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 December 14, 2015

What Content Marketing Will Look Like in 2016: 40+ Predictions

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It’s hard to believe that this marks the eighth year of our annual content marketing predictions. In some ways, we’ve come a long way; yet in others, we’ve barely moved. Regardless, it’s still clear that the content marketing space is the most dynamic and exciting sector in the marketing industry.

In this e-book, 40+ Predictions on Content Marketing in 2016, you’ll see predictions related to data-driven marketing, a huge push toward creative, a call for all things visual, and a rather optimistic view on content marketing going mainstream.Continue Reading

By joepulizzi published December 12, 2015

This Week in Content Marketing: Homeless Media’s Huge Opportunity, Big Risk

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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 GE’s decision to slash prime-time TV advertising so it can focus on better-performing branded content on live TV shows. Next, “homeless” media may be a huge opportunity for media companies and brands, but can you handle the risks that come with it? Robert and I then disagree on the wisdom of Credit Suisse’s plans to build a social network for super-rich people. Finally, we love John Bell’s excellent list of the ways in which marketers can justify their investment in content marketing. It’s required reading! Raves include Clayton Christensen’s update on the principles of disruptive innovation and The Wall Street Journal’s decision to launch an annual print magazine. We wrap up the show with a #ThisOldMarketing example from Ancestry.Continue Reading

By joepulizzi published December 9, 2015

UK Marketers Need to Get Back to Basics [New Research]

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When it comes to content marketing, UK marketers are doing more:

  • Sixty-six percent of marketers say they expect their organization’s content marketing budget to increase in the next 12 months.
  • Eighty-eight percent say they will produce more content in 2016 than they did in 2015.
  • They are using more tactics in general (13 this year, compared to 12 last year), and usage of most tactics has increased year-over-year.
  • Their usage of the top social media platforms (LinkedIn, Twitter, YouTube, Facebook, and Google Plus) has increased.

Continue Reading

By joepulizzi published December 5, 2015

This Week in Content Marketing: Google Plus Returns From the Grave. Does It Matter?

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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 a very funny South Park episode about sponsored content and native advertising that gets a lot of things right. Next, we react to Yahoo’s clumsy attempt to get users of its email service to turn off their ad blockers, and we take issue with a blog post that claims content marketing is about to “fade to black.” Finally, Google Plus gets a makeover, but should marketers invest time there? It depends. Rants and raves include Alibaba’s savvy plan to buy a media company and Seth Godin on the challenges of persuasion. We wrap up the show with a #ThisOldMarketing example of the week from The Chicken Whisperer.Continue Reading

By joepulizzi published December 2, 2015

Why Brands Need to Acquire a Media Company [Here’s How]

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Last month, ESPN announced that it was closing the sports-journalism destination Grantland. Upon hearing the news, I immediately thought of the opportunity missed by brands such as Nike, Under Armour, and Puma to acquire the site.

Grantland is a well-known brand with significant traffic and loyal subscribers, and considering Nike spends upwards of $3 billion a year on advertising and demand creation (according to Nike reports), the company could purchase the asset for a song (comparably speaking).Continue Reading

By joepulizzi published November 28, 2015

This Week in Content Marketing: Facebook Instant Articles Need Syndication, Not Advertising

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

In this special Thanksgiving episode of #ThisOldMarketing, Robert and I discuss the amazing new content marketing launch for Y Combinator called “The Macro,” and explain the benefits it’s likely to provide to its innovative publisher. Next, we’re not surprised that 20 big publishers are having trouble generating revenue from Facebook Instant Articles. Our solution? Syndicate their content to Facebook. After that, we disagree with a Gerry McGovern post about quality content versus content marketing and ponder the implications of Ad Age’s data-driven content predictions. Rants and raves include a seminal book on business strategy and an article that claims to highlight examples of content marketing – only many of them aren’t. We wrap up the show with an example from U.S. Military Hospitals.Continue Reading

By joepulizzi published November 22, 2015

Doing Content Marketing Right, and Wrong, at the Same Time [Australia Research]

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The results of our 2016 Content Marketing Benchmark, Budgets, and Trends for Australia caught the research team in an interesting predicament.

You’ll see the usual findings this year on content marketing usage, budget, and more, but what was most peculiar was this set of results:Continue Reading

By joepulizzi published November 21, 2015

This Week in Content Marketing: Does Dollar Shave Club’s Content Launch Have Transparency Issues?

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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 several reasons why YouTube is poised to make a big impact in the streaming music business and what marketers can learn from its business model. Next, another pundit is hating on native advertising, but it’s not clear what he’s asking us to do instead. We come to a consensus on the terms that should be used to describe three types of paid placements. Dollar Shave Club has launched a new content marketing program called MEL, but Robert and I face off on whether its total lack of branding could be problematic. Rants and raves include The New York Times’ experiment with virtual reality storytelling and a Wharton article that “imagines” marketing is dead. We wrap up the show with a #ThisOldMarketing example from Fold Factory.Continue Reading

By joepulizzi published November 14, 2015

This Week in Content Marketing: Content Creation Plummeting on Facebook

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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 analyze several new digital marketing statistics, including the decline of user content creation on Facebook and consumer use of wearables, and discuss the opportunities and challenges each trend creates for marketers. We ponder Doc Searls’ observations on the rise of ad blockers, and explore the thinking behind the Digital Disruptors documentary film one small agency is developing. Finally, we share what marketers can learn from publishers who are hiring “platform wranglers” to bring a more strategic focus to their online channel initiatives. Rants and raves include retailers using online data to drive what they offer in their physical stores and Activision’s decision to launch a film studio. We wrap up the show with a #ThisOldMarketing example of the week from Interface Age magazine.Continue Reading

By joepulizzi published November 7, 2015

This Week in Content Marketing: Consistent Content Is Key (And Most Brands Can’t Do It)

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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 #ThisOldMarketing, Robert and I discuss several new podcasting developments – Google Play has added podcast distribution and Pandora is the exclusive streaming provider for the popular Serial podcast – and how this form of audio content is likely to evolve. Next, we question whether Google launched its YouTube Red subscription service primarily because of ad blockers – which is what YouTube superstar PewDiePie claims – or because of other factors. We also take issue with Mark Zuckerberg’s assertion that Facebook ads will soon become a welcomed part of the giant social channel’s user experience. Rants and raves include why Nike should have bought Grantland and IBM’s decision to buy the digital assets of The Weather Company. This week’s #ThisOldMarketing example of the week: Pro Football Talk.Continue Reading