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 January 7, 2017

This Week in Content Marketing: Native Advertising – Not the Savior Publishers and Brands Thought

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

In this first official podcast of 2017, Joe and Robert discuss the ad fraud “Methbot” issue and what it means for programmatic advertising. The boys rip to pieces a 2017 trends post, and then outline why native advertising is not the savior some experts thought it was – for either publishers or brands. Rants and raves include the history of video games and Generation Z.  This week’s TOM example: Purina’s Chase the Chuck Wagon.Continue Reading

By joepulizzi published December 31, 2016

This Week in Content Marketing: Google, Facebook to Purchase Content in 2017

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

This week, Robert and I recap the biggest content marketing stories from the past year and predict some trends we expect to see in 2017, including new content purchases Facebook and Google may be looking to make; brands betting big on buying media companies; and greater business model diversity from publishers and marketers alike. Our rants and raves feature the late, great George Michael and a new book from Michael Lewis; then we wrap up our final episode of 2016 by highlighting “house organs” in our Example of the Week.Continue Reading

By joepulizzi published December 24, 2016

This Week in Content Marketing: Fake News and Why It Spells Opportunity for Brands

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

In this holiday edition, Robert and I explore Facebook’s new process for dealing with fake news – and the opportunities it may present for content-driven brands. In other news, we discuss why your body of work matters, why some research is really bad, and how sponsored content can pay off for a business. Our rants and raves feature David Copperfield and a new Altimeter report; we close the show with an example of the week from OpenView Venture Partners.Continue Reading

By joepulizzi published December 19, 2016

Five Content Marketing Trends to Watch in 2017

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In what usually is a rather uneventful month for news, December proved us all wrong in 2016. A number of newsworthy activities related to the content marketing industry appeared on the radar this month, and I believe they could work as a crystal ball for content marketers as we move into 2017.Continue Reading

By joepulizzi published December 17, 2016

This Week in Content Marketing: Is It Content Marketing or Sales Collateral?

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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, Robert and I debunk a blog post that insists that content marketing does not exist. We also discuss the content jobs that may be lost to machine learning and review Enterprise’s launch of “sales collateral posing as a digital magazine.” Rants and raves include Kendall Jenner’s Instagram supremacy and PewDiePie’s lucrative PR stunt, then we wrap up with an example of the week from Constant Contact.Continue Reading

By joepulizzi published December 12, 2016

60+ Content Marketing Predictions for a Successful 2017 [New E-Book]

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Somehow, we finally managed to make it to the end of 2016. Whether you had your best year ever or didn’t quite get to all the things you wanted to accomplish, rest assured that the winds of change will blow a whole new set of challenges and opportunities your way in 2017.

What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? We asked a group of experts to set the stage for our expectations and prepare us for what’s to come. They share their views in our ninth annual e-book of content marketing predictions.Continue Reading

By joepulizzi published December 10, 2016

This Week in Content Marketing: The Business Case for Content Marketing as PR

business-case-content-marketing-prPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss what happens when you rely too heavily on Facebook for content distribution. We also look at why GoPro closed its media division, and explore CNN’s partnership with a YouTube celeb to launch a new media property. Rants and raves include Breitbart.com and the business case for leveraging content marketing as public relations; we wrap up with an example of the week from UK National Trust.Continue Reading

By joepulizzi published December 7, 2016

Want to Commit to Content Marketing? Prioritize the Right Things [New UK Research]

content-marketing-research-ukEach year during my Content Marketing World keynote talk, I highlight one theme I think is critical for all marketers to understand. This year, that theme is commitment. As I (perhaps boldly) stated, you need to go all in or do nothing.

However, the idea of commitment can feel kind of nebulous. It’s a mindset. So what exactly do you need to do? Asked another way, what are marketers who are committed doing differently – and why is this mindset so critical?Continue Reading

By joepulizzi published December 5, 2016

Not Documenting Your Content Marketing Strategy?  Here’s What to Do About It

not-documenting-strategyIf you are a regular reader at Content Marketing Institute, you know how often we talk about the importance of documenting your content marketing strategy. According to our latest research, we know that marketers who document their strategy are much more likely to accomplish their content marketing goals and be successful. It really is that simple.

But, for some reason, we still see that the majority of marketers do not document their content plans in any way. In our latest study, just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan. While this percentage is up from 32% (B2B) and 37% (B2C) from the previous year, it’s still a woeful number.Continue Reading

By joepulizzi published December 3, 2016

This Week in Content Marketing: Could Brands Cure Traditional Media’s Run to Eyeballs?

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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, Robert and I get together IRL and discuss Airbnb’s new magazine launch with Hearst. We also debate whether or not “content blindness” is a real thing, and consider the possibility that media companies’ drive to run at the speed of news (and eyeballs) might be killing truth in journalism — although it may also be creating an opportunity for brands. Rants and raves include a business model at risk of extinction and FCC regulations that should have been turned into fossils by now; then we wrap up with an example that wrote the book on inbound marketing — literally.Continue Reading