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8 Critical Thoughts for Editors and Content Creators

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Joe Pulizzi
Joe Pulizzi

This presentation by Joe Pulizzi covers eight deep thoughts that media editors and content creators in any brand need to pay attention to. Includes the changing media model, tracking subscriptions and conversions, becoming a social media celebrity, stealing audience, influencer relations, and the growing importance of email. Originally presented as an editorial workshop.

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@JoePulizzi KEYNOTE PRESENTATION EIGHT DEEP THOUGHTS FOR EDITORS TO CHANGE THE WORLD Joe Pulizzi Founder, Content Marketing Institute and Orange Effect Foundation
@JoePulizzi THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
@JoePulizzi ONE
@JoePulizzi #1 THE MEDIA MODEL AND THE MARKETING MODEL ARE THE SAME
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi MEDIA BRAND OR PRODUCT BRAND?
@JoePulizzi
@JoePulizzi
@JoePulizzi MEDIA BRAND OR PRODUCT BRAND?
@JoePulizzi #2 THINK LIKE A MARKETER
@JoePulizzi MARKETERS KNOW WHAT LEVERS BRING IN THE MOST MONEY.
@JoePulizzi
@JoePulizzi Content Engine Profit Driver
@JoePulizzi
@JoePulizzi
@JoePulizzi EDITOR’S GOALS: 1. FOLLOW THE MISSION 2. GET AND KEEP SUBSCRIBERS
@JoePulizzi #3 TRACK SUBSCRIPTIONS
@JoePulizzi
@JoePulizzi Who Converts the Best?
@JoePulizzi INSTEAD OF PUBLISH MORE, EDIT MORE SPEND MINIMUM 20% ON EDITING OLD CONTENT
@JoePulizzi
@JoePulizzi #4 BECOME THE SOCIAL CELEBRITY YOU WERE CALLED TO BE
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi PICK ONE OR TWO CHANNELS; BE CONSISTENT; DRIVE VALUE
@JoePulizzi #5 STEAL AUDIENCE WHENEVER YOU CAN
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi #6 GET SERIOUS ABOUT INFLUENCERS
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi #7 EMAIL, EMAIL, EMAIL
@JoePulizzi
@JoePulizzi
@JoePulizzi@JoePulizzi
@JoePulizzi YAY! BOO!
@JoePulizzi MUST HAVE A Truly Amazing E-Newsletter
@JoePulizzi #8 START EVERY EDITORIAL MEETING WITH YOUR MISSION
@JoePulizzi CASE STUDY EDITORIAL MISSION STATEMENT
@JoePulizzi 1. CORE TARGET AUDIENCE 2. WHAT WILL BE DELIVERED 3. THE OUTCOME FOR THE AUDIENCE “Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.” CONTENT MISSION STATEMENT
@JoePulizzi 1. Is Our Content Truly Unique? 2. Are We Too Broad? 3. Are We Providing Value in Every Piece of Information? 4. If We Were Gone, Would Anyone Miss Us?
@JoePulizzi TAKEAWAYS • Understand that media and product brands now communicate using the same model. • Become the marketer you were always meant to be – Follow the $$$. • Track subscriptions like your life depends on it. • Give in to becoming a social media celebrity. • Plan to steal audience whenever possible. • Get serious about integrating influencers into your editorial plan. • Email breakfast, lunch and dinner. • Start every editorial meeting by reviewing your editorial mission statement.
@JoePulizzi
@JoePulizzi JoePulizzi.com/Newsletter Q&A

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8 Critical Thoughts for Editors and Content Creators

Editor's Notes

  1. The trails, or additional subscription options, are important. Why?