So, who better to learn about content marketing from than Joe Pulizzi — the Founder of Content Marketing Institute — when it comes to turning your content into revenue? Focus on one content type, platform and deliver consistently One of the recurring and most important themes of Joe’s keynote was consistency. Consistency is what will make you successful. There are plenty of options for where and how to publish your content, but he created a simple formula for creating a base of content which the rest will naturally stem from: The base = 1 content type + 1 main platform + consistent delivery + long period of time You don’t have to do everything. Whether it’s on your blog, your podcast, in a newsletter — create a consistent cadence and experience. It’s ok to build your audience on other platforms, but your primary call to action for those followers should be a subscription to an owned property or list. Build an audience of opt-in subscribers If you have a blog, add a subscribing functionality. Create an amazing e-newsletter and a remarkable download An engaged subscriber base is incredible and has great value for your business, but your job is to give them a reason to open those newsletters you’re sending. Joe used Content Marketing Institute itself as an example. This kind of focus and the subsequent results can allow your team to stop asking for budget — because you’re generating measurable revenue.
When it comes to any trade, the best practice is to learn from the best. So, who better to learn about content marketing from than Joe Pulizzi — the Founder of Content Marketing Institute — when it comes to turning your content into revenue?
Joe’s keynote presentation at Pubcon Pro in Las Vegas today focused on becoming a content brand and all that it entails.
Nine Content Brand Takeaways from the Godfather of Content Marketing:
1. Find a niche where you can be the leading expert in the world
This is what Joe calls ‘The Sweet Spot.’ It’s located at the intersection between knowledge or a skill area that you have and your key customer’s pain point. He used the example of John Deere, where they created content around agriculture and technology specifically for farmer’s trying to improve their operation.
2. Develop your content mission
Not to be confused with a general statement like ‘To create content that improves the lives of every possible customer in every possible way,’ the mission statement should be simple, yet specific to your audience. This is called the Content Tilt.
Joe used an example from Indium Corp, an industrial soldering equipment company. Their target audience was engineers, and they created a simple, yet effective mission statement: ‘Helping engineers answer the most challenging industrial solder questions.’
Their content then stemmed from that mission, resulting in their ‘from one engineer to another’ content series. For your mission statement, follow this formula:
- Determine your core target audience
- Identify what will be delivered
- Focus and define the outcome for the audience
3. Focus on one content type, platform and deliver consistently
One of the recurring and most important themes of Joe’s keynote was consistency. Consistency is what will make you successful. There are plenty of options for where and how to publish your content, but he created a simple formula for creating a base of content which the rest will naturally stem from:
The base =
- 1 content type
- + 1 main platform
- + consistent delivery
- + long period of time
You don’t have to do everything. Pick one type of content, on one main platform and NAIL it. Whether it’s on your blog, your podcast, in a newsletter — create a consistent cadence and experience.
4. Don’t build your house on rented land
When you build your audience on a platform you don’t control, you’re taking a risk. For example, when Facebook changed their…
COMMENTS