Joe Pulizzi’s Tips for Locating Your Content Tilt

Posted October 1st @ 6:11 am by Roger C. ParkerPrint

Take Joe Pulizzi, author of Content Inc. along on your next commute or workout, so you can learn how to locate your content tilt.

Your content tilt is that magical moment of perfect alignment. It occurs when your content aligns with market’s needs, your experiences, passions and skills–and there’s an information gap that your competitor are not addressing.

“The bottom line,” as Joe Pulizzi said during this recorded interview, “is that customers want what they want.”

It’s that type of straightforward, common-sense thinking that characterized my interview with Joe Pulizzi.

In less than 45 minutes, Joe candidly and enthusiastically held nothing back as he addressed topics as diverse as:

  • Why most entrepreneurs still get it wrong, and how they continue to get it wrong….in spite of the numerous examples of the growth potential and sustainable profits from the content-driven approach described in Content Inc.
  • The Content Marketing Institute’s early years, its original goals, it’s pivotal content tilt, and its current “tripod” revenue structure.
  • How he simultaneously wrote and built an audience for Content Inc. using tools that are available for all Internet-savvy authors and entrepreneurs.
  • Why he’s bullish on podcasting and making books available in multiple formats.

Joe Pulizzi even describes the content tilt that Content Inc. underwent while he was writing it!

If you equate writing a book with the frustrating experiences you might have had during English classes or writing during high school or college, you’re likely to shout with glee when you hear Joe Pulizzi enthusiastically describe his alternative approach to write a bestselling book.

Then, on to serial content marketing…

Following Joe’s departure for another Content Inc. interview, I shared 10  examples of content themes that content marketers can use implementing Part 2 of my Serial Content Marketing article -series, 3-Step Action Plan With Worksheets for 2 Months of Blog Post. You can also access Part 1, How to Turn 1 Idea into 2 Months of Content (and more) on the Content Marketing Institute.

The catalyst you may be looking for

This call can be the catalyst you may have been looking for to create your own content tilt.

Whether your goal is to drive new business, generate leads, or build your personal brand, Joe Pulizzi’s Content Inc. stories and lessons, combined with the serial content suggestions at the end of the call, puts you in a good position to become a more content-driven firm. And, if you need assistance, you can always call on me to help you choose the right topics, create a sustainable workflow, and help with experienced copywriting assistance. Share your takeaways and comments below.

3 Worksheets to Boost Your Serial Content Marketing Productivity

Posted September 30th @ 6:26 pm by Roger C. ParkerPrint

Boost your content marketing productivity with these 3 free worksheets to help you put serial content marketing to work driving traffic and generating leads.

Click the image for full details  and to download the 3 worksheets.

These worksheets will help you boost your productivity whether your a blogger, podcaster, or you use video to educate your market by sharing helpful, relevant content on a consistent basis.

Serial content marketing eliminates uncertainty

As I describe in my latest Content Marketing Institute articles, 3-Step Action Plan With Worksheets for 2 Months of Blog Posts and How to Turn 1 Idea Into 2 Months of Content Marketing (and More), serial content provides an efficient structure for creating a consistent stream of helpful, relevant marketing.

  • Once you identify the key topics, or content themes, that you want to address in upcoming articles, blog posts, podcasts, and videos from different perspectives, you’ll find it much easier to keep your content on schedule.
  • Serial content also makes it easier to prepare books, ebooks, ecourses, and white papers by breaking a big project into a series of significantly shorter and easier-to-product tasks.

Serial content marketing may be the key to marketing success that you’ve been searching for. Choosing topics and themes in advance helps you create a sustainable and successful content marketing program.

Speeds content creation and curation

Once you master the fundamentals of serial content, you can apply what you’ve learned to both content creation and content curation. Either way, it will help you save time telling your firm’s story while educating your market and build long-lasting relationships with previous clients and customers.

Whether your primary interest is in In addition to building reader anticipation for future topics, and creating content equity you can reuse, repurpose, and reformat in numerous ways, serial content can be the catalyst for creating a more efficient workflow.

Once you identify the right themes and topics, every step that follows will proceed quicker.

How to use the 3 worksheets for serial content marketing success

Each downloadable and printable worksheet is designed to help you with a specific serial content marketing task. The worksheets are intended to be printed and filled-out by hand.

