In eight short years, Joe Pulizzi has taken his idea for serving the then nascent content marketing space and turned it into a $6.5 million business. His bold approach to growing the Content Marketing Institute -- and in so doing legitimizing and expanding the market for content marketing -- is mirrored by the bright orange that wraps CMI's website, events, and even Pulizzi himself.
The Publishing Business Virtual Conference & Expo has announced its preliminary lineup of speakers for "Digital Content Day @ Your Desk," a free virtual event.
2008 a Down Year for Deal-making
The total number of media industry merger-and-acquisition deals in 2008 was down 13% from 2007, and total transaction value declined 68%. Business-to-business magazine deals in 2008 fell in number by 46% and in value by 92% compared to 2007. There were 25% fewer consumer magazine transactions in 2008, and their total deal value was 97% less than in 2007.
Source: The Jordan, Edmiston Group Inc.
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,”
I’ve been on hundreds of calls with marketers regarding the creation of a custom print magazine or content-based Web site. In each of those cases, there was always someone in the organization who championed the effort. For whatever real reason (and there were many), this person thought a content marketing initiative was important for the business to consider. At some point on each of these calls we came to measurement. Marketers would frequently ask how we could help them measure a custom magazine. To that, we began to dive into their marketing communications strategy. Frankly, what we learned was never pretty. Rarely, if ever, did the