By Joe Pulizzi published April 12, 2011

The Biggest Mistake in User-Generated Content (Learning from LEGO)

Most marketers we work with want to develop a content marketing program driven, in part, by user-generated content (UGC). They believe that if they can only get their prospects and customers to talk about their brands online in blogs, forums … Continue reading

By Bob Leonard published April 8, 2011

9 Steps to Continuous Content Marketing Improvement

Closed-loop marketing is the process by which market intelligence learned during a marketing campaign is fed back into the strategy and plan. This can result in more focused targeting, more effective messaging and improved resonance of your marketing content. Until … Continue reading

By Joe Pulizzi published April 7, 2011

Creating a Multimedia Content Package that Drives Business

I had the pleasure of presenting at a recent PR Newswire sales meeting where they discussed their new ARC Engagement Platform [disclaimer: PR Newswire is a Content Marketing Institute benefactor]. One of the samples came from Rodale Custom Content & … Continue reading

By Kathy Hanbury published April 4, 2011

5 Things You Need to Know about Content Strategy

There’s been a ton of great discussion about content activities, methodologies and deliverables. For most of us, that makes up the bulk of our work. But if you don’t have a conceptual framework for those activities, I’d argue that you’re … Continue reading

By Joe Pulizzi published March 30, 2011

Content Curation Grows Up, Original Content Still Key

I first heard the term content curation in this post by Rohit Bhargava back in 2009. Rohit positioned that, as more corporations and individuals create content, the role of the content curator is needed.  Rohit describes this position as: Someone whose … Continue reading

By Joe Pulizzi published March 28, 2011

3 Things Content Marketers Can Learn from Howard Stern

Say what you will of Howard Stern, the man is a genius. If you get the chance, this article in this month’s Rolling Stone magazine is worth the read. The self-proclaimed “King of All Media” dishes out some pretty amazing … Continue reading

By Joe Pulizzi published March 23, 2011

Always Be Launching: Content Marketing

People ask me all the time: “Isn’t there such a thing as too much content?” The answer: of course. How do you know? Well, if the content is NOT valuable and relevant and NOT working for your business, it’s NOT … Continue reading

By Joe Pulizzi published March 23, 2011

The Three-Legged Stool Strategy of Content Marketing

I started in the publishing industry over a decade ago. At that time, we used an antiquated publishing strategy called the “three-legged stool.” The concept was that, in order to be the industry’s leading media content provider, we needed to … Continue reading

By Patricia Redsicker published March 16, 2011

5 Content Strategies for Boring Brands

“If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” ~ Seth Godin The formidable challenge for marketers of boring … Continue reading

By Joe Pulizzi published March 15, 2011

The 3 Forgotten Tactics of Content Marketing

First, I read this post from Seth Godin that made me think about the lost opportunity by many marketers, so focused on new media, that they forget the content marketing tactics that customers are actually engaging in.  But more on … Continue reading