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 upcoming 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 May 27, 2015

How to Build a Million-Dollar Business with a Small Ad Budget

When I first started in the publishing industry, it was expensive to build an audience. Developing a digital content management system cost tens of thousands of dollars. Finding magazine subscribers involved hardcore telemarketing. Distributing the content through the postal service oftentimes ate into leftover profits.

Today, all those barriers are gone. The technology costs of producing content are slim to none. Finding an audience is less about recruiting subscribers and more about being found through inherently helpful and interesting content. Simply put, anyone, anywhere can build a publishing powerhouse.Continue Reading

By joepulizzi published May 26, 2015

2 Ways to Find (and Conquer) Your Content Competition

Do you know who your content competition is? Most people think about their audience and who their competitors are, but are you considering these two questions?

  1. Where am I going to get my audience?
  2. Am I creating a new audience or stealing from someone else?

Jay Baer shared his insight on content competition in a recent episode of Content Inc. Below is his analysis of this often-overlooked step.Continue Reading

By joepulizzi published May 25, 2015

How to Unleash the Passion Behind Your Content

Steve Jobs’ commencement speech, given in 2005 at Stanford, has been watched over 10 million times. In it, he gives the following advice:

You’ve got to find what you love …. [T]he only way to do great work is to love what you do. If you haven’t found it yet, keep looking, and don’t settle.

Continue Reading

By joepulizzi published May 24, 2015

Top Ways to Get Speaking Gigs

It was the middle of 2008.  At the time, I was still working on my blog platform and building a loyal audience. Newt Barrett and I had just released our self-published book (through Lightning Source) Get Content Get Customers. It was then that I received an intriguing email from Belgium.Continue Reading

By joepulizzi published May 23, 2015

Why It’s Risky to be a Full-Time Employee

When I left an executive publishing position to start a business over seven years ago, countless friends and family members voiced their concerns.

“Are you sure you want to take that  big a risk and leave a secure job?”Continue Reading

By joepulizzi published

This Week in Content Marketing: Facebook’s Move to Swallow Publishers


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 two large venture capital investments in the content marketing technology space – Percolate and Kapost. We also debate whether Facebook’s launch of its Instant Articles service represents the end of times for publishers or a stairway to heaven. After discussing whether brands could really create a Mad Men-type show, Robert and I rant and rave about Adobe’s new audio white papers and a huge media purchase by one of the world’s largest action sports retailers. We wrap up the show with a #ThisOldMarketing example from Poor Richard’s Almanack.Continue Reading

By joepulizzi published May 22, 2015

A Better Way to Build Your Audience? How to Buy Content Assets

In March of 2014, I sat in a marketing meeting with one of the largest producers of consumer goods in the world. The discussion centered on building audiences through content in various markets. In some of the markets, the company already had a solid content platform built. In others, nothing was on the horizon.

The plan discussed was an acquisition strategy of multiple properties where the organization would approach and, if terms were worked out, buy blogging sites and/or media properties that already had a built-in audience and content platform.Continue Reading

By joepulizzi published May 21, 2015

The 10 Content Roles You Need to Be Successful Today

In almost every interview with entrepreneurs who employed a Content Inc. strategy, there was no team. It was just the lone entrepreneur trying the get a business started. This was certainly the case with myself and Content Marketing Institute. Same with Brian Clark and Copyblogger. Same with The Chicken Whisperer and Michele Phan, the makeup millionaire.

But for the platform to work beyond a hobby-based business and blossom into a growth company, scalability is key. That means you need a team to get you to the next level.Continue Reading

By joepulizzi published May 16, 2015

This Week in Content Marketing: The Future of Content Marketing 2025


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

In this Mother’s Day episode of This Old Marketing, Robert and I discuss what advertising will look like in 2025 and what role content marketing will play in it. We take a closer look at a large but disjointed collection of research that says content marketing has a better ROI than native advertising. Finally, we explain why The New York Times’ growing digital business – which will soon reach 1 million subscribers – is a pretty big deal, even if its traditional print foundation continues to crumble. Rants and raves include a savvy cosmetics entrepreneur who has succeeded by building an audience first and then selling products, the critical importance of words, and an unexpected birthday gift. We wrap up the show with a #ThisOldMarketing example from Good Old Days magazine.Continue Reading

By joepulizzi published May 9, 2015

This Week in Content Marketing: Why Digital Spending Is Not Growing Fast Enough

digital-spending-podcast-coverPNR: 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 the accuracy of an article that claims marketers aren’t spending enough on digital. We also dissect a study that claims to provide insight on how to target three generations of consumers, and debate whether content companies are media companies, technology companies, or both. This episode also includes a short take on Google’s launch into content discovery with its intriguing new Matched Content service. Rants and raves include a savvy NFL draft pick and a poorly-conceived rant against Dove’s excellent Real Beauty campaign. We wrap up the show with a #ThisOldMarketing example from NFL Films.Continue Reading