  1. Worksheet 1: List the possibilities. The purpose of this worksheet is to help you identify as many potential topics as possible.
  2. Worksheet 2: Select the best option. After you’ve identified several potential topics, narrow the list to the top three choices. Analyze those, and choose the topic “most likely to succeed” for your first series.
  3. Worksheet 3: Commit and schedule. Commit to action by scheduling the publication dates, start dates, and deadlines associated with each blog post or podcast in the series.

Proof that serial content works

For proof that serial content works, listen to my recent interview with Joe Pulizzi, founder of the Content Marketing Institute and author of the business bestselling book, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.

You can listen to, or download the recording of my interview with Joe Pulizzi, accompanied by suggestions for choosing topics for putting serial content marketing to work for you. Share your comments or questions about serial content marketing as comments, below.

Behind the Scenes at the Content Marketing Institute with Joe Pulizzi’s Content Inc.

Posted September 27th @ 6:48 am by Roger C. ParkerPrint

Are you looking for a road map for content marketing success? Joe Pulizzi’s Content Inc. shares the Content Marketing Institute’s 8-step content strategy.

In Content Inc., subtitled, How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses, Joe details each step of the Content Marketing Institute’s content-driven strategy, and shows how the same strategy has driven the success of other leading businesses.

Nothing held back

In a conversational tone, backed-up with specific examples, references, and resource links, Joe Pulizzi shares:

  • The crucial difference between the Content Inc. formula and traditional entrepreneurial approaches
  • Specific lessons, tactics, and tips for each of Content Inc.’s 8-steps
  • Examples, case studies, and commentary from trusted content marketing and social media leaders like:
    • Ann Handley, Chief Content Officer at the Marketing Profs
    • Michael Stelzner founder, the Social Media Examiner
    • Jay Baer from Convince and Convert
    • Daren Rowse from ProBlogger and the Digital Photography School
    • Brian Clark, Copyblogger’s founder (who also wrote Content Inc.’s Foreword)

There are also numerous inspiring case studies and examples from successful content-driven entrepreneurial start-ups like:

Content Inc shares more than just “good news”

One of the most refreshing aspects of Content Inc., (other than its conversational tone and short, focused chapters and numerous illustrations) is its candor.

Content Inc., shares the lessons learned it learned along the way. It shares the disappointments, occasional learning curves, and the wasted effort that it and other start-ups learned the hard way.

The Content Inc. formula didn’t occur in a flash of inspiration; it was the result of learning by doing, then analyzing the results. It resulted from a continuing refinement and self-improvement, along with disciplined management tactics like purposeful leadership, delegation, and project management.

Part 3: The Content Tilt

Although I have underlined, later reread, and visited resources from every one of the 24 chapters in Content Inc’s, I consider Part 3: The Content Tilt to be worth the price of admission.

If you’re really pressed for time, the three chapters in Part 3 will provide enough of a fresh perspective to get you started, until you have time to read the remaining chapters in greater detail. The 3 chapters are:

  • Chapter 5: Understanding the Power of the “Tilt,” pages 55 to 63
  • Chapter 6: Discovering Your Content Mission, pages 65 to 71
  • Chapter 7: Ways to Unearth Your Content Tilt, pages 73-82

How to learn more about Joe Pulizzi’s Content Inc.

View or download a mind map of Content Inc. The mind map provides an at-a-glance view of Content Inc.’s content strategy, and the range of topics it covers. Plus, if you’re a Mindjet MindManager user, you can use the mind map as a template to take notes while you’re reading Content Inc.

Attend a free Content Inc. interview with Joe Pulizz next week.

As part of Published & Profitable’s continuing series of author thought leader interviews with bestselling nonfiction authors and marketing leaders, I’ll be discussing Content Inc. with Joe Pulizzi on Tuesday, September 29, at 4 PM Eastern.

All Published & Profitable friends and members are invited to attend. There is no charge to attend.

To join us, dial 605-475-6150 and enter PIN 513391. There will be an opportunity to ask Joe Pulizzi questions about Content Inc. message or his experiences writing Content Inc. at the end of the call. You can also submit them ahead of the time as comments, below. Hope you can join us!

How to Create a Powerful Presence when Presenting

Posted September 21st @ 6:33 am by Roger C. ParkerPrint

Nick Morgan’s Power Cues helps you monitor the messages your brain and body project when you’re speaking, presenting…or, even, listening to others

Discover the nonverbal side of speaking and presenting this week when I interview Dr. Nick Morgan, author of Power Cues:  The Subtle Science of Leading Groups, Persuading Others, and Maximizing Your Personal Impact.

