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 his latest book Epic Content Marketing (McGraw-Hill). 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 30, 2015

This Week in Content Marketing: Publisher Cuts Lead to Content Opportunities for Brands


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 CMI’s purchase of the U.K.-based Content Marketing Show and plans for redeploying it in a new format. Next, we ponder what’s really behind Verizon’s recent purchase of AOL and dissect why Spotify has decided to add videos and podcasts to its popular music service. Next, we turn our attention to two articles that claim to reveal the problems content marketers face – while offering no advice on how to solve them. Rants and raves include Purina’s stagnant puppy-care microsite and a fascinating perspective on customer experiences and content marketing. We wrap up the show with this week’s #ThisOldMarketing example from Fresh Fork Market Almanac.Continue Reading

By joepulizzi published May 29, 2015

How One Blog Surpassed 300,000+ Subscribers 

I’m a big fan of origin stories and learning how a business evolved into a success. Often, some of the early decisions made all the difference.  If we don’t get the detail behind the start of these businesses, we oftentimes think that they are overnight successes.  Well, in almost all cases, there are no overnight successes.

Many people think that Content Marketing Institute was an overnight success.  Little do they know that we struggled for over three years just to make progress, and there were more than a few moments where I almost called it quits entirely.Continue Reading

By joepulizzi published May 28, 2015

Stop Sounding Like Your Competition: How to Find Your Content Tilt

Peter Thiel, co-founder of PayPal (along with Telsa founder Elon Musk) and Facebook’s first outside investor, believes that most businesses copy other businesses, and thus fail.  He says:

Figure out something that nobody else is doing and look to create a monopoly in some area that’s been underdeveloped. Find a problem nobody else is solving..Continue Reading

By joepulizzi published May 27, 2015

How to Build a Million Dollar Business with a Small Ad Budget

When I first started in the publishing industry, it was expensive to build an audience. Developing a digital content management system cost tens of thousands of dollars. Finding magazine subscribers involved hardcore telemarketing. Distributing the content through the postal service often times ate into leftover profits.

Today, all those barriers are gone. The technology costs of producing content are slim to none. Finding an audience is less about recruiting subscribers and more about being found through inherently helpful and interesting content. Simply put, anyone, anywhere can build a publishing powerhouse.Continue Reading

By joepulizzi published May 26, 2015

2 Ways to Find (and Conquer) Your Content Competition

Do you know who your content competition is? Most people think about their audience and who their competitors are, but are you considering these two questions?

  1. Where am I going to get my audience from?
  2. And, am I creating a new audience or stealing from someone else?

Jay Baer recently shared his insight on content competition in a recent episode of Content Inc. Below is his analysis of this over-overloooked step.Continue Reading

By joepulizzi published May 25, 2015

How to Unleash the Passion Behind Your Content

Steve Jobs commencement speech, given in 2005 at Stanford, has been watched over 10 million times. In it, he gives the following advice:

You’ve got to find what you love…. [T]he only way to do great work is to love what you do. If you haven’t found it yet, keep looking, and don’t settle.

Continue Reading

By joepulizzi published May 24, 2015

Top Ways to Get Speaking Gigs

It was the middle of 2008.  At the time, I was still working on my blog platform and building a loyal audience.  Newt Barrett and I just released our self-published book (through Lightning Source) Get Content Get Customers. It was then that I received an intriguing email from Belgium.Continue Reading

By joepulizzi published May 23, 2015

Why it’s Risky to be a Full Time Employee

When I left an executive publishing position to start a business over seven years ago, countless friends and family members voiced their concerns.

“Are you sure you want to take that big a risk and leave a secure job?”Continue Reading

By joepulizzi published

This Week in Content Marketing: Facebook’s Move to Swallow Publishers


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 two large venture capital investments in the content marketing technology space – Percolate and Kapost. We also debate whether Facebook’s launch of its Instant Articles service represents the end of times for publishers or a stairway to heaven. After discussing whether brands could really create a Mad Men-type show, Robert and I rant and rave about Adobe’s new audio white papers and a huge media purchase by one of the world’s largest action sports retailers. We wrap up the show with a #ThisOldMarketing example from Poor Richard’s Almanack.Continue Reading

By joepulizzi published May 22, 2015

A Better Way to Build Your Audience? How to Buy Content Assets

In March of 2014 I sat in a marketing meeting with one of the largest producers of consumer goods in the world. The discussion centered on building audiences through content in various markets.  In some of the markets, the company already buily a solid content platform.  In others, nothing was on the horizon.

The plan discussed was an acquisition strategy of multiple properties where the organization would approach and, if terms were worked out, buy blogging sites and/or media properties that already had a built in audience and content platform.Continue Reading