Presentation by Joe Pulizzi covering the six steps to building a loyal and trusted audience, and then details 10 different ways to generate revenue from that audience.

1. How to Generate Direct
Revenue from Your
Marketing Program
Joe Pulizzi
Founder, Content Marketing Institute

2. THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION

3. ONE

4. JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs
2017

5. Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.

6. SUCCESS RATE

7. STEP 1:
BUILD AN AUDIENCE
STEP 2:
MONETIZE IT

9. THE
CONTENT INC.
MODEL

10. THE
CONTENT INC.
MODEL

11. 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

12. The Furrow
By John Deere
CASE STUDY

13. 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

14. THE
CONTENT INC.
MODEL

15. 100 YouTube Subscribers
January, 2012
ANN REARDON
3+ Million Subscribers
September, 2017

17. EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.

20. AUDIENCE F O O D S C I E N T I S T E D U C AT I O N
I M P O S S I B L E F O O D
C R E AT I O N S
CONTENT TILT

21. CREATE A
CONTENT MARKETING
MISSION STATEMENT

22. Exxon Mobil Corporation is committed to being
the world's premier petroleum and
petrochemical company. To that end, we must
continuously achieve superior financial and
operating results while simultaneously adhering
to high ethical standards.

23. Indium Corp.
Blogs
CASE STUDY

24. Indium
Corporation
CASE STUDY

25. CASE STUDY

26. 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.”

27. THE
CONTENT INC.
MODEL

28. (1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE

29. CASE STUDY
Copyblogger

32. ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)

33. THE
CONTENT INC.
MODEL

34. Facebook
CASE STUDY

35. Google+
CASE STUDY

36. FOCUS ON SUBSCRIBERS
AS A KEY METRIC

37. CASE STUDY
Copyblogger

38. YAY!
BOO!

39. @JoePulizzi

40. MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)

41. THE
CONTENT INC.
MODEL

47. THE
CONTENT INC.
MODEL

49. MARKETING, FOR NON-
PROFITS, SHOULD BE A SELF-
SUSTAINING PROFIT CENTER

51. • ARROW’S SLIDES

52. • Advertising
• Subscriptions
• Content Services
Arrow Revenue Model

62. @JoePulizzi

76. The Furrow
By John Deere

81. CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE

82. 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 building the audience
• What do your subscribers do differently?
• Diversify Revenue Streams

83. ONE

84. The New Book
Killing Marketing by
Joe Pulizzi and Robert Rose
Get the print or audiobook
today at killingmarketing.com