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@JoePulizzi
Six Steps
To Creating a Content Marketing Strategy
ThatJust Won’t Quit
6 Steps to Creating
a Content
Marketing Strategy
Joe Pulizzi @JoePulizzi
Content Marketing Institute
@JoePulizzi@JoePulizzi |
@JoePulizzi
2 of 3 Marketers
@JoePulizzi
MY STORY
@JoePulizzi
@JoePulizzi
Was I alone?
@JoePulizzi
@JoePulizzi
@JoePulizzi
First, build an audience.
Then, monetize it.
@JoePulizzi
1. Sweet Spot
2. Content Tilt
3. Building the Base
4. Harvesting Audience
5. Diversification
6. Monetization
@JoePulizzi
The Sweet Spot
@JoePulizzi
Knowledge or Skill Passion
Sweet Spot
@JoePulizzi
Knowledge or Skill
Customer
Pain Point
Alternative Sweet Spot
@JoePulizzi Columbia Missourian
@JoePulizzi
@JoePulizzi
@JoePulizzi
Backyard Poultry Teaching
Sweet Spot
@JoePulizzi
The Content Tilt
@JoePulizzi
Ann Reardon
100 YouTube Subscribers
In January, 2012
@JoePulizzi
@JoePulizzi
Food Scientist Education
@JoePulizzi
@JoePulizzi
More examples here
@JoePulizzi
@JoePulizzi
Food Scientist Education
Impossible
Food Creations Content Tilt
@JoePulizzi
Everyone stops at the sweet spot…
Hardly anyone “tilts” the content.
@JoePulizzi
• Google Trends
@JoePulizzi
@JoePulizzi
@JoePulizzi@JoePulizzi |
What do all media
companies do that you
do not with your
content?
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
Create Your Mission
Statement:
- Defined Audience
- Deliver
- Outcome
@JoePulizzi
Building the Base
@JoePulizzi
One Content Type
One Main Platform
Consistent Delivery
Long Period of Time
The Base
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
One Content Type
+ One Platform
+ Time
@JoePulizzi
Harvesting Audience
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi
Diversification
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi@JoePulizzi |
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi
Monetization
@JoePulizzi@JoePulizzi |
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Create the plan…
but focus everything
on building an audience.
@JoePulizzi
@JoePulizzi
1. Sweet Spot
2. Content Tilt
3. Building the Base
4. Harvesting Audience
5. Diversification
6. Monetization
@JoePulizzi
82

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6 Steps to Creating a Content Marketing Strategy - #SMMW15