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 April 2, 2016

This Week in Content Marketing: Instagram Follows Facebook to Land of Paid Social

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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 discuss Instagram’s move to duplicate Facebook’s algorithm, which makes it abundantly clear that the photo-sharing channel will be “pay to play” for most brands. Still, we believe it will open up some fascinating opportunities for companies willing to experiment. We’re astounded by the growth in Scott Brinker’s 2016 Marketing Technology Landscape, which contains nearly double the number of companies it did in 2015. Finally, we can’t understand why media companies are so myopically focused on supporting journalism with only advertising when there are other ways to monetize. Rants and raves include the passing of legendary tech icon Andy Grove, Mattel’s remarkable reinvention, and Michael Eisner’s Disney. We wrap up the show with a This Old Marketing example of the week from WeWork Creator Magazine.Continue Reading

By joepulizzi published March 29, 2016

Content Marketing: Forget About the 5%

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At the end of Karen McGrane’s keynote speech at Intelligent Content Conference 2016, she talked about getting to 95%. Specifically, she discussed how a responsive web design can get you to 95% of your goals … so don’t be in such a rush to get to adaptive or personalized content (the last 5%). If you reach the 95%, then (and only then) go for the last 5%.

Exactly a week later, I was keynoting an event for Business Marketing Association’s Milwaukee chapter. Before the keynote talk, I had a fantastic conversation with the executive digital team at a large B2B enterprise. The team was really trying to figure out how they were going to start personalizing their content for their customer base. At the same time, the group had no documented content marketing strategy, had multiple internal issues, was experiencing content quality issues, and knew the content they did produce wasn’t getting seen.Continue Reading

By joepulizzi published March 26, 2016

This Week in Content Marketing: FTC to Brands — It’s All on You

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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 ponder the Federal Trade Commission’s (FTC) decision to slap Lord & Taylor’s wrist for deceptive native ads – while ignoring the publisher’s role in this debacle. Next, we agree that some publishers have undermined their credibility by doing deals with content recommendation engines, which often expose their audiences to sleazy topics on questionable websites. Instagram is the latest social media channel to ditch a real-time feed in favor of an algorithmic one; we discuss what marketers can do to ensure that their content gets noticed. Finally, we’re confused about NPR’s decision to not promote its podcasts on its member radio stations, and why Vice Media is being criticized for creating ads to promote Phillip Morris. Rants and raves include the death of social content and L’Oreal’s launch of an unbranded fashion website. We wrap up the show with this week’s This Old Marketing example from Xavier University basketball.Continue Reading

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