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 February 26, 2010

Brands as Publishers – Where’s Your Content Strategy?

Just returned back from Online Marketing Summit 2010 where the statement “brands as publishers” almost seemed overused. Although we’ve been talking about that on this blog for three years now and in more detail in Get Content Get Customers, this is the first time I’ve heard this type of statement in force “out in the real world”.

It started with John Batelle from Federated Media.  John might be most well-known for being one of the creators of Wired magazine. In the opening keynote, John stated that for brands to stay relevant and develop a true online experience for their customers, brands must master the art of content creation.

Later in my session on content marketing strategy, we talked about the fact that any online marketing, whether social media, email marketing, search engine optimization, landing page conversion, etc., does not work without first having content strategy.Continue Reading

By joepulizzi published February 19, 2010

Why Brands Fail at Content Marketing – Not Quite Niche Enough via GaryVee


Please take one minute and ten seconds to watch this clip from Gary Vaynerchuk.

If you think that you are doing all the right things in your content marketing, but you or your brand are still not seeing success, this is probably the reason: You are not looking low enough, niche enough.  Search down to find the gold nuggets, then search a little bit lower.  Just below that, is your niche.

Find your niche and find content marketing success.

Linchpin: GaryVee from Seth Godin on Vimeo.

If you liked this, you'll love this video interview with GaryVee on Content Marketing.

By joepulizzi published February 15, 2010

Goodwill Develops Video Series with Miss DC: The Fashionista Drives Sales

Who knew you could find the latest and greatest fashions at….Goodwill?

District of Columbia Goodwill and my friends at Stella Pop teamed up for a three-part video series on DC Goodwill Fashionista (DC Goodwill’s blog). The concept: Redecorate Miss DC 2009’s apartment with only things she could find at Goodwill. The three parts of the video series consist of 1) before Goodwill, 2) shopping at Goodwill and 3) the results.

Along with the video storyline, Miss DC sang an original theme song for the series with local Grammy-nominated rapper Kokayi (the song was sold for $2 on iTunes with proceeds going to Goodwill).Continue Reading

By joepulizzi published February 9, 2010

Seven Ways to Position Yourself for Unlimited Work

As Junta42 continues to grow, we’ve started to branch out and hire freelancers and form partnerships. What I’ve learned through this process is that the way I make decisions on who I buy from or partner with has completely changed from just a few years ago.

Whether you are an experienced freelance writer, a journalist/editor in a media company or brand, or even a marketing professional, there are things you must be doing now to make sure the work is always there (whether you work for yourself or someone else). It saddens me to find that people who I worked with for years at Penton Media, so full of talent, have been unemployed for long periods of time.  This should have been avoided.

How you ask?  Below is a combination of how I make my own buying decisions and how people have found me in order to hire us.  If you follow this religiously, two years down the road you’ll have more work than you know what to do with.Continue Reading

By joepulizzi published February 3, 2010

Social Media Usage in Content Marketing Jumps 500% in Two Years

As a follow up to our 2010 Junta42 Content Marketing Study, we’ve been doing some comparisons between content marketing product usage in 2010 versus 2008.  The findings are interesting, to say the least.

Here are the highlights:

Significant Increases in Content Distribution

  • Social Media (i.e., Twitter, Facebook) – distribution of content through those channels has increased over 500% in two years.
  • Blog usage has more than doubled.
  • Online video has jumped nearly 2x.
  • eBooks have nearly doubled.Continue Reading
By joepulizzi published January 28, 2010

5 Keys to Success with Content Marketing

Here’s a content marketing interview with me conducted by J-P de Clerck.  I like the way J-P summed up the key successes and failures in content marketing for me.  Hope they are helpful.

The keys to success in content marketing:

  1. Understanding the informational needs of your customers
  2. Knowing how those informational needs mix with your marketing goals and objectives
  3. Developing a content program around those needs
  4. Being consistent (content marketing is a marathon, not a sprint)
  5. Listen and continually evolve the program

Failure in content marketing:

  1. Selling, rather than informing
  2. Not being consistent with your content promise
  3. Not listening, thus not evolving the content program
  4. Waiting for perfection to come before you deliver the content.
By joepulizzi published January 27, 2010

SEO and content marketing: Creating content with keywords in mind

Thanks to Emily Thompson, online marketing coordinator for Kutenda Online Marketing Software, for this week’s guest post.

Couple thoughts I (Joe) had while reading this.  First, you need to understand your brand persona first and foremost when it comes to SEO and content marketing.  In other words, what do you need to be a true expert in to drive your business? That will help determine the tactics Emily speaks to.

