Director of Marketing Content at GRIN
The Value of Content Marketing
In this episode:
Author of Content Inc., Killing Marketing and Epic Content Marketing
Joe Pulizzi is the Amazon bestselling author of Content Inc., Killing Marketing and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. His novel, The Will to Die, was awarded "Best Suspense Book" of 2020 by the National Indie Excellence Awards. Joe's latest version of Content Inc. will be released May 2021.
He has founded four companies, including digital content news site The Tilt as well as Content Marketing Institute. In 2014, he received the "Lifetime Achievement Award" by the Content Council. His podcast series, This Old Marketing with Robert Rose, has millions of downloads across more than 150 countries. His foundation, The Orange Effect, delivers speech therapy and technology services to children in over 35 states.
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Full episode details
Why some marketers succeed & others fail
“There’s no such thing as a content marketing campaign. If you say content marketing campaign to me, I’m going to think you’re coming from the advertising side. And you’re doing content marketing as a tactic, not as a strategy. Content marketing is a marathon, it’s not a sprint, that delivers this indispensable, remarkable content to a niche audience over time.” – Joe Pulizzi
Many brands adopt content marketing without a full understanding of how it works and what it entails. It’s often up to the content marketer to demonstrate how this approach can enhance a brand’s value over time.
Doing content marketing well requires hard work and vision. Top marketers understand that to be effective, their content must be undeniably relevant to a particular group of people and remain so for months and years. When this happens, that brand doesn’t just enjoy more fans, it also enjoys powerful word-of-mouth and sustainable revenue growth.
“But long-term what we wanna say is, who is the subscriber? Who is the audience we’re trying to reach? And how have they changed their behavior?”
The value of content marketing
Breakdown of the GRIN Gets Real Podcast Episode 27
Joe Pulizzi doesn’t just talk about how content marketing should work, he shares countless examples from his own career in marketing and publishing, as well as active industry trends among companies leveraging content creation teams to grow their brand.
But a critical distinction that Joe makes between content and content marketing is that one isn’t necessarily effective (producing content because everyone else is doing it), while the other – content marketing – is specific and intentional.
Furthermore, Joe advises listeners that content marketing works both ways – external (clients/target audience) and internal (workplace). When your coworkers understand the value of what you do, they can use your content to improve their own performance.
“You have to pave the way for your success, and you have to communicate your way there. Your second-most important audience is your customers. The first most-important audience is your employees.”
In addition to the talking points described above, this week’s podcast covers:
- What content marketing is and isn’t.
- Content marketing ROI.
- Selling content marketing to your boss.
- Ways to create and promote content.
- What the next few years of content marketing will look like.
Quotes from This Episode
“Go to most corporate YouTube pages – they’ll upload two videos this week, then nothing, then there were three videos, then there’s nothing for a month – that’s generally how most organizations are with their content creation and distribution. You have to make sure it’s just like a heartbeat.”
“The reason why most content marketing programs are killed inside an enterprise is not for lack of success, it’s because the person holding the budget strings doesn’t understand what you’re doing… Make sure they know why you’re doing it.”
“You build your team as you can. If you focus on just one platform first, it makes it a lot easier. You need to start small and grow organically from there.”
“The two biggest challenges in content marketing – you have to differentiate from the start. Do you have that content tilt? The second thing is, you generally have a lack of rhythm, consistency, frequency.”
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