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 best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. 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 21, 2016

This Week in Content Marketing: Advertising and Content Marketing Are Different?

advertising-content-different-podcast

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

In this episode of This Old Marketing, Robert and I ponder the views of a famous British ad man who seems to be lost in the “good old days” – which means he really doesn’t understand content. Next, we take a closer look at influencer marketing, which often doesn’t deliver on its wild promises and is hard for big companies to manage. We also agree that YouTube’s move to offer streaming TV channels could make it a formidable competitor to Netflix and Amazon. Finally, we can’t figure out why people are upset that Facebook uses human oversight to tweak the content of its news feed – just like every other media company. Rants and raves include a set of interviews that promise to provide viewpoints on sponsored content as an antidote for ad blocking – but then delivers meaningless blather – and the amazing future of bots, which could have a huge impact on commerce and communications. We wrap up the show with a This Old Marketing example of the week from OBEY.Continue Reading

By joepulizzi published May 14, 2016

This Week in Content Marketing: Long-Form Content Actually Works on Smartphones

long-form-content-smartphones

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 the accuracy of new research that says content marketing and native advertising are expected to double in the U.K. by 2020. Next, we’re encouraged by a study that proves that engaging long-form content does get read on smartphones. So much for conventional wisdom about reading habits on these diminutive mobile devices. Finally, we aren’t surprised that using multichannel networks to reach influencers isn’t scalable; creating branded content is equally laborious and doesn’t lend itself to a programmatic approach. Rants and raves include two must-read articles on the state of marketing and advertising today. We wrap up the show with a This Old Marketing example from McCall’s.Continue Reading

By joepulizzi published May 7, 2016

This Week in Content Marketing: Red Bull Is Not in the Content Marketing Business

red-bull-content-marketing-podcast

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

In this episode of This Old Marketing, Robert and I share our thoughts on an article about the future of big media. It’s on life support and needs to make some major changes to survive. Next, we discuss new research that reveals what motivates people to subscribe to publications and wonder why an article that aims to clarify native advertising terminology doesn’t do so. Finally, we agree that marketers can learn a lot from Marriott’s savvy CMO, who has spearheaded a number of brilliant content initiatives for the travel giant. Rants and raves include a bright future for audio content, the diminishing human attention span, and the rise of digital agencies within the world’s largest consulting firms. We wrap up the show with the origin story behind Red Bulletin magazine.Continue Reading

By joepulizzi published April 30, 2016

This Week in Content Marketing: The Future of Television Advertising Is Native

television-advertising-podcast

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

In this episode of This Old Marketing, Robert and I discuss Facebook’s dominance in digital advertising and predict how it will fill the biggest gap in its business model: Content. Next, we roll our eyes at yet another prediction of the death of content marketing, but acknowledge the author’s point that influencer marketing is more important than ever. We then turn our attention to new research from Google that “proves” advertisers should spend a lot more on YouTube ads, and we praise NBC’s decision to incorporate sponsored content into its popular Saturday Night Live TV show. Finally, we’re disappointed with an opinion piece from HBR that laments the glut of digital advertising, but doesn’t offer a solution to the problem. Rants include two beat downs on questionable native advertising practices. This week’s This Old Marketing example of the week is from Schneider Electric’s Energy University.Continue Reading

By joepulizzi published April 25, 2016

The Seductive Power of the Dark Side [Rented Land]

dark-side-rented-land

For years, John Battelle, entrepreneur, technology innovator, and the founder of Wired, drilled into media and marketing professionals the idea of NOT building your content house on rented land.

