He’s known as the Godfather of Content Marketing. Joe Pulizzi of the Content Marketing Institute shares why brands must be good storytellers and why most content marketing strategies fail. Plus, how you can start your strategy today.
Joe Pulizzi is the founder of Content Marketing Institute, the leading education and training organisation for content marketing. The CMI holds the largest in-person content marketing event in the world - Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s third book, "Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less" was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. You can find Joe on Twitter @JoePulizzi. If you ever see Joe in person, he’ll be wearing orange.
Mentioned In This Episode
Not many Australian marketers actually consider their companies effective at content marketing (just 29% this year and 33% last year). However, the data also shows that marketers with a documented content marketing strategy fare better in this area: Up to 44% of those who have a documented strategy say they are effectively rolling it out.
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What You’ll Learn
What jobs are available for journalists today.
Why content marketing is no longer an experiment.
Which types of strategic formats you should use for your content marketing.
What Marriott is doing for the travel and publishing industry.
To think beyond a campaign mentality.
Upcoming trends for 2015-2016.
Why most content marketing strategies fail.
Why you must have a mobile-friendly and responsive design for your Website.
Don’t target everyone: focus on a core audience. Have a clear direction and targeted information to share.
Find a niche where you can be an expert and share high-quality information for that marketplace.
Print magazines are making a comeback.
Use storytelling in your print campaigns coupled with in-person events.
There are many ways to tell stories.
Focus on one audience: get executives together, launch a program for six months, commit to it, and deliver with consistency, take it seriously, and be deliberate with your distribution.
Average time to monetisation 15-17 months.
The two critical success factors are: having a strategic plan and being consistent with content creation and distribution.
Big brands may have success buying a media brand to accelerate the content marketing.
Most traffic will be viewed on mobile devices in the very near future. So understand the importance of mobile marketing.
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Content Marketing Institute