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 his latest book Epic Content Marketing (McGraw-Hill). 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 28, 2015

This Week in Content Marketing: When Will LinkedIn’s Purchase Run End?

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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 LinkedIn’s latest marketing solutions launch and what’s likely to be on its radar for 2015 acquisitions to further enhance its toolbox. We explore Seth Godin’s take on content marketing and what the world’s most innovative media companies are doing to stand out today. Finally, we ponder the rise of the Content Economy and The New York Times’ decision to launch a training product. Rants and raves include Time Inc.’s myopic view of its business and how Lego stole the Oscars. We wrap up the show with a #ThisOldMarketing example from Cleveland Clinic’s Health Hub.

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By joepulizzi published February 21, 2015

This Week in Content Marketing: Why the New Golden Age of Marketing Is Now

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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, Joe and Robert discuss an excellent new McKinsey report on trends in marketing, which sounds eerily similar to Robert’s upcoming book. Also in the news this week is the growth of content promotion and SEO, a major Australian publisher that is taking an intelligent approach to content marketing and Kraft’s and Meredith’s bold move to bring native content to email. Rants and raves include an entertaining new video that features President Barack Obama and Barneys’ savvy move into print magazine publishing. We wrap up the show with a #ThisOldMarketing example from the Eastern Color Printing Co. and the start of the comic book industry.Continue Reading

By joepulizzi published February 14, 2015

This Week in Content Marketing: A Net Neutrality Win | Stop Talking So Much About Yourself

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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 announce that John Cleese is keynoting at Content Marketing World 2015. After much celebration, we reveal what the FCC’s decision on Net Neutrality means and discuss research that shows B2B marketers are still talking about themselves too much. We also highlight five publishers who plan to use Snapchat’s Discover channel to launch new shows and the IAB’s new native advertising guidelines. Rants and raves include Coca-Cola, Target, and Gawker. We wrap up the show with a #ThisOldMarketing example from KISS.Continue Reading

By joepulizzi published February 7, 2015

This Week in Content Marketing: Super Bowl Advertisers Don’t Care about Building Audience

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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 are shocked by new research which reveals how Super Bowl advertisers spent millions of dollars and almost none had a CTA in their Super Bowl ads. We applaud Snapchat’s entry into episodic programming and criticize Condé Nast’s decision to pay journalists to create content for native ads and maintain their editorial duties. We also dig into Gap’s decision to eliminate two CMO positions in favor of a more integrated approach to customers. Rants and raves include my discovery of a key factor that differentiates successful content marketers and Robert’s thoughts on how Nationwide could have done a better job of executing its controversial Super Bowl ad. We wrap up the show with a #ThisOldMarketing example from Dell’s Corporate Responsibility Report.Continue Reading

By joepulizzi published February 2, 2015

You Are Publishing Too Much (and Failing)

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“The essence of strategy is choosing what not to do.” – Michael Porter

More than anything else, this quote has been in my mind lately. I think all of us content marketers need to be mindful of this.Continue Reading

By joepulizzi published January 31, 2015

This Week in Content Marketing: The Battle for Super Bowl Halftime Attention Is On

 Episode63-01PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss YouTube’s Super Bowl halftime play, why it represents a defensive maneuver by Google, and what the implications are for brands. In addition, we take a closer look at an excellent new primer on native advertising, and explore whether or not LinkedIn’s plans to launch corporate communication tools make sense for enterprises. Our rants and raves this week center on a comparison of CMS and ad management systems and Jon Favreau’s insights into storytelling and content marketing. We wrap up with a #ThisOldMarketing example of the week from Jaeger’s clothing.Continue Reading

By joepulizzi published January 28, 2015

B2B Small-Business Marketers: Increased Focus on Leads and Conversion [New Research]

2015_B2B_SmallBiz_Cover Since October, we’ve been sharing the results of our annual content marketing research, and today we focus on B2B small-business marketers (10-99 employees) based in North America.

B2B Small Business Content Marketing: 2015 Benchmarks, Budgets, and Trends – North America, sponsored by Rainmaker Platform by Copyblogger Media, shows how small-business marketers have changed their content marketing practices over the last year. It also contains new insights based on questions added to the survey this year.Continue Reading

By joepulizzi published January 24, 2015

This Week in Content Marketing: Why is Marketing Still Subservient to Sales?

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

In this episode, Robert and I discuss why an innovative hybrid ad that integrates existing content from The New York Times with Google Maps isn’t really native advertising. Next, we explore the evolving roles of marketing and sales and debate what it’s going to take to bring them closer together. We also ponder what’s behind the decision to end consumer sales of Google Glass, and talk about Facebook’s launch of Work, a collaboration tool for enterprises (which we’ve dubbed “FaceWork”). Rants and raves include Newcastle’s crowdsourced Super Bowl ad and an opinion piece that clears up the confusion surrounding the term “native advertising.” This week’s #ThisOldMarketing example: WestJet’s inspiring Above & Beyond website.Continue Reading

By joepulizzi published January 17, 2015

This Week in Content Marketing: The YouTube Killer Is Not Facebook, It’s Twitter

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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 debate whether B2B content marketing is a failure, and discuss why the FTC may enact regulations regarding native advertising. We also discuss the exploding landscape of marketing technology solutions and why Twitter’s planned expansion into video is going to be huge. Rants and raves include a super smart post about measurement from Medium’s Ev Williams and the evocative new “signs” campaign from McDonald’s. We wrap up the show with a #ThisOldMarketing example: Merck Manuals.Continue Reading

By joepulizzi published January 12, 2015

The Evolution of Content Marketing Will Include Intelligent Content

CMI_Evolution_0112_Pulizzi-01It was early February 2014. I was super proud of myself because I had just finished the entire agenda for Content Marketing World 2014, still seven months out.

As I sat back, looking at the organized Post-It® notes that became the final speaker lineup, I started to count the number of content marketing projects and case studies that actually positioned content as an asset for the company. How many of these projects could scale? How many of these content projects could be easily reused by other divisions or departments? How many could be repurposed without major human intervention? How many could even be found after the campaign was over? Sadly, there weren’t many.Continue Reading