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 March 23, 2016

Technology Marketers Hold Steady With Content Marketing [Exclusive Research]

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Technology marketers are an interesting group. They report the highest adoption rate of content marketing among all groups of marketers we survey: 95%. However, they face a host of unique content marketing challenges:

  • They are tasked with creating many types of content for numerous points along a complicated, multi-layered buyer’s journey.

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By joepulizzi published March 19, 2016

This Week in Content Marketing: Social Media Organic Content at Crisis Levels

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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 consider the implications of a new format for Google search results, which could eventually let any brand integrate a dedicated Twitter-like feed into them. We smell trouble. Next, we explain why The New York Times’ recent acquisition of HelloSociety is a big deal and agree with one author’s assessment that we’re in the midst of a social media engagement crisis. Finally, we ponder a Google evangelist’s decision to launch a newsletter and build an audience. Rants and raves include Dos Equis’ savvy Most Interesting Man in the World reboot, the future of news publishing, and human- versus bot-produced content. This week’s This Old Marketing example: Hydraulic Pressed Steel Company. Continue Reading

By joepulizzi published March 17, 2016

Demystifying Content Strategy: Key Takeaways From Intelligent Content Conference 2016

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With all the complex content problems marketers face, our way forward sometimes seems mysterious. Content strategy holds promise for demystifying the things that we can’t always picture; it helps us understand how those things will get us there. That’s why this year’s Intelligent Content Conference – the only conference that focuses on content strategy for marketers – embraced the theme Bringing Meaning to the Mystery.Continue Reading

By joepulizzi published March 12, 2016

This Week in Content Marketing: Machines Are Coming to Replace Your Marketing Job

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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 of This Old Marketing, Robert and I ponder some new research that suggests certain types of marketing jobs will be replaced by machine automation within a decade. Is your job at risk? Next, we discuss the implications of Viacom’s new branded content agency and get excited about the storytelling potential of Facebook Canvas. Finally, we’re fascinated by the BBC’s research into “atomizing” news stories and enabling readers to choose their own deep exploration paths through them. Rants and raves include Chick-fil-A’s clever “cell phone coop,” one LinkedIn group admin’s heavy-handed solution to self-promotion, and Rita Gunther McGrath’s analysis of Yahoo’s problems. We wrap up the show with an example from Miller Electric.Continue Reading

By joepulizzi published March 5, 2016

This Week in Content Marketing: Native Advertising Hits Network Television

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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 of This Old Marketing, Robert and I interpret two recent developments at Google: The expansion of ads above organic search results from three to four, and the debut of Accelerated Mobile Pages (AMP). Next, we take issue with an article that intermingles terms like sponsored content and branded content, portrays several brands in a negative light, and overlooks successful content brands like CMO.com and Amex Open Forum. On a more positive note, we’re thrilled to discuss a U.K. publisher that has expanded into the business of selling cars. Finally, what’s old is new again, as NBCUniversal experiments with sponsored content on Leap Day. Rants and raves include the future of marketing technology investment, an amusing IBM video about disaffected robots (featuring Carrie Fisher!), and a fascinating book about the pervasiveness of algorithms. This week’s This Old Marketing’s example: Burroughs Corporation.Continue Reading

By joepulizzi published March 2, 2016

Finding Your Sweet Spot – An Extreme Content Focus [Exercise]

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If you’ve been reading my latest posts here at Content Marketing Institute, you’ll see a trend around differentiation. Specifically, either start telling a different story or don’t bother at all.

Related to this, Gary Vaynerchuk made a statement in the first minute of his DailyVee 015 show that’s worth breaking apart:Continue Reading

By joepulizzi published February 27, 2016

This Week in Content Marketing: How to Pen a ‘Content Marketing Is Dead’ Article

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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 explore the wisdom behind Contently’s recent acquisition of Docalytics, and we discuss the pros and cons of Facebook’s decision to open up Instant Articles to everyone. Is it the salvation of mobile users as Facebook claims or yet another step toward world content domination? Next, we think it’s brilliant that the BBC will reorganize itself from focusing on channels and platforms to audiences and content. Finally, we ponder what’s behind Google’s decision to drop right-side ads on desktop search results. Rants and raves include a resurgence of popularity for e-newsletters and Robert’s tutorial on how to write a “Content Marketing Is Dead” article. This week’s This Old Marketing example: Altair Engineering’s Concept to Reality magazine.Continue Reading

By joepulizzi published February 24, 2016

[NEW RESEARCH] B2B Manufacturers Stuck When It Comes to Content Marketing

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At the risk of sounding like a broken record – our latest round of research shows that only 18% of business-to-business manufacturing marketers say their organizations are effective at content marketing – down from the 26% we reported on in 2015.

Now I don’t know how many of our survey respondents changed jobs over the last year – or how many of them were taking our survey for the first time – but I do know that 50% of them said their organizations were in the early or first-steps phases of content marketing maturity. Maybe that had something to do with it (the research showed an increase in effectiveness among organizations that have higher levels of content marketing maturity). Or maybe some organizations actually slid backward? It’s a question we want to dig into more deeply on our next annual survey. In the meantime, I encourage all manufacturing content marketers to consider the following questions:Continue Reading

By joepulizzi published February 20, 2016

This Week in Content Marketing: Brands Create More Content with Less Engagement

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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 explain why Time Inc.’s recent purchase of the company that owns Myspace has little to do with the once-thriving social networking site – and what was really behind it. Next, we discuss Twitter’s new “catch-up feed” rollout and what it means to users and advertisers, and new research that indicates content is growing fast, but engagement is dropping. Finally, we ponder an article that suggests that the tech sector is in for a big slowdown and interpret what that means to marketing tech and ad tech firms. Rants and raves include Frank Underwood’s faux campaign headquarters, out-of-this-world “space tourism” posters, and the macroeconomics of native advertising. We wrap up the show with a This Old Marketing example from Fat, Sick and Nearly Dead.Continue Reading

By joepulizzi published February 17, 2016

Content Marketers: Your WHAT Doesn’t Matter if Your WHY Is Lacking

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After listening to This Old Marketing Episode 116, Professor Marc Resnick from Bentley University responded with the following commentary:

“Which would energize me (or anyone) more as a creative business professional?

  1. Creating content that has the primary purpose of driving the sales pipeline and a secondary purpose of improving the life of my user.
  1. Creating content that has the primary purpose of improving the life of my user and a secondary purpose of driving the sales pipeline.

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