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 23, 2017

The Only 10 Ways to Make Money From Content Marketing

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In September at Content Marketing World, Robert Rose and I will launch our (combined) sixth book called Killing Marketing. The core principle is that we’ve been misusing the marketing function for years. Marketing, in its truest form, was actually meant to be a profit center.

#Marketing, in its truest form, was meant to be a profit center, say @joepulizzi & @robert_rose. Click To Tweet

While Robert and I were doing our research for the book, we looked into successful new media companies as well as enterprises that have seen benefits from a content marketing approach. What we found, to our pleasant surprise, is that the revenue model for both media companies and product brands is EXACTLY the same. Now, we may perceive The New York Times and Cisco Systems as completely different companies, but the content-first business models behind them are more alike than different.Continue Reading

By joepulizzi published May 20, 2017

This Week in Content Marketing: In 10 Years, Content Marketing Will Just Be Marketing

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

In this episode, Robert and I explore Snapchat’s financials and suggest the priorities Snap should focus on to stay in the game. We also discuss content marketing’s future as an intrinsic marketing function that’s indistinguishable from the whole. Rants and raves include Wendy’s chicken nuggets and the Vivendi/Havas merger; then we close the show with an example of the week from United Feature Syndicate.Continue Reading

By joepulizzi published May 13, 2017

This Week in Content Marketing: 2017 Is the Year Brands Buy Media Companies

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

In this episode, Robert and I talk about Whirlpool’s purchase of recipe media site Yummly and what lessons it holds for brands, large and small. In other news, Google and Facebook need to take more responsibility for their content as true media companies, and Forrester proclaims that the end of advertising is near. Rants and raves include John Green and Airbnb; then we close the show with an example of the week from UnitedHealthcare.Continue Reading

By joepulizzi published May 6, 2017

This Week in Content Marketing: New York Times Leverages Snapchat as a Marketing Tool

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

In this episode, we compare the newly buzzed-about Heineken ad to Pepsi’s debacle from a few weeks back – and conclude that they aren’t all that different. We also discuss ESPN’s decision to cut 100 on-air content creators, and explore The New York Times’ debut as a Snapchat Discover publisher. Our rants and raves feature AT&T’s home page and net neutrality, then we close the show with an example of the week from Pirelli tires.Continue Reading

By joepulizzi published April 29, 2017

This Week in Content Marketing: The Bull Market in Marketing Is Just Beginning

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

In this episode, we discuss Google’s move to insert ad blocking features into the Chrome web experience, and what it might mean for the future of marketing and advertising. We also dig into some new research on the high demand for marketing skills, and explore executives’ love of long-form content. Our rants and raves cover content workflows and mission statements; then we wrap up with a content marketing gem from the early 20th century.Continue Reading

By joepulizzi published April 22, 2017

This Week in Content Marketing: Yes, Apple Will Buy Disney (Someday)

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

In this episode, we discuss the rumor spreading through Wall Street that Apple will buy Disney. We also explore Netflix’s newest billion-dollar business model and six publishing trends Reuters says brands need to pay attention to. Our rants and raves include an overly harsh critique of brand studios and the need to question your choices; then we close the show with an example of the week from Mint.Continue Reading

By joepulizzi published April 15, 2017

This Week in Content Marketing: The New Content Business Model Awaits

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

In this episode, we do a deep dive into the Pepsi ad fiasco and what might have been the reason for such a spectacular misstep, followed closely by an exploration of Dennis Publishing and how they’ve unlocked the only content business model that matters. Our rants and raves include advertising blinders and smartphone addiction; then we close the show with an example of the week from Farmer-Stockman Insurance.Continue Reading

By joepulizzi published April 8, 2017

This Week in Content Marketing: More Big Companies Investing in Original Content

PNR-companies-investing-orginal-contentPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I share some of the highlights from Intelligent Content Conference 2017. In particular, we touch on some important industry trends to keep an eye on, including big businesses (like Netflix and Arrow) that are increasing their investments in original content. Our rants and raves cover Netflix’s huge Hollywood appetite, and what it takes to make the move from content marketer to content strategist. Then we close the show with an example of the week from The Blues Kitchen.Continue Reading

By joepulizzi published April 1, 2017

This Week in Content Marketing: A&E Creates Content Blueprint for Brands

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

In this episode, Robert and I discuss why A&E’s publisher-driven model may be perfect for enterprise brands. In other news, both Twitter and Medium have come out with monetization strategies involving paid content; only time will tell if either one will work. Our rants and raves include mixing things up as part of your content strategy and LinkedIn’s advertising model; we close with an example of the week on Red Hat and OpenSource.com.Continue Reading

By joepulizzi published March 25, 2017

This Week in Content Marketing: Is Native Advertising’s Fail on Brands or 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 episode, Robert and I dissect the latest native advertising research to see whether this technique is gaining ground or losing fans. We also explore some optimistic CMO research, and explain why technology and analytics will save the day. Our rants and raves cover simplification and measuring bodies, then we take on March Madness in our example of the week.Continue Reading