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What Marketers Need to Do to Survive the Pandemic (PCMA)

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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.

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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. “The only way we can differentiate our brand is by how we communicate.” - Don Schultz
  3. The Secret Sauce – Generating Revenue from Loyal, Opt-In Audiences
  4. Launched April 2, 2007 (December 2007 – Great Recession Begins)
  5. 2012/2013 – Fastest Growing Business Media Company – Inc. 5000 Largest Industry Event Largest Business Event – Cleveland, OH Sold for $20 million in 2016
  6. 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
  7. Less Is More
  8. Media companies build one great thing first, then diversify.
  9. Don’t Immediately Diversify!
  10. Content Energy
  11. Blog Podcast Research eNews Social Event ContentEnergy Great Line
  12. Now is the time to reallocate YOUR time.
  13. eNews Podcast ContentEnergy Great Line
  14. Target Audience + Content Tilt + One Content Type + One Main Platform
  15. Revisit Your Content Tilt
  16. Your knowledge or skill combined with the audience’s needs
  17. Content Tilt Area of little to no competition that gives you a chance to break through with your information.
  18. Audience
  19. Audience = Plant Managers
  20. Audience = Plant Managers at companies of 10k people who outsource parts to India and China
  21. Story Positioning
  22. Reposition the story
  23. Platform
  24. The Content Mission Statement
  25. What do media companies do that product companies do not with their content?
  26. A content mission statement is not about who you are or what you sell…ever.
  27. Where [audience X] finds [content Y] for [benefit Z] Orbit Media
  28. CASE STUDY CONTENT MISSION STATEMENT
  29. 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
  30. What if you target multiple audiences?
  31. 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.
  32. Consistency
  33. Two reasons why content marketing fails: • No content differentiation • No consistency
  34. 1. Show Up On Time Every Time 2. Be Interesting
  35. 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
  36. Blog 500-2000 words Weekly or greater
  37. Enewsletter 500-2000 words Exclusive Content Monthly or more frequent
  38. YouTube Weekly or more 5-15 minutes long
  39. Podcast Weekly to daily 30 – 90 minutes
  40. Facebook Group Daily Video 45 seconds to two minutes
  41. Instagram Daily Image or Video (decide)
  42. TikTok Video Daily 20 seconds
  43. Steal Talent
  44. Traditional media is bleeding.
  45. Contract/Hire Talent Directly
  46. List your media content competitors
  47. Acquire Content Assets
  48. Content archive sales are hot
  49. Now is the time for bolt- on acquisitions.
  50. Make Your Wish List Competitors YouTubers Podcasters Newsletter Providers
  51. Multiple Revenue Sources
  52. Over three million subscribers on 50+ content brand platforms.
  53. Hospital network or media property?
  54. 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
  55. CoronaMarketingBook.com
  56. Q&A

Editor's Notes

  • 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.
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