Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including his latest book Epic Content Marketing (McGraw-Hill). Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

By joepulizzi published February 2, 2015

You Are Publishing Too Much (and Failing)

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“The essence of strategy is choosing what not to do.” – Michael Porter

More than anything else, this quote has been in my mind lately. I think all of us content marketers need to be mindful of this.Continue Reading

By joepulizzi published January 31, 2015

This Week in Content Marketing: The Battle for Super Bowl Halftime Attention Is On

 Episode63-01PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss YouTube’s Super Bowl halftime play, why it represents a defensive maneuver by Google, and what the implications are for brands. In addition, we take a closer look at an excellent new primer on native advertising, and explore whether or not LinkedIn’s plans to launch corporate communication tools make sense for enterprises. Our rants and raves this week center on a comparison of CMS and ad management systems and Jon Favreau’s insights into storytelling and content marketing. We wrap up with a #ThisOldMarketing example of the week from Jaeger’s clothing.Continue Reading

By joepulizzi published January 28, 2015

B2B Small-Business Marketers: Increased Focus on Leads and Conversion [New Research]

2015_B2B_SmallBiz_Cover Since October, we’ve been sharing the results of our annual content marketing research, and today we focus on B2B small-business marketers (10-99 employees) based in North America.

B2B Small Business Content Marketing: 2015 Benchmarks, Budgets, and Trends – North America, sponsored by Rainmaker Platform by Copyblogger Media, shows how small-business marketers have changed their content marketing practices over the last year. It also contains new insights based on questions added to the survey this year.Continue Reading

By joepulizzi published January 24, 2015

This Week in Content Marketing: Why is Marketing Still Subservient to Sales?

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I discuss why an innovative hybrid ad that integrates existing content from The New York Times with Google Maps isn’t really native advertising. Next, we explore the evolving roles of marketing and sales and debate what it’s going to take to bring them closer together. We also ponder what’s behind the decision to end consumer sales of Google Glass, and talk about Facebook’s launch of Work, a collaboration tool for enterprises (which we’ve dubbed “FaceWork”). Rants and raves include Newcastle’s crowdsourced Super Bowl ad and an opinion piece that clears up the confusion surrounding the term “native advertising.” This week’s #ThisOldMarketing example: WestJet’s inspiring Above & Beyond website.Continue Reading

By joepulizzi published January 17, 2015

This Week in Content Marketing: The YouTube Killer Is Not Facebook, It’s Twitter

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I debate whether B2B content marketing is a failure, and discuss why the FTC may enact regulations regarding native advertising. We also discuss the exploding landscape of marketing technology solutions and why Twitter’s planned expansion into video is going to be huge. Rants and raves include a super smart post about measurement from Medium’s Ev Williams and the evocative new “signs” campaign from McDonald’s. We wrap up the show with a #ThisOldMarketing example: Merck Manuals.Continue Reading

By joepulizzi published January 12, 2015

The Evolution of Content Marketing Will Include Intelligent Content

CMI_Evolution_0112_Pulizzi-01It was early February 2014. I was super proud of myself because I had just finished the entire agenda for Content Marketing World 2014, still seven months out.

As I sat back, looking at the organized Post-It® notes that became the final speaker lineup, I started to count the number of content marketing projects and case studies that actually positioned content as an asset for the company. How many of these projects could scale? How many of these content projects could be easily reused by other divisions or departments? How many could be repurposed without major human intervention? How many could even be found after the campaign was over? Sadly, there weren’t many.Continue Reading

By joepulizzi published January 10, 2015

This Week in Content Marketing: Is the Social Media Phase Over?

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I discuss and dissect nine marketing and advertising trends reported by The Wall Street Journal (WSJ), and why Fred Wilson believes the innovation in social media is dead. In addition, we discuss subscriber burn on YouTube, Forbes magazine’s decision to sell a second cover to AT&T, and what authenticity really means. Rants and raves include the clever #MAYHEMSALE from Allstate and an inside look at Marriott’s innovative content marketing strategy. We wrap up the show with a #ThisOldMarketing example from Johnson & Johnson.Continue Reading

By joepulizzi published January 3, 2015

This Week in Content Marketing: Content Marketing Predictions for 2015

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I look into our crystal balls to foretell the future of content marketing in 2015. Our prognostications include some non-traditional channels, an all-hands approach to content marketing, and demonstrating its value to C-level executives. In addition, we discuss why the decade-old medium of podcasting is finally taking off and the controversy surrounding Facebook’s automated “Year in Review” feature. Rants and raves include an IKEA holiday commercial and controversial Christmas tweets from Neil deGrasse Tyson. We wrap up the show with a #ThisOldMarketing example from Tealium’s clever book series.Continue Reading

By joepulizzi published December 27, 2014

This Week in Content Marketing: Here’s What Verizon Should Have Done with SugarString

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s holiday episode, Robert and I talk about the difference between a media company and a technology company. We then discuss the problems Google is facing and what Verizon should have done with SugarString instead of killing this publishing platform. Robert and I are all raves this episode with kudos to George Clooney and some excellent storytelling from John Lewis and Coca-Cola. We wrap up the show with a #ThisOldMarketing example from Car Talk.Continue Reading

By joepulizzi published December 20, 2014

This Week in Content Marketing: The Key to Stop Native Advertising? Embrace It

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I discuss what Facebook’s latest changes to its news feed mean to marketers and reflect on the heaps of money being invested in marketing technology today. We also discuss a thought-provoking article about the future of native advertising and ponder the results of new research that suggests that most B2B content is barely above par. Rants and raves include the media’s handling of the Sony scandal and problematic speaker submissions for Content Marketing World. We wrap up the show with a #ThisOldMarketing example from HubSpot’s purchase of Agency Post.Continue Reading