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, Managing Content Marketing and Get Content Get Customers. Joe's latest book is Epic Content Marketing (McGraw-Hill). 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 19, 2014

The Week in Content Marketing: Do We Have a Credibility Problem?

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

This week, Robert and I discuss Walmart’s big data move and what it means for brands. We also talk about new research indicating that sponsored content may have a trust problem and explore what an article looks like when a freelance writer “resigns” from content marketing. Our rants and raves cover NBA star LeBron James’ digital-only announcement of his return to Cleveland and an inaccurate portrayal of content marketing, and we cap off the show with a #ThisOldMarketing example from Credit Suisse.Continue Reading

By joepulizzi published July 12, 2014

Content Marketing: Clearing the Rumors, Half-Truths, and Misinterpretations

PNR-this-old-content-marketing-podcastPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss how content marketing is hitting the big time at Harvard Business Review. In addition, we chat about media agencies getting into the content production business, explain why email is far from dead, and then touch on a handful of research posts that are readily made fun of. Our weekly rants and raves include a great case study from Newcastle Brown, and we wrap up with this week’s #ThisOldMarketing example from Southern Poverty Law Center.Continue Reading

By joepulizzi published July 7, 2014

The One Change Facebook Made that Led to $1 Billion

official line judge-measuringI’ve spent a lot of time recently with this Fast Company article on the future of Facebook (I highly recommend the read in its entirety). But there is one particularly critical part of this article that, if followed, could make all the difference for your content marketing plan.

After Facebook’s IPO in 2012, the stock dipped by over 50 percent, down to less than 20 dollars per share. Since that point, Facebook’s value has quadrupled. The major reason, according to the article, is a revision Facebook made to its management and performance structure.Continue Reading

By joepulizzi published July 5, 2014

The Facebook and the Fury: Coming Clean on Content Experimentation

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss CMI’s purchase of the Intelligent Content Conference, then dive into P&G’s new edict that all marketing titles will change. In addition, we dissect Google’s decision to abandon Authorship pictures in search results, discuss some new research on how brands spend money to promote owned media content, and explore this week’s #ThisOldMarketing example: Chango.Continue Reading

By joepulizzi published June 28, 2014

This Week in Content Marketing: Influence, Innovation, and Imitation

this old marketing logoPNR: 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 top 10 brands on LinkedIn’s content marketing scorecard. In addition, we chat about an IKEA fan site gone wrong, reaching millennials with content marketing, and whether or not we can really tell if online ads are working. We then offer our thoughts on how prepared CMOs are to tackle digital marketing transformations and whether PR is a more successful discipline than content marketing, before sharing this week’s #ThisOldMarketing example from Albert Heijn’s supermarket chain.Continue Reading

By joepulizzi published June 23, 2014

Kick Off Successful Content Marketing with a Pilot Program: 10 Steps

illustration-computer, ruler, pencil, eyeIn most cases, taking a content marketing approach that goes against the culture of an organization is an exceptionally challenging endeavor (see this article for more on battling organizational change). No matter how much passion you have for the concept of content marketing, more often than not, internal politics may get the best of you.

However, we’ve seen pilot programs in content marketing work dramatically well for many marketers, especially in the manufacturing sector. One senior marketer at a large manufacturing firm recently told me that their progressive content marketing approach can be credited to one thing: launching the program as a pilot (including referring to it as such).Continue Reading

By joepulizzi published June 21, 2014

How Brands Could Destroy Native Advertising

this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss whether or not brands will destroy the native advertising opportunity and whether you can actually program native to audiences. In addition, we banter about the Red Bull Media House model and how many brands will follow its publishing structure. Then, Robert rants and raves about the Dumb Ways to Die franchise, while I rant about the closed atmosphere at the U.S. Open before discussing the week’s #ThisOldMarketing example: BeingGirl from P&G. Continue Reading

By joepulizzi published June 16, 2014

If Your Content Marketing is for Everybody, It’s for Nobody

audience-for-content-marketingQuick test: Who’s the audience for your blog? How about your eNewsletter? Your podcast? If you are like most enterprises that sell multiple product lines to multiple audiences, you may have two, three, four or more different audiences you are trying to target with the same content initiative. How’s that working for you?Continue Reading

By joepulizzi published June 14, 2014

How Facebook is Becoming a Pay-to-Play Platform

this old marketing-PNR logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss the latest findings straight out of Facebook: Organic reach on the platform is now less than 2%. Facebook is becoming a pure pay-to-play platform in many cases. We also discuss how much data you actually need for your content marketing strategy. The final news article provides a cross section of a record month for magazine launches with a shuttering of a dozen tried-and-true niche magazines. This week’s #ThisOldMarketing example: The Fresh Fork Market Almanac.

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By joepulizzi published June 9, 2014

New Year’s in June: 13 Mid-Year Content Marketing Resolutions

notecard-cork board-resolutionsFor me, June is planning month. June is the time where I stop all the travel and start thinking about planning for the year-end events and into 2015. It’s also the perfect time to check all of those 2014 strategies and make sure we are on the right path with our content marketing efforts.Continue Reading