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 July 2, 2016

This Week in Content Marketing: Facebook Slowly Eats Media Companies for Lunch

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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, Joe and Robert discuss how Facebook has cleverly tweaked native advertising to benefit its users and give brands greater insights into ad performance, but it may represent a death blow to some publishers. Facebook is also paying media companies and influencers to create content for its streaming video service; in the short term, this appears to benefit brands. In other news, native advertising is booming, but brands and publishers still aren’t very strategic in their use of it. Finally, Tronc (the former Tribune publishing company) ties its fate to video embedded in its news stories, but lacks a bigger vision for its future. Rants and raves include a farewell to Garrison Keillor’s Prairie Home Companion radio show and the pervasive power of print. This week’s This Old Marketing example: Steelcase.Continue Reading

By joepulizzi published July 1, 2016

The History of Content Marketing [Updated Infographic]

history-content-marketingIf you want some insights into where the content marketing industry may be headed, it might just help to take a look at where it’s been.

As we pointed out when CMI shared its History of Content Marketing infographic in 2012, brands have been telling their stories to audiences for hundreds of years. Not to mention that storytelling itself is one of the oldest forms of communication.Continue Reading

By joepulizzi published June 29, 2016

LinkedIn Purchase Will Spark Brands into Buying Media Companies

linkedin-brands-buying-media-companiesIn December 2013, CMI released its annual content marketing predictions report (as we do every December). That year, my first prediction was as follows:

Microsoft will buy one, maybe two, media companies in certain industries. The outcome of these moves will pave the way for further media purchases throughout the year by non-media companies.

So, I was a mere 30 months early with that prediction. Correct, but two years early.Continue Reading

By joepulizzi published June 25, 2016

This Week in Content Marketing: Get Ready for Brands to Take Over Facebook Instant Articles

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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 talk about the implications of Facebook opening Instant Articles to brands, starting with Intel. We see an underlying problem that could affect its acceptance by brands. We also take a closer look at Facebook’s new Creative Hub. Next, we ponder the future of sponsored podcasts and wonder why the ad industry complains a lot, but doesn’t seem to work on solving its problems. Finally, we interpret the results of yet another “state of content marketing” survey; this one’s just a little too upbeat to be believable. Rants and raves include Snapchat’s new magazine and a controversy in media buying. This week’s This Old Marketing example: Investools.Continue Reading

By joepulizzi published June 18, 2016

This Week in Content Marketing: Will Microsoft & LinkedIn Spur a Content Buying Spree?

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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 Microsoft’s purchase of LinkedIn and how every media outlet missed the most important angle. Next, we ponder a confusing article that slams native advertising in favor of a fuzzy concept called “debranding.” Finally, Facebook reach continues to plummet, according to a new study. We offer advice on how to reverse this trend. Rants and raves include the challenges and opportunities agencies face today and marketers who don’t seem to understand what content marketing is. This week’s This Old Marketing example: Computer magazine start-ups.Continue Reading

By joepulizzi published June 15, 2016

9 Actions Content Marketers Need to Do Right Now

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As I write this I just finished a keynote presentation at a transportation and logistics conference. Depending on my schedule and timing, sometimes I just run in, do the speech, and run out. For this event, however, I had the chance to have intimate conversations with a number of marketers at the largest transportation brands in the world.

More often than not for my posts on CMI, I usually take one big idea and break it down into something actionable. This time, based on my conversations at this conference, I realized that sometimes we need a few reminders to keep us on track as content marketers. I hope this list is helpful.Continue Reading

By joepulizzi published June 11, 2016

This Week in Content Marketing: Content Marketing as a Profit Center

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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 discuss a number of acquisitions that occurred this week, including UBM’s historic purchase of CMI. Next, we highlight several trends from Mary Meeker’s annual Internet Trends report and weigh in with our own predictions. We’re not surprised that Yahoo’s fortunes are tanking under Marissa Mayer’s leadership; being everything to everyone isn’t a viable strategy. Finally, we’re excited to report that snack-food giant Mondelez is joining Pepsi and Red Bull in adopting a media approach to content marketing. Rants and raves include the radical NoMQL (no gated content) movement and Monocle Magazine’s wildly successful online radio station. This week’s This Old Marketing example: Christophorus – the Porsche magazine.Continue Reading

By joepulizzi published June 4, 2016

This Week in Content Marketing: Content Marketing Now Scientifically Proven

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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 are encouraged by a venture capitalist’s take on content as an asset that compounds in value. A key to creating this value? Evergreen content. Next, we ponder Apple’s next move, which doesn’t appear to include an acquisition of Time Warner (or Disney). We encourage listeners to look for assets they can acquire to build richer customer experiences. Finally, we’re genuinely excited about university research that proves excellent content builds trust (warning: the opposite is also true). Rants and raves include a historic meeting between Pope Frances and leading YouTube stars, and a partnership between programmatic ad data providers that appears to be missing an important element. This week’s This Old Marketing example is from ­­­­­­­­­Thomas Chippendale.Continue Reading

