The Benefits of Content Marketing by Joe Pulizzi
I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.
In this interview, Joe talked to me about different topics in his book and in this segment he talks about the benefits of content marketing.
The Benefits of Content Marketing Transcript:
You hit on something in the book that’s really interesting. I think the stat is 85 percent of all blogs started by companies become obsolete. I completely agree with that. You see it all the time. Someone starts a blog with a flurry of activity. It starts to taper off a little — then it really tapers off — then it just stops. My reaction to that is if a company can’t keep up with posting a blog, how can they keep up with me as a long-term client? What are your thoughts around that?
We talk to agencies about this a lot. Somebody will come to me and say, “Joe, I’m looking for a content marketing agency. Who should I pick?” My first response is always, “Look to see who’s doing the best content marketing. Are they doing for themselves what you want them to do for you?”
Consulting companies are notorious for this. We’ll get large consulting companies — or anybody with knowledge IP. They’ll say, “I don’t want to give away my secret sauce. I don’t want to give that away freely.” I’ll respond, “Here’s the deal. If you do this and you do it really well, you will grow your audience to such an extent that you’ll get opportunities you’ve never had before because you are sharing secrets with the people that want information. You’re growing the audience.”
You probably won’t go up against any competition, because your audience is going to be getting their information from you. They’re going to believe you’re the trusted expert. They’re not going to bid this out with two or three other companies. They’re going to go directly to you.
What we’re seeing in a lot of case studies is basically you’re the only one up for the job. This is great because they already know you can do the job. They might ask, “Well, Joe, what if one of the people reading my posts or listening to my podcast does it themselves?” I’ll respond, “Well, that could happen, but let me ask you this. Do you really want that kind of business?”
What I love is it ferrets out those people that you don’t want to waste your time with in the sales process. They can go figure it out themselves. They can be gone. The ones that really want to know you can do the job that don’t want to do it themselves — that’s who you can sell to — and that’s who you want. In my opinion, there’s really no downside to it.
That’s what we’ve done at Content Marketing Institute. All we do is create a lot of content. People want to go to our events, and not because they’re the greatest events in the world. It’s because we’ve been delivering content to these people for months and years. They believe in what we have to say and they’re going to support what we have to sell.
You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
Or by clicking the image below.
Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. You can find out more about and connect with Joe at http://joepulizzi.com/
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