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 August 10, 2007

Want Customer Loyalty? Create Customer Wins with Content

The August 13th BusinessWeek article from Jack & Suzy Welch is truly eye-opening from a marketing perspective (link to article provided here, but requires BusinessWeek subscription). Welch discusses how customer loyalty has changed from a one-way (competitive price, excellent product quality, easy access, great service, etc). to a two-way partnership. Welch states:

“With the two-way-street approach to loyalty, you and your customers don’t have a deal as much as you have mutual dedication. Because you, the seller, are not delivering on just price, quality, and service. You are demonstrating intense loyalty by giving him a comprehensive, inimitable way to win. Better productivity. Faster throughput. Lower inventory.
More innovative products. You are delivering something—anything—that makes you indispensable to your customer’s success. Then, and only then, will you get complete loyalty in return.”

This is important because it displays how much buyer behavior has changed in the past few years. The 4 P’s of marketing (product, price, promotion, place) are not enough anymore to create, develop and maintain long-term buyer relationships. Most organizations understand the “Better productivity. Faster throughput. Lower inventory. More innovative products.” that Welch discusses. Many organizations DO NOT get the “indispensable” part.

Take a read at this part again:

You are delivering something—anything—that makes you indispensable to your customer’s success.”

Okay, let’s say you buy into this. How do you become indispensable to your customers? How do you become true partners with them over a long period of time?

The goal is not for you to sell something. The goal is to help your customers, in any way possible, TO WIN! In order to help them win, you (as the marketer) must deliver ongoing content to them that gives them the tools TO win. You must deliver content in many different ways, to wherever your customers are, in whatever form they will digest it in.

Content, you say? This is not better sales material, better copy writing on your web site, or better direct mail collateral.  This is a deep understanding of the challenges your customer is facing, and then delivering information that helps them overcome these challenges. This means investing in industry and buyer research, much like the Cisco’s and Intel’s of the world spend billions on research and development. This means hiring the best researchers and journalists in your industry to create content that enables true customer “wins”. This is bigger than marketing.

If, as a marketing organization, you can put the customer “win” scenario in the middle of your marketing plan, you’ll see the difference it can make. From this perspective, much of the “silly” sales messages on your website become obsolete. You’ll want to replace those message with content in the form of articles, white papers, eBooks, video, in-person events, etc. that give your customers and prospects the tools they need to win.

If that doesn’t create loyalty, nothing will.

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By joepulizzi published July 12, 2007

7 Ways “New School” Marketing Beats “Old School”

This topic has been on my mind lately. It can really be summed up in the “old school” vs “new school” debate. I know it’s not that simple, but bear with me.

The No. 1 question my team has received as we prepare to launch Junta42 is about marketing. How are you going to market? What kind of space are you going to buy? Investing in a sales force? What’s the marketing plan? And so on and so forth.Continue Reading

By joepulizzi published May 31, 2007

Content Distribution Only Business Left in Publishing?

I thoroughly enjoyed Scott Karp’s recent post on his Publishing 2.0 blog…so much that I’m sharing it with you.

This is really directed at publishing professionals and those who deliver content for revenue, but it’s important to marketers in this respect: If the traditional publishing model is broken and publishers can’t make money with their brand (and content), what opportunities present themselves for corporations and associations? Scott’s belief is that the only true business model around on the web is that of distribution (Google, Digg, etc.)

Lots of ideas come into my head, but here is the key…advances in technology have evened the playing field between traditional publishers and the future publishers (corporations) around the globe.

Custom publishing can no longer afford to be second-rate content (or perceived as such).  The time for marketers (and responsibility) is now!

By joepulizzi published May 30, 2007

Callaway Golf TV Hits the Mark

Just checked out Callaway Golf TV, which launched about a month ago. Now this is a content marketing site that works.

I golf at least once a week and, although I’m not as avid a player as some of my friends, we talk the same game: Which clubs work for when, what’s in the bag?, did you see Tiger?, etc. Callaway hits the mark and answers many of these questions by using video straight from the pros. It’s essentially customer testimonials on steriods.Continue Reading

By joepulizzi published May 29, 2007

Digital Magazines: Worth a Look? – An Interview

I had the pleasure of interviewing Marcus Grimm, marketing executive for NXTbook Media. NXTbook is a digital media solutions company that I came to know through Penton with the use of digital magazines. There are a few interesting applications for both marketers and publishers to seriously consider. Take a look below at his view of the digital publishing landscape.Continue Reading

By joepulizzi published May 25, 2007

Is Everything Becoming Custom?

A good friend of mine passed me this article by Ari Rosenberg for Online Publishing Insider on the big changes in media today. Ari’s premise is that if you are in media, you want to live in Bigdealville.

Ari’s point is dead on…in order to live in Bigdealville (get the big media programs), you HAVE to think custom. Banner ads just won’t cut it if the advertiser wants to engage the user…that is why custom integration is so key to any online program.Continue Reading

By joepulizzi published May 23, 2007

Does Cisco’s Content Microsite Miss the Mark?

Cisco Systems recently launched a microsite around the human network concept. I spent a good chunk of time tooling around the site.  All in all, very professional and easy to navigate. I think I get the gist…humans all over the globe are intertwined, and much of the communication (and real living) that happens is because of Cisco’s products silently working in the background.Continue Reading

By joepulizzi published May 21, 2007

Custom Media vs. Content Marketing

I conducted an informal survey of approximately 50 of my colleagues in the industry regarding content marketing.  About 35 percent were marketers and association professionals, with the remaining 65 percent being media or publishing professionals.Continue Reading

By joepulizzi published May 17, 2007

Custom Publishing: A Long Way to Go

I was reading Andrew Keen’s blog on ZDnet today. The post is right on the mark when it comes to Google’s foray into custom publishing, but check out the negative nature of his post…”custom publishing racket”…”fake independent content.”

Boy, does this industry have a long way to go.  I thought we were past the point of the “vanity” publication where the CEO wants a print magazine for his/her company just to get the cover shot.Continue Reading

By joepulizzi published May 15, 2007

Bringing Sexy Back: The Eight Steps to Content Marketing Bliss

A few days ago, I discussed the growing importance of corporate content and the opportunities available to organizations that place content at the center of their marketing strategy.

This post focuses on the tangible, proactive steps you as a marketing leader need to take to make value-based content marketing a reality in your organization.Continue Reading