killing marketing: transforming your marketing from cost to profit center

MARKETING,FORNON-PROFITS,SHOULDBEASELF-SUSTAININGPROFITCENTER

MARKETINGSHOULDBEASELF-SUSTAININGPROFIT

CENTER

STEP1:BUILDANAUDIENCE

STEP2:MONETIZEIT

THECONTENTINC.

MODEL

THECONTENTINC.

MODEL

100YouTubeSubscribersJanuary,2012

ANNREARDON

3+MillionSubscribersSeptember,2017

EVERYONESTOPSATTHESWEETSPOT…

HARDLYANYONETILTSTHECONTENT.

AUDIENCEFOOD S C I E N T I S T EDUCAT I ON

IMPOS S I B L E FOODCR EAT I ON S

CONTENTTILT

CREATEACONTENTMARKETINGMISSIONSTATEMENT

CASESTUDY

1. CORETARGETAUDIENCE

2. WHATWILLBEDELIVERED

3. THEOUTCOMEFORTHEAUDIENCE

“WelcometoDigitalPhotographySchool– awebsitewithsimpletipstohelpdigitalcamera

ownersgetthemostoutoftheircameras.”

THECONTENTINC.

MODEL

(1) ContentType

(1) MainPlatform

LongPeriodof Time

ConsistentDel ivery

THEBASE

ONECONTENTTYPEOnePlatformConsistentDelivery

OVERTIME(12+MONTHS)

THECONTENTINC.

MODEL

FacebookCASESTUDY

Google+CASESTUDY

FOCUSONSUBSCRIBERSASAKEYMETRIC

YAY!

BOO!

@JoePulizzi

MUSTHAVESAmazingE-NewsletterExchangeofValue(Ebook,ResearchReport,Etc.)

THECONTENTINC.

MODEL

• ARROW’SSLIDES

• Advertising

• Subscriptions

• ContentServices

ArrowRevenueModel

@JoePulizzi

TheFurrowBy JohnDeere

@Robert_Rose

@Robert_Rose

@Robert_Rose

A FRAMEWORK FOR VALUING AUDIENCES