Content marketing drives results the way that traditional marketing methods once did. And a key influencer who helped shape what content marketing is today is Joe Pulizzi, founder of the Content Marketing Institute. During this small business webinar, “Content Marketing: How to Engage Customers and Build Your Small Business,” guest expert Pulizzi covers the content marketing model he created after researching what makes successful content marketers successful. The model, with six key tenants, is the foundation of his new book, Content Inc. Attend the webinar to learn the Pulizzi’s recipe for content marketing success.

1. Crowds with Cash
Alternative Financing is a Mixed Moneybag
of Opportunity for Small Business
Hello!
Welcome to Manta’s Small Business Expert
Series
Thanks for joining us today.
We’ll get started right at 2 p.m. EDT
#mantaexperts

2. Content Marketing:
How to Engage Customers
and Build Your Small Business
#mantaexperts

3. CEO
Welcome
John Swanciger

4. @carie_ferg
Help Q&A
Resource list
How It
Works
@Manta

5. Meet Joe Pulizzi
@JoePulizzi

6. Let’s Talk About
• The Sweet Spot
• Content Tilt
• Building the Base
• Harvesting Audience
• Diversification
• Monetization

7. The Story

8. The Story

9. 30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
The Story

10. THE
CONTENT INC.
MODEL
Content Inc.

11. THE
CONTENT INC.
MODEL
Sweet Spot

12. 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
Sweet Spot

13. Example

14. Example

15. SWEET SPOT
B A C K YA R D P O U LT R Y T E A C H I N G
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
A G R I C U LT U R E /
T E C H
FARMERSSweet Spot

16. THE
CONTENT INC.
MODEL
Content Tilt

17. 100 YouTube Subscribers
January, 2012
ANN REARDON
2 Million Subscribers
October, 2015
Example

19. AUDIENCE F O O D S C I E N T I S T E D U C AT I O N
I M P O S S I B L E F O O D
C R E AT I O N S
CONTENT TILT
Content Tilt

20. What do all media
companies do that you
do not with your content?
Content Tilt: Mission Statement

21. 1. Core target
audience
2. What will be
delivered
3. The outcome
for the audience
“Welcome to Digital Photography
School – a website with simple tips to
help digital camera owners get the
most out of their cameras.”
Example

22. Building the Base
THE
CONTENT INC.
MODEL

23. WAIT FOR IT…
LOADING

24. (1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
The Base
Building the Base

25. Example: Copyblogger

26. • iTunes
subscribers to
email
subscribers
• Millions of
downloads
• ZERO to
multi-
millionaire in
two years
Example: Fire Nation Elite

27. • One content type
• One platform
• Consistent delivery
OVER TIME (12+ MONTHS)
Building the Base

28. THE
CONTENT INC.
MODEL
Harvesting Audience

29. Example: Facebook

30. YAY!
BOO!
Harvesting Audience
Focus on subsribers as a key metric.

31. Example: Facebook

32. • Amazing e-newsletter
• Exchange of value: eBook, research report, etc.
Harvesting Audience: Must Haves

33. THE
CONTENT INC.
MODEL
Diversification

34. BLOG
BOOK
PUBLIC SPEAKING
DIGITAL
PRINT
IN-PERSON
Diversification

35. • Magic number is
over three
• Be the octopus
Diversification

36. Diversification

37. Diversification
VS
BUILD BUY

38. Examples: JPG Magazine, Adorama

39. THE
CONTENT INC.
MODEL
Monetization

40. • Advertising /
sponsorship
• Increased
product sales
• More loyal
customers
• Data
Monetization
• Events
• Cost savings
• Paid subscriptions
• Revenue ripples

41. • 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!
Takeaways

42. Open the resource list to get more information about our upcoming and on-demand
webinars. Don’t miss “Cure the Winter Blahs: How to Turn a Slow January into Big
Business” on Jan. 5 at 2 p.m. EST. It’s linked in the resource list!
Ask the Expert: Joe Pulizzi
Visit community.manta.com to Ask the Expert
For Book & Podcast, visit Content-Inc.com
Thanks to
Content
Marketing
Institute
for providing
graphics!
@JoePulizzi

43. Manta believes in empowering small businesses to achieve
success. We’re inspired by your determination and energy. And
we understand that every company is unique.
We strive to provide the marketing tools and educational
resources you need to stand out, connect with your customers
and your peers, and grow your business.
Send us a note and let us know what you’d like to learn from
upcoming webinars like this one.
events@manta.com