Joe Pulizzi
Joe Pulizzi's new book, Managing Content Marketing: The Real-World Guide to Creating Passionate Subscribers, is now available. Joe is founder of the Content Marketing Institute, which includes Chief Content Officer magazine and Content Marketing World, the largest content marketing event in the world, held September 4-6, 2012. Joe can be reached @juntajoe on Twitter.
Articles by Joe Pulizzi
In the most recent Content Marketing Institute/MarketingProfs study, "B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends-North America," 93% of B2B marketers are using content marketing in some way, shape, or form. A staggering 73% of those marketers are creating more content than the previous 12-month period. But let's be honest ... many of these companies aren't really doing content marketing.
Editorial/Commentary -
Posted Dec 11, 2013
Don't get me wrong: Content marketing can be extremely complex. But in my opinion, there should be no doubt that marketers themselves are to blame for most of the problems they encounter.Here are five issues that I've noticed have been bubbling to the top recently - and a few solutions that can keep them from hindering your ability to create epic content.
Column/The Content Marketing Revolution -
Posted Aug 22, 2013
The Content Marketing Institute (CMI) has released benchmark research projects in North America, Australia, and the United Kingdom. One overwhelming consistency across all the marketers we've surveyed relates to content marketing effectiveness. Across the board, only 33% of marketers deem their efforts as effective. Now, if that was a batting average, we'd be all-stars, but...
Column/The Content Marketing Revolution -
Posted May 31, 2013
Right now, the content marketing industry, well over 100 years old, is going through as much change as we have ever seen. The biggest reason for this, outside of the fragmentation of media, is that the barriers to entry have been obliterated. There were three major barriers that used to exist as a gate to corporate publishing. Though they are no longer a concern today, I did discuss them in detail in Get Content Get Customers (published in 2008).
Column/The Content Marketing Revolution -
Posted Jan 31, 2013
Content marketing has had quite a run. After an interesting battle with terms such as branded content, custom media, brand journalism, and custom publishing, Google searches tell us that content marketing is now the de facto term for nonmedia companies creating relevant content to attract and retain customers.
Editorial/Commentary -
December 2012 Issue,
Posted Dec 10, 2012
At almost every event I've attended over the past few months, content marketing sessions are standing-room only. Marketing professionals are hungry for any way that they can continue their content marketing journey and attract and retain customers with compelling content. To help, I've dissected my last few presentations and put together seven critical strategies that I believe all marketers need to consider as they head into next year.
Column/The Content Marketing Revolution -
Posted Nov 29, 2012
The content marketing industry is moving faster than I ever anticipated. Back in the early 2000s, the major goal was only to get senior marketing professionals to start thinking about and integrating the importance of storytelling into their overall marketing programs. Today, we see content marketing at the center of everything we do in marketing.
Column/The Content Marketing Revolution -
Posted Aug 30, 2012
Why are we leveraging that particular channel? Why are we developing the content in the first place? What are the informational pain points of our customers? How will helping customers with these challenges help our business (do we have a higher purpose)? What are reasonable expectations? What behaviors are we wishing to maintain or change? What metrics can we assign to those behaviors?Successful content marketing programs focus on creating a thoughtful strategy that answers these exact questions.
Column/The Content Marketing Revolution -
Posted May 31, 2012
According to a recent study from the Content Marketing Institute and MarketingProfs, although 90% of all companies employ some form of content marketing, the majority are still struggling with creating content that truly engages their customers and delivers results for the company. So, what separates the good from the great when it comes to content marketing? Well, that's not an easy question to answer. That said, through all the research (both quantitative and qualitative), there are six differences that are separating the Have's from the Have Not's.
Column/The Content Marketing Revolution -
Posted Mar 29, 2012
Coca-Cola and Google are both making big commitments to content marketing, and are marking a new era in the way global brands advertise.
Column/The Content Marketing Revolution -
Posted Jan 24, 2012
Whether you are an experienced digital publishing machine or a novice brand looking for the benefits of content marketing, you most likely need the help of freelance writers to help tell your story. You may find that you need help developing ongoing content - or that you need additional content producers to keep up with the velocity.
Column/The Content Marketing Revolution -
Posted Nov 15, 2011