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 April 22, 2014

Enterprise Content Marketing Research: Where Does Success Lie in 2014?

cover image-b2b enterprise content marketingOver the last several months, there has been a lot of discussion among marketers and industry thought leaders around the challenges involved with integrating content marketing across the enterprise. At Content Marketing World Sydney, CMI’s lead strategist, Robert Rose, even presented a new Content Creation Management (CCM) model that you’ll hear a lot about from us over the upcoming months.

The latest CMI research confirms that integration is indeed the most often cited challenge among business-to-business (B2B) enterprise marketers (i.e., at companies with 1,000+ employees). These and other findings appear in our new report, B2B Enterprise Marketing: 2014 Benchmarks, Budgets, and Trends — North America, sponsored by Marketo. The study looks at how the content marketing habits of enterprise marketers have changed over the last year, and how the approaches used by marketers at these companies differ from those of other B2B marketers.Continue Reading

By joepulizzi published April 19, 2014

The Importance of Strategy in Successful Content Marketing

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

In this episode of PNR’s, This Old Marketing, Robert and I reveal the one thing that both publishers and brands need to focus on when aiming to build a business around successful content marketing. We also discuss how some big-money deals will likely impact the content marketing industry over the next 12 months, examine a move from Cosmopolitan that is causing a stir, and review Shutterstock’s launch of a new education and training platform, before getting fired up by this week’s This Old Marketing example from the Society of Fire Protection Engineers.Continue Reading

By joepulizzi published April 11, 2014

How Content Marketing Strategy Factors into Success

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

this old marketing logoIn this episode of PNR, Robert and I discuss a news article that asserts that content marketing should just “buzz off.” We also talk about a strategic approach to content marketing, review a research study on the most credible types of content for brands, and explain why being mediocre in your content creation and distribution efforts is a dangerous proposition, before exploring our #ThisOldMarketing example of the week: NewTekniques Magazine. Continue Reading

By joepulizzi published April 4, 2014

Content Marketing News: Fresh Tools and Acquisitions

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

This week, Robert and I report live from Content Marketing World in Sydney, Australia — our first live podcast ever! In this episode, we talk about a new report on sustainable digital business models from Pew Research, LinkedIn’s new content marketing tools, the acquisition of Klout by Lithium, and Copyblogger’s controversial decision to remove comments from its blog. Joining us are two special guests — another first for This Old Marketing — who provide valuable perspectives on this week’s news. Continue Reading

By joepulizzi published March 28, 2014

Social and Search News that May Change Your Content Marketing

logo-this old marketingPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

This week, Robert and I talk about the latest Facebook algorithm change, which pretty much ensures we will have to pay Facebook to get our content marketing noticed. At the same time, Google goes out to hunt guest blogging spammers. And, after a nice dialog on transparency, Robert covers the bases of this week’s This Old Marketing example: baseball cards.Continue Reading

By joepulizzi published March 27, 2014

Technology Marketers Urgently Need to Document Their Content Marketing Strategy

cover image-technology b2b content marketingLooking for insight into how technology marketers are using content marketing? Check out our newest research report, 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America, sponsored by International Data Group (IDG).

The great news is that nearly every technology marketer we surveyed this past year currently uses content marketing. However, I’m concerned that while 46 percent of them have a documented content marketing strategy, the majority either does not or is not sure (click to tweet). Our research has shown time and again that marketers who have a documented strategy are more effective than their peers who do not — they face fewer content marketing challenges, as well.

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By joepulizzi published March 22, 2014

Media Companies Are the New Agencies: Native Advertising

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

This week, Robert and I dig deeper into native advertising with discussions on the Wall Street Journal‘s new native launch and The Guardian‘s native play with Unilever. We also deliver plenty of rants about publishers and agencies, and rev up the show with this week’s This Old Marketing example: The Enthusiast from Harley Davidson.Continue Reading

By joepulizzi published March 15, 2014

Why We Shouldn’t Drop the Phrase “Content Marketing”

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

Robert and I discuss South by Southwest’s identity crisis, and chat about the latest media trend of “Travoltifying” everything. In addition, we learn that print is back, yet again, and rant about people who rant about the phrase “content marketing” before tackling our #thisoldmarketing Example of the Week: Energy University.Continue Reading

By joepulizzi published March 11, 2014

Content Marketing Making Strides in the Manufacturing Industry: Report

manufacturing-marketers-CMI-researchIn our February 15, 2014 podcast, Robert Rose and I highlighted a SlideShare presentation titled, The Manufacturer’s Growth Manifesto, by marketer Bruce McDuffee. In his report, Bruce says:

Most executives in the manufacturing industry are laggards when it comes to understanding the new buyer’s habits and how they apply to go-to-market strategy and tactics… the window of opportunity is open for modern, bold executives willing to change the way they interact with their target audience… Continue Reading

By joepulizzi published March 8, 2014

Stop Building Your Branded Content on “Rented Land”

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

This week, Robert and I discuss the LinkedIn job bank fiasco, and debate whether or not agencies really can do content marketing well. In addition, we explain our thoughts on whether or not marketers should publish branded content on platforms they don’t own, and offer some critical reviews of Facebook’s algorithm changes. Lastly, we explore this week’s #thisoldmarketing example: Patagonia’s Footprint Chronicles.Continue Reading