BE PATIENT!!!
- 97. @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
- 98. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by
Notes de l'éditeur
- 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.
- The Donald is not at all impressed with this.
- How about this one? Does this one work better for you?