The document summarizes Joe Pulizzi's presentation on using content marketing strategies for book publishing. It discusses developing content around a book topic to build an engaged subscriber base and generate multiple sales of the book and other related products over time. By implementing strategies like publishing sample chapters, webinars, and building subscribers, one author and publisher saw book sales increase to 15,000+ as well as 50,000 new subscribers, generating $4.3-6.5 million in revenue within one year. The presentation promotes applying these tactics to existing content and topics as a way to develop platforms and repeat customers.

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JOE PULIZZI’S PRESENTATION:
Epic Content Marketing
Thoughts for the Book Industry

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Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain customers.

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Content Marketing
Creating and sharing valuable free content to
attract and convert prospects into customers.
The content is closely related to what you sell –
you are educating people so that they know, like
and trust you enough to buy from you.

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• I am an author and a publisherAuthor
Publisher

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Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan

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Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan
You’ve Just
Created an Asset

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Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan
You’ve Just
Created an Asset
that Can Be Sold Against
Multiple Times

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Content Competition

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• Google Trends

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CM-To-Book
Strategy

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• Sample Chapter
Principles to
Epic Content Marketing

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Building
Subscribers

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Stealing Audience
(If You Need One)

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Content Niche/
Book Topic
Subscriber Initiative
Content Marketing
Strategies for Enterprise
Marketers
Distribution Plan

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The Results

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Win/Win for Author & Publisher
• Author sells books (15,000+)
• Over 50,000 additional email subscribers
(organically)
• Publisher increases revenue through sale of
books, sponsorships, sponsored webinars as
well as events around the topic
($4.3 million to $6.5 million in one year).

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Final Thoughts
1. Can use this strategy pre-book with
authors or with the mounds of content
you have now.
2. Think about the possibility of building a
platform for each topic or each author.
3. The final behavior is not necessarily
buying the book, but repeat buyers that
funds the growth of multiple products.

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Joe Pulizzi - joe@contentinstitute.com
Get a Free Chapter of
Epic Content
Marketing at
http://bitly.com/epic
-chapter
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