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 June 21, 2014

How Brands Could Destroy Native Advertising

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 whether or not brands will destroy the native advertising opportunity and whether you can actually program native to audiences. In addition, we banter about the Red Bull Media House model and how many brands will follow its publishing structure. Then, Robert rants and raves about the Dumb Ways to Die franchise, while I rant about the closed atmosphere at the U.S. Open before discussing the week’s #ThisOldMarketing example: BeingGirl from P&G. Continue Reading

By joepulizzi published June 16, 2014

If Your Content Marketing is for Everybody, It’s for Nobody

audience-for-content-marketingQuick test: Who’s the audience for your blog? How about your eNewsletter? Your podcast? If you are like most enterprises that sell multiple product lines to multiple audiences, you may have two, three, four or more different audiences you are trying to target with the same content initiative. How’s that working for you?Continue Reading

By joepulizzi published June 14, 2014

How Facebook is Becoming a Pay-to-Play Platform

this old marketing-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 discuss the latest findings straight out of Facebook: Organic reach on the platform is now less than 2%. Facebook is becoming a pure pay-to-play platform in many cases. We also discuss how much data you actually need for your content marketing strategy. The final news article provides a cross section of a record month for magazine launches with a shuttering of a dozen tried-and-true niche magazines. This week’s #ThisOldMarketing example: The Fresh Fork Market Almanac.

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By joepulizzi published June 9, 2014

New Year’s in June: 13 Mid-Year Content Marketing Resolutions

notecard-cork board-resolutionsFor me, June is planning month. June is the time where I stop all the travel and start thinking about planning for the year-end events and into 2015. It’s also the perfect time to check all of those 2014 strategies and make sure we are on the right path with our content marketing efforts.Continue Reading

By joepulizzi published June 7, 2014

Native Advertising Gets Its Own Magna Carta

this old 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 dissect Mary Meeker’s latest report on technology trends, do a deep dive into the elements of the publishing equation that brands are missing, and discuss Conde Nast’s “Magna Carta” guide for native advertising. Raves go to Maya Angelou and a Harley Davidson/Marvel comic book series, and we cap off the show with a #ThisOldMarketing example from C.F. Martin & Co., producer of some of the world’s finest acoustic guitars.Continue Reading

By joepulizzi published June 2, 2014

9 Content Marketing Strategy Questions You Need to Answer

man holding question mark signLast week, we held our inaugural CMI Executive Forum in San Francisco. Content marketing leaders from some of the largest B2B and B2C brands came together to talk about the challenges and opportunities they see for content marketing.

We asked attendees to keep our discussions during the meeting private — no tweets, posts, or social media updates allowed. This also means we won’t be sharing the bulk of the meeting details (well, not just yet). But I did want to share a number of questions I came away with — questions worth mentioning because most content marketers don’t seem to be addressing them.Continue Reading

By joepulizzi published May 31, 2014

Piecing Together Content’s Role in a Mobile Marketing Strategy

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 rant a bit about a new content marketing awards program before discussing our confusion about a speech from a Dell marketing executive about the future of traditional publishing. We finish the show with our take on where content marketing fits into a mobile marketing strategy and an exploration of this week’s #ThisOldMarketing example: USAA magazine.Continue Reading

By joepulizzi published May 26, 2014

6 Steps to Managing Internal Change for Content Marketing

man walking tightrope-stepsTrue change happens within, not without” —Eckhart Tolle

For nearly 15 years, I’ve been involved in the industry we now refer to as content marketing. But it’s only been the past few years that this practice has started to take center stage in marketing departments across the globe. I’ve been blessed to see this firsthand in North America, in Asia Pacific, and in Europe (in fact, as I type, I’m currently sitting in Sweden).

To be honest, part of me continues to be astonished about how far we’ve come. And yet, we have still so far to go.Continue Reading

By joepulizzi published May 24, 2014

Content Marketing: From the Newsroom to the Boardroom

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 go into detail about the leaked New York Times report that uncovers the Grey Lady’s struggles to stay relevant in digital news — it’s a must-read for all businesses. In addition, we discuss the integration of brand newsrooms, new content marketing research in Australia, and the Tea Party’s new online publication. After a rant on the FCC’s non-ruling on internet bandwidth “fast laning” and a reader question on content marketing effectiveness, we tackle this week’s #ThisOldMarketing example: “Our Food: Your Questions” from McDonalds Canada.Continue Reading

By joepulizzi published May 17, 2014

Why Content Marketing Fails Without Strategy

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 discuss the Omnicom/Publicis breakup. We also touch on how PR plays into Google’s Panda algorithm. In addition, we discuss the future of marketing apps, elaborate on why content marketing fails, and go in-depth on finding your Moneyball number for content marketing. This week’s #ThisOldMarketing example: Poetry Magazine.Continue Reading