killing marketing: transforming your marketing from cost to profit center
TRANSCRIPT
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