How to Generate Direct Revenue from Your Marketing Program

How to Generate Direct Revenue from Your Marketing Program Joe Pulizzi Founder, Content Marketing Institute

THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION

ONE

JEFF ROHRS CHANNELS SLIDE EXAMPLE Courtesy Jeff Rohrs 2017

Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences.

SUCCESS RATE

STEP 1: BUILD AN AUDIENCE STEP 2: MONETIZE IT

THE CONTENT INC. MODEL

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

The Furrow By John Deere CASE STUDY

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

100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers September, 2017

EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.

AUDIENCE F O O D S C I E N T I S T E D U C AT I O N I M P O S S I B L E F O O D C R E AT I O N S CONTENT TILT

CREATE A CONTENT MARKETING MISSION STATEMENT

Exxon Mobil Corporation is committed to being the world's premier petroleum and petrochemical company. To that end, we must continuously achieve superior financial and operating results while simultaneously adhering to high ethical standards.

Indium Corp. Blogs CASE STUDY

Indium Corporation CASE STUDY

CASE STUDY

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.”

(1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE

CASE STUDY Copyblogger

ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)

Facebook CASE STUDY

Google+ CASE STUDY

FOCUS ON SUBSCRIBERS AS A KEY METRIC

CASE STUDY Copyblogger

YAY! BOO!

@JoePulizzi

MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)

MARKETING, FOR NON- PROFITS, SHOULD BE A SELF- SUSTAINING PROFIT CENTER

• ARROW’S SLIDES

• Advertising • Subscriptions • Content Services Arrow Revenue Model

@JoePulizzi

The Furrow By John Deere

CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE

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

ONE

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