content marketing: the approach and opportunity
TRANSCRIPT
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CONTENT MARKETINGThe Approach and Opportunity
Joe Pulizzi Founder, Content Marketing Institute
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THERE IS ONE KEYTO A SUCCESSFUL
PRESENTATION
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EXPECTATION IS
THE ROOT OFALL HEARTACHE
William Shakespeare
@JoePulizzi
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ONE@JoePulizzi@JoePulizzi
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CMI teaches marketers how to effectively own their media channels to attract and retain customers
CONTENT MARKETING INSTITUTE
EVENTS MAGAZINE CONSULTATIONContent Marketing World
September 6-9, 2016 Chief Content Officer Education, Training, Advisory
@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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JEFF ROHRS CHANNELS SLIDE EXAMPLE
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@JoePulizzi |
Content MarketingInstead of communicating through someone else’s channel, we create and distributeour own amazing information and build audiences.
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@JoePulizzi |
Content MarketingThe 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.
BUILDING ASSETS
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90% OF BUSINESSES USE CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
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@JoePulizzi |
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@JoePulizzi |
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@JoePulizzi |
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@JoePulizzi |
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@JoePulizzi |
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CONTENT
MARKETING AS PROFIT CENTER
@JoePulizzi
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CONTENT
MARKETING AS PROFIT CENTER
@JoePulizzi
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@JoePulizzi
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30%
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30%CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
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@JoePulizzi |
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EffectiveContent Marketers
IneffectiveContent Marketers
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CloselyFollowTheStrategy
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CRITICAL:
→ Documented Content Marketing Strategy
→ Follow It Consistently
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BUDGET
→ Effective = 37%
→ Ineffective = 16%
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BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers Plan on Spending More Next Year
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THERE IS ALWAYS A BETTER WAY
Thomas Edison
@JoePulizzi
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FIRST, BUILD AN AUDIENCETHEN, MONETIZE IT
THE CONTENT BRAND
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@JoePulizzi
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THE CONTENT INC.
MODEL
@JoePulizzi
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THE CONTENT INC.
MODEL
@JoePulizzi
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SWEET SPOT
K N O W L E D G E / S K I L L PA S S I O N /C U S T O M E R PA I N P O I N T
@JoePulizzi
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SWEET SPOT
B A C K YA R D P O U LT R Y T E A C H I N G
@JoePulizzi
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FARMERS
A G R I C U LT U R E / T E C HO P E R AT I O N A L C H A L L E N G E SO N A FA R M
@JoePulizzi
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The FurrowBy John Deere
CASE STUDY
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THE CONTENT INC.
MODEL
@JoePulizzi
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100 YouTube SubscribersJanuary, 2012
ANN REARDON
2.5 Million SubscribersApril, 2016
@JoePulizzi
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EVERYONE STOPS AT THE SWEET SPOT…
HARDLY ANYONE TILTS THE CONTENT.
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AUDIENCEF 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 DC R E AT I O N S
CONTENT TILT
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@JoePulizzi
WHAT DO ALL MEDIA COMPANIES DO
THAT YOU DO NOT WITH YOUR CONTENT?
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CREATE A CONTENT MARKETING MISSION STATEMENT
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Indium Corp.Blogs
CASE STUDY
@JoePulizzi
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Indium Corporation
CASE STUDY
@JoePulizzi
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CASE STUDY
@JoePulizzi
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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.”
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@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
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THE CONTENT INC.
MODEL
@JoePulizzi
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WAIT FOR IT…
LOADING
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(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del iveryTHE BASE
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CASE STUDY
@JoePulizzi
Copyblogger
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CASE STUDY
@JoePulizzi
CMO.com
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@JoePulizzi
• iTunes Subscribers to Email Subscribers
• Millions of Downloads• ZERO to Multi-
Millionaire in 2 Years
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@JoePulizzi
ONE CONTENT TYPE
One PlatformConsistent Delivery
OVER TIME (12+ MONTHS)
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THE CONTENT INC.
MODEL
@JoePulizzi
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FacebookCASE STUDY
@JoePulizzi
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Google+CASE STUDY
@JoePulizzi
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@JoePulizzi
FOCUS ON SUBSCRIBERS AS A KEY METRIC
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CASE STUDY
@JoePulizzi
Copyblogger
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CASE STUDY
@JoePulizzi
thinkMoney
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@JoePulizzi
YAY!
BOO!
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@JoePulizzi
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@JoePulizzi
MUST HAVES
Amazing E-NewsletterExchange of Value(Ebook, Research Report, Etc.)
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THE CONTENT INC.
MODEL
@JoePulizzi
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@JoePulizzi
RULE OF THREE
• Magic Number isOver THREE
• BE the OCTOPUS
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@JoePulizzi
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@JoePulizzi
DIVERSIFICATION
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THE CONTENT INC.
MODEL
@JoePulizzi
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@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
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@JoePulizzi
MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
Paid Subscriptions
Revenue Ripples
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The FurrowBy John Deere
@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
YOU MUST CREATE VALUEFOR YOUR AUDIENCE
BEFORE YOU EXTRACT VALUE
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@JoePulizzi
BE THE LEADING EXPERT IN A NUMBER OF NICHES.
A LOYAL AUDIENCE LEADS TO REVENUE!
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@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• Why do use your channels?• 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?• BE PATIENT!!!
![Page 103: Content Marketing: The Approach and Opportunity](https://reader038.vdocuments.us/reader038/viewer/2022102318/587b18351a28ab736c8b478f/html5/thumbnails/103.jpg)
ONE@JoePulizzi@JoePulizzi
![Page 104: Content Marketing: The Approach and Opportunity](https://reader038.vdocuments.us/reader038/viewer/2022102318/587b18351a28ab736c8b478f/html5/thumbnails/104.jpg)
@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
![Page 105: Content Marketing: The Approach and Opportunity](https://reader038.vdocuments.us/reader038/viewer/2022102318/587b18351a28ab736c8b478f/html5/thumbnails/105.jpg)
THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visitContent-Inc.com
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