Turning Marketing Cost into Profit: A #CMWorld Chat with Joe Pulizzi and Robert Rose

June 1, 2017 Cathy McPhillips

When does marketing go from being an expense and investment to a profit center? Between constructing a business model to having the ability to build relationships directly with our customers on our own platforms, others will look to your brand as an opportunity to reach your qualified and desired audience. As Joe Pulizzi said during this Twitter chat, “The business models for media companies AND brands that sell products AND services today are one in the same” (re: content).

This recent #CMWorld Twitter chat stemmed from Joe and Robert’s new book coming out this September, Killing Marketing: How Innovative Businesses are Turning Marketing Cost into Profit which will be released at Content Marketing World 2017.

During the chat, we discussed the whys and the hows of turning marketing cost into profit, how to get started, and what model to use. What follows are highlights of the chat. Looking for more insights? Be sure to check out our Storify recap.

Build your audience and they will come (back)

You’ve done the work and built your audience. Capitalize on all he ways you can drive revenue on your own now that you’ve helped – and will continue to help – your audience solve a problem.

Q1: Why is it possible today to turn the marketing function into a profit center? #CMWorld pic.twitter.com/SrHok22HSg

— Content Marketing (@CMIContent) May 30, 2017

A1: Because if we’re making good stuff, then people will want that good stuff. No middle person required. #cmworld

— Maureen Jann (@MaureenOnPoint) May 30, 2017

A1: IF an organization can attract and retain a loyal audience, they can drive revenues in 10 different ways. #cmworld

— Joe Pulizzi (@JoePulizzi) May 30, 2017

A1: Content marketing (done well) helps your audience see themselves successfully solving a problem. Strong pull for conversions #cmworld

— Ardath Albee (@ardath421) May 30, 2017

Exhibit model behavior

Setting up a model with this approach is critical for success. But what model makes the most sense? As with much of what we do in content marketing, “it depends” is sure to be an answer. But what tips do members in our community have?

A3: Seriously tho –depends on business. But, all starts w/ “what value are we delivering w/ content?” Why should they subscribe? #CMWorld

— Robert Rose (@Robert_Rose) May 30, 2017

A3: Loyal audience=1 audience at a time, one content type, one platform, consistently deliver, over time. #enoughsaid #cmworld

— Joe Pulizzi (@JoePulizzi) May 30, 2017

A3) Publish content that connect w/ them on an emotional level; engage your users; ask for feedback; show you care; UGC… #CMWorld

— Jason Schemmel (@JasonSchemmel) May 30, 2017

A3: The model that works best is one that makes sense for the goals of the org and team… Starting with the W,W,W,W,W,&H tho. #cmworld

— Nick Simonton (@NickSimonton) May 30, 2017

Have you started to turn your marketing into a profit center? What examples of companies have you seen that have had success with this model? Let’s discuss more in the comments!

Speaking of profits, invest in Content Marketing World this September for a huge ROI. Register by June 2, 2017 to secure Early Bird rates. Use code SM100 to save an extra $100.

The post Turning Marketing Cost into Profit: A #CMWorld Chat with Joe Pulizzi and Robert Rose appeared first on .

Previous Article
Before you dress for success, consider all-access
Before you dress for success, consider all-access

The CMWorld 2017 all-access pass gives you the ability to view every single main event session on-demand. T...

Next Article
Content docents: Providing the best content experience
Content docents: Providing the best content experience

A team of content docents stand ready to guide you through the myriad choices and provide the best experien...