On the Brand Storytelling podcast this week, Joe Pulizzi, the founder of the Content Marketing Institute joins the show to talk about the build up to another year, predictions for the industry in 2017 and what we can expect at Content Marketing World 2017.
His keynote at the forum reflected the industry moving into the future and the keyword, Commitment. Brands need to take a fully-committed approach to their content and audiences. Mediocre content will hurt your brand more than it helps.
The message is: It's all about commitment, there is no half way, you're either in or you're out.
Preview of the episode with Joe.....
Rakhal Ebeli: What would you say are the big themes that are coming through? Speaking of your podcast, you guys have seen incredible success but you still approach with humility and you do look to try and improve what's going on within your own space. You don't just say, "This is great, it's great. Let's set it and forget it." Robert Rose has a really interesting title for his session. Content marketing is broken, this is how we fix it and this is it how can affect your business. What's Robert's take on things, do you think, coming out of this event?
Joe Pulizzi: We're on our 154th podcast or something like that together and we've been fast friends for the last decade. We think a lot about these issues. The quote that Robert has that I think is really key is he said, "You actually don't want to create more content. No enterprise actually sets out to create more content. You actually want to create the minimal amount of content with the maximum amount of results." Think about that; we actually don't want more. In the research, we see that actually most companies are creating more content.
I think that if you are a smart market toddy you should really take a look at your content creation and distribution. I think if you're smart about it you're probably should maybe be doing less, or more of the right stuff. It's not less, it's more of the right stuff where I'm going to say, "I'm not going to do that blog anymore. I'm going to continue to do this e-newsletter. I'm not doing this in social anymore, I'm going to do this print magazine or this event."
The average company uses 13 to 16 different tactics for their content, webinars, eBooks, e-newsletters, social, whatever. I think that's too many. I don't think you can be great at 13 to 16. What can you be great at? Three to five, maybe, you can be great. I think we really have to start making decisions. That's strategy. Strategy is saying no to things.
Start saying no to doing some things and say, "No, we can't be great at this. We can be the best in the world at this over here." I think that's, when Robert's talking about that, it's about that same commitment idea. You really have to start saying no to a lot of things because this takes commitment, it takes times to do it right, and, if you're serious about it, let's start making some decisions to say no to a whole heck of a lot of other things that you're doing.