KEYNOTE PRESENTATION Joe Pulizzi Author,
Content Inc. and Killing Marketing; Co-Founder, Orange Effect Foundation WHAT MARKETERS NEED TO DO TO THRIVE IN OUR NEXT NORMAL

“The only way we can
differentiate our brand is by how we communicate.” - Don Schultz

The Secret Sauce – Generating
Revenue from Loyal, Opt-In Audiences

Launched April 2, 2007 (December
2007 – Great Recession Begins)

2012/2013 – Fastest Growing Business
Media Company – Inc. 5000 Largest Industry Event Largest Business Event – Cleveland, OH Sold for $20 million in 2016

To discuss… Less content, more
impact 01 Tune up your content tilt 02 Build/review your content mission statement 03 Be consistent or don’t even bother 04 Steal talent 05 Acquire content assets 06 Prepare Multiple Revenue Sources 07

Less Is More

Media companies build one great
thing first, then diversify.

Don’t Immediately Diversify!

Content Energy

Blog Podcast Research eNews Social
Event ContentEnergy Great Line

Now is the time to
reallocate YOUR time.

eNews Podcast
ContentEnergy
Great Line

Target Audience + Content Tilt
+ One Content Type + One Main Platform

Revisit Your
Content Tilt

Your knowledge or skill combined
with the audience’s needs

Content Tilt Area of little
to no competition that gives you a chance to break through with your information.

Audience

Audience =
Plant Managers

Audience = Plant Managers at
companies of 10k people who outsource parts to India and China

Story Positioning

Reposition
the story

Platform

The Content
Mission
Statement

What do media companies do
that product companies do not with their content?

A content mission statement is
not about who you are or what you sell…ever.

Where [audience X] finds [content
Y] for [benefit Z] Orbit Media

CASE STUDY
CONTENT MISSION STATEMENT

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.” CONTENT MISSION STATEMENT

What if you target multiple
audiences?

To do… • Review your
content mission with your team before every meeting. • Your content mission is a living, breathing statement. You are allowed to change it.

Consistency

Two reasons why content marketing
fails: • No content differentiation • No consistency

1. Show Up On Time
Every Time 2. Be Interesting

If you go to the
gym once a month, it doesn't help you. If you go multiple times a week, it helps you. If you eat well once a month, it doesn't help you. The same thing goes with content. If you do a podcast every so often, whenever you get the creative itch, you're not really helping anyone because it's just too random. There's no strategy around it. - Anthony Fasano, Engineering Management Institute

Blog 500-2000 words Weekly or
greater

Enewsletter 500-2000 words Exclusive Content
Monthly or more frequent

YouTube Weekly or more 5-15
minutes long

Podcast Weekly to daily 30
– 90 minutes

Facebook Group Daily Video 45
seconds to two minutes

Instagram Daily Image or Video
(decide)

TikTok
Video
Daily
20 seconds

Steal
Talent

Traditional media is bleeding.

Contract/Hire Talent
Directly

List your
media
content
competitors

Acquire
Content
Assets

Content archive
sales are hot

Now is the time for
bolt- on acquisitions.

Make Your Wish List Competitors
YouTubers Podcasters Newsletter Providers

Multiple Revenue
Sources

Over three million subscribers on
50+ content brand platforms.

Hospital
network or
media
property?

In Review Less content, more
impact 01 Tune up your content tilt 02 Build/review your content mission statement 03 Be consistent or don’t even bother 04 Steal talent 05 Acquire content assets 06 Prepare Multiple Revenue Sources 07

CoronaMarketingBook.com

Q&A