How to Generate Direct Revenue from Your Marketing Program

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Presentation by Joe Pulizzi covering the six steps to building a loyal and trusted audience, and then details 10 different ways to generate revenue from that audience.

Negócios

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

THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION

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.

STEP 1:
BUILD AN AUDIENCE
STEP 2:
MONETIZE IT

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

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.

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

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

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

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

• Advertising
• Subscriptions
• Content Services
Arrow Revenue Model

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

The New Book
Killing Marketing by
Joe Pulizzi and Robert Rose
Get the print or audiobook
today at killingmarketing.com

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How to Generate Direct Revenue from Your Marketing Program

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

2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION

3. ONE

4. JEFF ROHRS CHANNELS SLIDE EXAMPLE Courtesy Jeff Rohrs 2017

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

6. SUCCESS RATE

7. STEP 1: BUILD AN AUDIENCE STEP 2: MONETIZE IT

9. THE CONTENT INC. MODEL

10. THE CONTENT INC. MODEL

11. 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

12. The Furrow By John Deere CASE STUDY

13. 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

14. THE CONTENT INC. MODEL

15. 100 YouTube Subscribers January, 2012 ANN REARDON 3+ Million Subscribers September, 2017

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

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20. 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

21. CREATE A CONTENT MARKETING MISSION STATEMENT

22. 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.

23. Indium Corp. Blogs CASE STUDY

24. Indium Corporation CASE STUDY

25. CASE STUDY

26. 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.”

27. THE CONTENT INC. MODEL

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

29. CASE STUDY Copyblogger

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

33. THE CONTENT INC. MODEL

34. Facebook CASE STUDY

35. Google+ CASE STUDY

36. FOCUS ON SUBSCRIBERS AS A KEY METRIC

37. CASE STUDY Copyblogger

38. YAY! BOO!

39. @JoePulizzi

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

41. THE CONTENT INC. MODEL

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47. THE CONTENT INC. MODEL

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

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51. • ARROW’S SLIDES

52. • Advertising • Subscriptions • Content Services Arrow Revenue Model

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62. @JoePulizzi

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76. The Furrow By John Deere

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81. CREATE VALUE FOR YOUR AUDIENCE FIRST THEN YOU CAN EXTRACT VALUE

82. 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

83. ONE

84. The New Book Killing Marketing by Joe Pulizzi and Robert Rose Get the print or audiobook today at killingmarketing.com

How to Generate Direct Revenue from Your Marketing Program

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