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, Managing Content Marketing and Get Content Get Customers. Joe's latest book is Epic Content Marketing (McGraw-Hill). 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 October 27, 2014

How I Missed On Every 2014 Content Marketing Prediction

50 content marketing predictions

Yes, it’s that time again.

This will be our seventh year putting together content marketing predictions. (For the record, you can also view what was forecast for 2009201020112012, 2013 and 2014.)

Before we take a look at my failed 2014 predictions, I’d love it if you could throw your hat into the ring and share your predictions for 2015.Continue Reading

By joepulizzi published October 25, 2014

This Week in Content Marketing: Have We Ruined Storytelling?

pnr logo

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

This week, Robert and I ponder the ANA’s acquisition of the BMA, and take issue with a column lamenting the “good old days of content.” We also dig into the smart reasons Copyblogger has given for killing its Facebook page, explore the implications of yet another content agency mega-deal, and discuss “priceless” advice from MasterCard’s VP of global digital content. I rave about a fascinating “Meet Me at Starbucks” video, while Robert applauds a timely reminder from the late management guru Peter Drucker about the period of great transformation in which we live and work. We wrap up the show with a #This Old Marketing example from Qualcomm Spark.Continue Reading

By joepulizzi published October 23, 2014

4 Ways to Break the Insanity of Content Marketing Competition

15983_wpm_hires

There has been no shortage of posts and articles regarding the onslaught of content in all areas of marketing. Yes, everyone’s a publisher … we are all competing for attention with the Googles and LinkedIns of the world. But what’s on my mind is this: Are we, as content marketers, creative enough with our stories and our distribution options? Do we do the same things our competitors are doing? Are we just trying to tell the same story incrementally better? Shouldn’t we look to carve out something new?Continue Reading

By joepulizzi published October 18, 2014

This Week in Content Marketing: PR Pushes and Pulls to Define Its Role

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

In this episode, Robert and I weigh in on Story Worldwide’s recent acquisition by Next Fifteen, and question whether Omnicom’s recommendation on shifting a big percentage of TV ad budgets to online video is a smart one. We also reflect on the meteoric growth of branded content at Huffington Post, and take issue with one PR practitioner’s rant about the death of traditional journalism. Our own rants cover the controversy surrounding an article on the role of journalists in brand journalism’s evolution, and a video from author Harlan Ellison on “getting paid.” Our #This Old Marketing example of the week explores a clever way space travel was marketed to the public.Continue Reading

By joepulizzi published October 15, 2014

New Content Marketing Research: B2C Challenged with Measurement

B2C_Cover Two weeks ago, we released the Content Marketing Institute/MarketingProfs B2B Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: the first round of findings from our annual content marketing survey. Now it’s time to learn what B2C marketers have to say about their content marketing practices in our B2C Content Marketing 2015: Benchmarks, Budgets, and Trends—North America report, sponsored by EnVeritas Group.

This is the third year we’ve reported on B2C and it’s been interesting to see how their use of content marketing has evolved. One of the key findings this year is that B2C marketers, like their B2B counterparts, are having difficulty measuring how successful their content marketing programs are. However, having a documented content marketing strategy can help. Continue Reading

By joepulizzi published October 11, 2014

This Week in Content Marketing: The Real Cure for the Native Advertising Blues

pnr logoIn this episode of #ThisOldMarketing, Robert and I praise BuzzFeed’s simple strategy to consistently craft viral content and Louis Vuitton’s decision to launch an exclusive print magazine. We also talk about opportunities in custom print publishing; Robert shares one popular but risqué example. We weigh in on an Advertising Week debate on native advertising, and share Rebecca Lieb’s sentiment that content is much more than today’s marketing strategy du jour. Rants and raves include Jerry Seinfeld’s take-down of advertising and an ill-conceived rant against content marketing. This week’s TOM example: Dolce & Gabbana’s Swide magazine. Continue Reading

By joepulizzi published October 4, 2014

This Week in Content Marketing: Inbound Versus Content Marketing

pnr logoPNR: 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 speculate on why HubSpot has stirred up an age-old debate on the differences between inbound and content marketing, take issue with an article that laments the rise of corporate journalism and how it’s starting to compete with traditional news reporting, and reveal why Marriott’s decision to launch a content marketing studio is likely to be a big success. Our rants and raves cover a spammy sponsored post on Facebook that featured Lebron James and a brilliant bit of emotional storytelling from the innovators at GE. We wrap up the show with a rockin’ #ThisOldMarketing example: Guitar Center TV. Continue Reading

By joepulizzi published October 1, 2014

New B2B Content Marketing Research: Focus on Documenting Your Strategy

b2b content marketing-cmi Today, we release the findings from our fifth annual content marketing survey — and it’s our biggest and best year yet.

For this year’s survey, we decided to ask some new questions, and change how we approached some of our regular questions, in order to provide fresher, more insightful findings. Thus, B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.Continue Reading

By joepulizzi published September 29, 2014

Two Critical Actions That Distinguish Great Content Marketers

pen with papers-written lettersFor a long time, I didn’t feel successful — though perhaps it’s more accurate to say that I didn’t really know what success was.

I graduated from Bowling Green State University (just south of Toledo, Ohio) with a degree in interpersonal communications. My major had been “undecided,” until the beginning of my junior year.  The only reason I chose Interpersonal Communications at that point was it was the only degree where I could actually graduate on time (with a few additional courses).Continue Reading

By joepulizzi published September 27, 2014

This Week in Content Marketing: Is Corporate Blogging Waning?

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

In this episode, Robert and I reflect on Tribune Publishing’s decision to invest in a content marketing shop, review a horrible example of native advertising from a personal injury law firm, and question the accuracy of new research that shows corporate support for blogging is waning. We also praise a thoughtful article on the opportunities that podcasting offers to marketers, rant about a questionable strategy for managing digital and offline marketing, and rave about a presentation with a refreshing take on the challenges involved in native advertising. We answer a listener’s question on the ecommerce ambitions of Twitter and Facebook before closing out the show with a #ThisOldMarketing example from Steve Jackson Games.Continue Reading