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 November 4, 2015

5 Things That Can Make Nonprofit Marketers More Effective [New Research]

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Nonprofit marketers are using more content marketing tactics, social media platforms, and paid methods of content promotion than last year – and, generally speaking, they’re becoming more effective in many of these areas, and in particular, with how effectively they use tactics.

Yet, in terms of overall effectiveness, only 26% say they’re effective – a drop from last year when about one-third of marketers said they were effective. Our new report, Nonprofit Content Marketing 2016: Benchmarks, Budgets, and Trends – North America, produced in association with Blackbaud and sponsored by FusionSpark Media, reveals this insight and much more.Continue Reading

By joepulizzi published October 31, 2015

This Week in Content Marketing: YouTube Proves We Have No Rights on Social Media

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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 question YouTube’s controversial decision to force content creators to be part of their new paid subscription program. A companion article describes how this is already starting to happen to ESPN, which has already removed its videos from YouTube. What should content marketers do? We discuss several possibilities. Next, we dig into new Adobe research on what consumers want from digital content and point to an opportunity many brands are overlooking. Finally, we take a closer look at the future of digital and media. Rants and raves include a one-sided overview of traditional marketing strategies and the myopic way in which many publishers tend to approach their advertisers. We wrap up the show with a #ThisOldMarketing example of the week from Johnson & Johnson’s BabyCenter.Continue Reading

By joepulizzi published October 24, 2015

This Week in Content Marketing: Can Content Save Advertising?

content-save-advertising-podcast-coverPNR: 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 whether content marketing can really save advertising – and whether it actually needs to be saved. Next, we admire Mitch Joel’s take on the state of blogging, but consider the forces affecting it to be evolutionary, rather than the end of blogging as we know it. Finally, we discuss what’s happening in the world of mega-agencies – a senior Pepsi executive contends they are threatened by clients reducing the number of agencies they work with and by the rise of content marketing. Rants and raves include some questionable content marketing stats and a brilliant native advertisement from LexCorp. We wrap up the show with a #ThisOldMarketing example from Westinghouse.Continue Reading

By joepulizzi published October 17, 2015

This Week in Content Marketing: 4 Content Marketing Trends for 2016 [100th Anniversary Show]

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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 100th anniversary edition of #ThisOldMarketing, Robert and I celebrate and reflect on the past 100 episodes. For this show, we’ve changed up the format: Instead of the usual discussion of the top news headlines plus rants and raves, we focus on four major trends we expect to unfold in 2016: content quality versus quantity, the rise of the content brand, content marketing mergers and acquisitions, and the battle over content marketing terminology. Next, we share our predictions for the evolution of content marketing in 2016-17. We wrap up the show with a #ThisOldMarketing example from the Content Marketing Institute.Continue Reading

By joepulizzi published October 14, 2015

Discover 4 Key Differences Between B2C and B2B Marketers [New Research]

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B2C marketers meet more frequently to discuss their content marketing and find more value in those meetings than their B2B peers.

These findings and more come from the Content Marketing Institute/MarketingProfs sixth-annual content marketing survey, B2C Content Marketing 2016: Benchmarks, Budgets, and Trends – North America, sponsored by TrackMaven. The 2016 B2B survey results were released two weeks ago.

We offer a few highlights of the 2016 B2C content marketing survey and encourage you to read the full-length report for the comprehensive results.Continue Reading

By joepulizzi published October 10, 2015

This Week in Content Marketing: The Internet of the Future Will Be Ruled By Few

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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 Jay Acunzo’s fantastic report on content marketing “pods” – an effective way to structure teams for content marketing. We question why The Washington Post plans to distribute every article they have directly on Facebook Instant Articles. Is it smart long-term thinking or a risky gamble? Finally, we ponder what’s really behind Twitter’s shocking decision to do away with tweet counts. Rants and raves include a call to arms to save advertising plus an opportunity for newspapers to rethink their business model – which contains an important lesson for content marketers. We wrap up the show with a #ThisOldMarketing example from Thomas Edison.Continue Reading

By joepulizzi published October 6, 2015

Can We Please Stop Using Branded Content?

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I’m going to be honest with you. I loathe the term “branded content.”

Branded content gives content marketing a bad name. It’s a word created by the world of paid media … by advertisers, agencies, and media planners.Continue Reading

By joepulizzi published October 3, 2015

This Week in Content Marketing: Apple Is Spurring On the Next Generation of 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 week’s episode, Robert and I discuss the latest example of venture capital firms’ growing interest in content marketing technology – a major round of funding for ScribbleLive. Next, we take a closer look at Apple’s plans to enable ad blocking on its popular iOS devices. Is it part of a bigger ad battle among Apple, Google, and Facebook, or is Apple simply trying to provide a better user experience? Google’s powerful new ad targeting tool also gets a closer look. In addition, we ponder the implications of Facebook’s launch of 360-degree videos and its innovative Signal tool for journalists. Rants and raves include rising salaries for digital marketers, PewDiePie’s remarkably successful brand, and the brilliant “Cocainenomics.” We wrap up the show with this week’s #ThisOldMarketing example from The House of Mewar (India).Continue Reading

By joepulizzi published September 30, 2015

What Effective B2B Content Marketing Looks Like [New Research]

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It’s that time of year again when we release the findings of our annual content marketing survey. Over the years, we’ve talked a lot about effectiveness. But this year, while our team was discussing new questions for the survey, we stepped back and wondered – how many companies even know what effectiveness looks like?

The answer may (or may not) surprise you. Get this: 55% of business-to-business (B2B) marketers said that it is unclear within their organization what an effective or successful content marketing program looks like.Continue Reading

By joepulizzi published September 26, 2015

This Week in Content Marketing: The Coming Crisis in #NativeAdvertising

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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 the launch of Apple’s iOS 9 update, which may block more than ads – it may affect publishers’ and brands’ ability to do content tracking and optimization. Next, we discuss new research on reader distrust of native advertising, and share our predictions about its future. After that, we turn our attention to a new data-focused partnership between Twitter and Bloomberg, and ponder why content marketers don’t pay more attention to the value of data. Finally, we give two thumbs down to Facebook’s planned “dislike” button, and we reveal why it’s likely to be problematic. Rants and raves include Doug Kessler’s brilliant analysis of the state of content marketing, plus the problem of measurement myopia. We wrap up the show with this week’s #ThisOldMarketing example: Burger Chef.Continue Reading