Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

By joepulizzi published July 22, 2017

This Week in Content Marketing: No, Not Everyone Should Do Content Marketing

not-everyone-should-do-content-marketingPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders how to decide whether to zig or zag. On the news front, we cover the reason why a number of publishers are cutting their own advertising, and how Fender is taking a page from “Killing Marketing” by offering guitar lessons. I cut in early to rant about the bad advice Gary Vee’s latest post offers to marketers, then Robert chimes in to rant and rave about programmatic and Deloitte. We wrap up the show with an example of the week from UBS.Continue Reading

By joepulizzi published July 19, 2017

Ditch the Term ‘Content Marketing’ … Unless You’re Talking to Marketers

ditch-term-content-marketingNote: This article is totally inside baseball. It will not help you at all in creating better or more customers, so if you skip it, no worries on my end.

In a long line of past articles, this one popped into my Twitter feed a few weeks back. For almost 10 years now, I’ve seen hundreds like it. But here we are, again, talking about why “content marketing” is a terrible term for the approach of creating valuable and compelling information over time to maintain or change an audience behavior.

Let’s talk about it.

Feel free to go ahead and read and/or skim the article at this time. No really, I’ll wait.
Thanks. I’m glad you made it back.
Continue Reading

By joepulizzi published July 15, 2017

This Week in Content Marketing: The Solution to Facebook’s Fake News Problem

PNR_Episode191-01PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders how we can illuminate our paths forward in the face of unpredictable change. On the news front, we actually arrive at a viable solution to Facebook’s fake news problem. If only Mr. Zuckerberg were listening. We also discuss research findings on artificial intelligence and marketing, and why media companies are lousy at audience development. Our rants and raves include agency changes and more AI; then we close with an example of the week from the U.S. Postal Service.Continue Reading

By joepulizzi published July 9, 2017

Do You Know Your Why? Your Content Marketing Success Depends on It

content-marketers-what-doesnt-matter-why-lackingEditor’s note: You may have missed this article when we published it last year. We’re sharing it now because it’s a critical reminder of the key ingredient for any successful content marketing program.

After listening to This Old Marketing Episode 116, Professor Marc Resnick from Bentley University responded shortly before his death with the following commentary:

“Which would energize me (or anyone) more as a creative business professional?Continue Reading

By joepulizzi published July 8, 2017

This Week in Content Marketing: Could Digital Advertising Be Ready to Pop?

digital-advertising-ready-popPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders whether we can teach ourselves to be more curious. On the news front, we discuss the state of digital advertising based on reactions to this year’s Cannes Advertising Awards, and offer our strong opinions on yet another article that throws shade at the term “content marketing.” Our rants and raves include CPA Australia and why content creators are crazy; then we close the show with an artistic example of the week courtesy of Botticelli.Continue Reading

By joepulizzi published July 1, 2017

This Week in Content Marketing: Special Episode – How We Create Content

how-we-create-contentPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Kicking off our very special episode, Robert ponders the nature of personal style – and what happens when we start thinking outside of it. Then, Robert and I share details of our own personal working styles – how we write, manage our days, search for content ideas, create PowerPoint presentations, and much more. We also include some predictions for the last part of the year (including a Snapchat explosion at Cannes), then wrap up with an example of the week from Kawasaki.Continue Reading

By joepulizzi published June 24, 2017

This Week in Content Marketing: The New York Times Shows That Email Is the Next Best Thing

NYT_email-next-best-thingPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders whether saying “I don’t” is a viable alternative to saying “no.” On the news front, we offer an overview of NerdWallet’s content-first approach, which has taken the company from zero to over $500 million in revenue, and outline how The New York Times is killing it in the email game by opening up new marketing opportunities that focus on retention and loyalty. Rants and raves include net neutrality and YouTube’s ad crisis; then we close the show with an example of the week from Mobil.Continue Reading

By joepulizzi published June 21, 2017

2017 Mid-Year Content Marketing Checkup

The months of mid-year-content-marketing-checkupJune and July are the perfect time to reflect on your content marketing strategy. What’s working? What isn’t? What needs to change going into the fall season?

As you complete your internal audit, here are some ideas and questions for consideration to help level up your program.Continue Reading

By joepulizzi published June 17, 2017

This Week in Content Marketing: Is Google’s Ad-Blocking Plan Good or Evil?

google-ad-blocking-good-or-evilPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders finding meaning in the absurdities of our lives. On the news front, we debate whether Google’s new ad-blocking plan is a heaven-sent digital experience or a play that’s hell-bent on keeping the company’s monopoly in place? We also discuss the craft brewing industry’s fury over Anheuser-Busch’s purchase of an indie community forum. Our rants and raves include authenticity and licensing revenue; then we close the show with an example of the week from McKinsey Quarterly.
Continue Reading

By joepulizzi published June 10, 2017

This Week in Content Marketing: Mary Meeker Dedicates Entire Slide to Content Marketing

mary-meeker-entire-slide-content-marketingPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders what happens when we wait to pursue our passions. On the news front, we dissect Mary Meeker’s Annual Internet Trends report, which finally gives content marketing a seat at the table, and discuss Amazon, Netflix, and Google’s ravenous appetite for content opportunities. Our rants and raves include No Wasted Opportunities; then we close the show with an example of the week from Land Rover.Continue Reading