Content Marketing Guru Joe Pulizzi on Creating Useful Custom Content
Joe Pulizzi says the future for media organizations can be found in the realm of content marketing and custom publishing. Helping non-media organizations and companies create this valuable and effective content is what is going to move our industry forward, he says.
If anyone should know, it’s Pulizzi—recently dubbed “the evangelist for the custom media industry” by American Business Media (ABM). After leaving his position in the traditional media world as vice president of custom media for Penton Media last year, he founded Cleveland-based Junta42, a content marketing and custom publishing community search engine and resource.
“It’s like eHarmony for custom publishing,” he says of Junta42’s Match product.
Pulizzi also currently serves as president of Z Squared Media, a content consulting firm for marketers and publishers. His work in this area helped lead ABM to recognize him as “Custom Media Innovator of the Year” in June.
Pulizzi, who co-authored the recently released book, “Get Content. Get Customers,” spoke with Publishing Executive Inbox this week and offered up some tips to help traditional media publishing companies make the transition.
Media companies should become world-class marketing organizations to help create valuable content for others.
“We’re going after a smaller and smaller portion of the marketing budget. It’s not getting bigger. It’s getting smaller. You have a ton of publishers that are going after the least important part of the marketing budget. If it’s the smallest, it means it’s the least important to them. This model doesn’t work anymore. What do we do? [Non-media companies] can’t do this stuff internally. They don’t know how to do it. They don’t know how to create solid experiences for the content. Agencies, PR folks, direct marketers—all of them are looking at this content creation area. There’s the opportunity. It’s going to be a dog fight in who will win that battle.”