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 May 28, 2015

The 10 Content Roles You Need to Be Successful Today

In almost every interview with entrepreneurs who employed a Content Inc. strategy, there was no team.  It was just the lone entrepreneur trying the get a business started.  This was certainly the case with myself and Content Marketing Institute.  Same with Brian Clark and Copyblogger.  Same with The Chicken Whisperer and Michele Phan, the makeup millionaire.

But for the platform to work beyond a hobby-based business and blossom into a growth company, scalability is key.  That means you need a team to get you to the next level.Continue Reading

By joepulizzi published

How to Build a Million Dollar Business with a Small Ad Budget

When I first started in the publishing industry, it was expensive to build an audience. Developing a digital content management system cost tens of thousands of dollars. Finding magazine subscribers involved hardcore telemarketing. Distributing the content through the postal service often times ate into leftover profits.

Today, all those barriers are gone. The technology costs of producing content are slim to none. Finding an audience is less about recruiting subscribers and more about being found through inherently helpful and interesting content. Simply put, anyone, anywhere can build a publishing powerhouse.Continue Reading

By joepulizzi published

Stop Sounding Like Your Competition: How to Find Your Content Tilt

Peter Thiel, co-founder of PayPal (along with Telsa founder Elon Musk) and Facebook’s first outside investor, believes that most businesses copy other businesses, and thus fail.  He says:

Figure out something that nobody else is doing and look to create a monopoly in some area that’s been underdeveloped. Find a problem nobody else is solving..Continue Reading

By joepulizzi published May 23, 2015

This Week in Content Marketing: Facebook’s Move to Swallow Publishers

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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 two large venture capital investments in the content marketing technology space – Percolate and Kapost. We also debate whether Facebook’s launch of its Instant Articles service represents the end of times for publishers or a stairway to heaven. After discussing whether brands could really create a Mad Men-type show, Robert and I rant and rave about Adobe’s new audio white papers and a huge media purchase by one of the world’s largest action sports retailers. We wrap up the show with a #ThisOldMarketing example from Poor Richard’s Almanack.Continue Reading

By joepulizzi published May 16, 2015

This Week in Content Marketing: The Future of Content Marketing 2025

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

In this Mother’s Day episode of This Old Marketing, Robert and I discuss what advertising will look like in 2025 and what role content marketing will play in it. We take a closer look at a large but disjointed collection of research that says content marketing has a better ROI than native advertising. Finally, we explain why The New York Times’ growing digital business – which will soon reach 1 million subscribers – is a pretty big deal, even if its traditional print foundation continues to crumble. Rants and raves include a savvy cosmetics entrepreneur who has succeeded by building an audience first and then selling products, the critical importance of words, and an unexpected birthday gift. We wrap up the show with a #ThisOldMarketing example from Good Old Days magazine.Continue Reading

By joepulizzi published May 9, 2015

This Week in Content Marketing: Why Digital Spending Is Not Growing Fast Enough

digital-spending-podcast-coverPNR: 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 question the accuracy of an article that claims marketers aren’t spending enough on digital. We also dissect a study that claims to provide insight on how to target three generations of consumers, and debate whether content companies are media companies, technology companies, or both. This episode also includes a short take on Google’s launch into content discovery with its intriguing new Matched Content service. Rants and raves include a savvy NFL draft pick and a poorly-conceived rant against Dove’s excellent Real Beauty campaign. We wrap up the show with a #ThisOldMarketing example from NFL Films.Continue Reading

By joepulizzi published May 7, 2015

No Subscription Goal for Your Content Marketing? Prepare to Be Ignored

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I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet over the last six months. These companies are some of the most innovative in the world, and create many of the products you use on a daily basis, both personally and professionally. Over the past few years, these companies have hired journalists, producers, broadcasters, and editors to refine and tell their story on a consistent basis. It’s amazing to see firsthand the transformation of the marketing departments, as we once knew them.

But here’s my issue: Not one of those companies (not one) was working on an audience-building program focused on subscriber growth. Sure, there were brand awareness goals, perception goals, brand lift goals, lead generation goals, and lead quality goals … but no subscriber goals.Continue Reading

By joepulizzi published May 2, 2015

This Week in Content Marketing: The New Media Model Will Include Selling Products

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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 research that suggests Facebook organic reach is dipping even more, and additional research that suggests influencer marketing is on the rise, but many marketers are still not approaching it correctly. We also ponder why many publishing companies are myopically focused on advertising and agree that the media model of the future will be all about selling products and services. After roasting The Wall Street Journal (again) for a misleading blog post, rants and raves include Emmy nods for content marketing and WSJ’s new website design. We wrap up the show with a #ThisOldMarketing example from Merrill Lynch.Continue Reading

By joepulizzi published April 25, 2015

This Week in Content Marketing: Media Serves Two Content Masters, Brands Serve Just One

media-serves-content-masters-podcast-coverPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this 75th episode of PNR’s This Old Marketing, Robert and I celebrate “mobilegeddon” by explaining how Google’s new search algorithm favors brands and publishers that are committed to serving as “go-to” sources of content. We also ponder how content marketing will evolve in 2015, and identify an important advantage brands have over publishers. We question the American Society of Magazine Editors’ decision to back off of its hard-line stance toward native advertising and ponder the implications of BuzzFeed killing several articles due to advertiser complaints. Rants and raves include a seriously flawed take on marketing automation and the rosy future for monetizing content painted by Time Inc.’s new CEO. We wrap up the show with a #ThisOldMarketing  example from The Caslon Company.Continue Reading

By joepulizzi published April 22, 2015

Do Larger Brands Really Have It Easier With Content Marketing? [New Research]

2015_ER_Cover_1A few weeks ago, an article on our blog generated a small debate in the comments. The article, by Neil Patel, shared eight content marketing innovations from the world’s best brands. Most of the companies featured were large, which led to a conversation about whether big companies have an advantage over small ones because they have bigger content marketing budgets.

However, our most recent research, B2B Enterprise Content Marketing 2015: Benchmarks, Budgets, and Trends—North America, sponsored by Marketo, shows that large companies are often more challenged when it comes to content marketing. This makes perfect sense because the content marketing process is so much more complex for large enterprises with multiple divisions and product lines. Among the findings:Continue Reading