Content Should Make Things Happen: Joe Pulizzi on Marketing Smarts [Podcast]
Joe Pulizzi is the content marketing guy (with all due respect to my boss, Ann Handley, who, to be fair, is the content marketing lady). Joe will be speaking at the upcoming MarketingProfs B2B Forum in Boson, October 3-5 (register here and use the code “SMARTB2B” to get $200 off!); and, as a preview of that appearance, I invited him to be the guest on this week’s episode of Marketing Smarts.
Joe has quite a bit to say about content marketing in general, but I was most curious to find out how he has used content marketing to grow his business at the Content Marketing Institute. The resulting conversation focused a lot on what the CMI does to ensure that every piece of content is tied to a specific call to action (CTA).
Content and Behavioral Change
“Content marketing is all about maintaining or changing some type of behavior,” Joe says, “We’re not just doing content for content’s sake, we’re creating content because we want something to happen.”
The process of creating content, especially if you are trying to do it on a regular basis, can quickly become an end in itself. Under pressure to produce content at a constant “velocity,” as Joe puts it, it’s easy to forget that this content is supposed to be doing something for our business by getting our customers/readers to do something. Unfortunately, in the hubbub of content creation, we either give our pieces too many CTAs or none at all.
One Key Call to Action
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Joe Pulizzi, a leading author, speaker, and strategist of content marketing, and founder of the Content Marketing Institute and SocialTract.
