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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit by Robert Rose, Joe Pulizzi

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CHAPTER 4

The Revenue Model

BY JOE PULIZZI

Randolph Duke: Money isn’t everything, Mortimer.

Mortimer Duke: Oh, grow up.

Randolph Duke: Mother always said you were greedy.

Mortimer Duke: She meant it as a compliment.

—From the movie Trading Places, 1983

The investor of today does not profit from yesterday’s growth.

—Warren Buffett

In May 2010 Content Marketing Institute (CMI) launched as an education and training organization for enterprise marketers, focusing on the approach of content marketing. That first full year, CMI generated a little less than $75,000 in total revenue (not profit, just revenue). In 2016, CMI revenues were in excess of $10 million at a healthy 25 percent net profit margin.

The model itself was pretty simple: CMI built ...

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