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 January 12, 2015

The Evolution of Content Marketing Will Include Intelligent Content

CMI_Evolution_0112_Pulizzi-01It was early February 2014. I was super proud of myself because I had just finished the entire agenda for Content Marketing World 2014, still seven months out.

As I sat back, looking at the organized Post-It® notes that became the final speaker lineup, I started to count the number of content marketing projects and case studies that actually positioned content as an asset for the company. How many of these projects could scale? How many of these content projects could be easily reused by other divisions or departments? How many could be repurposed without major human intervention? How many could even be found after the campaign was over? Sadly, there weren’t many.Continue Reading

By joepulizzi published January 10, 2015

This Week in Content Marketing: Is the Social Media Phase Over?

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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 and dissect nine marketing and advertising trends reported by The Wall Street Journal (WSJ), and why Fred Wilson believes the innovation in social media is dead. In addition, we discuss subscriber burn on YouTube, Forbes magazine’s decision to sell a second cover to AT&T, and what authenticity really means. Rants and raves include the clever #MAYHEMSALE from Allstate and an inside look at Marriott’s innovative content marketing strategy. We wrap up the show with a #ThisOldMarketing example from Johnson & Johnson.Continue Reading

By joepulizzi published January 3, 2015

This Week in Content Marketing: Content Marketing Predictions for 2015

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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 look into our crystal balls to foretell the future of content marketing in 2015. Our prognostications include some non-traditional channels, an all-hands approach to content marketing, and demonstrating its value to C-level executives. In addition, we discuss why the decade-old medium of podcasting is finally taking off and the controversy surrounding Facebook’s automated “Year in Review” feature. Rants and raves include an IKEA holiday commercial and controversial Christmas tweets from Neil deGrasse Tyson. We wrap up the show with a #ThisOldMarketing example from Tealium’s clever book series.Continue Reading

By joepulizzi published December 27, 2014

This Week in Content Marketing: Here’s What Verizon Should Have Done with SugarString

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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 holiday episode, Robert and I talk about the difference between a media company and a technology company. We then discuss the problems Google is facing and what Verizon should have done with SugarString instead of killing this publishing platform. Robert and I are all raves this episode with kudos to George Clooney and some excellent storytelling from John Lewis and Coca-Cola. We wrap up the show with a #ThisOldMarketing example from Car Talk.Continue Reading

By joepulizzi published December 20, 2014

This Week in Content Marketing: The Key to Stop Native Advertising? Embrace It

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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 what Facebook’s latest changes to its news feed mean to marketers and reflect on the heaps of money being invested in marketing technology today. We also discuss a thought-provoking article about the future of native advertising and ponder the results of new research that suggests that most B2B content is barely above par. Rants and raves include the media’s handling of the Sony scandal and problematic speaker submissions for Content Marketing World. We wrap up the show with a #ThisOldMarketing example from HubSpot’s purchase of Agency Post.Continue Reading

By joepulizzi published December 15, 2014

60 Content Marketing Predictions for 2015

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For the seventh consecutive year, I’m proud to announce our annual eBook of content marketing predictions (you can also view our forecasts for 2009201020112012, 2013 and 2014). Special thanks to our friends at Marketo for making this year’s eBook possible.

My favorite part about these predictions is that I’m usually wrong (as you know). Despite this, I don’t mind going out on a limb again this year. Continue Reading

By joepulizzi published December 13, 2014

This Week in Content Marketing: Chipotle Calls on Best-Selling Writers for Soda Cups

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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 talk about the latest research on content marketing spending. Is 25% not enough? Audio content begins to go viral, and Chipotle delivers compelling experiences by adding short stories from best-selling writers to its bags and cups. Robert and I dig Digiday’s “What’s In and What’s Out for 2015” list, which aligns with many of our predictions. Rants and raves include my rant about an unclear native advertising spot on Conan O’Brien’s late night show and Robert’s rave about the convergence of user experience and storytelling. We wrap up the show with a #ThisOldMarketing example from Rockwell Automation.Continue Reading

By joepulizzi published December 11, 2014

How Entrepreneurs Can Conquer Goliath with Content Marketing [Announcing Content Inc.]

Content Inc Cover“The reasonable man adapts himself to the world: The unreasonable man persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man.” – George Bernard Shaw

The legend of David and Goliath never made sense to me until I read the version as told by Malcolm Gladwell. First, let’s take a closer look at Goliath.Continue Reading

By joepulizzi published December 10, 2014

Content Marketing in the United Kingdom: Engagement and Leads Take Center Stage [Research]

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UK marketers have become much more goal-focused over the last year. They also rate themselves as slightly more effective at content marketing when compared with the North American and Australian marketers we reported on earlier this year. Those are just a couple of the key findings we present in CMI’s third annual Trends report, produced in partnership with the UK Direct Marketing Association (DMA) and sponsored by Axonn Media. The report shows how UK for-profit marketers (both B2B and B2C) approach content marketing as compared to last year.Continue Reading

By joepulizzi published December 6, 2014

This Week in Content Marketing: Why It’s Impossible to Scale Native Advertising

Episode55-01 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 talk about the finalized deal between the Association of National Advertisers (ANA) and the Business Marketing Association (BMA), and then quickly dive into Scripted’s newfound venture capital money. In addition, we talk about the huge increase in native advertising spending and discuss the difference between native advertising and advertorials. After going through some 2015 CMO predictions, Robert rants about invective marketing and I rave about a hyper-localized Christmas book. We wrap up the show with a #ThisOldMarketing example from Arla Foods.Continue Reading