Also, regarding Emily’s last point, design-intensive content marketing, through devices such as the iPad, is becoming more important.  As content marketers, we need to start understanding that “content” is the combination of words and pictures (and the context). We can and do gain credibility off of both.  Although I’m biased, like Emily, toward the word, I am more focused on the interplay between both more than ever.

SEO and Content Marketing

Content is King. If you’re doing content marketing, you understand its importance, and the trust it builds with the community and your target audience. Content is at the heart of all your online marketing efforts because it not only engages readers, it also tells the search engines that you have something of value. SEO and content marketing go hand-in-hand.

Keeping your SEO goals in mind when creating your content is extremely powerful. A great way to start is to construct your content marketing and creation plan around the keywords you would like to rank for. When writing your content, factor in the keywords you would like to focus on. Here are a few recommended first steps:

  • Start by using a keyword tool, such as the Google keyword tool, to research which keywords could be the most profitable and provide you with the most traffic (the right kind of traffic). While the Google keyword tool is designed for paid search efforts, it can be a good indicator of traffic volume and introduce you to common variations of your product or service you may not have considered. It also provides you with the actual terms people are using in search-not just your industry jargon. The results may surprise you!
  • After you’ve determined which keywords you’d like to concentrate on, it’s time to start incorporating these in your content. For on-page website content, it’s recommended to use three variations of your core keyword, about six-to-eight times per page, focusing the majority on your main search term. Remember to keep it natural, and provide good, informative text.
  • It’s also important to be consistent with your chosen keywords throughout the other areas of your content marketing. Don’t use one term in your website content, and another in your white papers. Continuity is imperative to your online marketing efforts and it will help strengthen your position.
  • Users will also link to sites that have great content. Those inbound links are vital to improving your search engine rankings. The search engines see an inbound link from a quality site as a vote for you – the more votes, the better!

In many ways, content is often more important than design. Visitors will return to your site as long as they can learn something, regardless of whether it’s the “prettiest” or not (think craigslist!). Remember, valuable content is crucial to attaining new business. By utilizing SEO and other online marketing avenues, you will bring attention to that content and help your business grow.

By joepulizzi published January 26, 2010

Forget the Buyer Persona…What’s Your Brand Persona?

I had an excellent podcast interview with Kim Albee from Genoo yesterday (it will be up in a week or so) where we talked in detail about content marketing and authenticity.

The first step in being authentic in your content marketing and social media? Understanding who YOU are.  What’s your brand story?  What do you stand for?

So much focus in content marketing is understanding the buyer persona – or understanding exactly who your customers are, what their pain points are, their informational needs, etc.  (Some companies go so far as to name their personas and create pictures of them.)Continue Reading

By joepulizzi published January 24, 2010

Special Report – Content Marketing Spending Continues to Rise

The results are in.  Content marketing spending will rise again in 2010.

Content Marketing SpendingThe 3rd Annual 2010 Junta42 Content Marketing Spending Survey found for the third straight year that marketers will again put significantly more money into content marketing initiatives.

Go here for the complete content marketing spending survey results and a complimentary download of the final report.

Content Marketing Spending Takeaways:

  • 6 of 10 marketers are increasing content marketing spending in 2010. Only 7% are decreasing spending.
  • According to the 259 survey respondents, average content marketing budgets are 33% of the total marketing budget (up from 29% in 2008)
  • Small companies spend more than 2x the amount on content marketing as to larger companies.
  • Of all content areas, marketers are increasing their focus on mobile content solutions more than any other area (as a % growth from 2009).
  • Content marketing spending overall increased 11% from 2008 to 2010.

Click here to see the entire report (with pretty charts and everything).  Enjoy!

By joepulizzi published January 20, 2010

The Year of Content Marketing How

2008

The Year of Content Marketing What – Most marketers never heard the term and didn’t “get” it. Lots of explaining to do.

2009

The Year of Content Marketing Why – Marketers now knew what is was, but needed to convince their teams (and bosses) why it was so important (if you are not convinced, get the content marketing book).

2010

The Year of Content Marketing How – Marketers know what it is and why it’s so important. 2010 is the year we see major content marketing projects come to fruition (especially online). Marketers are talking content strategy and how content needs to be the center of their social media program.

I’ve been talking about the content marketing revolution for over a decade now.  It seems like it took 10 years for us to get to it.

We are in the middle of something amazing, whether you realize it or not.  Brands, small, medium and large, are the publishers of today and tomorrow.

Long live content marketing.

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