Joe Pulizzi uncovers the six steps to creating a content-first business, as defined from his latest book, Content Inc. Considers ideas such as the content marketing mission statement, how to find your content tilt and your sweet spot, and how to monetize your content.

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

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

8. JEFF ROHRS CHANNELS SLIDE EXAMPLE

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

11. 90% OF BUSINESSES USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi

12. 30%

13. 30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING

14. billboard.com

16. THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi

17. BACKYARD POULTRY T EACHI NG

18. 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

19. FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT

20. BACKYARD POULTRY T EACHI NG
I AM ALONE

21. B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi

22. @JoePulizzi

23. THE
CONTENT INC.
MODEL
@JoePulizzi

24. THE
CONTENT INC.
MODEL
@JoePulizzi

25. 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

29. SWEET SPOT
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi

30. 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

31. The Furrow
By John Deere
CASE STUDY

32. THE
CONTENT INC.
MODEL
@JoePulizzi

33. 100 YouTube Subscribers
January, 2012
ANN REARDON
2 Million Subscribers
October, 2015
@JoePulizzi

35. EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.

38. 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

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

43. CREATE A
CONTENT MARKETING
MISSION STATEMENT

44. @JoePulizzi

45. @JoePulizzi

46. Indium Corp.
Blogs
CASE STUDY
@JoePulizzi

47. Indium
Corporation
CASE STUDY
@JoePulizzi

48. CASE STUDY
@JoePulizzi

49. 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.”

50. @JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN

51. THE
CONTENT INC.
MODEL
@JoePulizzi

52. WAIT FOR IT…
LOADING

53. (1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE

54. CASE STUDY
@JoePulizzi
Copyblogger

56. Jyske Bank
CASE STUDY
@JoePulizzi

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

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

61. THE
CONTENT INC.
MODEL
@JoePulizzi

62. Facebook
CASE STUDY
@JoePulizzi

63. Google+
CASE STUDY
@JoePulizzi

64. @JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC

65. CASE STUDY
@JoePulizzi
Copyblogger

66. CASE STUDY
@JoePulizzi
thinkMoney

67. @JoePulizzi
YAY!
BOO!

68. @JoePulizzi

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

72. THE
CONTENT INC.
MODEL
@JoePulizzi

73. @JoePulizzi
BLOG
BOOK
PUBLIC SPEAKING
DIGITAL
PRINT
IN-PERSON

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

77. @JoePulizzi

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

80. @JoePulizzi

82. @JoePulizzi
VS
BUILD BUY

83. CASE STUDY
@JoePulizzi
JPG Magazine
Adorama

85. THE
CONTENT INC.
MODEL
@JoePulizzi

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

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

88. @JoePulizzi

89. @JoePulizzi

90. @JoePulizzi

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

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

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

94. B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi

95. @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!!!

96. ONE
@JoePulizzi@JoePulizzi

97. @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

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