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 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

By joepulizzi published March 18, 2017

This Week in Content Marketing: It Doesn’t Matter If You Call It Content Marketing

doesn't-matter-call-content-marketing

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 publishing agencies are struggling with the creative services business model. We also explore print’s potential for targeting teens and tweens, and give our views on some new video research. Our rants and raves cover a book on America’s “most dangerous huckster” and deconstruct a definition-centric content debate; then we close the show with an example of the week from Abbott Labs.Continue Reading

By joepulizzi published March 11, 2017

This Week in Content Marketing: MarTech Industry Needs to Team Up Against FANG

martech-industry-team-up-fang-podcast

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

In this episode, Robert and I look at the ridiculous valuation of the Snap Inc. IPO — can it be sustained? And will advertisers buy in? We wonder whether media companies truly have a problem with trust, and debate whether their next big opportunity will lie in the hands of brands. Then, we discuss the MarTech industry and why its leaders need to unite to conquer Facebook, Amazon, and Google. We share rants and raves on BuzzFeed’s Tasty brand and McKinsey; then we wrap up with a spicy example of the week on Chili Klaus.Continue Reading

By joepulizzi published March 4, 2017

This Week in Content Marketing: Fake News Creates Huge Opportunity for Branded Content

fake-news-branded-content

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

This week, Robert and I discuss The New York Times’ business model – and why its future could be very bright. We also explain how the fake news crisis could be creating an amazing opportunity for brands, and prepare for some big media company acquisitions by brands. Rants and raves include a Pixar training course on storytelling; then we close with an example of the week on John Yocum Beaty.Continue Reading

By joepulizzi published February 25, 2017

This Week in Content Marketing: Apple and Amazon Race to Content Dominance

apple-amazon-content-dominance

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

This week, Robert and I discuss Apple’s launch into the content creation business. We also explain why we feel publishers are still too focused on their channel strategies, and explore how Spotify’s launch into original podcasts could set it up to be purchased by Amazon in the near future. Our rants and raves include the future of print and the failure of advertising tech; then we close with an example of the week from a company that refused to go extinct.   Continue Reading

By joepulizzi published February 21, 2017

Major Changes Come to Content Marketing World 2017

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A few months after every Content Marketing World, I review each and every survey response about the event.  In 2016, about 800 of the 3,600 attendees completed the survey. I always start with the good stuff – what did you like best, who was your favorite speaker. It’s like watching a video with both babies and puppies at one time.

Then, I find a quiet place to go through all the constructive feedback. Don’t get me wrong, I love hearing all the ways that we can improve or where we didn’t quite hit the mark. But I have to say, it does sting a bit. When you put everything into an event, one that is planned over a year in advance, and some people don’t like it, it hurts. It’s like whatever the opposite is of watching a baby/puppy video.Continue Reading

By joepulizzi published February 18, 2017

This Week in Content Marketing: Medium Picked the Wrong Business Model

medium-wrong-business-model

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 Super Bowl commercials, some Valentine’s Day content, and Snapchat’s all-important IPO. We also explore the new subscription model Medium is pursuing, and conclude that it has chosen unwisely. Our rants and raves include dark content marketing and e-newsletters; then we close out the show with an example of the week on influential entrepreneur Sara Spencer Washington.Continue Reading

By joepulizzi published February 11, 2017

This Week in Content Marketing: Could Snapchat Be the Next Myspace?

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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 how P&G is rewriting the rules for agencies and media placement. We also examine why a slew of publishers are recreating the media business model, and debate whether Snapchat’s performance decline is an indication that a Myspace-level fail may be in its future. Our rants and raves cover the value of sensibility and a likely strategy for acquiring Twitter; then a listener gets charged up about an example of the week from General Electric.Continue Reading

By joepulizzi published February 7, 2017

One Thing Is Killing Content Marketing and Everyone Is Ignoring It

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Editor’s note: Most marketers are searching for the answers on how to make their content marketing more successful. This update of a previously published post shares one answer.

In 2016, I led a workshop on content marketing for about 50 small-business CEOs and operations managers. They came from all different industries. Some were consultants. There was a plumber and also a representative from an HVAC company present. Pest management? Check. A few small manufacturing companies, a nonprofit, and a jewelry store rounded it out. In other words, it was a diverse group of companies.Continue Reading

By joepulizzi published February 4, 2017

This Week in Content Marketing: Digital Advertising Shrinking, Except for Google and Facebook

digital-advertising-shrinking

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 the Upworthy/Good merger and what it might signal for other agency/publisher M&A deals. We also discuss potential revenue models Medium might pursue, and talk about why it seems like digital advertising is shrinking for all publishers… except for Google and Facebook. Our rants and raves include CMO.com and Digital Sense; then we wrap up with some home-brewed enthusiasm for our example of the week. Continue Reading