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Content Marketing as a Profit Center #MPB2B 2016
The document outlines a content marketing strategy emphasizing its evolution into B2B as a profit center, detailing essential elements such as audience targeting and consistent delivery. It includes case studies and practical takeaways, encouraging marketers to focus on creating a content mission, diversifying media offerings, and engaging their audience. The insights highlight the importance of inventory management and utilizing events and research to boost revenue streams.
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Content Marketing as a Profit Center #MPB2B 2016
- 1. A New ContentMarketing Approach: Marketing as a Profit Center Joe Pulizzi Founder Content Marketing Institute @JoePulizzi Speaker Photo (2.5” square)
- 2. GENERALLY, A CONTENT MARKETINGAPPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
- 3. GENERALLY, A CONTENT MARKETINGAPPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
- 4. GENERALLY, A CONTENT MARKETINGAPPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
- 5. GENERALLY, A CONTENT MARKETINGAPPROACH WORKS TO… Drive Product Sales Drive Retention/Loyalty
- 6. NOW, WE ARESEEING THIS MOVE INTO B2B
- 8. NOW, WE ARESEEING THIS MOVE INTO B2B
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- 12. You Can’t JustSay You Want to Monetize Your Content 20 and 20
- 13. MARKETING AS A PROFITCENTER GETTING STARTED
- 14. EVERYONE STOPS AT THESWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
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- 19. 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.”
- 20. @JoePulizzi CREATE YOUR MISSIONSTATEMENT • Defined audience • Deliver • Outcome YOUR TURN
- 21. BUILDING A CONTENT BRANDAND PLATFORM
- 22. (1) Content Type (1)Main Platform Long Period of Time Consistent Delivery THE BASE
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- 28. @JoePulizzi FOCUS ON SUBSCRIBERS ASA KEY METRIC
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- 32. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchangeof Value (Ebook, Research Report, Etc.)
- 33. GET TO MVA,THEN DIVERSIFY
- 37. @JoePulizzi $1 MILLION IN LESSTHAN 30 MINUTES
- 39. @JoePulizzi 0. 2.5 5. 7.5 10. 2012 2013 20142015 CMI Financial Performance Ebitda Revenue CMI GROWTH
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- 44. @JoePulizzi DIPPING THE TOEIN (Slow Start) 2014 - $101k 2015 - $221k 2016 - $400k+
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- 47. @JoePulizzi TOOLS LMS (Absorb) Payment System(Authorize.net) Video/GoToMeeting/PPT record Speaker’s Agreement
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- 49. @JoePulizzi THE KEY: LIMITING ONLINEINVENTORY
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- 54. The Super Event NUMBER3 OF 7
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- 58. CONFIDENTIAL Content Marketing World 0 1000 2000 3000 4000 Attendees CMWAttendees 2012 2013 2014 2015 50% of Revenue 75% of Profit
- 59. A Print Magazine NUMBER4 OF 7
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- 62. @JoePulizzi THE LEADING INDUSTRY RESEARCH (CUTONCE, MONETIZE A LOT)
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- 65. @JoePulizzi BEFORE YOU START IDEAof LIST OF PARTNERS
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- 67. @JoePulizzi WHAT CAN WEDO IN AUDIO THAT WOULD FILL A CONTENT GAP?
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- 74. @JoePulizzi TOOLS Libsyn (hosts, publishesto iTunes/Stitcher) Audacity/Garageband/Skype to Record Audacity to Produce Levelator to Set Proper Levels Audio-Technica 2020USB Microphone $8500/mo SPONSORSHIP
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- 76. @JoePulizzi KEEP A RUNNINGLIST Bolt-On Properties Bloggers/Influencers Advertiser Projects
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- 80. @JoePulizzi $1 MILLION+ IN30 MINUTES BENEFACTORS - $350,000 TRAINING - $400,000 RESEARCH - $200,000 MAGAZINE - $200,000 PODCAST - $100,000 AWARDS - $350,000
- 81. @JoePulizzi TAKEAWAYS #1 • Finda 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 into media products that make sense for your partners and audience • Launch one at a time and be patient.
- 82. @JoePulizzi TAKEAWAYS #2 • Withany new product, limited inventory is key to pricing the offering high enough. • Consider running your training like an event. • Small events are only good for marketing big events ;) • Break-a-part one piece of research so you only have to do the research once. • Start with one podcast offering and fully integrate it into everything you offer. Getting traffic is the key. • At any one time you should have at least two to three buying options you are considering.
- 83. For Book &Podcast visit Content-Inc.com Joe Pulizzi [email protected]