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THE CONTENT INC. MODEL

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THE CONTENT INC. MODEL How to Launch a Content-First Business Joe Pulizzi Founder, Content Marketing Institute


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THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION


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EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi


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


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


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30%


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


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billboard.com


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THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi


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BACKYARD POULTRY TEACHING


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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


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FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT


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BACKYARD POULTRY TEACHING I AM ALONE


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BACKYARD POULTRY TEACHING @JoePulizzi


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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 PASSION/ CUSTOMER PAIN POINT @JoePulizzi


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SWEET SPOT BACKYARD POULTRY TEACHING @JoePulizzi


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FARMERS AGRICULTURE / TECH OPERATIONAL CHALLENGES ON A FARM @JoePulizzi


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The Furrow By John Deere CASE STUDY


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THE CONTENT INC. MODEL @JoePulizzi


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100 YouTube Subscribers January, 2012 ANN REARDON 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 EDUCATION @JoePulizzi IMPOSSIBLE FOOD CREATIONS CONTENT TILT


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


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CREATE A CONTENT MARKETING MISSION STATEMENT


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@JoePulizzi


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@JoePulizzi


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Indium Corp. Blogs CASE STUDY @JoePulizzi


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Indium Corporation CASE STUDY @JoePulizzi


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CASE STUDY @JoePulizzi


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CORE TARGET AUDIENCE WHAT WILL BE DELIVERED 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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@JoePulizzi CREATE YOUR MISSION STATEMENT Defined audience Deliver Outcome 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 Long Period of Time Consistent Delivery THE BASE


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CASE STUDY @JoePulizzi Copyblogger


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Jyske Bank CASE STUDY @JoePulizzi


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@JoePulizzi 5 Million Subscribers on YouTube Billion+ Views Built Million+ Dollar Company with No Resources


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


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THE CONTENT INC. MODEL @JoePulizzi


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Facebook CASE STUDY @JoePulizzi


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Google+ CASE STUDY @JoePulizzi


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@JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC


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CASE STUDY @JoePulizzi Copyblogger


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CASE STUDY @JoePulizzi thinkMoney


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@JoePulizzi YAY! BOO!


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@JoePulizzi


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


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THE CONTENT INC. MODEL @JoePulizzi


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@JoePulizzi BLOG BOOK PUBLIC SPEAKING DIGITAL PRINT IN-PERSON


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


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@JoePulizzi


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@JoePulizzi DIVERSIFICATION 2005: BLOG 2010: BOOKS 2011: PINTEREST


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@JoePulizzi


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@JoePulizzi VS BUILD BUY


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CASE STUDY @JoePulizzi JPG Magazine Adorama


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THE CONTENT INC. MODEL @JoePulizzi


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


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


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@JoePulizzi


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@JoePulizzi


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@JoePulizzi


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@JoePulizzi CREATE THE PLAN… BUT FOCUS EVERYTHING ON BUILDING AN AUDIENCE.


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


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@JoePulizzi BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE!


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BACKYARD POULTRY TEACHING @JoePulizzi


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@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!!!


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ONE @JoePulizzi @JoePulizzi


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@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


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


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