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 February 6, 2016

This Week in Content Marketing: The Guardian Gets Aggressive with Native Advertising Terms

PNR_Episode116-01PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I discuss Dave Winer’s concerns about Medium as a publishing platform. We agree with his thinking, but envision one scenario where it could make sense as a publishing platform for marketers. Next, we share our takes on a new Forbes Insights/PwC study that says content marketers are still struggling with content personalization. Finally, we agree that the Guardian’s decision to rename its native advertising and sponsored content is much ado about nothing; customers will still be confused. Rants and raves include an article about the crucial elements of customer experience and Joe’s growing frustration with pundits who criticize content marketing but don’t offer alternatives to it. We wrap up the show with an example from Chief Optimist by Xerox.Continue Reading

By joepulizzi published February 3, 2016

One Thing Is Killing Content Marketing and Everyone Is Ignoring It

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A few weeks before the start of the New Year I led a workshop on content marketing for about 50 small-business CEOs and operations managers. They came from all different industries. Some were consultants. There was a plumber and a representative from an HVAC company present. Pest management? Check. A few small manufacturing companies, a nonprofit, and a jewelry store rounded it out. In other words, it was a diverse group of companies.

What wasn’t diverse were the ways they were marketing their companies. Most had e-newsletters. All of them had Facebook pages. Every one of these senior leaders was concerned about search engine rankings.Continue Reading

By joepulizzi published January 30, 2016

This Week in Content Marketing: Stop It! Content Marketing is NOT a Game of Traffic

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I discuss the recent exodus of top executives at Twitter and what it says about the social network’s likely fate. Next, we ponder the thinking behind IBM’s purchase of Ustream and the formation of a cloud business unit. Could this be part of a marketing technology play? We then analyze an opinion piece that unleashes a tidal wave of hate against brand marketing, and we explain why the author’s logic is flawed. Finally, we get excited about Gartner’s predictions about the future of intelligent marketing technology. Rants and raves include Marcus Sheridan’s and Ryan Hanley’s new podcast, The Hot Seat; Kevin Spacey’s thoughts on technology firms acquiring media companies; and a video that does a spectacular job of revealing the immense power wielded by the “Gang of Four” (Facebook, Amazon, Google, and Apple). We wrap up the show with a #ThisOldMarketing example of the week from WTWH Media.Continue Reading

By joepulizzi published January 23, 2016

This Week in Content Marketing: The Coming Opportunity in Email (Yes, Email)

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I discuss the idea of “peak content” and the lesson that brand marketers can learn from it. Next, we ponder the future of email, which has turned out to be a surprisingly resilient communications medium – and a big opportunity for content marketers. Finally, we ponder how the role of chief content officer is evolving in media companies, and debate whether or not brands ought to treat it as a C-level position. Rants and raves include PewDiePie’s new opportunity with Disney, the nature of creativity (it’s not just for a specially anointed few), and a big challenge publishers are facing today. We wrap up the show with a #ThisOldMarketing example from Karo Syrup.Continue Reading

By joepulizzi published January 20, 2016

Content Marketing – It’s Going to Get Weird

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In the hit science-fiction movie The Matrix, Neo (The One) is about to enter a virtual simulation of the real world. Morpheus, his teacher and guide, tells Neo before he enters the simulation, “This is going to feel … a little … weird.”

And that’s exactly where we are with content marketing.Continue Reading

By joepulizzi published January 16, 2016

This Week in Content Marketing: How Native Advertising Will Drive the Future of Owned Media

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I discuss the rumors that Twitter may expand to 10,000 characters from 140 and debate what that means to brands (not as much as you would think). Next, we admire broadcasting giant Turner’s decision to turn its TV networks into one big platform for native advertising and brainstorm a big opportunity it could create for owned content brands. We disagree with an article that claims native advertising’s best days are behind it. Finally, we’re encouraged by a 2016 trends article that suggests the need for content will grow in 2016. But we’re also dismayed that only a small percentage of marketers treat it as a strategic asset. Rants and raves include Cisco calling digital marketing redundant, how brands are paying consumers to watch their ads, and a misguided article on how to launch a content business. We wrap up the show with a #ThisOldMarketing example of the week from Lincoln Electric.Continue Reading

