Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center

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Presentation given by Joe Pulizzi at Marketo Marketing Nation Summit, which lays out a content marketing plan to develop a loyal audience and then monetize that audience in up to 10 different ways.

Business

RETHINKING MARKETING
How CMOs Are Building Media Companies Within
Their Marketing Departments
Joe Pulizzi
Founder, Content Marketing Institute
(A UBM COMPANY)

THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION

EXPECTATION IS
THE ROOT OF
ALL HEARTACHE
William Shakespeare
@JoePulizzi #MKTGNATION

JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs

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

STEP 1:
BUILD AN AUDIENCE
STEP 2:
MONETIZE IT

THE
CONTENT INC.
MODEL
@JoePulizzi #MKTGNATION

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 #MKTGNATION

The Furrow
By John Deere
CASE STUDY
#MKTGNATION

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
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100 YouTube Subscribers
January, 2012
ANN REARDON
3+ Million Subscribers
March, 2017
@JoePulizzi #MKTGNATION

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

CREATE A
CONTENT MARKETING
MISSION STATEMENT

Indium Corp.
Blogs
CASE STUDY
@JoePulizzi #MKTGNATION

Indium
Corporation
CASE STUDY
@JoePulizzi #MKTGNATION

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.”
#MKTGNATION

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

CASE STUDY
@JoePulizzi
Copyblogger
#MKTGNATION

@JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
#MKTGNATION

Facebook
CASE STUDY
@JoePulizzi #MKTGNATION

Google+
CASE STUDY
@JoePulizzi #MKTGNATION

@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
#MKTGNATION

@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
#MKTGNATION

• Advertising
• Subscriptions
• Content Services
Arrow Revenue Model

• Advertising
• Subscriptions
• Syndication
RBMH Revenue Model

@JoePulizzi
UNDER THE HOOD:
CONTENT MARKETING INSTITUTE
#MKTGNATION

@JoePulizzi
UNDER THE HOOD:
CONTENT MARKETING INSTITUTE
2010 Revenues - $75,000
2015 Revenues - $10+ million
#MKTGNATION

@JoePulizzi
CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE

@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 after building the audience
• What do your subscribers do differently?
• Diversify Revenue Streams

@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

Thank You!
@JoePulizzi
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com

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In the future, thousands of businesses from around the globe will leverage a content first go-to-market strategy. What does this mean? It means that entrepreneurs in companies of all sizes are developing content brands and building audiences first, and then developing products to sell much, much later in the process. Having a singular focus on audience gives these businesses the best understanding of what products ultimately make the most sense to sell. In this presentation, Joe Pulizzi, Founder of Content Marketing Institute and Author of the new book Content Inc., details how many of today’s most successful businesses started, and how they have become some of the fastest growing businesses on the planet. Better yet, this presentation breaks down what you can learn from these companies, and how you can use these strategies to grow your business. Presentation by: Joe Pulizzi – Founder, Content Marketing Institute / Author, Epic Content Marketing This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

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View the full replay of the webinar for free, here: http://bit.ly/1c6Kbhh Content marketing isn’t new any more. With 90 percent of brands now in the content game, how can you keep customers’ attention and earn their business? Go epic, says Joe Pulizzi. This means creating content so valuable, compelling and different that customers can’t ignore you. These slides are from Joe Pulizzi's Vocus Webinar, which teaches you to discover 10 techniques to create epic content, including how to: -Produce hyper-targeted content by answering your top customers’ questions -Build an epic content team using expertise from every department -Use an easy-to-implement subscription strategy to keep audiences returning View the full replay of the webinar for free, here: http://bit.ly/1c6Kbhh About the Speaker: Joe Pulizzi is the founder of the Content Marketing Institute, which offers consulting to LinkedIn, AT&T and PetCo among others. Joe recently authored “Epic Content Marketing” and has co-authored two other books. Joe has spoken about content marketing at more than 200 locations in 10 countries.

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Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center

1. RETHINKING MARKETING How CMOs Are Building Media Companies Within Their Marketing Departments Joe Pulizzi Founder, Content Marketing Institute (A UBM COMPANY)

2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION

3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi #MKTGNATION

4. ONE @JoePulizzi@JoePulizzi #MKTGNATION

5. @JoePulizzi #MKTGNATION

6. @JoePulizzi #MKTGNATION

8. JEFF ROHRS CHANNELS SLIDE EXAMPLE Courtesy Jeff Rohrs

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

10. SUCCESS RATE

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12. • ARROW’S SLIDES

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

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17. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION

18. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION

19. 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 #MKTGNATION

20. The Furrow By John Deere CASE STUDY #MKTGNATION

21. 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 #MKTGNATION

22. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION

23. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers March, 2017 @JoePulizzi #MKTGNATION

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

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28. 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

29. CREATE A CONTENT MARKETING MISSION STATEMENT

30. Indium Corp. Blogs CASE STUDY @JoePulizzi #MKTGNATION

31. Indium Corporation CASE STUDY @JoePulizzi #MKTGNATION

32. CASE STUDY @JoePulizzi #MKTGNATION

33. 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.” #MKTGNATION

34. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION

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

36. CASE STUDY @JoePulizzi Copyblogger #MKTGNATION

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40. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS) #MKTGNATION

41. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION

42. Facebook CASE STUDY @JoePulizzi #MKTGNATION

43. Google+ CASE STUDY @JoePulizzi #MKTGNATION

44. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC #MKTGNATION

45. CASE STUDY @JoePulizzi Copyblogger #MKTGNATION

46. @JoePulizzi YAY! BOO! #MKTGNATION

47. @JoePulizzi

48. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.) #MKTGNATION

49. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION

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57. THE CONTENT INC. MODEL @JoePulizzi #MKTGNATION

58.

59. MARKETING SHOULD BE A PROFIT CENTER

60.

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

62.

63. • Advertising • Subscriptions • Syndication RBMH Revenue Model

64. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE #MKTGNATION

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66.

67. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE 2010 Revenues - $75,000 2015 Revenues - $10+ million #MKTGNATION

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69. @JoePulizzi #MKTGNATION

70. @JoePulizzi #MKTGNATION

71. @JoePulizzi #MKTGNATION

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74. @JoePulizzi #MKTGNATION

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79. @JoePulizzi

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94. The Furrow By John Deere @JoePulizzi

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98. @JoePulizzi

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100. @JoePulizzi CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE

101. @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 after building the audience • What do your subscribers do differently? • Diversify Revenue Streams

102. @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

103. ONE @JoePulizzi@JoePulizzi

104. Thank You! @JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com

Editor's Notes

Update with new cover from visual brand deck.
Update with new cover from visual brand deck.

Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center

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Editor's Notes