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 June 4, 2016

This Week in Content Marketing: Content Marketing Now Scientifically Proven


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 are encouraged by a venture capitalist’s take on content as an asset that compounds in value. A key to creating this value? Evergreen content. Next, we ponder Apple’s next move, which doesn’t appear to include an acquisition of Time Warner (or Disney). We encourage listeners to look for assets they can acquire to build richer customer experiences. Finally, we’re genuinely excited about university research that proves excellent content builds trust (warning: the opposite is also true). Rants and raves include a historic meeting between Pope Frances and leading YouTube stars, and a partnership between programmatic ad data providers that appears to be missing an important element. This week’s This Old Marketing example is from ­­­­­­­­­Thomas Chippendale.Continue Reading

By joepulizzi published June 1, 2016

Content Marketing Institute Acquired by UBM

CMI_UBM-01I’m beyond excited to announce that Content Marketing Institute has been acquired by UBM. For those of you not familiar with UBM, they are the No. 1 B2B events organizer in the U.S. and Asia, with a large business globally in many verticals. After many discussions with the executive team at UBM, it was clear that both UBM and CMI share the same passion for the content marketing industry and its growing community.

CMI and Content Marketing World will become part of UBM’s technology events group and it is an exciting expansion for UBM into the fast-growth world of content marketing and marketing technology. This decision will help us at CMI take our vision of advancing the approach of content marketing to more marketers in the U.S. and around the world.

If you are reading this, you are probably thinking “is this a good thing?” It’s a valid question. Acquisitions are sometimes good and sometimes bad. In this case, this is a very good thing for both CMI and the industry. Long story short, we are ready to expand and grow to continue our mission of education, training, and serving the content marketing community.

Let’s be honest

As a CMI community member, you know I’ve never been one to hold back on my feelings, so I’d like to put it all out there in this post.

Even though we always imagined selling the business at some point, this was an incredibly difficult decision. We would never decide to sell the business if our vision would be compromised in any way. One of the reasons UBM decided to make this purchase is because of the passion of the CMI team and the community. Continuing that is critical to our ongoing success. Simply put, I’m more passionate than ever about what’s going on in content marketing and in people like you who are making change happen around the world.

There are literally countless people to thank who helped us get to this point. But for this moment, I’d simply like to thank the members of the CMI team. The individuals that comprise the CMI team are the most amazing people I have ever known. They not only are extremely talented, they are family. It was critical that any change in CMI had to be good for them. I’m happy to say that every single member of the CMI team is continuing in their roles at CMI.

What’s changing?

Nothing. We are continuing to execute the vision we feel so passionate about. At the same time, we believe that UBM can help us better realize that vision. So while I’m sure there will be some changes in the future, we are simply continuing our commitment to you, our community.

Content marketing works

On April 26th, 2007, I wrote my first blog post, titled Why Content Marketing? From that moment on, we began to execute a strategy employing all the basics of content marketing strategy. For the first three years, we built a loyal audience through our blog. In January of 2011, we launched Chief Content Officer magazine. In September of 2011, we produced the first Content Marketing World. That first year we had hoped to attract between 100 and 150 marketers to Cleveland. However, 660 of you showed up. In 2016, for our 6th Content Marketing World, over 4,000 will attend the September event, coming from more than 60 countries. Then came the monthly webinars (now three times per month), the ongoing master classes, Content Marketing University, the This Old Marketing podcast and a number of other initiatives.

It’s so meta, but we’ve used the tenets of content marketing to grow this business up to this point, and we will continue to do so.

This community is special

Just a few weeks ago, I was in Amsterdam having a great conversation with Doug Kessler from Velocity Partners. Doug and I were commenting on how truly amazing the content marketing community is (and it is). From the rock stars to the thought leaders to the enterprise marketers to our sponsors that support us … every person is so giving to each other. It’s been an honor to be part of it. Here and now, in what I consider to be the most innovative time in the history of marketing, what an opportunity we have to make change happen.

If you have any questions, please post them in the comments below. Other than this post, you aren’t going to hear much more about this. It’s a special day, but we have plenty to do.

I’m looking forward to talking with many of you and definitely to seeing you at Content Marketing World in September.

It’s been an honor. Thank you for inspiring me to be better.

Yours in Content,

By joepulizzi published May 28, 2016

This Week in Content Marketing: Get Ready for Content Studios to Become a ‘Thing’


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 applaud Kohl’s for taking a risk and delivering Star Wars toys and gift cards to “the Chewbacca mom.” We agree that Facebook needs to tighten its policy to prevent stealing of content assets, which is happening with her record-breaking viral video. We’re both thrilled with PepsiCo’s decision to launch a content studio and love their innovative approach to it. Finally, we’re convinced that a grim, self-serving prognosis on the future of media, agencies, and brands by an outspoken executive isn’t accurate. Rants and raves include a must-read opinion column that calls for marketing to take on a more strategic role, the importance of developing a personal brand, and a digital publication that is the latest victim of the “rented land” phenomenon. This week’s This Old Marketing example: Playmobil.Continue Reading

By joepulizzi published May 21, 2016

This Week in Content Marketing: Advertising and Content Marketing Are Different?


