[Best of] Joe Pulizzi's interview
Audience first
To build your content business you need to focus on audience-first:
“When all your focus is on an audience you know deeply, instead of a product, good things usually happen. When we listen intently to our audience, we are automatically let to new product opportunities”.
(Joe Pulizzi - Content Inc.)
The 7 steps of a Content Inc. business
What does it mean “finding your sweet spot”, determining your “content tilt”, building your base and audience, etc. Here you go.
“ Today thousands of businesses around the world are leveraging a Content Inc. go-to-market strategy. […] In our experiences working with and interviewing hundreds of business from all over the world, we’ve found that there are seven distinct steps that make up the Content Inc. model”.
(Joe Pulizzi - Content Inc.)
Build your base
“Do one thing great! […] Every Content Inc. example has four key attributes: One key target audience, one mission (content tilt), one primary content type (audio, vidéo, textual image), one core platform (blog/website, Youtube, Instagram, etc.)”.
(Joe Pulizzi - Content Inc.)
Channel, platform, and findability
“Content Inc. initiatives work because they start their journey with one amazing e-newsletter, one amazing video series, one amazing in-person event, or one amazing blog rather than 100 randomized content pieces that don’t inspire any kind of behavior change.
There is something about focus. There is something about being truly remarkable at one thing. The problem is that it requires you to choose. It requires you to stop doing all the little things and focus on what’s really important, what will really move the needle.”
(Joe Pulizzi - Content Inc.)
What about email?
“ Now that you’ve selected your content type and platform, your sole focus is one simple metrics: subscribers. When you go sleep at night, you should be thinking of attracting subscribers. When you wake up in the morning, you should have subscribers etched in your brain. The Content Inc. model only works if you can build a loyal audience of subscribers over time. Period.
This means that regardless of where you build your base as part of the Content Inc. model, you still need an email offering. Now is the time”.
(Joe Pulizzi - Content Inc.)
Go small to go big: no niche small enough
“Many companies fail because they don’t pick a content niche that is small enough. They are afraid the niche will be too small to monetize. I’ve never found that to be the case. Most failures occur because the entrepreneur goes too broad and not narrow enough”.
(Joe Pulizzi - Content Inc.)
All the videos from this interview will be published on our YouTube channel within the next few months. To stay tuned, subscribe to our newsletter.