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CONTENT INC.
How To Launch a Content-First Business
Joe Pulizzi
Founder, Content Marketing Institute
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi
ONE
@JoePulizzi@JoePulizzi
@JoePulizzi
@JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing inform...
80% OF SMBS USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
30%
30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
billboard.com
THERE IS ALWAYS
A BETTER WAY
Thomas Edison
@JoePulizzi
BACKYARD POULTRY T EACHI NG
CMI teaches marketers how to effectively
own their media channels to attract and
retain customers
CONTENT MARKETING INSTIT...
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
BACKYARD POULTRY T EACHI NG
I AM ALONE
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi
@JoePulizzi
THE
CONTENT INC.
MODEL
@JoePulizzi
THE
CONTENT INC.
MODEL
@JoePulizzi
SWEET SPOT
K N OW L E D G E / S K I L L
PA S S I O N /
C U S TO 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 RY 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 S
O N A FA R M
@JoePulizzi
The Furrow
By John Deere
CASE STUDY
THE
CONTENT INC.
MODEL
@JoePulizzi
100 YouTube Subscribers
January, 2012
ANN REARDON
2 Million Subscribers
October, 2015
@JoePulizzi
EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.
AUDIENCE F 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 D
C 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
Photogra...
@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 Delivery
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 Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
THE
CONTENT INC.
MODEL
@JoePulizzi
Facebook
CASE 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-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
THE
CONTENT INC.
MODEL
@JoePulizzi
@JoePulizzi
BLOG
BOOK
PUBLIC SPEAKING
DIGITAL
PRINT
IN-PERSON
@JoePulizzi
RULE OF THREE
• Magic Number is
Over THREE
• BE the OCTOPUS
@JoePulizzi
@JoePulizzi
DIVERSIFICATION
@JoePulizzi
VS
BUILD BUY
CASE STUDY
@JoePulizzi
JPG Magazine
Adorama
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
P...
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
CREATE THE PLAN…
BUT FOCUS EVERYTHING
ON BUILDING AN AUDIENCE.
@JoePulizzi
YOU MUST CREATE VALUE
FOR YOUR AUDIENCE
BEFORE
YOU EXTRACT VALUE
@JoePulizzi
BE THE LEADING EXPERT
IN YOUR NICHE.
A LOYAL AUDIENCE
LEADS TO REVENUE!
B A C K YA R D P O U LT RY T E A C H I N G
@JoePulizzi
@JoePulizzi
TAKEAWAYS
• Find a niche where you can be
the leading expert in the world
• Develop your content mission
• Foc...
ONE
@JoePulizzi@JoePulizzi
@JoePulizzi
TAKEAWAYS
• Set Your Goals for Sales, Savings or
Sunshine
• Why Are You Using Each Channel?
• Focus On the Rea...
THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com
Designed by
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
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Content Inc - The Six Step Business Model for Startups

There is a better way to launch a business. In this presentation from Joe Pulizzi, author of Content Inc., Joe shares six steps that all remarkable content-first businesses share. This model can be replicated and scaled - any business in any location. Covers finding your content tilt and how to monetize your content marketing strategy.

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Content Inc - The Six Step Business Model for Startups

  1. CONTENT INC. How To Launch a Content-First Business Joe Pulizzi Founder, Content Marketing Institute
  2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
  3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
  4. ONE @JoePulizzi@JoePulizzi
  5. @JoePulizzi
  6. @JoePulizzi
  7. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  8. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
  9. 80% OF SMBS USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  10. 30%
  11. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  12. billboard.com
  13. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  14. BACKYARD POULTRY T EACHI NG
  15. CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World Chief Content Officer Education, Training, Advisory @JoePulizzi
  16. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  17. BACKYARD POULTRY T EACHI NG I AM ALONE
  18. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  19. @JoePulizzi
  20. THE CONTENT INC. MODEL @JoePulizzi
  21. THE CONTENT INC. MODEL @JoePulizzi
  22. SWEET SPOT K N OW L E D G E / S K I L L PA S S I O N / C U S TO M E R PA I N P O I N T @JoePulizzi
  23. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  24. 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 S O N A FA R M @JoePulizzi
  25. The Furrow By John Deere CASE STUDY
  26. THE CONTENT INC. MODEL @JoePulizzi
  27. 100 YouTube Subscribers January, 2012 ANN REARDON 2 Million Subscribers October, 2015 @JoePulizzi
  28. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  29. AUDIENCE F 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 D C R E AT I O N S CONTENT TILT
  30. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  31. CREATE A CONTENT MARKETING MISSION STATEMENT
  32. Indium Corp. Blogs CASE STUDY @JoePulizzi
  33. Indium Corporation CASE STUDY @JoePulizzi
  34. CASE STUDY @JoePulizzi
  35. 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.”
  36. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  37. THE CONTENT INC. MODEL @JoePulizzi
  38. WAIT FOR IT… LOADING
  39. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  40. CASE STUDY @JoePulizzi Copyblogger
  41. Jyske Bank CASE STUDY @JoePulizzi
  42. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  43. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  44. THE CONTENT INC. MODEL @JoePulizzi
  45. Facebook CASE STUDY @JoePulizzi
  46. Google+ CASE STUDY @JoePulizzi
  47. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  48. CASE STUDY @JoePulizzi Copyblogger
  49. CASE STUDY @JoePulizzi thinkMoney
  50. @JoePulizzi YAY! BOO!
  51. @JoePulizzi
  52. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  53. THE CONTENT INC. MODEL @JoePulizzi
  54. @JoePulizzi BLOG BOOK PUBLIC SPEAKING DIGITAL PRINT IN-PERSON
  55. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
  56. @JoePulizzi
  57. @JoePulizzi DIVERSIFICATION
  58. @JoePulizzi VS BUILD BUY
  59. CASE STUDY @JoePulizzi JPG Magazine Adorama
  60. THE CONTENT INC. MODEL @JoePulizzi
  61. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  62. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
  63. @JoePulizzi
  64. @JoePulizzi
  65. @JoePulizzi
  66. @JoePulizzi CREATE THE PLAN… BUT FOCUS EVERYTHING ON BUILDING AN AUDIENCE.
  67. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  68. @JoePulizzi BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE!
  69. B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  70. @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 into the “rule of three” • What do your subscribers do differently? • Audience first, products second • BE PATIENT!!!
  71. ONE @JoePulizzi@JoePulizzi
  72. @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
  73. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by

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