By joepulizzi published June 1, 2016

Content Marketing Institute Acquired by UBM

CMI_UBM-01I’m beyond excited to announce that Content Marketing Institute has been acquired by UBM. For those of you not familiar with UBM, they are the No. 1 B2B events organizer in the U.S. and Asia, with a large business globally in many verticals. After many discussions with the executive team at UBM, it was clear that both UBM and CMI share the same passion for the content marketing industry and its growing community.

CMI and Content Marketing World will become part of UBM’s technology events group and it is an exciting expansion for UBM into the fast-growth world of content marketing and marketing technology. This decision will help us at CMI take our vision of advancing the approach of content marketing to more marketers in the U.S. and around the world.

If you are reading this, you are probably thinking “is this a good thing?” It’s a valid question. Acquisitions are sometimes good and sometimes bad. In this case, this is a very good thing for both CMI and the industry. Long story short, we are ready to expand and grow to continue our mission of education, training, and serving the content marketing community.

Let’s be honest

As a CMI community member, you know I’ve never been one to hold back on my feelings, so I’d like to put it all out there in this post.

Even though we always imagined selling the business at some point, this was an incredibly difficult decision. We would never decide to sell the business if our vision would be compromised in any way. One of the reasons UBM decided to make this purchase is because of the passion of the CMI team and the community. Continuing that is critical to our ongoing success. Simply put, I’m more passionate than ever about what’s going on in content marketing and in people like you who are making change happen around the world.

There are literally countless people to thank who helped us get to this point. But for this moment, I’d simply like to thank the members of the CMI team. The individuals that comprise the CMI team are the most amazing people I have ever known. They not only are extremely talented, they are family. It was critical that any change in CMI had to be good for them. I’m happy to say that every single member of the CMI team is continuing in their roles at CMI.

What’s changing?

Nothing. We are continuing to execute the vision we feel so passionate about. At the same time, we believe that UBM can help us better realize that vision. So while I’m sure there will be some changes in the future, we are simply continuing our commitment to you, our community.

Content marketing works

On April 26th, 2007, I wrote my first blog post, titled Why Content Marketing? From that moment on, we began to execute a strategy employing all the basics of content marketing strategy. For the first three years, we built a loyal audience through our blog. In January of 2011, we launched Chief Content Officer magazine. In September of 2011, we produced the first Content Marketing World. That first year we had hoped to attract between 100 and 150 marketers to Cleveland. However, 660 of you showed up. In 2016, for our 6th Content Marketing World, over 4,000 will attend the September event, coming from more than 60 countries. Then came the monthly webinars (now three times per month), the ongoing master classes, Content Marketing University, the This Old Marketing podcast and a number of other initiatives.

It’s so meta, but we’ve used the tenets of content marketing to grow this business up to this point, and we will continue to do so.

This community is special

Just a few weeks ago, I was in Amsterdam having a great conversation with Doug Kessler from Velocity Partners. Doug and I were commenting on how truly amazing the content marketing community is (and it is). From the rock stars to the thought leaders to the enterprise marketers to our sponsors that support us … every person is so giving to each other. It’s been an honor to be part of it. Here and now, in what I consider to be the most innovative time in the history of marketing, what an opportunity we have to make change happen.

If you have any questions, please post them in the comments below. Other than this post, you aren’t going to hear much more about this. It’s a special day, but we have plenty to do.

I’m looking forward to talking with many of you and definitely to seeing you at Content Marketing World in September.

It’s been an honor. Thank you for inspiring me to be better.

Yours in Content,
Joe

By joepulizzi published May 28, 2016

This Week in Content Marketing: Get Ready for Content Studios to Become a ‘Thing’

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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 applaud Kohl’s for taking a risk and delivering Star Wars toys and gift cards to “the Chewbacca mom.” We agree that Facebook needs to tighten its policy to prevent stealing of content assets, which is happening with her record-breaking viral video. We’re both thrilled with PepsiCo’s decision to launch a content studio and love their innovative approach to it. Finally, we’re convinced that a grim, self-serving prognosis on the future of media, agencies, and brands by an outspoken executive isn’t accurate. Rants and raves include a must-read opinion column that calls for marketing to take on a more strategic role, the importance of developing a personal brand, and a digital publication that is the latest victim of the “rented land” phenomenon. This week’s This Old Marketing example: Playmobil.Continue Reading