About Joe Pulizzi

2

About Joe Pulizzi

• Project – The Tilt

• Book – Content Inc.

• Novel – The Will to Die

• Creator Coin - $TILT Coin

• Best Known – ContentMarketing World and the color orange

Let’s chat about this…

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

If you stopped producing all your content, would your customers notice?

We must need more content, right?

Less Is More

Media companies build one great thing first, then

diversify.

Don’t Immediately Diversify!

Content Energy

Blog Podcast Research eNews Social Event

Co

nte

nt

Ene

rgy

Great Line

eNews Podcast

Co

nte

nt

Ene

rgy

Great Line

Target Audience+

Content Tilt+

One Content Type+

One Main Platform

Revisit Your Content Tilt

Your knowledge or skill combined with the audience’s needs

What can you do better than anyone?

Audience pain points

What is their biggest problem in their lives?

What keeps them up at night?

Can that problem be fixed with consistent information?

How can you fix this particular issue that DOES NOT include your product or service?

“Cloud Computing”

Mired in Sameness

• No differentiation.

• Practically identical content.

A New Perspective

Content TiltArea of little to no competition that gives you a chance to break through

with your information.

What is your hook?

Why should they pay attention to you?

Ann Reardon

• January 2012100 YouTube Subscribers

• June 20214 Million Subscribers

Ann Reardon

Finding Your Tilt

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

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.

Where[audience X]

finds [content Y]

for[benefit Z]

Orbit Media

From One Engineer to AnotherBy Indium

CASE STUDY

CASE STUDYCONTENT 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

Rented Land

FOCUS ON SUBSCRIBERS AS A KEY METRIC

Owned vs. Rented Land

A Remarkable E-Newsletter

Best social = 1 Platform and 2 Social Channels

Steal Talent

List your media content competitors

Acquire Content Assets

Now is the time for bolt-on acquisitions.

Make Your Wish List

Competitors

YouTubers

Podcasters

Newsletter Providers

Multiple Revenue Sources

Event

PatreonOnlyFans

From One Engineer to AnotherBy Indium

CASE STUDY

The FurrowBy John Deere

CASE STUDY

thinkMoney fromTD Ameritrade

18 Months

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

Before we go…

Get very specific with your audience.

Think about how you can be truly different.

Create your content mission statement.

Think of activities you can kill to put more focus on fewer things to actually build an audience.

Thank you!

If you want to learn more, subscribe to our updates at TheTilt.com.Find me @JoePulizzi on the web.