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, Managing Content Marketing and Get Content Get Customers. Joe's latest book is Epic Content Marketing (McGraw-Hill). 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 October 11, 2014

This Week in Content Marketing: The Real Cure for the Native Advertising Blues

pnr logoIn this episode of #ThisOldMarketing, Robert and I praise BuzzFeed’s simple strategy to consistently craft viral content and Louis Vuitton’s decision to launch an exclusive print magazine. We also talk about opportunities in custom print publishing; Robert shares one popular but risqué example. We weigh in on an Advertising Week debate on native advertising, and share Rebecca Lieb’s sentiment that content is much more than today’s marketing strategy du jour. Rants and raves include Jerry Seinfeld’s take-down of advertising and an ill-conceived rant against content marketing. This week’s TOM example: Dolce & Gabbana’s Swide magazine. Continue Reading

By joepulizzi published October 4, 2014

This Week in Content Marketing: Inbound Versus Content Marketing

pnr logoPNR: 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 speculate on why HubSpot has stirred up an age-old debate on the differences between inbound and content marketing, take issue with an article that laments the rise of corporate journalism and how it’s starting to compete with traditional news reporting, and reveal why Marriott’s decision to launch a content marketing studio is likely to be a big success. Our rants and raves cover a spammy sponsored post on Facebook that featured Lebron James and a brilliant bit of emotional storytelling from the innovators at GE. We wrap up the show with a rockin’ #ThisOldMarketing example: Guitar Center TV. Continue Reading

By joepulizzi published October 1, 2014

New B2B Content Marketing Research: Focus on Documenting Your Strategy

b2b content marketing-cmi Today, we release the findings from our fifth annual content marketing survey — and it’s our biggest and best year yet.

For this year’s survey, we decided to ask some new questions, and change how we approached some of our regular questions, in order to provide fresher, more insightful findings. Thus, B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.Continue Reading

By joepulizzi published September 29, 2014

Two Critical Actions That Distinguish Great Content Marketers

pen with papers-written lettersFor a long time, I didn’t feel successful — though perhaps it’s more accurate to say that I didn’t really know what success was.

I graduated from Bowling Green State University (just south of Toledo, Ohio) with a degree in interpersonal communications. My major had been “undecided,” until the beginning of my junior year.  The only reason I chose Interpersonal Communications at that point was it was the only degree where I could actually graduate on time (with a few additional courses).Continue Reading

By joepulizzi published September 27, 2014

This Week in Content Marketing: Is Corporate Blogging Waning?

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

In this episode, Robert and I reflect on Tribune Publishing’s decision to invest in a content marketing shop, review a horrible example of native advertising from a personal injury law firm, and question the accuracy of new research that shows corporate support for blogging is waning. We also praise a thoughtful article on the opportunities that podcasting offers to marketers, rant about a questionable strategy for managing digital and offline marketing, and rave about a presentation with a refreshing take on the challenges involved in native advertising. We answer a listener’s question on the ecommerce ambitions of Twitter and Facebook before closing out the show with a #ThisOldMarketing example from Steve Jackson Games.Continue Reading

By joepulizzi published September 20, 2014

This Week in Content Marketing: Was Apple’s U2 Giveaway Creepy or Smart?

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

In this episode, Robert and I debate whether Apple’s decision to give away 500 million copies of U2′s new album was a brilliant content marketing coup or a creepy cautionary tale. We marvel at the growing number of software solutions for content marketers, and explore the growing gap between ad agencies and client needs. Rants and raves include a brilliant response to an online advertising critic’s rant about its shortcomings, an amazing example of storytelling as advertising by a nonprofit, and a smart viewpoint on how Content Marketing World can evolve to help break down silos within organizations. Our #This Old Marketing example of the week focuses on AllRecipes.com.Continue Reading

By joepulizzi published September 15, 2014

Beyond Storytelling: 7 Highlights from Content Marketing World 2014

rock hall-clevelandOne of the many things we love about Content Marketing World is that we can see the needle moving each year. We are no longer focused on simply determining what content marketing is and how to create it; we’ve progressed to working on how to make it more successful and how to integrate it into our organizations (which is why it’s critical for content marketing to be an enterprise team effort instead of an individual or siloed one).Continue Reading

By joepulizzi published September 13, 2014

This Week in Content Marketing: Live from Content Marketing World 2014

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

This week, Robert and I report live from Content Marketing World 2014 in Cleveland, Ohio. Joining us are three special guests, who help us announce our new CMI Podcast Network: Pamela Muldoon, who will head up this new initiative, as well as contribute a podcast; plus Todd Wheatland and Andrew Davis, two of the five content marketing rock stars who have joined the Network. This podcast will also be incorporated into the network.Continue Reading

By joepulizzi published September 6, 2014

This Week in Content Marketing: Authorship Is Dead, Journalism Isn’t

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

In this episode, Robert and I talk about the excitement that’s building for next week’s Content Marketing World conference, speculate about why Google completely killed its Authorship initiative, and praise the changes made at The Washington Post since its purchase by Amazon CEO Jeff Bezos a year ago. Rants and raves include an iPhone app that may represent a powerful new ecommerce model, upscale moves in NYC by Denny’s, and the greatly exaggerated “death” of journalism, and then we wrap things up with this week’s #This Old Marketing example: MarketMinder.com.Continue Reading

By joepulizzi published September 1, 2014

Confession: A Big Mistake We Were Making With Content Marketing

face-adjusting dark goggles-jarEvery now and again, we realize we aren’t following our own advice (gulp).

While we have been big proponents of offering unique content in each of our channels — and have a channel strategy for Facebook, LinkedIn, Twitter, and others — we were overlooking our most critical channel: email.Continue Reading