content marketing as a profit center #mpb2b 2016

A New Content Marketing Approach:Marketing as a Profit Center

Joe Pulizzi

Founder

Content Marketing Institute

@JoePulizzi

Speaker

Photo

(2.5” square)

GENERALLY, A CONTENT MARKETING APPROACH

WORKS TO…

Drive Product SalesDrive Retention/Loyalty

NOW, WE ARE SEEING THIS MOVE INTO B2B

CASE STUDY

@JoePulizzi

thinkMoney

You Can’t Just Say You Want to Monetize Your Content

20 and 20

MARKETING AS A PROFIT CENTER

GETTING STARTED

EVERYONE STOPS AT THE SWEET SPOT…

HARDLY ANYONE TILTSTHE CONTENT.

CREATE A DIFFERENTIATED MISSION

Indium Corp.Blogs

CASE STUDY

@JoePulizzi

Indium Corporation

CASE STUDY

@JoePulizzi

CASE STUDY

@JoePulizzi

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.”

@JoePulizzi

CREATE YOUR MISSION STATEMENT

• Defined audience

• Deliver

• Outcome YOUR TURN

BUILDING A CONTENT BRAND AND PLATFORM

(1) Content Type

(1) Main Platform

Long Period of Time

Consistent Del ivery

THE BASE

EMAIL IS CRITICAL

Facebook

CASE STUDY

@JoePulizzi

Google+

CASE STUDY

@JoePulizzi

@JoePulizzi

FOCUS ON SUBSCRIBERS AS A KEY METRIC

CASE STUDY

@JoePulizzi

Copyblogger

@JoePulizzi

YAY!

BOO!

@JoePulizzi

@JoePulizzi

MUST HAVES

Amazing E-Newsletter

Exchange of Value(Ebook, Research Report, Etc.)

GET TO MVA, THEN DIVERSIFY

@JoePulizzi

$1 MILLIONIN LESS THAN 30 MINUTES

@JoePulizzi

0.

2.5

5.

7.5

10.

2012 2013 2014 2015

CMI Financial Performance

Ebitda Revenue

CMI GROWTH

Online Training

NUMBER 1 OF 7

@JoePulizzi

eLearningIndustry.com

@JoePulizzi

@JoePulizzi

DIPPING THE TOE IN(Slow Start)

2014 - $101k2015 - $221k

2016 - $400k+

@JoePulizzi

@JoePulizzi

TOOLSLMS (Absorb)Payment System (Authorize.net)Video/GoToMeeting/PPT recordSpeaker’s Agreement

Benefactor Program

NUMBER 2 OF 7

@JoePulizzi

THE KEY:LIMITING ONLINE INVENTORY

@JoePulizzi

The Super Event

NUMBER 3 OF 7

@JoePulizzi

SMALL EVENTSAND ROAD SHOWS

@JoePulizzi

CONFIDENTIAL

Content Marketing World

0

1000

2000

3000

4000

Attendees

CMW Attendees

2012 2013 2014 2015

50% of Revenue

75% of Profit

A Print Magazine

NUMBER 4 OF 7

@JoePulizzi

Break-a-Part Research

NUMBER 5 OF 7

@JoePulizzi

THE LEADING INDUSTRYRESEARCH

(CUT ONCE, MONETIZE A LOT)

@JoePulizzi

@JoePulizzi

BEFORE YOU START

IDEA of LIST OF PARTNERS

Podcasting

NUMBER 6 OF 7

@JoePulizzi

WHAT CAN WE DO IN AUDIO THAT WOULD FILL A CONTENT GAP?

@JoePulizzi

INDUSTRY NEWS

@JoePulizzi

@JoePulizzi

TOOLSLibsyn (hosts, publishes to iTunes/Stitcher)Audacity/Garageband/Skype to RecordAudacity to ProduceLevelator to Set Proper LevelsAudio-Technica 2020USB Microphone

$8500/mo SPONSORSHIP

Strategic M&A

NUMBER 7 OF 7

@JoePulizzi

KEEP A RUNNING LIST

Bolt-On PropertiesBloggers/InfluencersAdvertiser Projects

@JoePulizzi

@JoePulizzi

http://bitly.com/niche-buy

@JoePulizzi

$1 MILLION+ IN 30 MINUTES

BENEFACTORS - $350,000TRAINING - $400,000RESEARCH - $200,000MAGAZINE - $200,000PODCAST - $100,000AWARDS - $350,000

@JoePulizzi

TAKEAWAYS #1• 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 into media products that make

sense for your partners and audience

• Launch one at a time and be patient.

@JoePulizzi

TAKEAWAYS #2• With any 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.

For Book & Podcast visitContent-Inc.com

Joe [email protected]

content marketing as a profit center #mpb2b 2016

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