Content Inc. - The Podcast

The return on investment can be measured in more than just increased revenue. Along with more sales, content marketing can also decrease costs and increase customer retention. In this episode of Content Inc., Joe Pulizzi teaches "The Why Exercise", an easy, yet very effective exercise that will help you deduct if the channels you are currently using for content, are actually working. Listen and learn...then do the exercise with your team.

Though Joe Pulizzi is an author, speaker and educator when it comes to content marketing, he is also a small business owner growing his business (Content Marketing Institute) with a Content Inc. model. In this episode, he shares the seven issues that keep him up at night when it comes to content, marketing and business growth.

In this episode of Content Inc., Joe Pulizzi discusses the Latin term 'Tabula Rasa' and how you can embrace this philosophy with your marketing today. Tabula rasa means "clean slate" and though orginally defined in terms of the human brain to be capable of learning, changing and adapting while not faded to any particular belief structure, Joe encourages you to consider this same philosophy when it comes to marketing your business. If marketing was a clean slate, how would you set up what you do and invest in differently?

As you develop content across multiple platforms and channels, are you ensuring that what you create is providing true value to your audience? In this episode of Content Inc., Joe Pulizzi shares how one change within the Content Marketing Institute newsletter now provides content that can only be received in that channel. By reviewing each content channel, you can deduct if you are offering true value or simply repurposing content your audience could find somewhere else.

Content marketing initiatives do not usually fail due to a lack of quality content. The majority of the time, content failure is due to a lack of consistency or, even worse, the content simply stops. In this episode of Content Inc., Joe Pulizzi discusses the importance of patience when launching a content marketing program. The most successful business models that have taken a Content Inc. approach need at least one year if not longer to create revenue or success. Are you being patient with your content marketing strategy?

Brick content is content that is so good it hits your industry like a ton of bricks. In this episode of Content Inc. Joe Pulizzi shares how the annual research report done by Content Marketing Institue and MarketinProfs has become a valuable form of brick content. This one piece of content brings a spike in attention every time it's published each year but then continues to be referred to ongoing. What type of brick content could you create that would fulfill a missing piece of information in your industry?

If you think you have a business or service that just would not work with a Content Inc. model, think again. In this episode of Content Inc. Joe Pulizzi shares how the legal firm Pinsent Masons out of England has dominated the technology law space mainly in part due to their content strategy. Learn how this law firm decided to focus on creating quality content to increase their practice and their revenue.

If your content no longer existed, would your audience miss it? In this episode of Content Inc. Joe Pulizzi discusses the importance of creating audacious goals when it comes to your content marketing. To be a true player in your industry, it requires more than just "good enough" content. You need to set your sights on being the leading resource that provides content that would be truly missed if it no longer existed.

Many entrepreneurs and business owners want to use speaking as a means to market their business and gain a bigger audience. In this episode of Content Inc. Joe Pulizzi breaks down the 4 steps to help you achieve this goal. Learn how to find your content tilt (see Episode 39) to develop your platform that will lead to a book and subsequently, onto the stage.

Often businsss owners and marketers tend to create content that resonates with them or is what they "think" their customer will want. In this episode of Content Inc. Joe Pulizzi addresses the need to take time to build out audience personas before you get too far down the content marketing road. He shares some important questions to be asking when developing your personas and reminds you that there may be a few personas to create along the way.