Глава 1
Content Marketing Revolution: Build Audience First, Products Second
Ever wondered why 90% of startups fail within their first five years? What if there was a business model that flipped traditional entrepreneurship on its head-one that minimized risk while maximizing impact? This is exactly what Joe Pulizzi discovered when he left his six-figure executive publishing position in 2007 to start what would become the Content Marketing Institute. With no product ready to sell, he focused on building an audience through consistent, valuable content. Within a few years, his company made the Inc. 500 list of fastest-growing private companies three years running and reached $10 million in annual revenue. This "audience-first" approach has been replicated by countless entrepreneurs across industries, from Brian Clark's Copyblogger Media to Michelle Phan's beauty empire. Content Inc. has become required reading for modern entrepreneurs, with Guy Kawasaki calling it "the new playbook for entrepreneurial success." In a world where traditional business models continue to fail at alarming rates, Pulizzi's counterintuitive strategy offers a proven path to sustainable business growth.
Глава 2
The Sweet Spot: Where Knowledge Meets Passion
The foundation of the Content Inc. model begins with finding your "sweet spot"-the intersection of your knowledge or skill and your personal passion. This critical first step determines whether your content business will thrive or merely survive. Matthew Patrick's journey exemplifies this principle perfectly. A brilliant student who scored a perfect 1600 on his SAT and earned a neuroscience degree, Matthew struggled as an actor in New York for two years. Rather than continuing to pursue traditional employment, he combined his analytical skills with his passion for gaming to create "Game Theory" videos on YouTube. Within just one year, he built an audience of 500,000 subscribers, eventually growing to over 4 million.
This pattern repeats across successful content entrepreneurs. Claus Pilgaard (known as "Chili Klaus") merged his music performance skills with his passion for chili peppers, creating viral videos where he conducts orchestras while eating the world's hottest peppers. Michelle Phan united her artistic abilities with her love for makeup. Andy Schneider, "The Chicken Whisperer," combined his knowledge of backyard poultry with his passion for teaching.
The sweet spot formula works because passion provides the essential fuel for persistence. As Charles Schwab noted, "A person can succeed at almost anything for which they have unlimited enthusiasm." This passion sustains content creators through months or years of work before seeing financial returns. Without genuine enthusiasm for your subject matter, it's nearly impossible to maintain the consistency required to build a loyal audience.
For established companies with existing product lines, finding the passion component may be challenging. An alternative approach replaces passion with customer pain points, ensuring the content addresses genuine customer needs. Doug Kessler suggests visualizing the sweet spot in three dimensions: size (focused area), shape (boundaries of expertise), and depth (appropriate level of expertise). This framework helps businesses identify where they can provide unique value to their audience.
The sweet spot alone, however, isn't enough. To complete the formula, you must identify specifically who your audience is, how they live, what they need, and why they'll care about your information. Without understanding who you're creating content for, your knowledge and passion won't translate to business success.
Глава 3
The Content Tilt: Finding Your Unique Angle
With millions of blogs, podcasts, and YouTube channels competing for attention, simply identifying your sweet spot isn't enough. You need what Pulizzi calls a "content tilt"-a unique angle that differentiates your content from everything else in your niche. Without this tilt, your content will blend into the background noise and be forgotten.
The content tilt involves finding a content hole that isn't being filled by someone else and exploiting that area. As PayPal co-founder Peter Thiel advises in his book "Zero to One," businesses should "figure out something that nobody else is doing and look to create a monopoly in some area that's been underdeveloped." This principle applies perfectly to content creation.
Ann Reardon, the "baking queen of YouTube," found her content tilt by creating seemingly impossible food creations-desserts with five pounds of Snickers bars and Instagram logo cakes. In just three years, she went from 100 subscribers to over 1 million, now averaging 16 million monthly views and generating substantial revenue from YouTube royalties, apps, and brand sponsorships.
Finding your content tilt requires asking tough questions: If someone rounded up all your content and placed it in a box, like it never existed, would anyone miss it? Would you leave a gap in the marketplace? If the answer is no, then you haven't found your tilt yet.
Several strategies can help unearth your content tilt. The Amazon.com Press Release Method, championed by Jeff Bezos, involves writing a complete press release as if your content platform were ready to launch. This exercise helps visualize your strategy and identify what makes you stand out. Google Trends, which Andrew Davis calls "the most important yet underutilized tool for locating your content niche," reveals search patterns and opportunities. For example, while general "knitting" searches are declining, "loom knitting" is up 300 percent, suggesting an opportunity to create content specifically about innovative methods for using knitting looms for beginners.
Other approaches include directly asking potential readers about content gaps, setting up listening posts across various channels, testing different content with small audience segments, repositioning existing content areas with emerging terminology (as Pulizzi did by championing "content marketing" over "custom publishing"), or simply creating content consistently until you discover what resonates.
