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 upcoming 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 25, 2015

This Week in Content Marketing: Content Marketing Budgets Still the Size of Pluto

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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 the massive growth of how-to videos on YouTube and what marketers need to do to differentiate their video content. Next, we discuss two research studies that show customers favor doing business with trustworthy organizations that have clearly articulated values; we explain how content marketing strategy fits into the picture. Finally, we take a closer look at the savvy spending habits of the top 200 U.S. advertisers. Content marketing spending is still very small compared to the billions that brands invest in paid media, but it can be very powerful, as Estee Lauder has discovered. Raves include Mark Zuckerberg’s new focus on content and Comic-Con’s cornucopia of native branding opportunities. We wrap up the show with a #ThisOldMarketing example of the week from Disney.Continue Reading

By joepulizzi published July 22, 2015

Create Content That Is Truly Unique: How to Find Your Tilt

While identifying the sweet spot is critical to the Content Inc. process, it’s the content tilt that will separate you from everyone else in your market area. Without “tilting” your content just enough to truly have a different story to tell, your content will fade into the rest of the clutter and be forgotten.Continue Reading

By joepulizzi published July 20, 2015

A Super-Simple Formula to Build Your Audience

I’ve started to go out on the road presenting the Content Inc. concept to live audiences (even though the book won’t be released until September). One recent occasion was Copyblogger Media’s Authority Rainmaker 2015 event at the Ellie Caulkins Opera House in Denver. Continue Reading

By joepulizzi published July 18, 2015

This Week in Content Marketing: Upworthy’s Big Move Combining Content and Data

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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 applaud Upworthy’s decision to move from clickbait articles to longer-form, high-quality original content, and ponder the reasons behind this move. Next, we share our take on a long-running debate: Should you produce all content internally or outsource at least some of it to agencies? We scratch our heads over an article that attempts to explain what branded content is, but fails to bring any more clarity to this often-misunderstood marketing concept. Finally, we doubt that consumers are furious with brands for capturing data about them, as a new University of Pennsylvania research study claims. Rants and raves include a poorly-researched and written article about the ROI of content marketing and native advertising and an outstanding TED Talk about autism. This week’s This Old Marketing example of the week: Kraft Music Hall.Continue Reading

By joepulizzi published July 17, 2015

The Story of the Original Content Inc. Entrepreneur

There once was a struggling blacksmith named John. John was young, broke, and in desperate need to provide for his young family in Vermont. In 1836, John made the tough decision to leave his family, with all of $73 in his pocket, to make his way west in the hope of finding fortune … or at least a job.Continue Reading

By joepulizzi published July 15, 2015

Can You Create Content Like a 7-Year-Old?

Every morning when I’m not traveling for another speaking event, I listen to Mike & Mike in the morning on ESPN Radio. A few weeks ago, they started talking about some young kid named EvanTube, and how he made $1.3 million dollars last year by creating videos on YouTube.  Immediately, I was intrigued.Continue Reading

By joepulizzi published July 14, 2015

6 Steps to Content Marketing Domination

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I know, I know. I used one of those link-bait titles. First, I used a number (which, to be honest, almost always performs better than non-numbered posts). Second, I made a big promise – that content marketing domination in an industry category is actually possible.

Well, this post is all about what is possible.Continue Reading

By joepulizzi published July 13, 2015

How to Build Your Audience With Media Partnerships

When using the Content Inc. approach, much of your time will be focused on communicating valuable information directly with your customers, prospects, and employees. However, don’t overlook the importance of partnering with another key source: media partners. Many businesses get the impression that a content focus puts them in an almost competitive situation with media companies, especially trade publications. Well, it doesn’t have to.Continue Reading

By joepulizzi published July 11, 2015

This Week in Content Marketing: Inside The New York Times’ Subscription Funnel

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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 don’t understand why CNN is being criticized for the launch of Courageous, its internal native advertising agency. Next, we agree with Andrew Davis’ assessment that print is the future of digital and discuss how these two platforms can be leveraged to draw more attention for your best content. Finally, we take a closer look at the Facebook subscriber funnel The New York Times is using to grow its revenue and ponder the thinking behind Manifest, a new content marketing agency merger that combines content creation and experience design. Rants and raves include the platform-building strategies employed by movie studios and the need for marketers to include a customer support component in their content strategies. We wrap up the show with a #ThisOldMarketing example of the week from Disney and merchandising.Continue Reading

By joepulizzi published July 10, 2015

Entrepreneurs Should be Obsessed With One Metric

Continue Reading