Summary: Content marketing is all the rage these days, but have you given thought to developing a strategy for your content? Do you know how to create content that your audience will find valuable enough to share? Do you know how to measure what is working with your content marketing? In this episode of the Bright Ideas podcast, I'm joined by Joe Pulizzi, founder of the Content Marketing Institute - a leading source for research, webinars, and white papers on the science of effective content marketing. In today's discussion, you are going to hear Joe and I talk about: How to develop a content marketing strategy How to create content your audience will find valuable How to measure what is working What a Chief Listening Officer is and why you need one How to set up listening outposts so you can hear what your audience is saying about your brand Joe's 5 step framework for developing effective content How curation can play a role in your content How he built Content Marketing Institute into the leader that it is today How he first started to monetize the site when it was just 6 months old His annual conference and so much more... More About This Episode The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business. It's designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today - all from the mouths of expert entrepreneurs who are already making it big. Watch Now Download and Listen Later Transcript Trent Dyrsmid: Hey there, Bright Idea Hunters, welcome to the Bright Ideas Podcast. I'm your host Trent Dyrsmid. This is the podcast for business owners and marketers who want to better understand how to use online marketing and sales automation tactics to massively boost their business. The way that we help you do that is we bring experts onto the show to share with you their knowledge and what is working for them and that's exactly what we're going to do here again today. I am very, very pleased to welcome the poster boy for content marketing. The self appointed poster boy for content marketing. The founder of The Content Marketing Institute, Joe Pulizzi. I think I said that correctly. Joe Pulizzi: That is right Trent. You got it. Trent: Alright Joe. Welcome to the show. It's a real pleasure to have you. Joe: Good to be here. Thanks for having me. Trent: All right. So I am sure there are a couple people in my audience who may not have heard of you and may not have heard of the Content Marketing Institute, so I just want to start it off with a little bit about you and your background and why should they care about The Content Marketing Institute? Joe: Sure. Content marketing is a new term to most but it's an old term for me. I've been kicking it around since about the year 2000, 2001. It's a whole idea that businesses today, to attract and retain customers, they need to create valuable, compelling, and relevant content, similar to what media companies have been doing for years. So that's kind of what we do at The Content Marketing Institute. We really preach that form of training and education, mostly for Fortune 1000 companies. We have the largest event on content marketing called Content Marketing World. It's held every September in Cleveland. We have a magazine called Chief Content Officer and like I said, we do consulting for big brands that have lots of content and are often confused about how to distribute that content for sales success. Trent: Seems like a question a lot of people might be asking themselves these days. So CMI, when you started it, was actually not even named CMI. It was back in 2007 and I think in 2011, you sort of re-branded and went in this, I don't know if you would call it a new direction, but I'll let you answer.
