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 August 27, 2016

This Week in Content Marketing: The Future Owners of Newspapers? Brand Marketers 

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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 John Oliver’s take on the broken business model of newspapers and predict the role brands might play in offering a solution. We also share our thoughts on Gartner’s decision to integrate its annual Hype Cycle reports on marketing and advertising and Google’s migration of Hangouts On Air to YouTube Live. Rants and raves include a new view on how to construct the buyer persona, and Facebook’s exciting machine-learning innovation; finally, we wrap up with some well-aligned content efforts from Ernst & Young in our example of the week.Continue Reading

By joepulizzi published August 20, 2016

This Week in Content Marketing: A Content Marketing Approach Is Strategic, Actually

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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 debate a TechCrunch article’s claims that content marketing isn’t actually strategic. We also go inside Accenture’s efforts to become a worldwide leader in content marketing, and explore Facebook’s latest attempt to enhance the ad experience from both sides of the equation. Rants and raves include Blab’s decision to go silent, and the benefits of automated content creation. Lastly, we follow We Energies’ cross-country search for Christmas cookie content in our This Old Marketing example of the week.Continue Reading

By joepulizzi published August 13, 2016

This Week in Content Marketing: Instagram Launches Snapchat for Older People 

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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 implications of two new social media platform launches — Instagram Stories and LinkedIn’s Influencer Videos. We also re-enlist in the battle that’s still being waged between content strategy and content marketing, and explore whether the “highs” experienced by social distribution-dependent publishers will eventually require an intervention. Our rants and raves cover the perils of the 130-hour work week and the future implications of relying on sponsored content. We wrap up with a This Old Marketing example of Olympic proportions.Continue Reading

By joepulizzi published August 6, 2016

This Week in Content Marketing: U.S. Olympic Committee Makes Huge Social Media Faux Pas

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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 how Cisco Systems’ recent staffing surge fits into its ongoing journey toward content marketing self-discovery. Next, we explore how B2C brands are focusing on “micro-moments,” and relay our concerns about brands that mistakenly believe they are doing content marketing. Our rants and raves include an immersive live experience from Coca-Cola, and a huge social media mistake being made by the U.S. Olympic Committee. We close out the show with a This Old Marketing example from Nationwide Insurance.Continue Reading

By joepulizzi published August 3, 2016

The Biggest Content Marketing Trends in 2017

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I’ve spent the last 12-plus months talking with enterprise marketers from around the globe to get a handle on where the content marketing industry is going. Through that process, in combination with our ongoing research, the CMI team puts together the schedule for Content Marketing World 2016.

Here are what I believe are some of the biggest issues enterprise marketers are dealing with, as well as some thought leaders who are covering this topic at #CMWorld (hint, hint).Continue Reading

By joepulizzi published July 30, 2016

This Week in Content Marketing: How Brands Could Inherit the Web

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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 two major business acquisitions: Yahoo! by Verizon and Dollar Shave Club by Unilever — and ponder their implications to content marketers. Next, we’re excited about the innovative new content marketplace Medium has launched that could become a category killer. Finally, The New York Times’ T Brand Studio has morphed into a full agency, a move that may not bode well for traditional Madison Avenue advertising firms. Rants and raves include an award-winning documentary for an iconic guitar, why your team should create a “stop” list, and why media companies may implode as brands get better at content. This week’s This Old Marketing example: Houghton.Continue Reading

By joepulizzi published July 27, 2016

The 4th Reason for Content Marketing: A Profit Center

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This post was co-written by CMI’s Chief Content Adviser Robert Rose.

In both our speeches and workshops to audiences not familiar with content marketing, we generally spend the first part of the presentation on what content marketing looks like, and how it can provide multiple ways to create value.

In particular, while I talk about “sales, savings, and sunshine” as the three core reasons why enterprises engage in a content marketing approach, Robert talks about a model called “subscribe, win, and grow.” We can address examples of each.Continue Reading

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