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 October 22, 2016

This Week in Content Marketing: Is Content Marketing Actually a Thing?

content-marketing-thing-podcast

PNR: 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 there’s truly a difference between marketing and content marketing and, if so, whether one works better than the other. In M&A news, Google Acquires FameBit, while more publishers are starting to search for new media business models. Rants and raves include a celebrity-tinged perspective on marketing engagement, and some missed opportunities by Hewlett-Packard; lastly, we explore why MassMutual is sending its Millennial-focused Society of Grownups initiative into an early retirement in our example of the week.Continue Reading

By joepulizzi published October 19, 2016

[New Research] B2C Marketers Need to Give Content Marketing Time

2017_b2c_research10-11-16

If you follow Content Marketing Institute/MarketingProfs annual research, you learned three weeks ago that our most recent survey shows that content marketing has taken a turn for the better. Sixty-two percent of B2B marketers consider their organization’s overall approach to content marketing to be much more or somewhat more successful than one year ago. The same trend holds true for 63% of B2C marketers as we see with today’s release of B2C Content Marketing—2017 Benchmarks, Budgets, and Trends—North America sponsored by Hightail.Continue Reading

By joepulizzi published October 15, 2016

This Week in Content Marketing: Thought Leadership Requires Actual Leading Thoughts

thought-leadership-podcast

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, we discuss the new Flex Frame native advertising unit introduced by The New York Times — and what it can teach marketers about user experience. We also dissect the art of thought leadership, which requires both thought and leadership, and grill McDonald’s for its YouTube channel fail. Rants and raves include a video on why businesses may be walking away from the Twitter negotiation table, and the launch of Facebook’s new Marketplace; then we wrap up with an example of the week from Pressed Juicery.Continue Reading

By joepulizzi published October 12, 2016

10 Content Marketing Roles for the Next 10 Years

content-marketing-roles

“What roles do I need to be successful with a content marketing approach?”

Several years ago, I started thinking about how to categorize content marketing roles. Given so many moving parts in effective content marketing programs, it’s imperative that everyone involved knows who is responsible for each task, and that all the most essential tasks are documented in your content marketing strategy.Continue Reading

By joepulizzi published October 10, 2016

A Simple Approach to Document Your Content Marketing Strategy

simple-approach-document-content-marketing-strategy

I write this fresh off a trip that took me from Cleveland to Helsinki with a brief stop in Copenhagen and then to London.

It’s been almost 10 years now since I’ve been speaking on the topic of content marketing in and around Europe.  Over that time, content marketing has become a driving force, maybe THE biggest change I’ve seen in the approach to marketing around this continent.  It is slowly evolving from a product-centric to a more audience-centered strategic approach.Continue Reading

By joepulizzi published October 8, 2016

This Week in Content Marketing: Audience, Not Content, Is the Real Asset

pnr_episode151-01

PNR: 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 results of CMI’s 2017 content marketing benchmarks report and confirm that content marketing is, indeed, all about building an audience. We also talk about Rolling Stone magazine’s new buyer, and debate who should be in charge of content creation. Rants and raves include a book review and the demise of Mental Floss’ print publication; then we wrap up with an example of the week from Sainsbury’s. Continue Reading

By joepulizzi published October 1, 2016

This Week in Content Marketing: How to Create a Successful Podcast

create-a-successful-podcast-cover

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In our special 150th episode, Robert and I spend some time talking about what makes a podcast successful and share our thoughts on why PNR has already lasted 2.8 years. We also discuss why Facebook has become public enemy No. 1 in the eyes of media companies and journalists, and explore Salesforce’s potential purchase of Twitter. Rants and raves include the cost of content marketing and the reasons why we do content; then we close the show with an example of the week from Petfinder.Continue Reading

By joepulizzi published September 28, 2016

Content Marketing Takes a Turn for the Better: New 2017 Research

b2b-2017-research-coverIf you were able to join us at Content Marketing World — or have been following some of the coverage — you know that the tides are turning. While last year at this time we were facing the trough of disillusionment, the energy and momentum we are seeing right now are far more positive. In fact, our newest research, B2B Content Marketing 2017: Benchmarks, Budgets, and Trends—North America, backs this up.

Sixty-two percent of B2B marketers in North America say that compared to one year ago, their organization’s overall approach to content marketing has been much more or somewhat more successful.Continue Reading

By joepulizzi published September 24, 2016

This Week in Content Marketing: Digital Advertising Will Survive by Limiting Inventory

digital-marketing-survive-limiting-inventory-2PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Adblock Plus starts its own ad network (or does it?). Robert and I also discuss the future of advertising, analyze AT&T’s aim to become a media company (of course), and share our thoughts on whether or not content marketing is hard to measure. Rants and raves include a lengthy talk about diversity in the event business, then we wrap up with our example of the week: Walmart World.Continue Reading

By joepulizzi published September 17, 2016

This Week in Content Marketing: The Business Model of More vs. Less Content

business-model-more-vs-less-content

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this post-Content Marketing World (#CMWorld) edition of our show, Robert and I give a play-by-play on this year’s big event. In addition, we discuss whether more or less content will ultimately win the day for brands, and offer our thoughts on why YouTube is changing its advertising model. Our rants and raves include new contextual content research and a new content program from Starbucks. Then, we wrap up with an example of the week from Kodak.Continue Reading