Once you've identified your content tilt, you can develop your content mission statement-a beacon for your creation efforts that includes three key elements: your core target audience, the material you'll deliver, and the outcome for the audience. Unlike company mission statements, content missions focus solely on audience benefit, not how you make money.
Глава 4
Building the Base: Selecting Your Platform and Content Strategy
With your sweet spot identified and content tilt established, it's time to build the foundation that will stand the test of time. This phase involves selecting your primary content platform and developing a consistent content creation strategy.
The greatest media entities built their success on one primary channel: Wall Street Journal (printed newspaper), Time (printed magazine), TED Talks (in-person events), ESPN (cable television), Huffington Post (online magazine), and Rush Limbaugh (radio). When building your platform, you must decide how you'll tell your stories (written, video, audio, or in-person) and where you'll distribute them.
Two critical factors should guide your platform selection: reach (which channel best connects with your target audience) and control (which channel gives you ownership of your content and audience). While platforms like YouTube and iTunes offer tremendous reach potential, they provide limited control over subscriber relationships. Conversely, owned platforms like a WordPress website offer complete control but require more effort to build traffic.
Though social channels like Facebook and LinkedIn are excellent for building a digital footprint, you ultimately have no control over what these companies do with your connections. These platforms can change their algorithms or access rules at any time, leaving your audience relationships vulnerable. The safest approach is building websites or properties you own and control, then leveraging other channels to drive traffic back to these owned platforms.
Once you've selected your platform, consistent content creation becomes paramount. Successful Content Inc. entrepreneurs follow six principles: fill a need by answering audience questions; be consistent in delivery; be human with your unique voice; take a clear point of view rather than being encyclopedic; avoid sales-focused content; and strive to be best-of-breed in your content niche.
Content ideation-generating ideas for your content-requires systematic approaches rather than waiting for inspiration. Marcus Sheridan's success with River Pools & Spas came from listing at least 50 questions his audience wanted answered. "If you write twice weekly, that's a whole year's worth of content," he explains. Other ideation strategies include freewriting (stream-of-consciousness writing for a set period), monitoring Google Alerts and Twitter hashtags, analyzing web analytics to identify high-performing topics, conducting employee discussions, asking your social networks, or even reading completely unrelated books to spark creativity.
Managing your content creation requires an editorial calendar-a tool that has evolved from a simple publishing tracker into an essential component for managing the entire content marketing lifecycle. At minimum, your calendar should track publication date, topic/headline, author, content owner, and current status. More sophisticated calendars might include distribution channels, content types, visual elements, topic categories, keywords, calls to action, and audience outcomes.
Глава 5
Harvesting Audience: Building Your Subscriber Base
Having established your platform and developed quality content assets with a consistent publishing schedule, the next critical phase is creating systems to build a valuable subscriber base. This is the cornerstone of the Content Inc. model.
Just as Facebook transformed its business by unifying all teams around a single metric (revenue), the Content Inc. model thrives when focused on one critical measurement: subscribers. As Andrew Davis notes, "Focusing on creating a subscriber database is developing a customer database before you actually have customers to sell to." Unlike traditional media subscriptions, you're offering free content in exchange for valuable personal information, creating relationships you can monetize later.
The Missouri Star Quilt Company exemplifies this subscriber-first approach. When the 2008 economic downturn hit Hamilton, Missouri, Jenny Doan and her family invested $24,000 in quilting equipment and fabric. Their YouTube quilting tutorials featuring Jenny's engaging personality grew to nearly 250,000 subscribers, with some videos reaching half a million views. This success drives 2,000 online sales daily and has revitalized their town of 1,800 people, creating 120 jobs, five fabric shops (with eight more planned), and additional local businesses.
While any fan or follower can be valuable, not all subscribers are created equal. The hierarchy of subscriber value is based on how much control you have over the connection. Email subscribers sit at the top because you have the most direct access. Even social media powerhouses like BuzzFeed and Fast Company prominently feature email subscription calls-to-action on their sites. Your Content Inc. strategy should include some form of email offering-whether a daily newsletter, curated industry information, weekly insights, or monthly reports.
To build your subscriber base, every piece of content should drive to another piece of content that can be subscribed to. Effective subscription enhancement strategies include using pop-over forms (CMI found that exit-intent pop-overs generated over 100% more total conversions than standard pop-overs), asking for minimal information initially, promoting subscriptions across all platforms, adding subscription options to email signatures, and leveraging tools like SlideShare Pro to collect emails when people download presentations.
