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 August 6, 2016

This Week in Content Marketing: U.S. Olympic Committee Makes Huge Social Media Faux Pas

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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 how Cisco Systems’ recent staffing surge fits into its ongoing journey toward content marketing self-discovery. Next, we explore how B2C brands are focusing on “micro-moments,” and relay our concerns about brands that mistakenly believe they are doing content marketing. Our rants and raves include an immersive live experience from Coca-Cola, and a huge social media mistake being made by the U.S. Olympic Committee. We close out the show with a This Old Marketing example from Nationwide Insurance.Continue Reading

By joepulizzi published August 3, 2016

The Biggest Content Marketing Trends in 2017

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I’ve spent the last 12-plus months talking with enterprise marketers from around the globe to get a handle on where the content marketing industry is going. Through that process, in combination with our ongoing research, the CMI team puts together the schedule for Content Marketing World 2016.

Here are what I believe are some of the biggest issues enterprise marketers are dealing with, as well as some thought leaders who are covering this topic at #CMWorld (hint, hint).Continue Reading

By joepulizzi published July 30, 2016

This Week in Content Marketing: How Brands Could Inherit the Web

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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 two major business acquisitions: Yahoo! by Verizon and Dollar Shave Club by Unilever — and ponder their implications to content marketers. Next, we’re excited about the innovative new content marketplace Medium has launched that could become a category killer. Finally, The New York Times’ T Brand Studio has morphed into a full agency, a move that may not bode well for traditional Madison Avenue advertising firms. Rants and raves include an award-winning documentary for an iconic guitar, why your team should create a “stop” list, and why media companies may implode as brands get better at content. This week’s This Old Marketing example: Houghton.Continue Reading

By joepulizzi published July 27, 2016

The 4th Reason for Content Marketing: A Profit Center

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This post was co-written by CMI’s Chief Content Adviser Robert Rose.

In both our speeches and workshops to audiences not familiar with content marketing, we generally spend the first part of the presentation on what content marketing looks like, and how it can provide multiple ways to create value.

In particular, while I talk about “sales, savings, and sunshine” as the three core reasons why enterprises engage in a content marketing approach, Robert talks about a model called “subscribe, win, and grow.” We can address examples of each.Continue Reading

By joepulizzi published July 23, 2016

This Week in Content Marketing: Compared to Advertising, Content Marketing Still Petite

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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 the meteoric growth of Pokémon Go and the intriguing opportunities it may present for marketers. Next, we analyze one blogger’s ranking of hot digital media topics based upon the number of pitches he receives. Where does content marketing rank? The answer may surprise you. Finally, we’re intrigued by the idea of small brands using Medium as a testing ground for their content initiatives. Rants and raves include the principles of irresistible storytelling and the ill-conceived Trump/Pence campaign logo. We wrap up the show with a This Old Marketing example from idighardware.com from Allegion.Continue Reading

By joepulizzi published July 16, 2016

This Week in Content Marketing: Most Brands Failing at Customer Experience

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

Episode139-01In this week’s episode of This Old Marketing, Robert and I ponder whether or not the future of advertising will resemble Big Brother in George Orwell’s famous novel 1984. Next, we marvel at global agency WPP’s gigantic investment in Facebook advertising over the last year, and discuss whether a new cooking magazine launched by a digital agency is news or a non-event. Finally, we dissect the results of a new survey that says the majority of brands aren’t meeting their customers’ expectations. Rants and raves include a fresh look at why we shouldn’t underestimate the attention span of our audience and the surprising parallels between stock trading and content marketing. We wrap up the show with a This Old Marketing example from Maui Electric.Continue Reading

By joepulizzi published July 9, 2016

This Week in Content Marketing: Agencies, Brands and Media Starting to Look the Same

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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 illustrate how the lines between publishers, brands, and agencies are blurring with two examples: Thrillist plans to launch a new spirits website that is sponsored by a liquor company, and agency giant WPP has invested in a male-oriented publishing brand. Next, we interpret Facebook’s explanation of its new algorithm, which favors users over advertisers: If you want to reach your audience on Facebook, you must pay to do it. Rants and raves include an example of what happens when agencies refuse to disrupt themselves and CMI’s updated history of content marketing — which now includes examples as old as 1732! We wrap up the show with a This Old Marketing example from Tower Records and Pulse! magazine.Continue Reading

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