Joe Pulizzi’s Greatest Content Marketing Hits

January 29, 2016

If you call yourself a content marketer, Joe Pulizzi is the reason why. He started using the term way back in 2001, and in 2009 founded Content Marketing Institute to provide much-needed standards, best practices, and education for it.

Joe practices what he preaches. Content Marketing Institute started with content before it had a product. Joe built an audience with stellar content, turned them into subscribers, then offered services designed to meet their needs.

Today, Content Marketing Institute is a multi-million dollar business. The Institute hosts Content Marketing World, the largest content marketing conference in the world with over 3,500 visitors last year alone. As the business continues to grow, Joe remains passionate about quality content backed by a defined strategy.

That’s why we’re celebrating Joe Pulizzi Week on the LinkedIn Marketing Solutions blog. We started with an interview about Joe’s new book, Content Inc., then reviewed the book for good measure. Now, let’s take a closer look at some of our favorite quotes, articles, and more that Joe put out this year.

Without further ado, Joe Pulizzi’s Greatest Hits of 2015:

1. Content Marketing Defined [Quote]

Okay, so this is cheating a little. Joe developed this definition way back in 2009, but he keeps reinforcing and refining it a little every year. Here’s the 2015 edition:

“Content marketing is a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action by changing or enhancing consumer behavior.”

2. The Value of Content Marketing [Quote]

We often talk about the value of content marketing for marketers, businesses, and for the bottom line. But for Joe, it goes deeper than that:

“I don’t like the idea that marketers only sell and don’t make positive change happen. That’s why I love content marketing. You can increase the bottom line while, at the same time, help your customers live better lives or get better jobs. Content marketing is the only kind of marketing that provides ongoing value, whether you purchase the product or not.” [Source]

3. The Importance of Subscribers [Quote]

Content, Inc. is all about building a business by building an audience. Subscription is the key to making sure your audience will stick around—well, let’s just let Joe say it:

“…your sole focus should be on one simple metric: the subscriber. When you go to sleep at night, you should be thinking of attracting subscribers. When you wake up in the morning, you should have subscribers etched into your brain. The Content Inc. model only works if you can build a loyal audience of subscribers over time. Period.” [Source]

4. Content, Inc. [Book]

How do you follow up the smash hit Epic Content Marketing? If you’re Joe Pulizzi, you use the experience of creating The Content Marketing Institute to draw up a new blueprint for business success. Content, Inc. draws heavily upon Joe’s own successes, but expands on the concept with examples from other companies that built a business using a content-first approach. Content, Inc. details a new business model that focuses on giving your audience what they need, rather than telling them what they need.

5. Two Words Sum up Content Marketing World [Article]

Joe’s passion and knowledge are both on display in this article. It’s heartfelt, inspiring, and encourages readers to take action to make positive change in the industry. As a bonus, it also includes a roundup of some of the top presentations at Content Marketing World 2015.

6. Can We Please Stop Using Branded Content? [Article]

In order to continually improve the practice of content marketing, it’s good to assert what content marketing is not. Joe passionately argues for an important distinction between branded content and Content Marketing in this article.

7. The Best Joe Pulizzi Interview You’ll Read All Year [Interview]

Joe did a ton of interviews this year. We picked this one not because of the presumptuous title, but because it’s a transcript of an audio interview (which is linked at the top of the page). With the more informal setting, you get a healthy dose of Joe’s personality and personal history along with the stellar marketing advice.

8. PNR with This Old Marketing Podcast

Each week, Joe and Robert Rose discuss the latest marketing trends, news, and emerging issues. It’s like sitting down for a regular chat with your ideal marketing mentors.

9. Content Marketing 2016 North American Benchmarks [eBooks]

The Content Marketing Institute and MarketingProfs join forces each year to produce a report that’s become an industry standard. The B2B and B2C reports are an invaluable resource for assessing the current state of content marketing, and forging a path to a better future.

10. Content Marketing Is… [Quote]

And finally, we’ll leave you with this quote from Joe’s first book, Epic Content Marketing. Granted, it’s not from 2015, but it might as well be:

“Content marketing is not a campaign – it’s an approach, a philosophy, and a business strategy.”

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