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 November 19, 2014

The Changing Landscape of Content Marketing in Australia

2015_Aus_Research_Cover Each year we ask content marketers how effective they consider their organizations to be, and this year we saw a dip in Australia. Why is this and what can be done? Our third annual report, Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends – produced with the Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove – provides insights.

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By joepulizzi published November 15, 2014

This Week in Content Marketing: Failed 2014 Content Marketing Predictions

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

In this special first anniversary episode of #ThisOldMarketing, Robert and I look back at the content marketing predictions we made for 2014 at this time last year. We share our opinions on a politician using native advertising for “endorsements” and urge caution toward Facebook, which is trying to convince brands to host their content on its website. We also share our concerns about a biased article that asks, “Is content marketing worth it?” Rants and raves include the “Alex from Target” meme and the Wall Street Journal’s questionable approach to article comments. We wrap up the show with a #This Old Marketing example: Our very own This Old Marketing podcast.Continue Reading

By joepulizzi published November 8, 2014

This Week in Content Marketing: Is There a Crisis in Content Marketing?

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

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By joepulizzi published November 6, 2014

Hey WSJ – Content Marketing Is NOT Native Advertising

14629100863_919cd54697_oDisclaimer: This is one of those “inside baseball” posts. It is also devoid of any helpful how-to information (as we’ve become known for at CMI). I wrote this post because I believe it needs to be said. So there.

Update 11/7/2014 - I had a wonderful chat with the writer from the Wall Street Journal this morning regarding clarification on content marketing versus native advertising.  Just wanted to commend her on following through to try to clarify her definition of content marketing. 

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By joepulizzi published November 5, 2014

15 Things We Learned About Nonprofit Content Marketers [New Research]

2015_Nonprof_CoverIn recent weeks, we released our 2015 B2B and B2C Content Marketing Benchmarks, Budgets, and Trends, North America reports: the first rounds of findings from our annual content marketing survey. Now, for the second year, we’ll take a look at the content marketing practices of nonprofit professionals. In Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America, created in partnership with Blackbaud and sponsored by FusionSpark Media, we present some truly exciting findings about this segment of marketers. Most notably, it’s been great to see how nonprofit marketers have grown in their use of content marketing, and are driving efficiency and making progress using the resources (even if limited) they have.Continue Reading

By joepulizzi published November 1, 2014

This Week in Content Marketing: A Scary Attempt at Defining Content Marketing

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 open Pandora’s Box of content marketing definitions and ponder if publishers can succeed with time-based metrics. We give some love to Mozilla’s new magazine and an excellent SlideShare about the reinvention of publishing for the digital age, but disagree with Snapchat’s approach on native advertising. Rants include a misleading infographic about content production costs and the Wall Street Journal describing content marketing as native advertising. We wrap up the show with a #This Old Marketing example from Scandinavian Airlines, formerly Scandinavian Airlines System (SAS).Continue Reading

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?

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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

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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