Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center
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The document discusses the concept of building media companies within marketing departments, emphasizing the importance of content creation and audience engagement. It outlines the 'Content Inc.' model, which includes understanding audience needs, delivering consistent content, and diversifying revenue sources. Key takeaways include focusing on a niche, establishing a content mission, and utilizing effective metrics to gauge success.
Rethinking Marketing - Turning Your Marketing from Cost Center to Profit Center
- 1. RETHINKING MARKETING How CMOs Are Building Media Companies Within Their Marketing Departments Joe Pulizzi Founder, Content Marketing Institute (A UBM COMPANY)
- 2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
- 3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi #MKTGNATION
- 8. JEFF ROHRS CHANNELS SLIDE EXAMPLE Courtesy Jeff Rohrs
- 9. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
- 10. SUCCESS RATE
- 12. • ARROW’S SLIDES
- 15. STEP 1: BUILD AN AUDIENCE STEP 2: MONETIZE IT
- 19. SWEET SPOT K N OW L E D G E / S K I L L PA S S I O N / C U S TO M E R PA I N P O I N T @JoePulizzi #MKTGNATION
- 20. The Furrow By John Deere CASE STUDY #MKTGNATION
- 21. 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 S O N A FA R M @JoePulizzi #MKTGNATION
- 23. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers March, 2017 @JoePulizzi #MKTGNATION
- 25. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 28. AUDIENCE F 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 D C R E AT I O N S CONTENT TILT
- 29. CREATE A CONTENT MARKETING MISSION STATEMENT
- 30. Indium Corp. Blogs CASE STUDY @JoePulizzi #MKTGNATION
- 33. 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.” #MKTGNATION
- 35. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- 40. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS) #MKTGNATION
- 44. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC #MKTGNATION
- 47. @JoePulizzi
- 48. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.) #MKTGNATION
- 59. MARKETING SHOULD BE A PROFIT CENTER
- 61. • Advertising • Subscriptions • Content Services Arrow Revenue Model
- 63. • Advertising • Subscriptions • Syndication RBMH Revenue Model
- 64. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE #MKTGNATION
- 67. @JoePulizzi UNDER THE HOOD: CONTENT MARKETING INSTITUTE 2010 Revenues - $75,000 2015 Revenues - $10+ million #MKTGNATION
- 79. @JoePulizzi
- 89. @JoePulizzi
- 90. @JoePulizzi
- 94. The Furrow By John Deere @JoePulizzi
- 98. @JoePulizzi
- 100. @JoePulizzi CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE
- 101. @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 building the audience • What do your subscribers do differently? • Diversify Revenue Streams
- 102. @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
- 104. Thank You! @JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi [email protected]