Presentation from Joe Pulizzi for PCMA on what meeting marketing professionals need to do to thrive in light of the pandemic. It includes 7 points: creating a content mission statement, driving multiple lines of revenue from marketing, and acquiring content companies.
What Marketers Need to Do to Survive the Pandemic (PCMA)
1. KEYNOTE PRESENTATION
Joe Pulizzi
Author, Content Inc. and Killing Marketing; Co-Founder, Orange Effect Foundation
WHAT MARKETERS NEED TO DO TO
THRIVE IN OUR NEXT NORMAL
2.
3. “The only way we can differentiate our brand
is by how we communicate.”
- Don Schultz
6. 2012/2013 – Fastest
Growing Business
Media Company – Inc.
5000
Largest Industry Event
Largest Business
Event – Cleveland, OH
Sold for $20 million in
2016
7. To discuss…
Less content,
more impact
01
Tune up your
content tilt
02
Build/review
your content
mission
statement
03
Be consistent
or don’t even
bother
04
Steal talent
05
Acquire
content assets
06
Prepare
Multiple
Revenue
Sources
07
36. 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
38. To do…
• Review your content mission with
your team before every meeting.
• Your content mission is a living,
breathing statement. You are
allowed to change it.
40. Two reasons why content
marketing fails:
• No content
differentiation
• No consistency
41. 1. Show Up On
Time Every Time
2. Be Interesting
42. If you go to the gym once a month,
it doesn't help you. If you go
multiple times a week, it helps you.
If you eat well once a month, it
doesn't help you.
The same thing goes with content. If
you do a podcast every so often,
whenever you get the creative itch,
you're not really helping anyone
because it's just too random. There's
no strategy around it.
- Anthony Fasano, Engineering
Management Institute
74. In Review
Less content,
more impact
01
Tune up your
content tilt
02
Build/review
your content
mission
statement
03
Be consistent
or don’t even
bother
04
Steal talent
05
Acquire
content assets
06
Prepare
Multiple
Revenue
Sources
07
All in, they launched 9 different shows, including documentaries, podcast, film series and more. And I’m almost 100% sure this is going to go down in flames.
Here’s the great line.
You actually give yourself a chance to produce 10x content.
You can bet that anyone in a position of power in your company has no frickin clue about content marketing. Content Marketing Programs don’t get killed because of a lack of results, they get killed because the people with the purse strings in your company just don’t get it. They have no idea what you are doing. You want to keep your program? Start your own content effort to your executive team and tell them about the benefits of content marketing…every week without stop.
You can bet that anyone in a position of power in your company has no frickin clue about content marketing. Content Marketing Programs don’t get killed because of a lack of results, they get killed because the people with the purse strings in your company just don’t get it. They have no idea what you are doing. You want to keep your program? Start your own content effort to your executive team and tell them about the benefits of content marketing…every week without stop.
You can bet that anyone in a position of power in your company has no frickin clue about content marketing. Content Marketing Programs don’t get killed because of a lack of results, they get killed because the people with the purse strings in your company just don’t get it. They have no idea what you are doing. You want to keep your program? Start your own content effort to your executive team and tell them about the benefits of content marketing…every week without stop.
Fortune 150, $25 billion US company, electronics distributor
Tripled revenue since 2016. Almost covering entire costs of operation. Chart of CC’s model
· Display ad revenue (both direct and programmatic) – this is by far the biggest (seven figures per year)
· Sponsored content packages (directly sold, primarily on ConsultQD/physician content side of things and mostly tied to medical meetings/conference campaigns)
· Syndication revenue
· Content creation projects (like Google)
· Increases brand awareness and patient volumes
· Consulting opportunities as result of the success
Hope that helps? Let me know if you need anything else.
I’ve totally blown up my team and have a new operation focused on increasing revenue. Goal is to 5x traffic and ad revenue in the next 3 years. Looking at traffic data differently now too – ComScore data is the key now… Kinda crazy. Really building out our “media organization” within the enterprise. I’m now responsible for content across the entire Cleveland Clinic website. J
$260 million in branded ecommerce sales, up from 130 million. This is a media company folks.