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 July 23, 2016

This Week in Content Marketing: Compared to Advertising, Content Marketing Still Petite

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

In this week’s episode of This Old Marketing, Robert and I discuss the meteoric growth of Pokémon Go and the intriguing opportunities it may present for marketers. Next, we analyze one blogger’s ranking of hot digital media topics based upon the number of pitches he receives. Where does content marketing rank? The answer may surprise you. Finally, we’re intrigued by the idea of small brands using Medium as a testing ground for their content initiatives. Rants and raves include the principles of irresistible storytelling and the ill-conceived Trump/Pence campaign logo. We wrap up the show with a This Old Marketing example from idighardware.com from Allegion.Continue Reading

By joepulizzi published July 16, 2016

This Week in Content Marketing: Most Brands Failing at Customer Experience

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

Episode139-01In this week’s episode of This Old Marketing, Robert and I ponder whether or not the future of advertising will resemble Big Brother in George Orwell’s famous novel 1984. Next, we marvel at global agency WPP’s gigantic investment in Facebook advertising over the last year, and discuss whether a new cooking magazine launched by a digital agency is news or a non-event. Finally, we dissect the results of a new survey that says the majority of brands aren’t meeting their customers’ expectations. Rants and raves include a fresh look at why we shouldn’t underestimate the attention span of our audience and the surprising parallels between stock trading and content marketing. We wrap up the show with a This Old Marketing example from Maui Electric.Continue Reading

By joepulizzi published July 9, 2016

This Week in Content Marketing: Agencies, Brands and Media Starting to Look the Same

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

In this week’s episode of This Old Marketing, Robert and I illustrate how the lines between publishers, brands, and agencies are blurring with two examples: Thrillist plans to launch a new spirits website that is sponsored by a liquor company, and agency giant WPP has invested in a male-oriented publishing brand. Next, we interpret Facebook’s explanation of its new algorithm, which favors users over advertisers: If you want to reach your audience on Facebook, you must pay to do it. Rants and raves include an example of what happens when agencies refuse to disrupt themselves and CMI’s updated history of content marketing — which now includes examples as old as 1732! We wrap up the show with a This Old Marketing example from Tower Records and Pulse! magazine.Continue Reading

By joepulizzi published July 2, 2016

This Week in Content Marketing: Facebook Slowly Eats Media Companies for Lunch

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

In this week’s episode, Joe and Robert discuss how Facebook has cleverly tweaked native advertising to benefit its users and give brands greater insights into ad performance, but it may represent a death blow to some publishers. Facebook is also paying media companies and influencers to create content for its streaming video service; in the short term, this appears to benefit brands. In other news, native advertising is booming, but brands and publishers still aren’t very strategic in their use of it. Finally, Tronc (the former Tribune publishing company) ties its fate to video embedded in its news stories, but lacks a bigger vision for its future. Rants and raves include a farewell to Garrison Keillor’s Prairie Home Companion radio show and the pervasive power of print. This week’s This Old Marketing example: Steelcase.Continue Reading

By joepulizzi published July 1, 2016

The History of Content Marketing [Updated Infographic]

history-content-marketingIf you want some insights into where the content marketing industry may be headed, it might just help to take a look at where it’s been.

As we pointed out when CMI shared its History of Content Marketing infographic in 2012, brands have been telling their stories to audiences for hundreds of years. Not to mention that storytelling itself is one of the oldest forms of communication.Continue Reading

By joepulizzi published June 29, 2016

LinkedIn Purchase Will Spark Brands into Buying Media Companies

linkedin-brands-buying-media-companiesIn December 2013, CMI released its annual content marketing predictions report (as we do every December). That year, my first prediction was as follows:

Microsoft will buy one, maybe two, media companies in certain industries. The outcome of these moves will pave the way for further media purchases throughout the year by non-media companies.

So, I was a mere 30 months early with that prediction. Correct, but two years early.Continue Reading

By joepulizzi published June 25, 2016

This Week in Content Marketing: Get Ready for Brands to Take Over Facebook Instant Articles

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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 of This Old Marketing, Robert and I talk about the implications of Facebook opening Instant Articles to brands, starting with Intel. We see an underlying problem that could affect its acceptance by brands. We also take a closer look at Facebook’s new Creative Hub. Next, we ponder the future of sponsored podcasts and wonder why the ad industry complains a lot, but doesn’t seem to work on solving its problems. Finally, we interpret the results of yet another “state of content marketing” survey; this one’s just a little too upbeat to be believable. Rants and raves include Snapchat’s new magazine and a controversy in media buying. This week’s This Old Marketing example: Investools.Continue Reading

By joepulizzi published June 18, 2016

This Week in Content Marketing: Will Microsoft & LinkedIn Spur a Content Buying Spree?

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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 Microsoft’s purchase of LinkedIn and how every media outlet missed the most important angle. Next, we ponder a confusing article that slams native advertising in favor of a fuzzy concept called “debranding.” Finally, Facebook reach continues to plummet, according to a new study. We offer advice on how to reverse this trend. Rants and raves include the challenges and opportunities agencies face today and marketers who don’t seem to understand what content marketing is. This week’s This Old Marketing example: Computer magazine start-ups.Continue Reading

By joepulizzi published June 15, 2016

9 Actions Content Marketers Need to Do Right Now

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As I write this I just finished a keynote presentation at a transportation and logistics conference. Depending on my schedule and timing, sometimes I just run in, do the speech, and run out. For this event, however, I had the chance to have intimate conversations with a number of marketers at the largest transportation brands in the world.

More often than not for my posts on CMI, I usually take one big idea and break it down into something actionable. This time, based on my conversations at this conference, I realized that sometimes we need a few reminders to keep us on track as content marketers. I hope this list is helpful.Continue Reading

By joepulizzi published June 11, 2016

This Week in Content Marketing: Content Marketing as a Profit Center

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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 of This Old Marketing, Robert and I discuss a number of acquisitions that occurred this week, including UBM’s historic purchase of CMI. Next, we highlight several trends from Mary Meeker’s annual Internet Trends report and weigh in with our own predictions. We’re not surprised that Yahoo’s fortunes are tanking under Marissa Mayer’s leadership; being everything to everyone isn’t a viable strategy. Finally, we’re excited to report that snack-food giant Mondelez is joining Pepsi and Red Bull in adopting a media approach to content marketing. Rants and raves include the radical NoMQL (no gated content) movement and Monocle Magazine’s wildly successful online radio station. This week’s This Old Marketing example: Christophorus – the Porsche magazine.Continue Reading