Content findability is equally critical to audience growth. Approximately half of all web traffic comes from organic search, making search engine optimization (SEO) paramount. For CMI, getting serious about SEO doubled their search results and business growth, with most new subscribers coming through search engines. Additional strategies for improving content discoverability include guest appearances on other platforms (OPC-Other People's Content), creating list-based content (which consistently performs better in search), leveraging platforms like StumbleUpon and Reddit, creating unique research, answering questions on Quora, syndicating content on other sites, and ensuring most of your content is ungated (freely accessible without login requirements).
Глава 6
Stealing Audience: The Art of Influencer Marketing
Rather than using the industry term "influencer marketing," Pulizzi candidly addresses the goal: stealing audience from influencers to build your own. Your audience isn't waiting for your content-they're already engaged with mobile, video, audio and text content elsewhere. Breaking through requires redirecting that attention to your content.
Influencer marketing leverages people who have preestablished audiences receptive to their recommendations, built-in trust with readers, on-the-ground experience to help create relevant content, and the ability to get your messaging to the right people at the right time. The ultimate goal is expanding your own audience.
Before launching an influencer program, clearly document specific objectives that support business goals and audience building. Potential objectives include brand awareness, engagement, lead generation, sales, customer retention, and up-sell or cross-sell opportunities. The influencers you need depend on your objectives. Potential influencer types include bloggers, customers, purchasing group members, industry experts, analysts, business partners, internal experts, and media sites.
The Social Media 4-1-1 sharing system, first presented by Andrew Davis, helps companies gain visibility with influencers before direct outreach. For every six social media shares: four should be content from your target influencers (67%), one your original educational content, and one sales-oriented piece. Share influencers' content consistently without asking for anything in return for at least a month.
Initial connections with influencers can be made by giving them social media attention, providing thoughtful comments on their blog posts, connecting on LinkedIn with a personal introduction, or sending a carefully crafted email that suggests collaboration rather than asking for favors. After establishing connections, deepen relationships by requesting collaboration on content creation, exclusive content for your platforms, or content sharing.
CMI's approach exemplifies effective influencer marketing. They define influencers as bloggers, competitors, or media organizations creating content for their target audience. They built relationships by ranking influencers quarterly in their "Top 42 Content Marketing Blogs," using a research-backed methodology examining consistency, style, and originality. This approach earned enthusiastic sharing from influencers, with many displaying CMI's ranking widget on their sites. These relationships evolved into active community participation, with influencers becoming contributors, speakers, and even friends.
Глава 7
Diversification: Expanding Your Content Empire
Once you've built a strong, loyal audience, it's time to diversify beyond your main content stream. Think of your model as an octopus with each content channel being one of eight arms wrapping around your audience. ESPN exemplifies this approach-starting as a single cable TV station in 1979 with a $9,000 investment, they focused solely on that channel for 13 years before diversifying. Beginning with ESPN Radio in 1992, followed by ESPN.com in 1995 and ESPN the Magazine in 1998, they now have properties in nearly every channel available.
Successful content entrepreneurs follow what Pulizzi calls the "three and three" model. The first three are personal brand builders: a blog, a book, and speaking engagements. Your blog serves as the platform for consistently sharing your differentiated story. Your book becomes the ultimate business card-a physical embodiment of your expertise. Speaking opportunities emerge from your growing reputation, allowing you to spread your message to new audiences while getting paid.
The next three elements-digital, print, and in-person-are business-focused. Major media brands like ESPN, Forbes, and Inc. all maintain properties across these three channels. Print, though used by only about one-third of marketers, creates a significant opportunity. TD Ameritrade's ThinkMoney magazine sees 90% of customers taking direct action on products, with subscribers reading the magazine trading five times more than non-readers. Even digital innovators like Airbnb and Uber have launched print magazines.
Contrary to predictions that digital communication would reduce the need for in-person events, conferences continue to grow. As more people connect online, the desire for face-to-face meetings has actually increased. CMI's event portfolio includes Content Marketing World (4,000 delegates), Intelligent Content Conference (400 delegates), and CMI Executive Forum (40 delegates).
Content entrepreneurs can expand in two ways: adding channels within the same platform (like Matthew Patrick launching additional YouTube shows) or extending the current brand into new platforms (like Andy Schneider's radio show and magazine). Beyond the standard website and email newsletter, the most common Content Inc. extensions are books, podcasts, events, and magazines.
Sometimes building a content platform from scratch isn't the best strategy-buying existing properties can be more efficient. Major companies are increasingly acquiring blogs and media sites that come with two valuable assets: storytelling capabilities (people and processes) and built-in audiences. Companies like Adorama (acquiring JPG magazine), L'Oreal (purchasing Makeup.com for over $1 million), HubSpot (buying Agency Post blog), and SurfStitch (acquiring two surfing industry media companies) have all successfully implemented this strategy.