By joepulizzi published January 9, 2016

This Week in Content Marketing: Ad Blocking Is 2015 Phrase of the Year

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this first episode of 2016, Robert and I discuss three articles that dig into the increasingly murky area of native advertising. Only one thing is clear: Consumers can’t tell the difference between editorial and sponsored content. Ad blocking and podcasting dominated the key trends of 2015, and we explain why publishers must reduce “content friction” to keep their audiences happy. Next, we explore how podcasting is taking a lead role in innovating advertising, and the opportunities this is likely to create. Finally, we disagree with Jason Calacanis’ prediction that Snapchat is going to be the next big thing. Rants and raves include a clear definition of content marketing, the misguided ravings of “digital dissenters” and a podcast that explains why you shouldn’t build your content house on rented land. We wrap up the show with a #ThisOldMarketing example of the week from Pennsylvania Rural Electric Cooperative.Continue Reading

By joepulizzi published January 2, 2016

This Week in Content Marketing: FTC in No-Win Situation with Native Advertising

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this New Year’s episode, Robert and I critique Forbes’ heavy-handed approach to blocking ad blockers and its promise of a “light ad” experience for visitors who agree to comply. Is there a better way to handle this? We think so. Next, we are pleasantly surprised by The Association of National Advertisers (ANA) decision to declare content marketing as the marketing phrase of the year and we share our thoughts on what marketers need to do to be successful with content marketing in 2016. We scratch our heads over The Federal Trade Commission’s (FTC) recent policy statement regarding native ads, and we explain why it won’t work. Finally, we try to make sense of Ev Williams’ proclamation that the future of media lies in platforms like Twitter, Facebook, and Medium. Rants and raves include a comparison of the audience-building potential of YouTube vs. Facebook and The Business Romantic’s refreshing look at business and life. We wrap up the show with a #ThisOldMarketing example of the week: Komputronik buys Benchmark.Continue Reading

By joepulizzi published December 26, 2015

This Week in Content Marketing: Sure, Social Media Platforms Will Never Change

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this pre-Christmas episode, Robert and I discuss the meteoric growth of T Brand Studio, The New York Times’ content studio, and predict what will happen to Madison Avenue agencies if they ignore it. Next, we ponder Shafqat Islam’s 2016 content marketing predictions, and point out where our opinions align with and diverge from his prognostications. Finally, we question the wisdom of Basecamp moving its blog to Medium. They’re doing this under the premise that Medium won’t try to monetize the Basecamp blog without its permission. We think Basecamp executives may end up with coal in their Christmas stockings. Rants and raves include the renaissance in scripted TV content and a review of Joe’s 2016 predictions. We wrap up the show with a #ThisOldMarketing example from Rudolph the Red-Nosed Reindeer.Continue Reading

By joepulizzi published December 19, 2015

This Week in Content Marketing: Content Marketing Strikes Back

PNR_Episode109-01PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this special Star Wars-themed episode, Robert and I discuss what will happen to Airbnb’s stillborn Pineapple magazine and what marketers can learn from its challenges. Ad blocking is forcing publishers to ask hard questions about the role of the user experience in digital advertising; we offer our predictions on how this war for the hearts and minds of consumers will play out. Has content marketing lost its way? Ann Handley thinks so, and she offers a prescription to get it back on track. Finally, we analyze the significant challenges publishers face today, and how they need to rethink their business models to survive. Rants and raves include our thoughts on the Publicis reorganization, and how a small, savvy ice-cream shop became the official ice cream of Star Wars. We wrap up the show with a #ThisOldMarketing example from Star Wars comic books.Continue Reading