Content Marketing Rockstars: Joe Pulizzi from Content Marketing Institute
In this edition of Content Marketing Rockstars, we have the honour of featuring Joe Pulizzi from the Content Marketing Institute. He has been considered by many as the Godfather of Content Marketing, and he knew of its importance before it even became a mainstream term. Joe has also authored several books, including Epic Content Marketing – The book that inspired me to start That Content Guy!
Why Content Marketing?
Joe: There are a lot of reasons, all depending on the goals of the organization. Do you want more leads, better yielding customers, customers that stay longer? Content marketing is just one type of marketing, but yes, it’s my favorite. I believe that the function of marketing itself should be a profit center. The only way to do this is to build loyal and trusted audiences that can be monetized in multiple ways. That only way to build loyal audiences is to provide amazingly valuable content experiences.
Content marketing builds an asset for the company, while most of marketing is thought of as an expense.
How did you get started with Content Marketing?
Joe: I started in business-to-business publishing, but instead of selling trade show booths or selling ads, my job was to sell and create custom magazines, newsletters and websites for big B2B brands. It was through this that I learned you could actually grow your company by delivering consistently valuable information instead of just promoting your products and services. I fell in love with this idea, the thought that a company could deliver value instead of just taking all the time.
Content Marketing requires lots of inspiration, how do you stay inspired?
Joe: Most organizations really don’t do content marketing and those that do aren’t very successful (they are doing it wrong). That’s the only inspiration I need. We have such a long way to go to teach people how to do content marketing properly.
We have such a long way to go to teach people how to do content marketing properly.
What are some valuable insights you would give to businesses or organizations that are starting up or have been struggling with content marketing?
Joe: Do one thing really well. Focus on a content area that you can actually be the leading expert in the world. Don’t publish everywhere with it, do the best podcast or blog or video series to just one audience. From there, focus on building opt-in email subscribers. Deliver consistently and be patient.
What do you think is the future of Content Marketing?
Joe: The most innovative companies in the world will have a robust content marketing strategy, those that are left behind won’t. That and most media company acquisitions will come from product brands over the next 10 years.
Besides Content Marketing, what are you passionate about?
Joe: My wife and kids. Our foundation – Orange Effect Foundation – where we help children and family find the resources for speech therapy and the tech to communicate more effectively. I also love helping entrepreneurs.
Give us an elevator pitch of your Business?
Joe: If you believe that marketing should serve a higher, more important purpose in the organization and you don’t know how. Content Marketing Institute offers the education and training so you can create an asset from your marketing and become a marketing superstar 😉