It is reported that the phrase “content marketing” was used as early as 1996, when John F. Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors.
By 2014, Forbes Magazine’s website had written about the top 7 content marketing trends. The report references the B2B content marketing research (written by Joe Pulizzi) which points out that by 2013 use of content marketing had jumped from 60% a year or so before, to a whooping 93%.
When we wanted to delve deeper into the topic, it seemed apt to talk the leading global authority on the subject. So we were delighted when Joe joined us on the EchoJunction podcast.
In this podcast we gain valuable insight into;
- Joe’s career in publishing and how he formed the Content Marketing Institute
- What is the definition of content marketing
- How content marketing differs from brand journalism
- Why traditional media isn’t struggling but the business model which supports it is
- Why both media buyers and publishers alike are weaned on an advertising only model
- The massive growth in the number of ways consumers can now access information as media fragments
- How early stage businesses use less advertising versus building their own owned media
- The intersection of content marketing and social media
- How social media companies ultimately control access to the audience and have become an intermediary in terms of a media model
- Whether it makes sense to publish on LinkedIn, Medium, YouTube etc as part of a holistic content marketing strategy
- The importance of using social media distribution to drive longer term owned subscribers
- What led Joe to writing his fourth book Content Inc.
- How venture capitalists respond to the business model of building an audience first then developing a product
- Why building an audience first which confirms a need or pain point actually derisks a business
- The six distinct stages which define the Content Inc approach
- Why Joe doesn’t believe content shock is an issue
- How to find a content niche in an existing, crowded market and why there are ‘riches in niches’
- Why being first mover doesn’t necessarily matter for success in driving a successful content marketing niche and people late to a sector can still make it successful
- The importance of focusing on a single platform when launching a content marketing initiative
- Joe’s model of the subscriber importance hierarchy and why email remains the most importance way to build an audience
- Data showing the higher value an email subscriber
- How big an audience needs to be before monetisation can occur
- Different ways to monetise once a minimum viable audience has been built
Joe truly is the man when it comes to content marketing. His new book takes a really interesting position and his views on the broader market are always valuable. So tune into Joe Pulizzi talks content marketing.