Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

By joepulizzi published April 5, 2010

7 Content Marketing Tips from Five Guys Burgers and Fries

Five Guys Burgers and FriesI just read an outstanding article in the April issue of Inc. Magazine on Jerry Murrell and Five Guys Burgers and Fries (I’ll be going to my first Five Guys this week, so I’ll keep you posted). As of this post, the electronic version was not available.

Beside the fact that this is a must-read article for anyone in business today, I thought that Jerry’s take on business has too many similarities when it comes to thinking about your content marketing (yes, I know, of course I made this link).  Here are my key takeaways:Continue Reading

By joepulizzi published April 2, 2010

15 Content Marketing and Social Media Keys To Success

I put this post together for a couple reasons.

First, I’ve participated in 15 interviews over the past three weeks, and I’m starting to dream this stuff. Putting it in a blog post helps me get sleep. Second, today is Junta42‘s third anniversary (4/2/2007).

Junta42 was officially started with this blog post on April 26, 2007 entitled “Why Content Marketing?” Here is the last paragraph from that post:

One thing is for sure, it is the organizations, not individual users or publishers, that have the greatest opportunity (and possibly learning curve) to create valuable content that makes an impact on people. Smart organizations are doing it now. More will come. Things are going to get interesting.

That statement was true then, and is even more so today. You are the publisher, and you can and will do great things. Here’s a few points that may help.

Continue Reading

By joepulizzi published March 31, 2010

12 Mobile Marketing Stats You Need to Know

Our January content marketing spending study showed that one thing was clear – marketers are desperate for more information about mobile marketing.

Of all content marketing areas, only mobile marketing rose year over year re: educational needs (see the chart below).

Mobile Marketing Stands OutVery relevant to this mobile marketing need, I had the pleasure of sitting through a fantastic presentation on mobile marketing trends and stats by David Doherty at Ascend Media yesterday.  Part of this presentation included a diverse spread of mobile marketing research (included below for your reference). Hoping these will be helpful to you.

Growth of Mobile Marketing

Continue Reading

By joepulizzi published March 23, 2010

Engagement: Understanding It, Achieving It, Measuring It – A Complimentary White Paper

What is engagement?  What does it really mean in marketing? How should we measure it? What tactics can we employ to help enhance it?

Those are exactly the questions Keith Wiegold and I try to tackle in our latest white paper – Engagement: Understanding It, Achieving It, Measuring It.

In this white paper we:

  • Define Engagement and what it means for your customers and your efforts
  • Recognize Engagement as a strategy that serves to achieve specific marketing objectives
  • Work to uncover the dynamics of measuring Engagement
  • Discuss a variety of social media and content marketing practices that maximize EngagementContinue Reading
By joepulizzi published March 17, 2010

What Does Science Teach Us About Content Marketing?

I was really impressed with David Chapin’s work on comparing content marketing to life sciences. So much so, that I asked him to submit a guest post about it.  Thanks to David for putting this together.

Content marketing is a hot trend in marketing circles. This trend may be hot but it is
not new.

Science has been using a form of content marketing since the 18th century, when peer-reviewed articles first began to be published. Though the titles are different, the mechanism and the benefits are similar.

Peer-reviewed publishing works like this: A scientist gives away information (such as the description and results of an experiment) that the audience finds useful and relevant. The audience responds by noticing the information, by paying attention to the source of the information, by seeing the source as differentiated, by trusting them and eventually by “raising their hands” to interact with them (e.g., “Could you please come present your paper at this conference?”). The scientist’s reputation is enhanced, which helps them get funding for the next experiment.

Substitute the word “company” for “scientist” in the paragraph above, and you describe content marketing: A company gives away information that the audience finds useful and relevant. The audience responds by noticing the information, by paying attention to the source of the information, by seeing the source as differentiated, by trusting the source and eventually by “raising their hands” to interact with the source. The company’s reputation is enhanced.

Here are some key differences between the two:

This content marketing illustration depicts the similarities and differences between peer-review publishing and content marketing.

The benefits of peer-review publishing and content marketing are the same: so you can be found (out of the sea of information), so you can be differentiated from your competition, so you can be chosen as a relevant source, and so you can become trusted – all with the goal of with your audience (prospects).

Aren’t these the goals of marketing?

David Chapin is the CEO of Forma Life Science Marketing, a leading marketing firm for life science, biotech and pharma companies. Forma distills and communicates complex messages into compelling communications for sophisticated audiences.

