Stories By Joe Pulizzi
Custom Media vs. Content Marketing
An informal survey of colleagues in the media/marketing industries shows the term "content marketing" growing in use. We'll keep checking back to see if the trend continues.
Custom Publishing: A Long Way to Go
Consumers are smarter than ever, and are only going to consume valuable content. It's an evolution for custom publishing, but we need to get beyond the negativity.
Bringing Sexy Back: The Eight Steps to Content Marketing Bliss
Knowing your customers’ wants and needs gives you the opportunity to create not only a sexy marketing campaign, but one that actually changes behavior. Use these 8 proactive steps to make value-based content marketing a reality for your organization.
Custom Publishing: Second-Rate Content?
Many publishers are dismissing the importance and impact of content marketing. Today's publishers need to offer custom publishing marketing services for their customers -- or face watching this large revenue stream go elsewhere.
Content: The Future of B2B Marketing
Marketers of small, medium and large corporations are the content providers of the future. Make content your focus as you plan your next B2B marketing strategy.
Can Marketers Launch Vertical Search?
As a marketer, creating a vertical search community or forum can be a dicey activity at best. Here are some considerations for marketers and publishers to keep in mind.
American Eagle's Try at Entertainment Marketing
American Eagle's entertainment marketing venture, a comedy series, is on the right track. Good content, targeted to a certain audience, is today's brand driver.
Is Your Company Communicating Just to Sell?
Focusing all communications around a sell can be detrimental to the long-term relationship you're trying to create with customers. Consider how you can expand your communication strategy.
Spend More on Internal Marketing
Interaction with employees is a key relationship for your customers. So, it's essential that employees have a firm grasp of your company's brand and mission. A CMO's success depends on having employees involved in the marketing mix.
Publishers Believe in Custom Publishing
Publishers have accepted custom publishing as one of the best ways to grow revenues over the next several years. Successful ones will get on board -- before it's too late.
Content Marketing Manifesto
In his "Content Marketing Manifesto," Larry Chase offers an excellent overview of the benefits of creating and marketing valuable content effectively. Be patient and build relationships for the long-term.
Marketers vs. Publishers - A Disconnect?
At some point marketers and publishers need to come together, simply to get on the same page and work with each other to focus on producing valuable content.