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Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event

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DOYO Live
DOYO Live

DOYO Live is a digital marketing and UX design event that featured Joe Pulizzi, founder of the Content Marketing Institute & Content Marketing World. DOYO featured over 20 hours of content and Joe Pulizzi, the godfather of content marketing was the keynote. DOYO is dedicated to the ongoing education and professional development of marketing, business, sales and design professionals. We do this through our blog (www.doyolive.com), workshops, email newsletter, podcasts, webinars and our annual conference in Youngstown, Ohio.

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CONTENT INC. 6 Steps to Developing a Content-First Marketing Strategy 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
@JoePulizzi
@JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
30%
30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
@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
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
EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
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
CASE STUDY @JoePulizzi CMO.com
@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
@JoePulizzi
@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
@JoePulizzi
@JoePulizzi DIVERSIFICATION
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
@JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
@JoePulizzi BE THE LEADING EXPERT IN YOUR NICHE. 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 Designed by

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Content Inc. - Joe Pulizzi, Keynote at DOYO Live - Digital Marketing & UX Design Event

Hinweis der Redaktion

  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.