6 steps to developing a content-first marketing strategy
TRANSCRIPT
6 Steps to Developing a Content-First Marketing Strategy
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CONTENT INC.6 Steps to Developing aContent-First Marketing Strategy
Joe Pulizzi Founder, Content Marketing Institute
ONE@JoePulizzi@JoePulizzi
@JoePulizzi
@JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
90% USE CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
30%
30%CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
THERE IS
ALWAYS A BETTER WAY
Thomas Edison
@JoePulizzi
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
Source: Gini Dietrich/Spin Sucks
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
B A C K YA R D P O U LT R Y
T E A C H I N G
@JoePulizzi
@JoePulizzi
THE CONTENT INC.
MODEL
@JoePulizzi
THE CONTENT INC.
MODEL
@JoePulizzi
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
SWEET SPOT
B A C K YA R D P O U LT R Y
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 SO N A FA R M
@JoePulizzi
The FurrowBy John Deere
CASE STUDY
THE CONTENT INC.
MODEL
@JoePulizzi
100 YouTube SubscribersJanuary, 2012
ANN REARDON
2 Million SubscribersOctober, 2015
@JoePulizzi
EVERYONE STOPS AT THE SWEET SPOT…
HARDLY ANYONE TILTS THE CONTENT.
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
@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
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
THE CONTENT INC.
MODEL
@JoePulizzi
WAIT FOR IT…
LOADING
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del ivery
THE BASE
CASE STUDY
@JoePulizzi
Copyblogger
Jyske Bank
CASE STUDY
@JoePulizzi
@JoePulizzi
• iTunes Subscribers to Email Subscribers
• Millions of Downloads• ZERO to Multi-
Millionaire in 2 Years
@JoePulizzi
ONE CONTENT TYPE
One PlatformConsistent Delivery
OVER TIME (12+ MONTHS)
THE CONTENT INC.
MODEL
@JoePulizzi
FacebookCASE STUDY
@JoePulizzi
Google+CASE STUDY
@JoePulizzi
@JoePulizzi
FOCUS ON SUBSCRIBERS AS A KEY METRIC
CASE STUDY
@JoePulizzi
Copyblogger
CASE STUDY
@JoePulizzi
thinkMoney
@JoePulizzi
YAY!
BOO!
@JoePulizzi
@JoePulizzi
MUST HAVES
Amazing E-NewsletterExchange of Value
(Ebook, Research Report, Etc.)
THE CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
RULE OF THREE
• Magic Number isOver THREE
• BE the OCTOPUS
@JoePulizzi
@JoePulizzi
DIVERSIFICATION
THE CONTENT INC.
MODEL
@JoePulizzi
@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
@JoePulizzi
@JoePulizzi
@JoePulizzi
YOU MUST CREATE VALUEFOR 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 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.
@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 visitContent-Inc.com
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Questions & Answers
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