Does your content impact the bottom line? If your content doesn’t provide value, your target audience won’t buy. In this webinar, Content Marketing Institute founder Joe Pulizzi will discuss how to develop content that builds an audience, influences customers and drives sales. Joe will show you how to: -Develop a “content-first” business model in six steps - Attract a loyal audience by creating valuable content - Convert followers and subscribers into customers - Deliver impactful communication through paid, earned, shared and owned media

1. 6 Steps to Developing a Content-First
Marketing Strategy

2. Today’s Participation
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3. CONTENT INC.
6 Steps to Developing a
Content-First Marketing Strategy
Joe Pulizzi
Founder, Content Marketing
Institute

4. ONE
@JoePulizzi@JoePulizzi

5. @JoePulizzi

6. @JoePulizzi

8. JEFF ROHRS CHANNELS SLIDE EXAMPLE

10. 90% USE
CONTENT
MARKETING
bitly.com/cm-research
@JoePulizzi

11. 30%

12. 30%
CAMPAIGNS BRAND TALK
NO CLEAR
GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING

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

14. FIRST, BUILD AN
AUDIENCE
THEN, MONETIZE IT
Source: Gini Dietrich/Spin

15. FIRST, BUILD AN
AUDIENCE
THEN, MONETIZE IT

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

17. @JoePulizzi

18. THE
CONTENT INC.
MODEL
@JoePulizzi

19. THE
CONTENT INC.
MODEL
@JoePulizzi

20. 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

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

25. 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

26. The Furrow
By John Deere
CASE STUDY

27. THE
CONTENT INC.
MODEL
@JoePulizzi

28. 100 YouTube Subscribers
January, 2012
ANN REARDON
2 Million
Subscribers
October, 2015
@JoePulizzi

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

33. 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

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

35. CREATE A
CONTENT MARKETING
MISSION STATEMENT

36. Indium Corp.
Blogs
CASE STUDY
@JoePulizzi

37. Indium
Corporation
CASE STUDY
@JoePulizzi

38. CASE STUDY
@JoePulizzi

39. 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.”

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

41. THE
CONTENT INC.
MODEL
@JoePulizzi

42. WAIT FOR IT…
LOADING

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

44. CASE STUDY
@JoePulizzi
Copyblogger

46. Jyske Bank
CASE STUDY
@JoePulizzi

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

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

51. THE
CONTENT INC.
MODEL
@JoePulizzi

52. Facebook
CASE STUDY
@JoePulizzi

53. Google+
CASE STUDY
@JoePulizzi

54. @JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC

55. CASE STUDY
@JoePulizzi
Copyblogger

56. CASE STUDY
@JoePulizzi
thinkMoney

57. @JoePulizzi
YAY!
BOO!

58. @JoePulizzi

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

62. THE
CONTENT INC.
MODEL
@JoePulizzi

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

66. @JoePulizzi

70. @JoePulizzi
DIVERSIFICATION

72. THE
CONTENT INC.
MODEL
@JoePulizzi

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

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

75. @JoePulizzi

76. @JoePulizzi

77. @JoePulizzi

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

79. @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 the base is built.
• What do your subscribers do
differently?
• All eyes on building the
audience.
• Be Patient – speed the cycle
through paid content.

80. @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

81. THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
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82. Questions & Answers
82
Please enter your questions
for the speaker in the chat
box of your webinar console
or tweet them to
#CisionWebinar.

83. Thank You for Attending!
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