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For Publishers: The Hows and Whys of Content Marketing, With Joe Pulizzi

November 1, 2012
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Publishers looking for new revenue streams and ways to leverage existing expertise should sit up and take notice of the exploding demand for marketing services, according to Joe Pulizzi, content marketing evangelist and founder of the Content Marketing Institute. The Institute will be holding a one-day intensive, Content Marketing World NYC, on Nov. 15. This "master class"-style event promises strategy, practical advice and best practices for creating campaigns built around engaging, quality content.

Publishing Business Today caught up with Pulizzi this week to ask about the show and what's in store for attendees.     

Publishing Business Today: What will content marketing day offer that's unique?

Joe Pulizzi: Content Marketing World NYC is a full-day master class on content marketing strategy. This means that you'll come out with all the information and tools necessary to develop and executive your own personal content marketing strategy. To my knowledge, there is no other event around that walks marketers through the buyer's journey the way we do from a storytelling perspective.
 
PBT: What do you really appreciate about the one-day intensive format?

Pulizzi: We've been doing these for a while now and I love the fact that there is a clear start and finish; that the attendees leave exhausted (but thrilled); that they can actually do this themselves for their brands.

PBT: Which speakers and/or topics are you most excited about? Why?

Pulizzi: For this session, we are really excited to have Alison Bolen from SAS and Rob Yoegel from Monetate who lead their own content programs. While Robert Rose will walk through the entire strategy, Alison and Rob will be there to talk about the practical application of the knowledge and be there to truly make it real.
 
PBT: I think some people expect a content marketing show to be geared solely toward marketers. What are the main reasons publishers want to attend?

Pulizzi: We've talked to more publishers lately about setting up marketing services groups. A sorely needed aspect of a marketing services division is a content strategy practice. To be honest, most publishers don't offer it as a service and it's one of the most requested items from marketers. So, any publisher can come in and then learn how they can sell the practice of content marketing as a service (not just the execution).
 

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