Wisdom from the Godfather of Content Marketing: An Interview with Joe Pulizzi
By Heike Young
If you’re a content marketer, you know Joe Pulizzi. He started using the term “content marketing” back in 2011. He founded the Content Marketing Institute, the leading education and training organization for content marketing, and the world’s largest content marketing event: Content Marketing World.
In the latest episode of the Marketing Cloudcast, the marketing podcast from Salesforce, we interviewed Joe on his latest content marketing pet peeves, career advice for aspiring content marketers, and useful tips for content creators and strategists.
Get a sneak peek here, and then subscribe on iTunes:
If you listen to the full podcast episode, here’s a glimpse at the wisdom you’ll hear from Joe, a true driving force of content marketing:
- “Content marketing is the one approach or trend that B2B has actually led.” About 90% of all B2B companies use content marketing vs 75% of B2C.
- “If you’re not writing down your strategy, it doesn’t exist.” 68% of B2B content marketers don’t have a documented content strategy.
- “We’re really early in the maturity cycle for content marketing. A lot of companies create lots of content in lots of different channels and look at a lot of vanity metrics and they have no idea what’s actually changing behaviors or how they’re tying back to business goals.” Joe explains why many content marketers are struggling to see business goals, and how it all starts with knowing your goals.
- “Ask the why for your organization. There’s only three reasons we do content marketing: Is it going to drive sales? Is it going to save costs? Is it going to create happier customers?” The average enterprise communicates with their audience in about 13 different ways.
- Joe’s #1 book recommendation for marketers
Get Joe Pulizzi’s episode of the Marketing Cloudcast now on iTunes! Tweet @youngheike with marketing questions or topics you’d like to see covered next on the Marketing Cloudcast.
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