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 upcoming 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 June 15, 2015

Dominate Your Niche: 4 Reasons You Need an Editorial Plan

I recently celebrated my eighth year as an entrepreneur. What an interesting road it has been.Continue Reading

By joepulizzi published June 13, 2015

This Week in Content Marketing: Honda Fails to Go the Distance


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 ponder how Facebook’s dominance in online advertising is likely to grow with the debut of Instant Articles, and take issue with one author’s glowing prediction that it will become the “Pangaea of publishing.” We also consider the News Reader Apple announced this week and how it will compete against Facebook. Honda shows us what happens when an organization launches a good idea, but then doesn’t support it, and pulls the plug too early. Finally, we discuss how The Onion handles sponsored content while maintaining its satirical brand voice. This week’s raves include a brilliant 12-year-old who launched a media empire, a creative job listing, and a book that contains excellent advice for marketers who want to be better storytellers. We wrap up the show with a #ThisOldMarketing example of the week from How To Cook That.Continue Reading

By joepulizzi published June 12, 2015

Force Yourself Out of Your Comfort Zone: A Key for Entrepreneurs

Starting a business practice with the content-first mentality is not easy. It will open you up for criticism. To combat this, you’ll have to develop some thicker skin.

Let me give you a personal example. It’s very difficult for me to receive any kind of criticism at all. It affects everything about me. I internalize it, and not always in a positive way. After last year’s Content Marketing World, I read all the reviews. Now, while most of the reviews, mind you, were glowingly positive, a few were negative (really negative). Really negative. They didn’t like the food. They couldn’t get into certain sessions. Some didn’t like Cleveland. I was in a bad state about this for days.Continue Reading

By joepulizzi published June 8, 2015

Know Your Audience: 5 Ways to Set Up Listening Posts

I started in the publishing industry in February 2000 at Penton Media. I learned what great storytelling was all about from my mentor, Jim McDermott. Jim constantly talked about the importance of “listening posts.” Listening posts are all about getting as much feedback from a variety of sources as possible so you can find the truth. Like any content-driven project, audience comes first.

Setting up listening posts is critical for all editors, journalists, reporters, and storytellers to make sure they truly know what is going on in the industry. For you, listening posts are critical so that you can identify your content tilt, and make sure it’s an opportunity for you to differentiate yourself. All of us need listening posts to truly discover our customers’ needs. The following are all means of getting feedback from customers – in effect, functioning as listening posts.Continue Reading

By joepulizzi published June 6, 2015

This Week in Content Marketing: Can’t-Miss Content Opportunities in Mary Meeker’s Trends Report


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 announce that CMI has launched Content Inc., our new platform focused on the needs of entrepreneurs, business owners, and start-ups. Next, we dig into Mary Meeker’s annual technology trends report, which is full of amazing facts and opportunities; we touch on developments in mobile, enterprise software, and millennials’ growing influence. After a discussion of how start-ups can use content marketing, we explain how brands should respond to Google’s new “Phantom” update, and why claims about advertising automation technology are highly overrated. Raves include a savvy job seeker who used engaging content to land her dream gig and the strategy Traveler’s Insurance is using to grow a killer content team. We wrap up the show with this week’s #ThisOldMarketing example from Band-Aid.Continue Reading

By joepulizzi published June 5, 2015

Case Study: How to Repurpose One Video Into 8 Assets

Robert Rose, CMI’s Chief Strategy Officer, teaches marketers in all of his master classes:Continue Reading

By joepulizzi published June 1, 2015

15 Critical Business Success Tips for Startups and Small Businesses

It’s hard to believe that I’m coming up on eight years as an entrepreneur. As we’ve grown at CMI, I’ve leaned on many critical resources and I keep them pinned to my office wall — such as Mark Fletcher’s 15 Startup CommandmentsDharmesh Shah’s Startup Triplets, and Fast Company’s 10 Common Mistakes Startups Make.

Although it’s hard to clearly identify what success factors have been the most critical during our journey on “the road less traveled,” here are the ones that I believe have made the most impact on me, on our company, on our amazing employees, and — most of all — on our valued customers.Continue Reading

By joepulizzi published May 30, 2015

This Week in Content Marketing: Publisher Cuts Lead to Content Opportunities for Brands


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 CMI’s purchase of the U.K.-based Content Marketing Show and plans for redeploying it in a new format. Next, we ponder what’s really behind Verizon’s recent purchase of AOL and dissect why Spotify has decided to add videos and podcasts to its popular music service. Next, we turn our attention to two articles that claim to reveal the problems content marketers face – while offering no advice on how to solve them. Rants and raves include Purina’s stagnant puppy-care microsite and a fascinating perspective on customer experiences and content marketing. We wrap up the show with this week’s #ThisOldMarketing example from Fresh Fork Market Almanac.Continue Reading

By joepulizzi published May 29, 2015

How One Blog Surpassed 300,000+ Subscribers 

I’m a big fan of origin stories and learning how a business evolved into a success. Often, some of the early decisions made all the difference. If we don’t get the detail behind the start of these businesses, we oftentimes think they are overnight successes. Well, in almost all cases, there are no overnight successes.

Many people think that Content Marketing Institute was an overnight success. Little do they know that we struggled for over three years just to make progress, and there were more than a few moments where I almost called it quits entirely.Continue Reading

By joepulizzi published May 28, 2015

Stop Sounding Like Your Competition: How to Find Your Content Tilt

Peter Thiel, co-founder of PayPal (along with Tesla founder Elon Musk), and Facebook’s first outside investor, believes that most businesses copy other businesses, and thus fail.  He says:

Figure out something that nobody else is doing and look to create a monopoly in some area that’s been underdeveloped. Find a problem nobody else is solving.Continue Reading