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Content Inc.
A Model that Works
Joe Pulizzi
Founder, Content Marketing Institute
(A UBM Company)
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
Courtesy Jeff Rohrs
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing inform...
30%SUCCESS RATE
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 -
THE CONTENT BRAND
@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
The Furrow
By John Deere
CASE STUDY
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
CONTENT INC.
MODEL
@JoePulizzi
100 YouTube Subscribers
January, 2012
ANN REARDON
3+ Million Subscribers
March, 2017
@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
Photogra...
@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
THE
CONTENT INC.
MODEL
@JoePulizzi
ONE SUCCESSFUL MEDIA
MODEL FOR LAST
100 YEARS
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
CASE STUDY
@JoePulizzi
Copyblogger
@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
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN
THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
@JoePulizzi
The Furrow
By John Deere
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
• ARROW’S SLIDES
@JoePulizzi
CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE
@JoePulizzi
TAKEAWAYS
• Find a niche where you can be
the leading expert in the world
• Develop your content mission
• Foc...
@JoePulizzi
TAKEAWAYS
• Set Your Goals for Sales, Savings or
Sunshine
• Why Are You Using Each Channel?
• Focus On the Rea...
ONE
@JoePulizzi@JoePulizzi
THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
Content Inc. - A Working Content Marketing Model #AMANashville
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Content Inc. - A Working Content Marketing Model #AMANashville

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Presentation given by Joe Pulizzi at American Marketing Association Nashville, where he breaks down the six steps to creating and executing a working content marketing strategy.

Veröffentlicht in: Business
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Content Inc. - A Working Content Marketing Model #AMANashville

  1. Content Inc. A Model that Works Joe Pulizzi Founder, Content Marketing Institute (A UBM Company)
  2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
  3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
  4. ONE @JoePulizzi@JoePulizzi
  5. @JoePulizzi
  6. @JoePulizzi
  7. JEFF ROHRS CHANNELS SLIDE EXAMPLE Courtesy Jeff Rohrs
  8. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
  9. 30%SUCCESS RATE
  10. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  11. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  12. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT - THE CONTENT BRAND
  13. @JoePulizzi
  14. THE CONTENT INC. MODEL @JoePulizzi
  15. THE CONTENT INC. MODEL @JoePulizzi
  16. 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
  17. The Furrow By John Deere CASE STUDY
  18. 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
  19. THE CONTENT INC. MODEL @JoePulizzi
  20. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers March, 2017 @JoePulizzi
  21. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  22. 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
  23. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  24. CREATE A CONTENT MARKETING MISSION STATEMENT
  25. Indium Corp. Blogs CASE STUDY @JoePulizzi
  26. Indium Corporation CASE STUDY @JoePulizzi
  27. CASE STUDY @JoePulizzi
  28. 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.”
  29. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  30. THE CONTENT INC. MODEL @JoePulizzi
  31. ONE SUCCESSFUL MEDIA MODEL FOR LAST 100 YEARS
  32. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  33. CASE STUDY @JoePulizzi Copyblogger
  34. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  35. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  36. THE CONTENT INC. MODEL @JoePulizzi
  37. Facebook CASE STUDY @JoePulizzi
  38. Google+ CASE STUDY @JoePulizzi
  39. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  40. CASE STUDY @JoePulizzi Copyblogger
  41. CASE STUDY @JoePulizzi thinkMoney
  42. @JoePulizzi YAY! BOO!
  43. @JoePulizzi
  44. @JoePulizzi
  45. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  46. THE CONTENT INC. MODEL @JoePulizzi
  47. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
  48. THE CONTENT INC. MODEL @JoePulizzi
  49. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  50. @JoePulizzi
  51. The Furrow By John Deere @JoePulizzi
  52. @JoePulizzi
  53. @JoePulizzi
  54. @JoePulizzi
  55. • ARROW’S SLIDES
  56. @JoePulizzi CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE
  57. @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 after building the audience • What do your subscribers do differently? • Be patient and diversify revenues
  58. @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
  59. ONE @JoePulizzi@JoePulizzi
  60. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com

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