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 August 26, 2015

Native Advertising Is Not Content Marketing

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When you see the phrase “native advertising,” what do you think? Do you think of content marketing?

Well, a lot of people do … so much so, that I felt compelled to write an article about it.Continue Reading

By joepulizzi published August 22, 2015

This Week in Content Marketing: End of Days for Digital Display Spells Opportunity for Brands

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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 “advertising apocalypse” that’s become a critical issue for publishers – and why it’s an opportunity for brands. Next, we ponder the blurring line between journalists and content marketers and agree what should be done about authors who hijack the term “content marketing.” Finally, we lament the ad hoc state of content creation in many organizations today, and encourage marketers to focus on something else that will deliver greater value to their brands and customers. Rants and raves include the secret behind Nike’s YouTube success and Target’s clever response to a customer service troll. We wrap up the show with a #ThisOldMarketing example from Aldus PageMaker.Continue Reading

By joepulizzi published August 15, 2015

This Week in Content Marketing: The Sad Future Reality of Brands Battling for Advertising

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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 weigh in on the debate between online and TV-based content advertising – which isn’t really a battle at all. We agree with Facebook’s decision to roll out its new Live video program only to celebrities and ponder an Uber-like model that agencies of the near future may adopt to meet the evolving needs of their clients. Rants and raves include a new web documentary video series sponsored by MillerCoors that highlights artisanal products and their creators, plus an opinion piece that gets content marketing all wrong. We wrap up the show with a #ThisOldMarketing example of the week from Arch Shaw.Continue Reading

By joepulizzi published August 10, 2015

Why Startups Trump Large Enterprises in Content Marketing Every Time

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For the past 15 years, I’ve focused most of my content marketing time on the largest of large businesses. This means dealing with politics, silos, budget issues, and agency relations. In large enterprises, content marketing is a complex beast, hard to move without significant culture change. The hardest part? Doing something differently from how they’ve done it in the past (which is mostly paid media).

Enter the research for my new book, Content Inc. In preparation, Clare McDermott, editor of Chief Content Officer magazine, and I interviewed dozens of entrepreneurs. In almost every case, the entrepreneur started the business “content-first.” This simply means that they identified a content niche, built a loyal audience around that niche, and THEN developed products and services to sell.Continue Reading

By joepulizzi published August 8, 2015

This Week in Content Marketing: Chaos in the Media Coming Soon to a Platform Near You

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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 ridiculous way that HubSpot handled a recent scandal with a “tell-all” news release. Next, we ponder the chaotic world of media companies and why they will start to act more like wire services. We disagree with a columnist who believes podcast sponsorship blurs the line between journalism and advertising and give a hearty two thumbs way up to the growing trend of large companies funding documentary films. Rants and raves include the social media mob mentality surrounding the death of Cecil the lion and why YouTube’s top stars aren’t making as much money as you think. We wrap up the show with a #ThisOldMarketing example of the week from American Bee Journal.Continue Reading

By joepulizzi published August 1, 2015

This Week in Content Marketing: Don’t Build Your Content House on Rented Land

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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 two recent developments that clearly illustrate why you should not build your content house on rented land: LinkedIn has placed limits on your ability to download contact information about your connections, and Google Plus as a social network is no more. Next, we dissect a new report from AOL that claims to be focused on content marketing, but really isn’t. In a strange parallel, Moz publishes a report that says it’s focused on inbound marketing – but its real impact is much broader than that. Rants and raves include an excellent McKinsey report that explains how digital marketing operations can transform business and a pair of TV media talent moves that ought to get marketers thinking about similar opportunities. We wrap up the show with a #ThisOldMarketing example of the week from Flight Centre.Continue Reading

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