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

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

Hinweis der Redaktion

  1. 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.
  2. Here’s the great line.
  3. You actually give yourself a chance to produce 10x content.
  4. 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.
  5. 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.
  6. 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.
  7. Fortune 150, $25 billion US company, electronics distributor
  8. 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
  9. $260 million in branded ecommerce sales, up from 130 million. This is a media company folks.