A Chat with Content Marketing Maven, Joe Pulizzi
The Content Council was thrilled to honor Content Marketing Institute founder, Joe Pulizzi, with the John Caldwell Lifetime Achievement Award at the 2014 Pearl Awards, November 11th in New York City.
The Caldwell Award is bestowed upon an individual who has made considerable contributions in the content marketing industry by virtue of his or her leadership; as the founder of CMI, author of Epic Content Marketing, leader of the world’s largest content marketing event and more, Joe certainly fits the bill.
“Joe has been a leader in rallying the marketing industry around content,” said Andy Seibert, The Content Council chairman and managing partner at Imprint. “From Content Marketing World to Chief Content Officer magazine, his contributions to the industry have been considerable.”
We had a chance to catch up with Joe before the awards and were happy to pick his brain on the content marketing industry.
Q: What was your original draw to content marketing? What inspired you to dedicate your working life to the industry?
JP: I’m passionate about marketing, but let’s be honest…we’re not saving the world or anything like that. With content marketing, at least we marketers can help brands add more value to customers’ lives, instead of always taking from them. I really do believe that the practice of content marketing, and brands employing the art and science behind it, does make the world a better place. A bit corny, but true.
Q: What is the ultimate goal of the Content Marketing Institute?
JP: Everything we do is about advancing the practice of content marketing. That is our litmus test for all our content and activities. If we aren’t advancing the practice, we don’t do it.
Q: Where do you see content marketing in the next 5 years?
JP: I don’t even know what it’s going to be like in 6 months. Well, let’s see. In five years, the majority of journalists in the world will be working for brands. The majority of content we engage in will be coming from brands. We will see Emmy’s and Oscar’s come from brands (Actually, LEGO should win an Oscar this year). Today, the majority of marketing spend is through paid media. I believe in five years, the majority of spend will be on owned media.
Q: The content marketing industry has come a long way since the inception of Content Marketing Institute. What would most surprise your past self about the state of the industry today?
JP: To be honest, I never thought it would be moving this fast. When I started in this industry, content groups in brands were given absolutely no respect. Content programs were just side projects. Today, content marketing has a serious seat at the table…and it’s just beginning.
Q: In your opinion, what makes a piece of content truly successful?
JP: Most likely, the 100 pieces of content that preceded it.
To nominate someone for this year’s Caldwell Lifetime Achievement award, click here.
To view the video of Joe accepting his award, click here>>