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 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.

By joepulizzi published January 19, 2010

Does Branded Integration Really Work?

Thanks to Randall Beard, EVP and General Manager – Nielsen, for sharing this week’s guest post…

Instead of using your own content marketing to surround and reinforce your brand, what if you put someone else’s TV program content around it instead?  Branded

Integrations, done right, use TV program content to drive your brand.  The problem, though, is that most Branded Integrations come about by happenstance and not by use of proven tools and techniques.  Here’s how to successfully use Branded Integrations as part of your Content Marketing portfolio.

Continue Reading

By joepulizzi published January 7, 2010

How Long Should You Spend on Twitter Each Day?

Every speech I give to marketing professionals, I get asked one of two possible questions:

  1. How long do you spend on Twitter each day?, or
  2. How long should I spend using Twitter each day?

Bar none, this is the best response to using Twitter that I have heard – from Guy Kawasaki:

Question: How long do you spend on Twitter every day?

Answer: Asking me this is like asking Tiger Woods how much he plays golf. “It’s what I do.” If I’m on the computer, I’m on Twitter, and I’m on a computer eight hours per day.

After reading this from Guy, I realized he’s exactly right.  When I’m on the computer (which is most of the day), or using my iPhone (when I’m not using the computer), I’m on Twitter.

Twitter, as well as other social media, just becomes part of what you do as a marketing professional.  We have no choice anymore.  It just is.

And you know what…that’s okay by me.

By joepulizzi published December 22, 2009

100 Social Media & Content Marketing Predictions – The eBook


Thanks to our good friends at Zmags, we now have a 75-page eBook covering over 100 social media and content marketing predictions for 2010 from the most influential marketers in the world. You can view it here without signup!

Last week we released the 100 content marketing predictions for 2010, easily our most popular post of the year.

By joepulizzi published December 16, 2009

Marketing Shoelaces

No one seems exactly sure when, but shoelaces became popular sometime in the 20th century to better tighten shoes, replacing buckles and buttons (which were slow and cumbersome).

Shoelaces are odd to me.  The technology exists today that we can manufacture any type of shoe, dress, casual or sport, without the need for shoelaces.  There is no need to tighten shoes, because the shoe itself can loosen or tighten, depending upon the need.  Take a shoe like this I just purchased from Sketchers.  I could wear this shoe for literally any situation. And no shoelaces.Continue Reading

By joepulizzi published December 14, 2009

100 Social Media & Content Marketing Predictions for 2010

2010 Content Marketing PredictionsSome things amaze me, like this year’s social media and content marketing predictions list.  What does one sent email and two tweets equal?  Over 100 predictions from 60+ of the best and the brightest in marketing, content marketing, custom publishing and social media.  No kidding!  Just check out this list below.

…and just to be fair, we have listed the predictions by order of submission.  Congrats to Seth Godin for being Quick Draw McGraw.  For those of you who want to add your two cents, please do so in the comments.

Here are some of the key trends I found while reading through our expert predictions:Continue Reading

By joepulizzi published December 3, 2009

Why Print isn’t going anywhere for a long, long time…

We’ll be here someday with electronic, but this makes the case for why print is still an essential tool for most of us.  Enjoy!



By joepulizzi published November 30, 2009

Crowdsourcing Content Marketing – Oxymoron or Killer App?

Thanks to Rick Liebling, a long-time Junta42 supporter, for this provocative guest post.  Connect with Rick @eyecube.

While those of us who are believers in Content Marketing have been diligently spreading the word, proponents of crowdsourcing have been screaming from the rooftops with all the subtlety of a tent show revival about the buzzword of 2010. But is crowdsourcing really all its cracked up to be? Can brands really harness it to their benefit? As a marketer your resources, both human and financial, are limited, so where should you be looking to shift your time and money?

It’s important to understand what Content Marketing and Crowdsourcing are, what they can (and can’t do) and how they can be used (and misused). I think the biggest area of, if not confusion then perhaps misunderstanding, is with crowdsourcing.  Right now a lot of brands are using crowdsourcing like a cudgel instead of a scalpel. They are trying to grab as many consumers as possible, throw a challenge, any challenge, at them and see if they can catch lightning in a bottle.

Is that how you would crowdsource open-heart surgery? What about automotive engine repair? Of course not. You’d try to gather a large selection of pre-qualified people for the specific task at hand. So, if you are a brand marketer and you want to produce effective, relevant content marketing, and you want to do so via crowdsourcing, you have to look at this from a different perspective.

You need to be more strategic and a little more thoughtful. Whether your product is a mass product or has a very specific target, you can identify a niche consumer. Sure, everybody loves your fizzy beverage, but maybe you want to target college students. Why open your crowdsourcing contest to everyone then? Why not target college kids and more importantly, make the content relevant to college kids. How about crowdsourcing live music reviews from college campuses all around the country. This would engage your target consumer with relevant content and eliminate submissions from sources you don’t want and aren’t targeted.

The real power of crowdsourcing is in focusing on a group of experts, not a group of generalists. If you’re a brand marketer who is a believer in content marketing but hears the siren call of crowdsourcing, go for it, but be smart.