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.
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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
- 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
- 12. • ARROW’S SLIDES
- 15. STEP 1: BUILD AN AUDIENCE STEP 2: MONETIZE IT
- 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
- 23. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers March, 2017 @JoePulizzi #MKTGNATION
- 25. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 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
- 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
- 35. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- 40. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS) #MKTGNATION
- 44. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC #MKTGNATION
- 47. @JoePulizzi
- 48. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.) #MKTGNATION
- 59. MARKETING SHOULD BE A PROFIT CENTER
- 61. • Advertising • Subscriptions • Content Services Arrow Revenue Model
- 63. • Advertising • Subscriptions • Syndication RBMH Revenue Model
- 64. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE #MKTGNATION
- 67. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE 2010 Revenues - $75,000 2015 Revenues - $10+ million #MKTGNATION
- 79. @JoePulizzi
- 89. @JoePulizzi
- 90. @JoePulizzi
- 94. The Furrow By John Deere @JoePulizzi
- 98. @JoePulizzi
- 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
- 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.