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How to Build a Content-First Business

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CONTENT FIRST! How To Launch a Content-First Business Joe Pulizzi Founder, Content Marketing Institute


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ONE @JoePulizzi @JoePulizzi


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@JoePulizzi


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@JoePulizzi


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JEFF ROHRS CHANNELS SLIDE EXAMPLE


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


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30%


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


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THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi


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FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT


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B A C K YA R D P O U LT R Y @JoePulizzi TEACHING


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@JoePulizzi


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THE CONTENT INC. MODEL @JoePulizzi


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THE CONTENT INC. MODEL @JoePulizzi


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SWEET SPOT KNOWLEDGE/ SKILL @JoePulizzi PA S S I O N / C U S T O M E R PA I N P O I N T


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SWEET SPOT B A C K YA R D P O U LT R Y @JoePulizzi TEACHING


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FARMERS A G R I C U LT U R E / T E C H @JoePulizzi O P E R AT I O N A L CHALLENGES O N A FA R M


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CASE STUDY The Furrow By John Deere


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THE CONTENT INC. MODEL @JoePulizzi


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ANN REARDON 100 YouTube Subscribers January, 2012 2 Million Subscribers October, 2015 @JoePulizzi


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


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AUDIENCE FOOD SCIENTIST E D U C AT I O N CONTENT TILT IMPOSSIBLE FOOD C R E AT I O N S @JoePulizzi


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


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CREATE A CONTENT MARKETING MISSION STATEMENT


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CASE STUDY Indium Corp. Blogs @JoePulizzi


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CASE STUDY Indium Corporation @JoePulizzi


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CASE STUDY @JoePulizzi


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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.”


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


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THE CONTENT INC. MODEL @JoePulizzi


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WAIT FOR IT… LOADING


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


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CASE STUDY Copyblogger @JoePulizzi


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CASE STUDY Jyske Bank @JoePulizzi


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• iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to MultiMillionaire in 2 Years @JoePulizzi


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


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THE CONTENT INC. MODEL @JoePulizzi


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CASE STUDY Facebook @JoePulizzi


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CASE STUDY Google+ @JoePulizzi


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FOCUS ON SUBSCRIBERS AS A KEY METRIC @JoePulizzi


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CASE STUDY Copyblogger @JoePulizzi


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CASE STUDY thinkMoney @JoePulizzi


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YAY! BOO! @JoePulizzi


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@JoePulizzi


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


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THE CONTENT INC. MODEL @JoePulizzi


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


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@JoePulizzi


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DIVERSIFICATION @JoePulizzi


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THE CONTENT INC. MODEL @JoePulizzi


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


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


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@JoePulizzi


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@JoePulizzi


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WARSAW, INDIANA @JoePulizzi


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HAMILTON, MO @JoePulizzi


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


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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 @JoePulizzi • Need an amazing E-Newsletter and remarkable download • Diversify into the “rule of three” • What do your subscribers do differently? • Audience first • BE PATIENT!!!


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TAKEAWAYS TheStoryofContent.com • 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 @JoePulizzi • 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!!!


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


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