@JoePulizzi KEYNOTE PRESENTATION EIGHT DEEP
THOUGHTS FOR EDITORS TO CHANGE THE WORLD Joe Pulizzi Founder, Content Marketing Institute and Orange Effect Foundation

@JoePulizzi THERE IS ONE KEY
TO A SUCCESSFUL PRESENTATION

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ONE

@JoePulizzi #1 THE MEDIA MODEL
AND THE MARKETING MODEL ARE THE SAME

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@JoePulizzi MEDIA BRAND OR PRODUCT
BRAND?

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@JoePulizzi MEDIA BRAND OR PRODUCT
BRAND?

@JoePulizzi #2 THINK LIKE A
MARKETER

@JoePulizzi MARKETERS KNOW WHAT LEVERS
BRING IN THE MOST MONEY.

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Content
Engine
Profit
Driver

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@JoePulizzi EDITOR’S GOALS: 1. FOLLOW
THE MISSION 2. GET AND KEEP SUBSCRIBERS

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#3
TRACK SUBSCRIPTIONS

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Who Converts the Best?

@JoePulizzi INSTEAD OF PUBLISH MORE,
EDIT MORE SPEND MINIMUM 20% ON EDITING OLD CONTENT

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@JoePulizzi #4 BECOME THE SOCIAL
CELEBRITY YOU WERE CALLED TO BE

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@JoePulizzi PICK ONE OR TWO
CHANNELS; BE CONSISTENT; DRIVE VALUE

@JoePulizzi #5 STEAL AUDIENCE WHENEVER
YOU CAN

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@JoePulizzi #6 GET SERIOUS ABOUT
INFLUENCERS

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@JoePulizzi
#7
EMAIL, EMAIL, EMAIL

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@JoePulizzi

@JoePulizzi@JoePulizzi

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YAY!
BOO!

@JoePulizzi MUST HAVE A Truly
Amazing E-Newsletter

@JoePulizzi #8 START EVERY EDITORIAL
MEETING WITH YOUR MISSION

@JoePulizzi CASE STUDY EDITORIAL MISSION
STATEMENT

@JoePulizzi 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

@JoePulizzi 1. Is Our Content
Truly Unique? 2. Are We Too Broad? 3. Are We Providing Value in Every Piece of Information? 4. If We Were Gone, Would Anyone Miss Us?

@JoePulizzi TAKEAWAYS • Understand that
media and product brands now communicate using the same model. • Become the marketer you were always meant to be – Follow the $$$. • Track subscriptions like your life depends on it. • Give in to becoming a social media celebrity. • Plan to steal audience whenever possible. • Get serious about integrating influencers into your editorial plan. • Email breakfast, lunch and dinner. • Start every editorial meeting by reviewing your editorial mission statement.

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