The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016

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Here is Joe Pulizzi's Content Inc. presentation specifically designed for the 2016 Content Marketing Master Class tour. Covers the six-step Content Inc model and how to build an audience first, product second strategy.

Marketing Empresariales

CONTENT INC.
How To Launch a Content-First Business
Joe Pulizzi
Founder, Content Marketing Institute

FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT

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

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

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

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

@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)

@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC

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

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

@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

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

@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!!!

@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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In the future, thousands of businesses from around the globe will leverage a content first go-to-market strategy. What does this mean? It means that entrepreneurs in companies of all sizes are developing content brands and building audiences first, and then developing products to sell much, much later in the process. Having a singular focus on audience gives these businesses the best understanding of what products ultimately make the most sense to sell. In this presentation, Joe Pulizzi, Founder of Content Marketing Institute and Author of the new book Content Inc., details how many of today’s most successful businesses started, and how they have become some of the fastest growing businesses on the planet. Better yet, this presentation breaks down what you can learn from these companies, and how you can use these strategies to grow your business. Presentation by: Joe Pulizzi – Founder, Content Marketing Institute / Author, Epic Content Marketing This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

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The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016

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

2. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT

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

4. @JoePulizzi

5. THE CONTENT INC. MODEL @JoePulizzi

6. THE CONTENT INC. MODEL @JoePulizzi

7. 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

10.

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

12. 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

13. The Furrow By John Deere CASE STUDY

14. THE CONTENT INC. MODEL @JoePulizzi

15. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi

16.

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

18.

19.

20. 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

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

22. CREATE A CONTENT MARKETING MISSION STATEMENT

23. Indium Corp. Blogs CASE STUDY @JoePulizzi

24. Indium Corporation CASE STUDY @JoePulizzi

25. CASE STUDY @JoePulizzi

26. 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.”

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

28. THE CONTENT INC. MODEL @JoePulizzi

29. WAIT FOR IT… LOADING

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

31. CASE STUDY @JoePulizzi Copyblogger

32.

33. Jyske Bank CASE STUDY @JoePulizzi

34.

35.

36. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years

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

38. THE CONTENT INC. MODEL @JoePulizzi

39. Facebook CASE STUDY @JoePulizzi

40. Google+ CASE STUDY @JoePulizzi

41. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC

42. CASE STUDY @JoePulizzi Copyblogger

43. CASE STUDY @JoePulizzi thinkMoney

44. @JoePulizzi YAY! BOO!

45. @JoePulizzi

46.

47.

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

49. THE CONTENT INC. MODEL @JoePulizzi

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

51.

52.

53. @JoePulizzi

54.

55.

56.

57. @JoePulizzi DIVERSIFICATION

58.

59. THE CONTENT INC. MODEL @JoePulizzi

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

61. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples

62. @JoePulizzi

63. @JoePulizzi

64. @JoePulizzi

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

66. @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!!!

67. @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

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

The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016

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