Media is the New Marketing – In Just 7 Minutes with Joe Pulizzi

 Find out how to build an audience while creating the content that you want on your online platform Learn more about the “content tilt” and how it can help you become a content creator to a content entrepreneur Understand what is a content mission statement and why is it important when creating online content Resources/Links: Wanting to Find Out How to Create the Content that You Want While Building Businesses? Learn more on how you build an audience and a platform while gaining financial freedom online through media: Thetilt.com/research Summary Have you been struggling to build a loyal audience online that you can monetize quickly? Do you want to know how you can use and maximize media as a marketing tool? Are you ready to learn how to create content that will build your business and turn viewers into loyal high-paying clients? Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. His foundation, The Orange Effect, delivers speech therapy and technology services to over 200 children in 34 states. In this episode, Joe talks about how you can turn to creating content online as an opportunity to build and grow your business. He also shares what you should be doing when wanting to become a successful content entrepreneur. Check out these episode highlights: 01:33 – Joe’s ideal client: “An ideal client is content creators who actually want to be content entrepreneurs that actually want to build a business model from all the content they’re creating on whatever platforms they’re doing it on.” 01:54 – Problem Joe helps solve: “Well if you’re looking at just a content creation standpoint, they’re trying to build a business. They might be creating a lot of content, not building an audience. And it’s a problem, especially if you got to put food on the table.” 02:26 – Typical symptoms that clients do before reaching out to Joe: “I mean, you hit the nail on the head. They’re not getting usually- it takes a long time to build a loyal audience that you can monetize.” 03:27 – Common mistakes that people make before they find Joe’s solution: “Yeah, so there are a couple of things. One is they don’t have what we call a “content tilt”. They don’t have an area of differentiation that can break through all the clutter and differentiate themselves and actually stand apart from the competition.” 05:07 – Joe’s Valuable Free Action (VFA): “I would recommend is if you’re a content creator or marketer, what we call a “content mission statement”. If you’re a media company, we call it the “editorial mission statement”. So, what we want to do is we want to list out on paper if you can, who is your target audience and make it as niche as possible?” 06:39 – Joe’s Valuable Free Resource (VFR): Check out Joe’s Website: Thetilt.com/research 07:15 – Q: Why am I doing this? A: This is my business. I sold Content Marketing Institute. Now I’m starting The Tilt and basically 2019, I became a novelist. I was going to write mystery and thriller novels and decided to get back into this business because I love the idea of being an entrepreneur, being a content creator. Tweetable Takeaways from this Episode: “Focus on building a base on one or two places where you can be remarkable.” -Joe PulizziClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you, as always, from little Castaways Beach in Queensland, Australia, joined today by Joe Pulizzi. Joe, good day. Sir, a very warm welcome. Where are you hanging out? Joe Pulizzi 00:23 Thanks for having me, Tom. I’m in the lovely city of Cleveland, Ohio, right on Lake Erie. Tom Poland 00:27 And Joe and I were discussing before the national treasure, such as the Sydney Opera House, where he’s been to Sydney a few times. And I was saying, “Yes, but you’ve got Drew Carey, so-” Joe Pulizzi 00:35 Drew Carey, yeah, I know. That’s a tough one! Opera house to Drew Carey. Tom Poland 00:38 Yeah. How do you beat Drew Carey, right? Alright, for those who don’t know Joe, he’s quite extraordinary, not just because of his business achievements, but because of all the work, he’s done with helping folks out, not for profit. He’s the founder of multiple startups, including the content creator education site, The Tilt, which is definitely worth a visit, folks! He’s the best-selling author of seven books, including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. His foundation, The Orange Effect, delivered speech therapy and technology services to over 200 Children in 34. States. Kudos to you, Joe! Making the world a better place both in business and outside. Joe Pulizzi 01:20 Great team! You got it. A lot of people helping out with that one. Tom Poland 01:23 Our title today is, “Media is the New Marketing”. Joe’s going to share that over the next seven minutes. Joe, our seven minutes starts now. Question number one is who is your ideal client? Joe Pulizzi 01:33 An ideal client is content creators who actually want to be content entrepreneurs that actually want to build a business model from all the content they’re creating on whatever platforms they’re doing it on. Tom Poland 01:45 Yeah, people like you and me just can’t help but create more content. It’s kind of what we do, right? Joe Pulizzi 01:49 Exactly! Tom Poland 01:50 It just comes out, somehow. A lot of folks like that. So, tell us about the problem you solve? Joe Pulizzi 01:54 Well, if you’re looking at just a content creation standpoint, they’re trying to build a business. They might be creating a lot of content, not building an audience. And it’s a problem, especially, if you got to put food on the table. So, there is a formula that we try to teach them. Tom Poland 02:08 So, we’ve got these people when they got to go to work, they enjoy creating content. They have their “ideas machines”, and probably hear crickets when they publish it at the moment. So, let’s go to question three, we have six minutes left, what would you say are some of the typical symptoms of these folks that are putting content out there, apart from not getting any traction? Joe Pulizzi 02:26 Sure thing. Yeah, Tom, I mean, you hit the nail on the head. They’re not getting usually- it takes a long time to build a loyal audience that you can monetize. And what we found is generally it takes between 15 and 18 months until you get to a minimum viable audience that you can actually create a sustainable living off of. So, they basically give up. You don’t have to go the distance. So, they’re not building that audience quickly enough to monetize. Or when they do build an audience, then they don’t know all the revenue levers that they need to pull in order to create a business that will succeed in one to five years. Tom Poland 03:00 Right. But I mean, I love the concept of content creation and marketing, because to me, it’s what I call “karma marketing”. You’re giving stuff. You know, it’s good karma. So, let’s talk about, question four which is common mistakes. So, what I’m after here, five minutes left, we’ve got these people who are probably solopreneurs, or entrepreneurs, they’re creating content. They’re aware that it’s not getting traction right now. Apart from giving up too soon, what are some of the other common mistakes that you see people make in this area? Joe Pulizzi 03:27 Yeah, so there are a couple of things. One is they don’t have what we call a “content tilt”. They don’t have an area of differentiation that can break through all the clutter and differentiate themselves and actually stand apart from the competition. Basically, a lot of content creators create content like a lot of other creators, so they’re not building an audience. So that’s probably the number one way. The second way is, most content creators, whether they’re marketers or content entrepreneurs, diversify too quickly. They say, “Oh, okay, we need to do all the things. We need to be everywhere where our audiences are online. We need to be on Twitter, and LinkedIn, and Facebook, and on blogs and podcasts, and webinars and events and everything else.” And that’s actually wrong. It rarely works that way! What you want to do is focus on building a base on one place, one or two places, where you can be remarkable. So that lack of differentiation, and then that diversification and, basically, being all over the place and not being great at one or two things really inhibits them from building a business. Tom Poland 04:22 Very interesting! So instead of kind of sticking to their core focus and delivering something as unique on a consistent basis, they think, “Well, let’s get it on whole different platforms.” Joe Pulizzi 04:32 And look at it- and you know, Tom! Look at the average creator. They’re just always got to be on 14, 16 different places. That strategy is about saying no! So, let’s say n...