As recently as two years ago, he clearly stated that “if you’re going to build something, don’t build on land someone else already owns. You want your own land, your own domain, your own sovereignty.” Why? Simply put, once you publish on someone else’s platform, you do not own the subscribers or assets associated with that content. Even if you build followers or fans on that platform, it doesn’t give you the right to communicate with them.Continue Reading

By joepulizzi published April 23, 2016

This Week in Content Marketing: Is Content Marketing Actually a Thing?

content-marketing-thing-podcast

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 a contrarian article that claims content marketing is a meaningless buzzword. Its author also counsels marketers to ignore the continuing evolution of marketing, which is flat-out bad advice. A companion article reminds us that we ought to focus on the needs of our customers, not on writing to justify the practice of content marketing to our peers. Next, we ponder the emergence of a new position at large publishers, the e-commerce editor, and explain how it fits into the evolution of media business models. Finally, we interpret BuzzFeed’s disastrous last quarter. Does it point to fundamental problems at the huge online publisher or simply a market correction for an over-valued company? Rants and raves include Dan Lyons’ tell-all tale about BuzzFeed and a must-read HBR article about the end of solution sales. This week’s This Old Marketing example: Ripley’s Believe It or Not.Continue Reading

By joepulizzi published April 20, 2016

4 Things Effective Enterprise Marketers Get Right [Exclusive Research]

b2b-enterprise-content-marketing-research

Over the last six months, we’ve been releasing research reports based on the results of our annual content marketing survey. Each one has focused on a specific vertical. Today we release B2B Enterprise Content Marketing 2016: Benchmarks, Budgets, and Trends—North America sponsored by Marketo. This report shows how B2B companies with over 1,000 employees approach content marketing.

If you’ve read any of my blog posts about the prior reports, you know that a pattern emerged from our last round of research: Marketers reported lower overall effectiveness with content marketing compared with a year ago. The story is no different for enterprise marketers: Only 22% of enterprise marketers said their organizations are effective, down from 28% the previous year. Among all sizes of B2B companies we researched, it is the lowest effectiveness reported (30% of B2B marketers said they are effective).Continue Reading

By joepulizzi published April 16, 2016

This Week in Content Marketing: The Seduction of Rented Land

seduction-rented-land-podcast

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

In this episode of This Old Marketing, Robert and I ponder the pros and cons of Facebook’s decision to enable third-party branded content for verified publishers and influencers. Next, we discuss Medium’s new publisher tool set, which includes support for sponsored and members-only content. Is Medium’s new “insta-CMS” still “rented land” that publishers should avoid? We aren’t quite sure. Finally, we interpret Prevention magazine’s decision to drop all print ads and Mashable’s decision to focus on its core business. Rants and raves include agencies abdicating their roles as content strategists, the savvy acquisition of a content marketing superstar in the feminine hygiene market, and Audible’s expansion into short-form audio (just don’t call them podcasts). We wrap up the show with a This Old Marketing example of the week from The General Magazine.Continue Reading

By joepulizzi published April 13, 2016

Why Inbound Marketing Should Take a Back Seat to Current Customers

inbound-marketing-current-customersInbound marketing, as a phrase and a movement, has almost been as popular as content marketing over the past decade.

If both phrases were tradeable stocks, and you purchased $10,000 worth of “inbound marketing” and “content marketing” in June 2008, inbound marketing would be valued at $490,000. If you owned content marketing, you would be a millionaire (per Google Trends March 29, 2016).Continue Reading

By joepulizzi published April 9, 2016

This Week in Content Marketing: Big Brands Favoring Content, But Will It Matter?

big-brands-favoring-content

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

In this episode of This Old Marketing, Robert and I analyze a new study that says big companies are starting to get serious about content marketing as the effectiveness of online ads dwindles. While this data is encouraging, we agree that implementing it successfully is where the real challenge lies. Next, we’re not surprised that another new study shows millennials prefer email, which many brands have abandoned in favor of sexier social platforms they thought (erroneously) that Gen Y would prefer. Finally, the explosion of media channels has created a need for a new position: the platform relationship manager. Rants and raves include Lego’s prescient advice to parents of young children, Joe Coleman’s valuable insights into content marketing fundamentals, and the critical importance of customer retention. We wrap up the show with a This Old Marketing example from The Federalist Papers.Continue Reading