Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

By joepulizzi published September 14, 2017

8 Big Questions From Content Marketing World to Ask Year Round

CMI_8CMWQuestions-01Let’s think more like George Lucas.

In 1973, he wanted to make a sci-fi movie, but Hollywood studios weren’t big fans of science fiction.

So George negotiated a deal with 20th Century Fox to forgo up-front payment for his services on Star Wars. In exchange, he retained the sequel rights (and eventually merchandising rights).

George didn’t make the deal because he believed he would make millions (or billions as was the eventual case). He made the deal because he wanted to create the movies he wanted to make. He didn’t want them to get lost in “development.”

Continue Reading

By joepulizzi published September 9, 2017

This Week in Content Marketing: Optimizing Ad Tech Is a Waste of Time

optimizing-ad-tech-waste-time

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

In this pre-Content Marketing World episode, Robert muses on time and the waypoints we choose to mark it. In the news, we discuss the possibility of Google buying Marketo, and why the big money will continue to go to marketing tech rather than advertising tech. Trade Desk tries to fight the ad fraud battle, which we believe is one big waste of time. Our rants and raves include Rob Scallon and Taylor Swift; then we wrap up with an example of the week on Warsaw, Indiana.

Continue Reading

By joepulizzi published September 2, 2017

This Week in Content Marketing: Advertising Industry Prepares for Plummet

PNR_Episode198-01

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert muses on inventing our best possible villain. In the news, we discuss the latest quarterly results from WPP and how the slowing of advertising could mark something more than just a cyclical blip. In addition, Google begins to reimburse clients and agencies for ad fraud, the Washington Post adds artificial intelligence to native, and Goop gets leveled by Truth in Advertising. Our rants and raves include Australia (yes, the entire continent) and U-Haul; then we close the show with an example of the week from CTO Advisor.

Download this week’s PNR: This Old Marketing podcast

Continue Reading

By joepulizzi published August 26, 2017

This Week in Content Marketing: Could Apple Go Wrong With Its Billion Dollar Content Investment?

apple-go-wrong-investment

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert muses on inventing our own traditions. In the news, we cover Apple’s $1 billion investment in original content, the rise and fall of fidget spinners, and newsjackers on the eclipse. Our deep dives explore whether it’s Facebook that’s failing or the research behind it, and if publishers realize how much their business model is actually changing. Our rants and raves include Zillow’s book on real estate and Harvard Business Review; then we wrap up with an example of the week on AAHA Magazine.

Download this week’s PNR: This Old Marketing podcast

Continue Reading

By joepulizzi published August 19, 2017

This Week in Content Marketing: Facebook, Google, Netflix, and Disney Begin War Over Content

war-over-content

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders whether to learn to be big or accept that you’d rather stay small. In the news, Facebook launches YouTube competitor Watch, while Netflix begins a buying spree for content brands. Meanwhile, Disney decides to pull its films off Netflix, and Google may still buy Snap. We dive into discussions on how Quartz is delivering real results for branded content and why email subscription has never been more important. Rants and raves include Deadpool and Time Inc.; then we wrap up the show with an example of the week on J. Walter Thompson.

Download this week’s PNR: This Old Marketing podcast

Continue Reading

By joepulizzi published August 14, 2017

What If What We Know About Marketing Is What’s Holding Us Back?

what-we-know-marketing-holding-us-back“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” – mostly credited to Mark Twain

Robert Rose and I will launch our combined sixth book, Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit, at Content Marketing World this September. The book’s key idea makes a case that the majority of businesses approach marketing entirely the wrong way … and that we need to kill the marketing we know and replace it with a new approach: marketing as a profit center.Continue Reading

By joepulizzi published August 12, 2017

This Week in Content Marketing: Marketers, Not Publishers, Will Win With Long-Form Content

win-long-form-contentPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders how to know when it’s time to end a good thing. In the news this week, Apple hits record earnings, Google launches a new Snapchat-like ad format, and AI bots begin to create their own language. We offer a detailed analysis on the marketing opportunity behind long-form content, and discuss why Hasbro’s deal with Lions Gate went south. Our rants and raves include Stranger Things and the Facebook/Google duopoly; then we close with an example of the week on TheStreet and Jim Cramer.Continue Reading

By joepulizzi published August 5, 2017

This Week in Content Marketing: Brands & Billionaires Continue to Buy Up Media

brands-billionaires-buy-up-mediaPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders how to invest in personal reflection. In our new-look episode, we cover Laurene Jobs and her purchase of The Atlantic, Facebook’s earnings release, and what P&G did with $140 million dollars in marketing. We also do a deep dive on how Hearst is experimenting with e-commerce and why BuzzFeed is selling skillets. Our rants and raves include media buying and a content marketing swindle; then we wrap up with an old-school example of the week from General Electric.Continue Reading

By joepulizzi published July 29, 2017

This Week in Content Marketing: Amazon, Facebook, and Google All Launch New Content Plays

amazon-facebook-google-launch-new-content-playsPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders whether we can – and should – try to keep up with today’s pace of progress. On the news front, we take aim at Amazon’s new social platform, Spark (thumbs down); Google’s news feed (thumbs up); and Facebook’s decision to add branded sub-groups (jury’s still out). Our rants and raves include building something instead of measuring, and the craze of focusing on technology over strategy; then we close the show with an example of the week on Emily McDowell Cards.Continue Reading

By joepulizzi published July 22, 2017

This Week in Content Marketing: No, Not Everyone Should Do Content Marketing

not-everyone-should-do-content-marketingPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders how to decide whether to zig or zag. On the news front, we cover the reason why a number of publishers are cutting their own advertising, and how Fender is taking a page from “Killing Marketing” by offering guitar lessons. I cut in early to rant about the bad advice Gary Vee’s latest post offers to marketers, then Robert chimes in to rant and rave about programmatic and Deloitte. We wrap up the show with an example of the week from UBS.Continue Reading