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 September 17, 2016

This Week in Content Marketing: The Business Model of More vs. Less Content

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

In this post-Content Marketing World (#CMWorld) edition of our show, Robert and I give a play-by-play on this year’s big event. In addition, we discuss whether more or less content will ultimately win the day for brands, and offer our thoughts on why YouTube is changing its advertising model. Our rants and raves include new contextual content research and a new content program from Starbucks. Then, we wrap up with an example of the week from Kodak.Continue Reading

By joepulizzi published September 13, 2016

Go All In With Content Marketing or Do Nothing: #CMWorld

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I always ask the speakers at Content Marketing World to cut the extraneous and jump right into the substance of their presentations. I’m going to take my advice with this post.

If you’re not “all in” with your content marketing program, you should stop.Continue Reading

By joepulizzi published September 12, 2016

Prepare to Be Ignored If You Don’t Have Subscription Goals

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I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet. These companies are some of the most innovative in the world and create many of the products you use on a daily basis both personally and professionally. Over the past few years, these companies have hired journalists, producers, broadcasters, and editors to refine and tell their stories on a consistent basis. It’s amazing to see firsthand the transformation of the marketing departments as we once knew them.

But here’s my issue: Not one of those companies (not one) was working on an audience-building program focused on subscriber growth. Sure, there were brand-awareness goals, perception goals, brand-lift goals, lead-generation goals, and lead-quality goals … but no subscriber goals.Continue Reading

By joepulizzi published September 10, 2016

This Week in Content Marketing: 2017 Content Marketing Predictions

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

In this very special episode of #ThisOldMarketing, Robert and I make our content marketing predictions for 2017. We won’t give out any spoilers here in the abstract; but we can tell you that we each share three very special predictions — all of which are sure to actually come true. We wrap up our show with an example of the week from Loot Crate.Continue Reading

By joepulizzi published September 9, 2016

See What Content Marketing Success Truly Looks Like

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Each day, CMI wants to help our fellow content marketers hone their skills and get more successful at the craft. I know our team is constantly inspired by all the ways that the industry has taken our advice and run with it.

Nowhere has this been more apparent than when looking at the impressive scope of the work created by the winners at the 12th annual Content Marketing Awards. Celebrating excellence in 76 distinct areas of our industry, this year’s ceremony recognized the best and brightest achievements in strategy, distribution, design, and editorial from a field of over 1,300 submissions.Continue Reading

By joepulizzi published September 3, 2016

This Week in Content Marketing: Google Lays Down Pop-Over Punishment

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

In this episode, Robert and I explore the punitive position Google is taking on the use of intrusive ad units that are impeding the user experience and taking over mobile screens. We also ask a trick question about the future of bad advertising and discuss whether or not YouTube’s new Backstage service will give it a hall pass to play with the big boys. Rants and raves include a focus on numbers and some thoughts on what may be killing marketing automation before its time. We wrap up with an example of the week from Bloomingdale’s.Continue Reading

By joepulizzi published August 27, 2016

This Week in Content Marketing: The Future Owners of Newspapers? Brand Marketers 

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

In this episode, Robert and I discuss John Oliver’s take on the broken business model of newspapers and predict the role brands might play in offering a solution. We also share our thoughts on Gartner’s decision to integrate its annual Hype Cycle reports on marketing and advertising and Google’s migration of Hangouts On Air to YouTube Live. Rants and raves include a new view on how to construct the buyer persona, and Facebook’s exciting machine-learning innovation; finally, we wrap up with some well-aligned content efforts from Ernst & Young in our example of the week.Continue Reading

By joepulizzi published August 20, 2016

This Week in Content Marketing: A Content Marketing Approach Is Strategic, Actually

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

In this episode, Robert and I debate a TechCrunch article’s claims that content marketing isn’t actually strategic. We also go inside Accenture’s efforts to become a worldwide leader in content marketing, and explore Facebook’s latest attempt to enhance the ad experience from both sides of the equation. Rants and raves include Blab’s decision to go silent, and the benefits of automated content creation. Lastly, we follow We Energies’ cross-country search for Christmas cookie content in our This Old Marketing example of the week.Continue Reading

By joepulizzi published August 13, 2016

This Week in Content Marketing: Instagram Launches Snapchat for Older People 

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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 implications of two new social media platform launches — Instagram Stories and LinkedIn’s Influencer Videos. We also re-enlist in the battle that’s still being waged between content strategy and content marketing, and explore whether the “highs” experienced by social distribution-dependent publishers will eventually require an intervention. Our rants and raves cover the perils of the 130-hour work week and the future implications of relying on sponsored content. We wrap up with a This Old Marketing example of Olympic proportions.Continue Reading

By joepulizzi published August 6, 2016

This Week in Content Marketing: U.S. Olympic Committee Makes Huge Social Media Faux Pas

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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 how Cisco Systems’ recent staffing surge fits into its ongoing journey toward content marketing self-discovery. Next, we explore how B2C brands are focusing on “micro-moments,” and relay our concerns about brands that mistakenly believe they are doing content marketing. Our rants and raves include an immersive live experience from Coca-Cola, and a huge social media mistake being made by the U.S. Olympic Committee. We close out the show with a This Old Marketing example from Nationwide Insurance.Continue Reading