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 February 27, 2016

This Week in Content Marketing: How to Pen a ‘Content Marketing Is Dead’ Article

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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 of This Old Marketing, Robert and I explore the wisdom behind Contently’s recent acquisition of Docalytics, and we discuss the pros and cons of Facebook’s decision to open up Instant Articles to everyone. Is it the salvation of mobile users as Facebook claims or yet another step toward world content domination? Next, we think it’s brilliant that the BBC will reorganize itself from focusing on channels and platforms to audiences and content. Finally, we ponder what’s behind Google’s decision to drop right-side ads on desktop search results. Rants and raves include a resurgence of popularity for e-newsletters and Robert’s tutorial on how to write a “Content Marketing Is Dead” article. This week’s This Old Marketing example: Altair Engineering’s Concept to Reality magazine.Continue Reading

By joepulizzi published February 24, 2016

[NEW RESEARCH] B2B Manufacturers Stuck When It Comes to Content Marketing

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At the risk of sounding like a broken record – our latest round of research shows that only 18% of business-to-business manufacturing marketers say their organizations are effective at content marketing – down from the 26% we reported on in 2015.

Now I don’t know how many of our survey respondents changed jobs over the last year – or how many of them were taking our survey for the first time – but I do know that 50% of them said their organizations were in the early or first-steps phases of content marketing maturity. Maybe that had something to do with it (the research showed an increase in effectiveness among organizations that have higher levels of content marketing maturity). Or maybe some organizations actually slid backward? It’s a question we want to dig into more deeply on our next annual survey. In the meantime, I encourage all manufacturing content marketers to consider the following questions:Continue Reading

By joepulizzi published February 20, 2016

This Week in Content Marketing: Brands Create More Content with Less Engagement

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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 of This Old Marketing, Robert and I explain why Time Inc.’s recent purchase of the company that owns Myspace has little to do with the once-thriving social networking site – and what was really behind it. Next, we discuss Twitter’s new “catch-up feed” rollout and what it means to users and advertisers, and new research that indicates content is growing fast, but engagement is dropping. Finally, we ponder an article that suggests that the tech sector is in for a big slowdown and interpret what that means to marketing tech and ad tech firms. Rants and raves include Frank Underwood’s faux campaign headquarters, out-of-this-world “space tourism” posters, and the macroeconomics of native advertising. We wrap up the show with a This Old Marketing example from Fat, Sick and Nearly Dead.Continue Reading

By joepulizzi published February 17, 2016

Content Marketers: Your WHAT Doesn’t Matter if Your WHY Is Lacking

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After listening to This Old Marketing Episode 116, Professor Marc Resnick from Bentley University responded with the following commentary:

“Which would energize me (or anyone) more as a creative business professional?

  1. Creating content that has the primary purpose of driving the sales pipeline and a secondary purpose of improving the life of my user.
  1. Creating content that has the primary purpose of improving the life of my user and a secondary purpose of driving the sales pipeline.

Continue Reading

By joepulizzi published February 14, 2016

Why Content Marketing Awards Are More Than Just a Hug for Your Brand

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I’ll be honest with you: I used to think that awards programs were just another way organizations could extract money from needy agencies and brands that want a hug.

Since I’ve been involved in the Content Marketing Awards, the oldest and largest content marketing awards program in the world, I’ve had to rethink my stance. Especially this year.Continue Reading

By joepulizzi published February 13, 2016

This Week in Content Marketing: WSJ Ditches LinkedIn, LinkedIn Ditches Bizo

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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 much digital marketing you can really buy for the price of a Super Bowl ad and whether or not that’s a fair comparison. Next, we ponder Gary Vaynerchuk’s launch of three branded hub websites with major consumer product sponsors, and ask some important questions about the business model he plans to employ. Finally, we dissect the thinking behind LinkedIn’s decision to discontinue the enterprise marketing tool set it purchased from Bizo, and The Wall Street Journal’s decision to drop LinkedIn from its sharing buttons. Rants and raves include John Hagel’s sage advice on serving as a trusted adviser to your customers and why Buffer decided to stop focusing on building its email list. We wrap up the show with a #ThisOldMarketing example from Foley Engines.Continue Reading

By joepulizzi published February 6, 2016

This Week in Content Marketing: The Guardian Gets Aggressive with Native Advertising Terms

PNR_Episode116-01PNR: 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 Dave Winer’s concerns about Medium as a publishing platform. We agree with his thinking, but envision one scenario where it could make sense as a publishing platform for marketers. Next, we share our takes on a new Forbes Insights/PwC study that says content marketers are still struggling with content personalization. Finally, we agree that the Guardian’s decision to rename its native advertising and sponsored content is much ado about nothing; customers will still be confused. Rants and raves include an article about the crucial elements of customer experience and Joe’s growing frustration with pundits who criticize content marketing but don’t offer alternatives to it. We wrap up the show with an example from Chief Optimist by Xerox.Continue Reading

By joepulizzi published February 3, 2016

One Thing Is Killing Content Marketing and Everyone Is Ignoring It

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A few weeks before the start of the New Year I led a workshop on content marketing for about 50 small-business CEOs and operations managers. They came from all different industries. Some were consultants. There was a plumber and a representative from an HVAC company present. Pest management? Check. A few small manufacturing companies, a nonprofit, and a jewelry store rounded it out. In other words, it was a diverse group of companies.

What wasn’t diverse were the ways they were marketing their companies. Most had e-newsletters. All of them had Facebook pages. Every one of these senior leaders was concerned about search engine rankings.Continue Reading

By joepulizzi published January 30, 2016

This Week in Content Marketing: Stop It! Content Marketing is NOT a Game of Traffic

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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 recent exodus of top executives at Twitter and what it says about the social network’s likely fate. Next, we ponder the thinking behind IBM’s purchase of Ustream and the formation of a cloud business unit. Could this be part of a marketing technology play? We then analyze an opinion piece that unleashes a tidal wave of hate against brand marketing, and we explain why the author’s logic is flawed. Finally, we get excited about Gartner’s predictions about the future of intelligent marketing technology. Rants and raves include Marcus Sheridan’s and Ryan Hanley’s new podcast, The Hot Seat; Kevin Spacey’s thoughts on technology firms acquiring media companies; and a video that does a spectacular job of revealing the immense power wielded by the “Gang of Four” (Facebook, Amazon, Google, and Apple). We wrap up the show with a #ThisOldMarketing example of the week from WTWH Media.Continue Reading

By joepulizzi published January 23, 2016

This Week in Content Marketing: The Coming Opportunity in Email (Yes, Email)

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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 idea of “peak content” and the lesson that brand marketers can learn from it. Next, we ponder the future of email, which has turned out to be a surprisingly resilient communications medium – and a big opportunity for content marketers. Finally, we ponder how the role of chief content officer is evolving in media companies, and debate whether or not brands ought to treat it as a C-level position. Rants and raves include PewDiePie’s new opportunity with Disney, the nature of creativity (it’s not just for a specially anointed few), and a big challenge publishers are facing today. We wrap up the show with a #ThisOldMarketing example from Karo Syrup.Continue Reading