Join me tomorrow when I interview Nick Morgan on Tuesday, September 22, at 4:00 PM Eastern.

Years from now, you may remember tomorrow’s live interview as the “wake up call” to re-examining your presentation and speaking style.

Nick Morgan, is the author of numerous books about effective communication skills. He is widely respected for his work with a “who’s who” of top authors, influencers, and thought leaders–many of whom I’ve had the privilege of interviewing on these calls.

Nick Morgan’s “Dirty Secret of Public Speaking”

If you’re interested in cultivating a powerful leadership presence when presenting or speaking, you can prepare for tomorrow’s call by reading Nick Morgan’s recent Public Words blog post, The Dirty Secret of Public Speaking—and What To Do About It. In it, he wrote,

One of the dirty secrets of public speaking is that audiences don’t remember much of what you say. I’ve seen a range of studies over the years showing retention of anywhere from 10 to 30 percent of what an audience hears.

As you can see from his opening sentence, Nick Morgan has more to say about presentations than the usual content and design approaches.

Power Cues tells a different story, one that will help you become more effective when you tell your story or make your case in person to audiences of 1, 5, 50, or 500.

Inside Nick Morgan’s Power Cues

Nick Morgan examines new brain and behavioral science revelations about how humans communicate, and the importance of authentic face-to-face interactions — visual cues, subtle gestures, sounds and signals that elicit emotion — and the profound implications for leaders who are not in-tune to them.

By tapping into these new findings leaders will understand how to become much more persuasive and successful and communicate more effectively.

  • Power Cues describes 7 nonverbal clues. These either work for you, or against you, when you present or speak.
  • You’ll also learn how to “listen to your gut.” This will help you become a more sensitive listener, able to decode the nonverbal clues that others are sending–but you may be currently ignoring.

You’re invited to immediately download a sample chapter from Power Cues–no registration required.

Why you’ll want to attend tomorrow’s call

Nick and I will discuss topics like:

  • Turning points in Nick Morgan’s career–and the careers of those he’s coached
  • Power Cue’s timeline and the decisions he faced at different stages of the book’s development from initial concept to publication (and beyond).
  • Lessons taught by recent brain research and their implications for presenters, speakers, and leaders
  • Options and resources for those who want to advance their career by taking the next step beyond reading.

How to attend tomorrow’s call

My interview with Power Cues author Nick Morgan takes place Tuesday, September 22, 2015, at 4:00 PM Eastern. All Published & Profitable friends and members are invited to attend. To join us, dial 605-475-6150 and enter PIN 513391. There will be an opportunity to ask questions at the end of the call, or I invite you to submit them ahead of the time as comments, below.

Joe Pulizzi’s New Book Shares Content Marketing Institute Strategy | Mindjet Mind Map

Posted September 20th @ 6:58 am by Roger C. ParkerPrint

Click the image to view mind map showing the Content Marketing Institute’s strategy shared in Joe Pulizzi’s bestelling business book Content Inc.

In the past, entrepreneurs would create a product and then try to find customers.

Content Inc. describes a better alternative

Joe Pulizzi has turned the typical entrepreneurial journey–one that rarely succeeded–upside down.

Subtitled, How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses, Content Inc. describes a simpler, more practical example based on a simple 3-step process:

  1. Develop valuable content.
  2. Build an audience around that content.
  3. Create products and services for that audience.

What the mind map reveals…

The mind map of Joe Pulizzi’s Content Inc., reveals a 24-chapter book divided into the 8 step steps that guided the success of the Content Marketing Institute–and countless other highly-successful firms that followed the same process. The 8  steps include:

Part 1: Starting the Journey. The first two chapters discuss the importance of beginning with the end in mind, and the importance of taking the time to content model to drive your firm’s success.

Part 2: The Sweet Spot. The next two chapters is based on identifying the intersection of your unique knowledge or skill area and your passion. For larger corporations and established businesses, Joe offers an alternative approach.

Part 3: The Content Tilt. The three chapters in the next step of the Content Inc. model include numerous examples of firms in different fields that have adopted a content-driven approach. If you’re a marketing professional, you’ll undoubtedly recognize many of the examples shared in this section. In this section, I especially enjoyed the “Set Up Listening Posts” idea, and the different ways to test the effectiveness of various content tilts.