Глава 8
Monetization: Building Multiple Revenue Streams
Content Inc. entrepreneurs don't simply wait until reaching minimum viable audience (MVA) to monetize-they employ creative strategies to sustain their business models during development and growth. When Brian Clark describes MVA as "the point when your audience starts growing itself through social sharing and word-of-mouth," he's identifying when audience feedback reveals what products they actually want to buy.
While building his platform, Pulizzi supported himself through consulting and developed the limited-inventory model to generate immediate revenue. This approach transformed digital revenue by reframing advertising as sponsorship, limiting availability to just six sponsors, providing logo placement on every page, splitting visitor exposure equally among sponsors, significantly increasing costs, and offering category exclusivity for a premium. This strategy became the foundation for all future digital products.
Successful Content Inc. entrepreneurs find creative ways to generate revenue while building their platforms: CMI used the benefactor model, Digital Photography School leveraged affiliate sales, Game Theory utilized YouTube advertising, Moz provided consulting, and Copyblogger earned royalties from partner products. Rather than waiting until the end of the Content Inc. process, entrepreneurs should think about monetization from day one.
Most people have just one or two income sources, while millionaires develop multiple revenue streams. Content Inc. businesses should "mix and match as relevant" rather than stick to one revenue model. Potential monetization strategies include:
1. Advertising and sponsorship: Companies pay for access to your audience through banner ads, print ads, or event sponsorships.
2. Native advertising: Paid media that follows the natural form and function of the user experience.
3. Subscriptions: Premium access to exclusive content or communities.
4. Premium content: E-books, specialty reports, or other valuable information products.
5. Conferences and events: In-person gatherings that generate revenue through registrations and sponsorships.
6. Cross-media: Books, video programs, magazines, webinars and podcasts.
7. Crowdfunding: Community-supported funding through platforms like Kickstarter.
8. Products: Software, physical products, or other offerings that solve audience problems.
For established companies with existing products or services, content monetization comes from understanding the difference between content subscribers and non-subscribers. River Pools & Spas discovered that audience members who engage with at least 30 pages of content and request a sales appointment buy 80% of the time-compared to the industry average of 10%. Their blog post "How Much Does a Fiberglass Pool Cost?" alone has generated over $2 million in sales.
Глава 9
The Content Inc. Journey: Patience and Persistence
Joy Cho's journey from freelance designer to multimedia entrepreneur illustrates the Content Inc. model in action. After graduating with a BFA in communications design in 2001, Joy worked at advertising agencies before starting her blog, Oh Joy!, initially as a hobby. When a freelance client discovered her through the blog, Joy shifted from seeking full-time employment to establishing her own design studio.
Joy's sweet spot combined her graphic design skills and communications training with her passion for variety in her work. Her content tilt came from her authentic voice and sharing style. As she told Glamour magazine, she admired people who "walk to the beat of their own drum and don't care what people think." Her approachable, non-expert tone resonated with an audience passionate about design and fashion.
Joy launched her blog on September 7, 2005, outlining six areas she would cover. In the first month alone, she published 35 deeply personal posts featuring fashion and design tips with high-quality photography. Her publishing velocity-sometimes three posts daily-quickly attracted so many client inquiries that within a year, she confidently established her design studio with the blog as her primary platform.
Joy built a loyal audience through her daily email newsletter and maintained a rigorous editorial calendar. She expanded her digital footprint across Instagram, Pinterest, and Twitter as social media grew in importance. In 2008, Time magazine recognized Oh Joy! as one of the top 100 design blogs globally, validating her audience-building strategy.
Joy's personal brand now stands on three solid legs: she's published three books, keynoted at major design and marketing events, and built massive social followings-over 200,000 Instagram followers, 70,000 Twitter followers, 20,000 YouTube subscribers, and an astonishing 13 million Pinterest followers. Her studio business thrives through consulting for major global brands while she's diversified revenue streams by designing products for Target, Microsoft, Johnson & Johnson, and developing stationery, wallpaper, bedding and computer accessories lines.
Pulizzi urges patience with the Content Inc. model. His own journey went from feeling like a complete failure to building a $10 million business that made the Inc. 500 list three years running. Though it took from 2007 until late 2010 to gain traction, this approach is ultimately better than hoping a new product idea takes hold.
Content Inc. practitioners often struggle because of: selfish content that doesn't solve customer problems; inconsistency or stopping altogether; focusing on activity instead of audience-building; lacking a distinctive point of view; having no content process; missing calls to action; operating in channel silos rather than thinking like a media company; failing to leverage employee expertise; and undervaluing editing. The key is identifying what's holding you back and addressing it directly.
Despite challenges and uncertainty, entrepreneurs now have unprecedented opportunities to build loyal audiences through content. The communication channels are available and audiences are willing to connect. By following the Content Inc. method, you can make a difference in your life, family, career path, and the world. The opportunity is there-it's up to you to seize it and never look back.
