About Joe
Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is founder of the Content Marketing Institute and SocialTract. This blog looks at the trends in content marketing, and how marketers can learn to think and act like publishers.
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Get Content Get Customers… the book that started the Content Marketing revolution. Learn how to develop compelling content and seamlessly deliver it to customers— without interrupting their lives.
Managing Content Marketing… how to put content marketing to work. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization, whether you come from a small company or multi-billion dollar brand.
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Is Everything Becoming Custom?
A good friend of mine passed me this article by Ari Rosenberg for Online Publishing Insider (registration needed) on the big changes in media today. Ari’s premise is that if you are in media, you want to live in Biddealville. Ari’s point is dead on…in order to live in Bigdealville (get the big media programs), you HAVE to think custom. Banner ads just won’t cut it if the advertiser wants to engage the user…that is why custom integration is so key to any online program.
All in all, Ari is dead on with what is going on in content marketing from a media perspective. But here are two key takeaways:
1. The majority of online programs on media sites will be custom over the next couple years.
2. Unfortunately for media companies, big brands won’t need the help of media brands to do these types of programs in the future. They will be able to leverage their own data and content and do it themselves.