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 August 30, 2014

This Week in Content Marketing: Long Live the Content Editor

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

In this episode, Robert and I speculate on SlideShare’s decision to make certain Pro features available free of charge, and comment on Clay Shirky’s assertion that newspapers are “dead men walking.” We also applaud Yahoo’s decision to launch “content box” native ads, discuss why marketers ought to view content creation the way a news editor does, and provide an update on the lawsuit “patent troll” Personal Audio launched against podcaster Adam Carolla. Our rants and raves include Facebook’s recent moves to tag satirical articles and bury “click-bait” articles in users’ news feeds, plus Coin’s recent gaffe that has beta testers upset. We wrap things up with this week’s #This Old Marketing example, which comes from Endless Vacations.Continue Reading

By joepulizzi published August 23, 2014

This Week in Content Marketing: When Native Advertising Erodes Trust

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

In this episode, Robert and I dive into the controversial issue of native advertising and talk about what happened when a blogger “liked” everything he saw on Facebook for two days. We also discuss the latest research on the growing pay gap between journalists and public relations professionals, rant about unscrupulous marketers trying to benefit from Robin Williams’ death and Amazon’s crazy idea on eBook pricing, and review The Compass magazine by UPS as this week’s This Old Marketing example.Continue Reading

By joepulizzi published August 18, 2014

7 Thoughts That Will Change Your Content Marketing Strategy

image laptop-beside-newspaperThe month before each Content Marketing World event has always been an interesting time for me.

The first reason is because I stay in one place for a large chunk of time. That’s a big deal for me, as throughout the fall, winter, and spring I’m almost always on the road, traveling to all parts of the world. Second, it’s when I work on particular items for the show, like the Content Marketing Awards, the music sequencing, the video intros, or (most likely) keeping our exhibitors happy. And, last but not least, it’s when I get more family time — more time to ponder what’s truly important in life (and more time to question whether or not I’m doing this whole “parenting” thing right).

Long story short, I’m more sentimental during this time of the year. I’m less caught up in the day-to-day and more focused on the big picture.Continue Reading

By joepulizzi published August 16, 2014

This Week in Content Marketing: Storytelling, Steroids, and the Southern Pacific

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I offer constructive advice on ways to address the issues raised in John Oliver’s recent diatribe on native advertising. In addition, we cover content marketing’s use by venture capitalists, Demand Media’s poor quarterly report, and Budweiser’s “Whatever USA” program. We also offer rants and raves on the NFL and Audible.com, and cap off the week with a This Old Marketing example from the Southern Pacific Railroad.Continue Reading

By joepulizzi published August 9, 2014

This Week in Content Marketing: John Oliver Vs. Native Advertising

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss TopRank’s new series of content marketing best practice eBooks, take issue with one author’s claim that content marketing can’t work in associations, and share our observations on the success of Adidas’ awesome World Cup content marketing campaign. We also talk about Instagram’s fast-growing engagement numbers, how “dark social” may be affecting your ability to accurately measure content impact, and chuckle about John Oliver’s funny take-down of native advertising. This week’s #ThisOldMarketing example: The AOPA, an association which, coincidentally, is doing an outstanding job of content marketing. Continue Reading

By joepulizzi published August 4, 2014

10 Content Marketing Roles for Success in the Next 10 Years

Missing-10 new roles of marketing“What roles do I need to be successful with a content marketing approach?”

I hear this question all the time, from both large enterprises and even larger “small” businesses. It’s a critical question, and one that is not easy to plan for… but we must plan, nonetheless.Continue Reading

By joepulizzi published August 2, 2014

This Week in Content Marketing: Beck Schools Us on Storytelling

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss a musician’s mad content marketing moves, debate some potential causes of a decline in content quality, and reveal what the real purpose of native advertising is for brands. In addition, we discuss two shifts in the world of social media and take FourSquare to task for taking off in a new direction. This week’s #ThisOldMarketing example: Galignani Publishing (our oldest example to date).Continue Reading

By joepulizzi published July 26, 2014

This Week in Content Marketing: Weird Al’s Diabolically Brilliant Strategy

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss the important implications of LinkedIn’s acquisition of Bizo, congratulate blogger Scott Monty on his recent move from Ford to an agency role, and speculate on what will happen to Forbes now that it’s owned by foreign investors. We also ruminate on the continuing fall of newspaper ad revenue, puzzle over Time Inc.’s decision to form a new native advertising group, and rave about the marketing genius of Weird Al Yankovic before exploring this week’s TOM example: Makeup.com.Continue Reading

By joepulizzi published July 21, 2014

Why We Are Hiring for a New Content Role (and You Should Too)

hands holding old-fashioned slidesLast November, I keynoted the Niche CEO Summit alongside some amazing publishers, including Michela O’Connor Abrams, President of Dwell Media. If you are not familiar with Dwell, they have evolved from a small, niche print magazine focused on design to a fast-growing multimedia design brand.

Under Michela’s leadership, they’ve become one of the top websites in the world, have nearly 300,000 paid subscribers to their magazine, and have social media audience numbers that would make you blush (including over 500,000 followers on Twitter). Sure, they’ve struggled, like all of us have, with changes to how they create and distribute content… but it was one change that, in Michela’s words, made all the difference.Continue Reading

By joepulizzi published July 19, 2014

The Week in Content Marketing: Do We Have a Credibility Problem?

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

This week, Robert and I discuss Walmart’s big data move and what it means for brands. We also talk about new research indicating that sponsored content may have a trust problem and explore what an article looks like when a freelance writer “resigns” from content marketing. Our rants and raves cover NBA star LeBron James’ digital-only announcement of his return to Cleveland and an inaccurate portrayal of content marketing, and we cap off the show with a #ThisOldMarketing example from Credit Suisse.Continue Reading