6 Steps to Developing a Content-First Marketing Strategy
Transcript of 6 Steps to Developing a Content-First Marketing Strategy
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6 Steps to Developing a Content-First Marketing Strategy
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Today’s Participation
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• If you are experiencing audio issues, please use the chat box to contact the webinar host.
• Submit text questions: Q&A addressed at the end of today’s webinar.
#CISIONWebinar
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CONTENT INC.6 Steps to Developing aContent-First Marketing Strategy
Joe Pulizzi Founder, Content Marketing Institute
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ONE@JoePulizzi@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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JEFF ROHRS CHANNELS SLIDE EXAMPLE
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90% USE CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
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30%
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30%CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
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THERE IS
ALWAYS A BETTER WAY
Thomas Edison
@JoePulizzi
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FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
Source: Gini Dietrich/Spin Sucks
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FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
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B A C K YA R D P O U LT R Y
T E A C H I N G
@JoePulizzi
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@JoePulizzi
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THE CONTENT INC.
MODEL
@JoePulizzi
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THE CONTENT INC.
MODEL
@JoePulizzi
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SWEET SPOT
K N O W L E D G E / S K I L L
PA S S I O N /C U S T O M E R PA I N
P O I N T
@JoePulizzi
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SWEET SPOT
B A C K YA R D P O U LT R Y
T E A C H I N G
@JoePulizzi
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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 SO N A FA R M
@JoePulizzi
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The FurrowBy John Deere
CASE STUDY
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THE CONTENT INC.
MODEL
@JoePulizzi
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100 YouTube SubscribersJanuary, 2012
ANN REARDON
2 Million SubscribersOctober, 2015
@JoePulizzi
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EVERYONE STOPS AT THE SWEET SPOT…
HARDLY ANYONE TILTS THE CONTENT.
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AUDIENCEF 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 DC R E AT I O N S
CONTENT TILT
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@JoePulizzi
WHAT DO ALL MEDIA COMPANIES DO
THAT YOU DO NOT WITH YOUR CONTENT?
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CREATE A CONTENT MARKETING MISSION STATEMENT
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Indium Corp.Blogs
CASE STUDY
@JoePulizzi
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Indium Corporation
CASE STUDY
@JoePulizzi
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CASE STUDY
@JoePulizzi
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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.”
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@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
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THE CONTENT INC.
MODEL
@JoePulizzi
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WAIT FOR IT…
LOADING
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(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Del ivery
THE BASE
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CASE STUDY
@JoePulizzi
Copyblogger
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Jyske Bank
CASE STUDY
@JoePulizzi
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@JoePulizzi
• iTunes Subscribers to Email Subscribers
• Millions of Downloads• ZERO to Multi-
Millionaire in 2 Years
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@JoePulizzi
ONE CONTENT TYPE
One PlatformConsistent Delivery
OVER TIME (12+ MONTHS)
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THE CONTENT INC.
MODEL
@JoePulizzi
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FacebookCASE STUDY
@JoePulizzi
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Google+CASE STUDY
@JoePulizzi
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@JoePulizzi
FOCUS ON SUBSCRIBERS AS A KEY METRIC
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CASE STUDY
@JoePulizzi
Copyblogger
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CASE STUDY
@JoePulizzi
thinkMoney
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@JoePulizzi
YAY!
BOO!
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@JoePulizzi
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@JoePulizzi
MUST HAVES
Amazing E-NewsletterExchange of Value
(Ebook, Research Report, Etc.)
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THE CONTENT INC.
MODEL
@JoePulizzi
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@JoePulizzi
RULE OF THREE
• Magic Number isOver THREE
• BE the OCTOPUS
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@JoePulizzi
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@JoePulizzi
DIVERSIFICATION
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THE CONTENT INC.
MODEL
@JoePulizzi
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@JoePulizzi
WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY
CONTENT AND THOSE WHO DON’T?
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@JoePulizzi
MONETIZATION
Advertising / Sponsorship
Increased Product Sales
More Loyal Customers
Data
Events
Cost Savings
Paid Subscriptions
Revenue Ripples
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
YOU MUST CREATE VALUEFOR YOUR AUDIENCE
BEFORE YOU EXTRACT VALUE
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@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 the base is built.• What do your subscribers do
differently?• All eyes on building the
audience.• Be Patient – speed the cycle
through paid content.
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@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
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THANK YOU!
@JoePulizzi@JoePulizzi
For Book & Podcast visitContent-Inc.com
Designed by
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Questions & Answers
82
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About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents:
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