Joe Pulizzi's keynote presentation at PUBCON 2018 entitled "Create a Content Brand and Rule the World." Includes step-by-step instructions: 1) Finding Your Sweet Spot, 2) Identify Your Content Tilt, 3) Build Your Base, 4) Harvest the Audience, 5) Diversify Channels and 6) Monetize and Drive Revenue.

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KEYNOTE PRESENTATION
CREATE A CONTENT BRAND
AND RULE THE WORLD
Joe Pulizzi
Founder, Content Marketing Institute and Orange Effect Foundation

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THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION

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ONE

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In 1976, Fox executives
thought Star Wars was
going to flop.

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Fox Owed
George Lucas
$1 Million

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Movies Make $
By Selling Tickets

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$5 BILLION
STAR WARS
1977-2015
TICKET SALES

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$5 BILLION
STAR WARS
1977-2015
$12 BILLION
TICKET SALES MERCHANDISING

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More than a movie…a
content brand

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Most content creators do
not think big enough…

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STEP 1:
BUILD AN AUDIENCE WITH A
CONTENT BRAND
STEP 2:
MONETIZE IT
TODAY’S AGENDA

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THE
CONTENT INC.
MODEL

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THE
CONTENT INC.
MODEL

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SWEET SPOT
K N O W L E D G E / S K I L L
P A S S I O N /
C U S T O M E R P A I N P O I N T

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The Furrow
By John Deere
CASE STUDY

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FARMERS
A G R I C U L T U R E / T E C H
O P E R A T I O N A L C H A L L E N G E S
O N A F A R M

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THE
CONTENT INC.
MODEL

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100 YouTube Subscribers
January, 2012
ANN REARDON
3.5 Million Subscribers
October, 2018

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

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

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CREATE A
CONTENT MARKETING
MISSION STATEMENT

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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.

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Indium Corp.
Blogs
CASE STUDY

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Indium
Corporation
CASE STUDY

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CASE STUDY

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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.”

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THE
CONTENT INC.
MODEL

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JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs
Courtesy: Jeff Rohrs
2018

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

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CASE STUDY
Copyblogger

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

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THE
CONTENT INC.
MODEL

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Facebook
CASE STUDY

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Google+
CASE STUDY

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FOCUS ON SUBSCRIBERS
AS A KEY METRIC

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YAY!
BOO!

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

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THE
CONTENT INC.
MODEL

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Event

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THE
CONTENT INC.
MODEL

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• ARROW’S SLIDES

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• Sell More Products
• Advertising
• Subscriptions
• Content Services
Arrow Revenue Model

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The Furrow
By John Deere

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CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE

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TAKEAWAYS
• Find a niche where you can be
the leading expert in the world
• Develop your content mission
• Focus on one 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
• Begin with one revenue option
• Diversify revenue streams

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ONE

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