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 August 4, 2014

10 Content Marketing Roles for Success in the Next 10 Years

Missing-10 new roles of marketing“What roles do I need to be successful with a content marketing approach?”

I hear this question all the time, from both large enterprises and even larger “small” businesses. It’s a critical question, and one that is not easy to plan for… but we must plan, nonetheless.Continue Reading

By joepulizzi published August 2, 2014

This Week in Content Marketing: Beck Schools Us on Storytelling

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

In this episode, Robert and I discuss a musician’s mad content marketing moves, debate some potential causes of a decline in content quality, and reveal what the real purpose of native advertising is for brands. In addition, we discuss two shifts in the world of social media and take FourSquare to task for taking off in a new direction. This week’s #ThisOldMarketing example: Galignani Publishing (our oldest example to date).Continue Reading

By joepulizzi published July 26, 2014

This Week in Content Marketing: Weird Al’s Diabolically Brilliant Strategy

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

In this episode, Robert and I discuss the important implications of LinkedIn’s acquisition of Bizo, congratulate blogger Scott Monty on his recent move from Ford to an agency role, and speculate on what will happen to Forbes now that it’s owned by foreign investors. We also ruminate on the continuing fall of newspaper ad revenue, puzzle over Time Inc.’s decision to form a new native advertising group, and rave about the marketing genius of Weird Al Yankovic before exploring this week’s TOM example: Makeup.com.Continue Reading

By joepulizzi published July 21, 2014

Why We Are Hiring for a New Content Role (and You Should Too)

hands holding old-fashioned slidesLast November, I keynoted the Niche CEO Summit alongside some amazing publishers, including Michela O’Connor Abrams, President of Dwell Media. If you are not familiar with Dwell, they have evolved from a small, niche print magazine focused on design to a fast-growing multimedia design brand.

Under Michela’s leadership, they’ve become one of the top websites in the world, have nearly 300,000 paid subscribers to their magazine, and have social media audience numbers that would make you blush (including over 500,000 followers on Twitter). Sure, they’ve struggled, like all of us have, with changes to how they create and distribute content… but it was one change that, in Michela’s words, made all the difference.Continue Reading

By joepulizzi published July 19, 2014

The Week in Content Marketing: Do We Have a Credibility Problem?

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

This week, Robert and I discuss Walmart’s big data move and what it means for brands. We also talk about new research indicating that sponsored content may have a trust problem and explore what an article looks like when a freelance writer “resigns” from content marketing. Our rants and raves cover NBA star LeBron James’ digital-only announcement of his return to Cleveland and an inaccurate portrayal of content marketing, and we cap off the show with a #ThisOldMarketing example from Credit Suisse.Continue Reading

By joepulizzi published July 12, 2014

Content Marketing: Clearing the Rumors, Half-Truths, and Misinterpretations

PNR-this-old-content-marketing-podcastPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss how content marketing is hitting the big time at Harvard Business Review. In addition, we chat about media agencies getting into the content production business, explain why email is far from dead, and then touch on a handful of research posts that are readily made fun of. Our weekly rants and raves include a great case study from Newcastle Brown, and we wrap up with this week’s #ThisOldMarketing example from Southern Poverty Law Center.Continue Reading

By joepulizzi published July 7, 2014

The One Change Facebook Made that Led to $1 Billion

official line judge-measuringI’ve spent a lot of time recently with this Fast Company article on the future of Facebook (I highly recommend the read in its entirety). But there is one particularly critical part of this article that, if followed, could make all the difference for your content marketing plan.

After Facebook’s IPO in 2012, the stock dipped by over 50 percent, down to less than 20 dollars per share. Since that point, Facebook’s value has quadrupled. The major reason, according to the article, is a revision Facebook made to its management and performance structure.Continue Reading

By joepulizzi published July 5, 2014

The Facebook and the Fury: Coming Clean on Content Experimentation

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

In this episode, Robert and I discuss CMI’s purchase of the Intelligent Content Conference, then dive into P&G’s new edict that all marketing titles will change. In addition, we dissect Google’s decision to abandon Authorship pictures in search results, discuss some new research on how brands spend money to promote owned media content, and explore this week’s #ThisOldMarketing example: Chango.Continue Reading

By joepulizzi published June 28, 2014

This Week in Content Marketing: Influence, Innovation, and Imitation

this old marketing 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 discuss the top 10 brands on LinkedIn’s content marketing scorecard. In addition, we chat about an IKEA fan site gone wrong, reaching millennials with content marketing, and whether or not we can really tell if online ads are working. We then offer our thoughts on how prepared CMOs are to tackle digital marketing transformations and whether PR is a more successful discipline than content marketing, before sharing this week’s #ThisOldMarketing example from Albert Heijn’s supermarket chain.Continue Reading

By joepulizzi published June 23, 2014

Kick Off Successful Content Marketing with a Pilot Program: 10 Steps

illustration-computer, ruler, pencil, eyeIn most cases, taking a content marketing approach that goes against the culture of an organization is an exceptionally challenging endeavor (see this article for more on battling organizational change). No matter how much passion you have for the concept of content marketing, more often than not, internal politics may get the best of you.

However, we’ve seen pilot programs in content marketing work dramatically well for many marketers, especially in the manufacturing sector. One senior marketer at a large manufacturing firm recently told me that their progressive content marketing approach can be credited to one thing: launching the program as a pilot (including referring to it as such).Continue Reading