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#Pubcon @JoePulizzi
KEYNOTE PRESENTATION
CREATE A CONTENT BRAND
AND RULE THE WORLD
Joe Pulizzi
Founder, Content Marketing Institute and Orange Effect Foundation
#Pubcon @JoePulizzi
THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
#Pubcon @JoePulizzi
ONE
#Pubcon @JoePulizzi
In 1976, Fox executives
thought Star Wars was
going to flop.
#Pubcon @JoePulizzi
Fox Owed
George Lucas
$1 Million
#Pubcon @JoePulizzi
Movies Make $
By Selling Tickets
#Pubcon @JoePulizzi
$5 BILLION
STAR WARS
1977-2015
TICKET SALES
#Pubcon @JoePulizzi
$5 BILLION
STAR WARS
1977-2015
$12 BILLION
TICKET SALES MERCHANDISING
#Pubcon @JoePulizzi
More than a movie…a
content brand
#Pubcon @JoePulizzi
Most content creators do
not think big enough…
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
STEP 1:
BUILD AN AUDIENCE WITH A
CONTENT BRAND
STEP 2:
MONETIZE IT
TODAY’S AGENDA
#Pubcon @JoePulizzi
THE
CONTENT INC.
MODEL
#Pubcon @JoePulizzi
THE
CONTENT INC.
MODEL
#Pubcon @JoePulizzi
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
#Pubcon @JoePulizzi
The Furrow
By John Deere
CASE STUDY
#Pubcon @JoePulizzi
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
#Pubcon @JoePulizzi
THE
CONTENT INC.
MODEL
#Pubcon @JoePulizzi
100 YouTube Subscribers
January, 2012
ANN REARDON
3.5 Million Subscribers
October, 2018
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
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
#Pubcon @JoePulizzi
CREATE A
CONTENT MARKETING
MISSION STATEMENT
#Pubcon @JoePulizzi
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.
#Pubcon @JoePulizzi
Indium Corp.
Blogs
CASE STUDY
#Pubcon @JoePulizzi
Indium
Corporation
CASE STUDY
#Pubcon @JoePulizzi
CASE STUDY
#Pubcon @JoePulizzi
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.”
#Pubcon @JoePulizzi
THE
CONTENT INC.
MODEL
#Pubcon @JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Courtesy Jeff Rohrs
Courtesy: Jeff Rohrs
2018
#Pubcon @JoePulizzi
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
#Pubcon @JoePulizzi
CASE STUDY
Copyblogger
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
#Pubcon @JoePulizzi
THE
CONTENT INC.
MODEL
#Pubcon @JoePulizzi
Facebook
CASE STUDY
#Pubcon @JoePulizzi
Google+
CASE STUDY
#Pubcon @JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
#Pubcon @JoePulizzi
YAY!
BOO!
#Pubcon @JoePulizzi@JoePulizzi
#Pubcon @JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
#Pubcon @JoePulizzi
THE
CONTENT INC.
MODEL
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
Event
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
THE
CONTENT INC.
MODEL
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
• ARROW’S SLIDES
#Pubcon @JoePulizzi
• Sell More Products
• Advertising
• Subscriptions
• Content Services
Arrow Revenue Model
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
The Furrow
By John Deere
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
#Pubcon @JoePulizzi
CREATE VALUE
FOR YOUR AUDIENCE FIRST
THEN
YOU CAN EXTRACT VALUE
#Pubcon @JoePulizzi
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
#Pubcon @JoePulizzi
ONE
#Pubcon @JoePulizzi
Funding speech therapy and technology
for children with speech disorders.
DONATE YOUR BIRTHDAY!
http://bit.ly/OEFPUBCON

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Six Steps to Creating a Content Brand - A Content Marketing Formula

Editor's Notes

  1. In 1976, Fox executives thought Star Wars, the movie, was going to flop.
  2. These executives owed George Lucas a million dollars, which they didn’t want to pay him…so they negotiated with him. They traded full Star Wars merchandising rights for the $1 million dollars.
  3. The Fox executives knew that movies made money in one way…and that was selling tickets. That’s it. Merchandising revenues were so ancillary and meaningless. They just saved a million dollars.
  4. So what happened? Through all the Star Wars movies from 1977-2015, , total ticket sales were $5 billion dollars.
  5. During that same period, merchandising sales were $12 billion. All going to Mr. George Lucas.
  6. What if we thought like this regarding our content marketing? Maybe we can do more with marketing than just sell what we always sell.
  7. What if we thought like this regarding our content marketing? Maybe we can do more with marketing than just sell what we always sell.