David authors a newsletter: The Marketing of Science which covers topics of interest in marketing life science companies; it is
published by Forma Life Science Marketing approximately ten times per year. For subscription information, go here.

By joepulizzi published March 16, 2010

The Two Most Important Content Marketing Success Factors

Two success factors:

1) Content Marketing Cannot Be About You
and
2) Ship

Although this Inc. article from Joel Spolksy is geared toward entrepreneurs, it’s worth the read.  While I disagree with Joel’s decision to discontinue his popular blog (the one that helped him launch and grow his business), the key to his commentary is this point:

To really work..a blog has to be about something bigger than his or her company and his or her product. This sounds simple, but it isn’t. It takes real discipline to not talk about yourself and your company. Blogging as a medium seems so personal, and often it is. But when you’re using a blog to promote a business, that blog can’t be about you. It has to be about your readers, who will, it’s hoped, become your customers. It has to be about making them awesome.

Please go back and read this again.Continue Reading

By joepulizzi published March 11, 2010

A Marketer’s Guide to Social Media – 8 Keys to Success

I participated in an amazing social media webinar today from MENG. The expert roundtable included members of the newly formed MENG Social Media Council (Mack Collier, Paul Dunay, Beth Harte, Drew McLellan, Amber Naslund and myself).

Here are eight key social media points from the session:

  1. Start with a clear strategy, just like any other marketing initiative. Social media is both a concept and a set of tools. Before you can begin using the tools, you need to set clear goals and objectives as to what you hope to accomplish.Continue Reading
By joepulizzi published March 10, 2010

Content Marketing in Slovenia

Interesting interview with Primoz Inkret and Igor Savic from Poslovni Mediji (Business Media) in Slovenia. Some points covered include:

  • The use of the term content marketing in Slovenia, talking about the move from corporate magazines to integrated corporate content.
  • Traditional media usage in Slovenia, and the challenges with content marketing education.
  • Social media in Slovenia.

Thanks to both Primoz and Igor for their insights, and for having me at their wonderful event on content marketing.  FYI, below is my presentation, Publishing is the New Marketing.

Pomp Forum Joe Pulizzi Publishing Is The New MarketingView more presentations from PM, poslovni mediji.

By joepulizzi published March 4, 2010

Rethinking Print as Part of the Content Strategy: Fortune, APA Proving Print is Not Dead

I just took three flights to get to Slovenia.

On each flight and in all the waiting areas, I saw people holding, reading and engaging in print magazines.

Then, I spent the day listening to the state of content marketing in Europe at POMP Forum 2010 conference in Ljubljana, Slovenia.  Here’s what I learned from the Julia Hutchison and Patrick Fuller from the APA (the association of branded editorial content in the UK).

  • The average time a reader spends with a custom print magazine is 25 minutes.
  • Custom print magazines get an average 44% response rate.
  • On average, custom print magazines see an 8% increase in sales (as opposed to those who don’t receive the magazine).
  • 18-24 year-old men and women who receive custom magazines from a corporation are the most engaged of any age group (yes, really!).

Surprising, huh?

Then, I see this Fortune interview where they are investing heavily in the print magazine…including higher quality paper and significant design/font changes.

What does this tell me? When we develop a content marketing strategy, we need to look at all possible tactics to get the best return for our investment. While digital is hot, print may still be a key component to your strategy. It might be worth revisiting.

By joepulizzi published March 3, 2010

What’s Your Brand Story? – Moleskine Endures through Storytelling

My content marketing friends, Igor Savic and Primoz Inkret from Poslovni Mediji (Business Media) in Slovenia, were nice enough to give me a branded Moleskine notebook on my arrival to their beautiful country.

I’ve heard of Moleskine before, but now I know their story.

Included inside the legendary notebook is a detailed history of the product (see picture below).Moleskin Copy

“Moleskine is the legendary notebook used by European artists and thinkers for the past two centuries, from Van Gogh to Picasso, from Ernest Hemingway to Bruce Chatwin. This trusty, pocket-size travel companion held sketches, notes, stories and ideas before they were turned into famous images or pages of beloved books.”

It means something to write in a Moleskine. To be an owner of a Moleskine says something about who you are. In the video (produced by Moleskine), it says something about who Bruce Chatwin was.

Moleskine has endured all these years because they tell stories as well as the people who used their product. Brand stories don’t just happen.  They are told…and spread.

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