Build Channel Strategies to Get Ahead in Social Media

Joe Pulizzi, Founder of Content Marketing Institute, joins the Social Pros Podcast this week to discuss giving away content, the 6 steps to reach multi-million dollar status, and the importance of creating channel strategies for each social media channel.

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Monetize Your Content

Joe Pulizzi, the Founder of Content Marketing Institute, is keeping busy; he’s gearing up for a big month in September of this year. Content Marketing World, CMI’s annual conference, will be held this September 8–11 in Cleveland. CMI’s documentary, “The Story of Content: Rise of the New Marketing” comes out, as well as Joe’s latest book, “Content Inc.

In addition to being a leader in content marketing, Joe and his wife are keeping up with the Orange Effect Foundation, a non-profit organization they co-founded earlier this year. OEF strives to empower children and young adults with speech disorders to effectively communicate through therapy, education, research, and technology resources.

Joe is passionate about everything on his plate, but he’s especially looking forward to sharing his fourth book, “Content Inc.” He’s wanted to write this book for the past four years because he believes it’s important to break down how to build an audience and monetize your business as an entrepreneur with very few resources.

He spoke with several startups and solopreneurs who had found success and found that they were all following the same six steps:

  1. Identify your sweet spot
  2. Content tilt
  3. Building the base
  4. Harvesting the audience
  5. Diversification
  6. Monetize


On average, the folks Joe interviewed took about 15–17 months to monetize their platforms by taking these steps. It takes an incredible amount of patience to follow these steps, but if you can be patient, you can absolutely do it.

Build Channel Strategies

As so many of our other Social Pros have stressed, Joe also insists that you need to build channel strategies for your social media platforms. To succeed in driving engagement on social media, you have to find out where different segments of your audience live. You must then tailor your content to each platform to add value to the different segments of your audience. And if your audience isn’t engaging on a particular platform, you don’t have to be on that platform.

Less is more in social media right now. Focus on where you can put the resources and have the best impact with your customers, and then I don’t think you have to be on every channel, especially if you’re not going to invest in it.”

For example, podcasting might not be for you. But CMI realized there was a content gap covering news. After reviewing every possible channel to present that content, they landed on audio format and created “This Old Marketing” podcast. Now they have discovered an incredibly loyal audience of CMI “true believers” with the podcast.

To develop channel strategies around the content you want to get out to your audience, ask yourself, How can we tell this story effectively to people that most want it?” 

See you next week!

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