Part 4:  Building the Base. While viewing, or after downloading Content Inc.’s mind map, you’ll may be struck–like I was–by the difference between Joe Pulizzi’s book and many other content marketing books. Specifically, the weakness of many competing books is that they begin with building the base, rather than addressing the planning steps that should precede building the base. Part 4 contains four chapters; my favorite was Chapter 9, Content Ideation.

Significantly, rather than creating a platform before you’re ready, Content Inc. emphasizes the steps you should take before you select a platform, create a content calendar, and staff your content marketing resources.

Part 5: Harvesting Your Audience. The four chapters in Part 5 address topics that undermine the success of firms who create good content, but fail to fine-tune their message and optimize their results. Highlights of this section for me include Chapter 15, Building for Findability, Chapter 16, with the provocative title Stealing Audience, and Chapter 17, Social Media Integration.

Parts 6, 7, and 8:  Diversification, Monetization, and Next-level Content Inc. I’ve grouped the seven chapters in this section together because–unfortunately–many firms fail to optimize the foundation (described in the previous Parts) needed to move beyond the “basic, ” or “survival” stage. The information in these chapters, however, will be appreciated by firms who already have a strong content marketing foundation.

Why a mind map of Content Inc.?

I’m often asked questions like,

The reason I’ve created and shared so many mind maps of bestselling business, content marketing, and writing books is that creating the mind maps with Mindjet’s MindManager helps me get a better understanding of each book’s content structure.

The mind maps also help me better understand the structure of the types of nonfiction books desired by today’s readers.

I create the mind maps using Mindjet’s MindManager and post them online at Biggerplate, the largest mind mapping community. It’s free member library contains thousands of mind maps and templates viewed and downloaded for use with all brands of mind mapping software.

  • If you’re currently a MindManager user, you can download the mind map of Joe Pulizzi’s Content Inc., and use it to take notes while reading. You’ll find mind mapping far superior than underlining, plus you can insert links to resources you want to explore later.
  • If you’re not currently a MindManager user, you can view the mind map online before buying Joe Pulizzi’s Content Inc.  This will give you a much better understanding of the book’s content structure than simply viewing the table of contents online.
  • If you currently use a different mind mapping software program, you may be pleased to find that your present software may be capable of importing Mindjet’s MindManager software. (Consult your program’s documentation.)

Coming soon…

An exclusive interview with Joe Pulizzi, Content Inc.’s author!

marketing strategy

Wanted: Current and Former Mind Map Users

Posted September 19th @ 5:22 pm by Roger C. ParkerPrint

Whether you’re new to mind mapping, an expert mind mapper, you’re invited to share your experiences in Chuck Frey’s 2015 Mind Mapping Trends Survey.

Your participation is also invited if you have previously tried mind mapping software and were disappointed.

Survey benefits for ALL mind mapping users

  • If you’re a newcomer to mind mapping, this survey offers you a chance to share your questions and concerns, suggesting blog posts and training topics tailored to boost your creativity and productivity. this your by is your chance to share what you liked about mind mapping software and what you find confusing or difficult.

This survey is your chance to suggest specific applications and topics, like marketing plans or research projects, where you’d like to learn more about how others benefit from mind mapping.

  • If you’re an enthusiastic mind mapping user, this survey gives you an opportunity to share your enthusiasm by showing others how mind mapping software has contributed to your success and boosted your creativity and productivity. This survey also allows you to suggest areas where you’d like to increase your efficiency by learning more about templates, shortcuts, and frequently-overlooked commands.
  • If you’re previously tried mind mapping software, but don’t use it on a day-to-day basis, this survey is your opportunity to share your concerns and disappointments. By sharing your experiences, the MindMapping Software Blog and the broader mind mapping community can address your concerns and experiences in future blog posts and training.

Learning while sharing your mind mapping experiences

I learned just from filling out the survey! As I was filling out Chuck Frey’s Mind Mapping Software Blog’s 2015 Mind Mapping User Survey last night, it struck me that there were so many additional ways I could be using mind mapping to boost my creativity and productivity. In addition, there will be a random drawing for a full year’s membership in Chuck Frey’s Mind Mapping Insider program!

Plus, potential business applications for