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How to Turn Marketing Costs Into Profit

Marketing Podcast with Joe Pulizzi and Robert Rose
Podcast Transcript

Joe Pulizzi and Robert Rose

Most of the success stories in business marketing circles these days involve product and service companies thinking and acting like media companies.

My guests for this week’s episode of the Duct Tape Marketing Podcast are Joe Pulizzi, founder of Content Marketing Institute, and Robert Rose, Chief Strategy Advisor of Content Marketing Institute. They are also the authors of Killing Marketing: How Innovative Businesses are Turning Marketing Cost into Profit. We discuss this topic and how to get businesses to think differently about everything they are doing in their marketing efforts.

Pulizzi is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council.  He’s the author of five books, including his latest, Killing MarketingHis third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange.

Rose’s first book, Managing Content Marketing, spent two weeks as a top ten marketing book on and is generally considered to be the “owners manual” of the Content Marketing process. Robert is also the co-host, along with Pulizzi, of the podcast PNR’s This Old Marketing, the #1 podcast as reviewed by Rose innovates creative and technical strategies for a wide variety of clientele. He’s helped large companies such as AT&T, The Bill & Melinda Gates Foundation, Petco, Caterpillar, ADP, Fairchild Semiconductor and KPMG tell their story more effectively using digital content strategies.

Questions I ask Joe Pulizzi and Robert Rose:

  • Does the book discuss the next evolution of content marketing?
  • Will the approach to marketing discussed in the book kill the marketing department?
  • What companies are good examples of using this approach?

What you’ll learn if you give a listen:

  • How to make marketing a profitable part of the business
  • Why building a loyal audience is key to transforming a business
  • Why marketing can not only be an investment, but a profit center

Key takeaways from the episode and more about Joe Pulizzi and Robert Rose:

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Content As a Business Model

Screen Shot 2015-10-27 at 8.07.43 AMMarketing Podcast with Joe Pulizzi

We’ve been extolling the virtues of content marketing here at Duct Tape Marketing since before we really had terms like content marketing or inbound marketing. Not because I’m so smart I saw all of this coming in my crystal ball – because it was pretty obvious early on that people wanted content – they wanted to know how to do things.

Look around today and you’ll find numerous brands such as Copyblogger, Social Media Examiner and Mashable built first and foremost on content and only after a community coalesced did they find a way to monetize what the community demanded.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Joe Pulizzi, founder and CEO of the Content Marketing Institute and the author of the new book Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses. We discuss content marketing strategy and what it can mean for you and your business. 

the Content Marketing Institute is a Content Inc business. Naturally, they are all about content, but the business formed only because they were able to attract a large and loyal following that wanted to start paying for events and consulting.

Content Inc is a must read. As I state in the interview with Pulizzi one of my favorite things about the book is the appendices where they outline step by step how they produce and amplify content.

Questions I ask Joe:

  • Is there still an opportunity to be successful in content marketing?
  • How do you make money in the initial stages of a content campaign?
  • What is the “Content Tilt?”

What you’ll learn if you give a listen:

  • Why some businesses that try content marketing fail.
  • How email strategy is the key to a successful content marketing campaign.
  • Why you should build a following before developing a product.