8 Critical Thoughts for Editors and Content Creators

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This presentation by Joe Pulizzi covers eight deep thoughts that media editors and content creators in any brand need to pay attention to. Includes the changing media model, tracking subscriptions and conversions, becoming a social media celebrity, stealing audience, influencer relations, and the growing importance of email. Originally presented as an editorial workshop.

@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

@JoePulizzi
ONE

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

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi
#2
THINK LIKE A MARKETER

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

@JoePulizzi

@JoePulizzi
Content
Engine
Profit
Driver

@JoePulizzi

@JoePulizzi

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

@JoePulizzi
#3
TRACK SUBSCRIPTIONS

@JoePulizzi

@JoePulizzi
Who Converts the Best?

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

@JoePulizzi

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

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

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

@JoePulizzi
#5
STEAL AUDIENCE WHENEVER YOU CAN

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi
#6
GET SERIOUS ABOUT INFLUENCERS

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi
#7
EMAIL, EMAIL, EMAIL

@JoePulizzi

@JoePulizzi

@JoePulizzi@JoePulizzi

@JoePulizzi
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.

@JoePulizzi

@JoePulizzi
JoePulizzi.com/Newsletter
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Common Culture: Paul Willis Symbolic Creativity

Common Culture: Paul Willis Symbolic Creativity

Common Culture: Paul Willis Symbolic Creativity

8 Critical Thoughts for Editors and Content Creators

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

2. @JoePulizzi THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION

3. @JoePulizzi ONE

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

8. @JoePulizzi MEDIA BRAND OR PRODUCT BRAND?

10. @JoePulizzi

11. @JoePulizzi MEDIA BRAND OR PRODUCT BRAND?

12. @JoePulizzi #2 THINK LIKE A MARKETER

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

14. @JoePulizzi

15. @JoePulizzi Content Engine Profit Driver

16. @JoePulizzi

17. @JoePulizzi

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

19. @JoePulizzi #3 TRACK SUBSCRIPTIONS

20. @JoePulizzi

21. @JoePulizzi Who Converts the Best?

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

23. @JoePulizzi

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

25. @JoePulizzi

26. @JoePulizzi

27. @JoePulizzi

28. @JoePulizzi

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

30. @JoePulizzi #5 STEAL AUDIENCE WHENEVER YOU CAN

31. @JoePulizzi

32. @JoePulizzi

33. @JoePulizzi

34. @JoePulizzi #6 GET SERIOUS ABOUT INFLUENCERS

35. @JoePulizzi

36. @JoePulizzi

37. @JoePulizzi

38. @JoePulizzi

39. @JoePulizzi

40. @JoePulizzi #7 EMAIL, EMAIL, EMAIL

41. @JoePulizzi

42. @JoePulizzi

43. @JoePulizzi@JoePulizzi

44. @JoePulizzi YAY! BOO!

45. @JoePulizzi MUST HAVE A Truly Amazing E-Newsletter

46. @JoePulizzi #8 START EVERY EDITORIAL MEETING WITH YOUR MISSION

47. @JoePulizzi CASE STUDY EDITORIAL MISSION STATEMENT

48. @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

49. @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?

50. @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.

51. @JoePulizzi

52. @JoePulizzi JoePulizzi.com/Newsletter Q&A

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