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 the views of a famous British ad man who seems to be lost in the “good old days” – which means he really doesn’t understand content. Next, we take a closer look at influencer marketing, which often doesn’t deliver on its wild promises and is hard for big companies to manage. We also agree that YouTube’s move to offer streaming TV channels could make it a formidable competitor to Netflix and Amazon. Finally, we can’t figure out why people are upset that Facebook uses human oversight to tweak the content of its news feed – just like every other media company. Rants and raves include a set of interviews that promise to provide viewpoints on sponsored content as an antidote for ad blocking – but then delivers meaningless blather – and the amazing future of bots, which could have a huge impact on commerce and communications. We wrap up the show with a This Old Marketing example of the week from OBEY.Continue Reading

By joepulizzi published May 14, 2016

This Week in Content Marketing: Long-Form Content Actually Works on Smartphones


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 debate the accuracy of new research that says content marketing and native advertising are expected to double in the U.K. by 2020. Next, we’re encouraged by a study that proves that engaging long-form content does get read on smartphones. So much for conventional wisdom about reading habits on these diminutive mobile devices. Finally, we aren’t surprised that using multichannel networks to reach influencers isn’t scalable; creating branded content is equally laborious and doesn’t lend itself to a programmatic approach. Rants and raves include two must-read articles on the state of marketing and advertising today. We wrap up the show with a This Old Marketing example from McCall’s.Continue Reading

By joepulizzi published May 7, 2016

This Week in Content Marketing: Red Bull Is Not in the Content Marketing Business


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 share our thoughts on an article about the future of big media. It’s on life support and needs to make some major changes to survive. Next, we discuss new research that reveals what motivates people to subscribe to publications and wonder why an article that aims to clarify native advertising terminology doesn’t do so. Finally, we agree that marketers can learn a lot from Marriott’s savvy CMO, who has spearheaded a number of brilliant content initiatives for the travel giant. Rants and raves include a bright future for audio content, the diminishing human attention span, and the rise of digital agencies within the world’s largest consulting firms. We wrap up the show with the origin story behind Red Bulletin magazine.Continue Reading

By joepulizzi published April 30, 2016

This Week in Content Marketing: The Future of Television Advertising Is Native


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 discuss Facebook’s dominance in digital advertising and predict how it will fill the biggest gap in its business model: Content. Next, we roll our eyes at yet another prediction of the death of content marketing, but acknowledge the author’s point that influencer marketing is more important than ever. We then turn our attention to new research from Google that “proves” advertisers should spend a lot more on YouTube ads, and we praise NBC’s decision to incorporate sponsored content into its popular Saturday Night Live TV show. Finally, we’re disappointed with an opinion piece from HBR that laments the glut of digital advertising, but doesn’t offer a solution to the problem. Rants include two beat downs on questionable native advertising practices. This week’s This Old Marketing example of the week is from Schneider Electric’s Energy University.Continue Reading

By joepulizzi published April 25, 2016

The Seductive Power of the Dark Side [Rented Land]


For years, John Battelle, entrepreneur, technology innovator, and the founder of Wired, drilled into media and marketing professionals the idea of NOT building your content house on rented land.

As recently as two years ago, he clearly stated that “if you’re going to build something, don’t build on land someone else already owns. You want your own land, your own domain, your own sovereignty.” Why? Simply put, once you publish on someone else’s platform, you do not own the subscribers or assets associated with that content. Even if you build followers or fans on that platform, it doesn’t give you the right to communicate with them.Continue Reading

By joepulizzi published April 23, 2016

This Week in Content Marketing: Is Content Marketing Actually a Thing?


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 contrarian article that claims content marketing is a meaningless buzzword. Its author also counsels marketers to ignore the continuing evolution of marketing, which is flat-out bad advice. A companion article reminds us that we ought to focus on the needs of our customers, not on writing to justify the practice of content marketing to our peers. Next, we ponder the emergence of a new position at large publishers, the e-commerce editor, and explain how it fits into the evolution of media business models. Finally, we interpret BuzzFeed’s disastrous last quarter. Does it point to fundamental problems at the huge online publisher or simply a market correction for an over-valued company? Rants and raves include Dan Lyons’ tell-all tale about BuzzFeed and a must-read HBR article about the end of solution sales. This week’s This Old Marketing example: Ripley’s Believe It or Not.Continue Reading

By joepulizzi published April 20, 2016

4 Things Effective Enterprise Marketers Get Right [Exclusive Research]


Over the last six months, we’ve been releasing research reports based on the results of our annual content marketing survey. Each one has focused on a specific vertical. Today we release B2B Enterprise Content Marketing 2016: Benchmarks, Budgets, and Trends—North America sponsored by Marketo. This report shows how B2B companies with over 1,000 employees approach content marketing.

If you’ve read any of my blog posts about the prior reports, you know that a pattern emerged from our last round of research: Marketers reported lower overall effectiveness with content marketing compared with a year ago. The story is no different for enterprise marketers: Only 22% of enterprise marketers said their organizations are effective, down from 28% the previous year. Among all sizes of B2B companies we researched, it is the lowest effectiveness reported (30% of B2B marketers said they are effective).Continue Reading