Joe Pulizzi: “Creating an opt-in audience on your own platform is key”

Cision har intervjuat Joe Pulizzi, grundaren av Content Marketing Institute, om strategier för content marketing, exempel på företag som är duktiga på content marketing, mätning och mycket mer! Nedan följer intervjun på engelska.

How would you describe the current situation in Europe: In how far have organisations adopted content marketing?
Much of Europe, especially Germany, has had a rich history of content marketing.  This has been mostly in the print custom magazine area.  In comparison with the United States, UK and Germany have always been leaders in this area.  I have seen a slower move to digital content than what’s happening in the States over the past 5 years.  So all in all, it feels like European companies are about a year behind.

Content marketing is in very diverse stages of development across different countries. Which factors contribute to these differences and how should global marketers and PR professionals react to this?
Content marketing is a big change management issue.  If the culture of the organization (depending on the country) is more open to change, they are probably further along with content marketing.  The best way to move forward is to find a champion within the organization to push the approach of content marketing through the company.

What should international companies look out for when creating content for different markets and cultural spaces?
Every audience in each market has different needs and wants, and each business unit has different content marketing goals.  Even if corporate headquarters wants to own the corporate storytelling approach, the brand needs to have someone on the ground in each market to make sure the content is appropriate and customized for each particular audience.

Joe Pulizzi, grundare av Content Marketing Institute

Joe Pulizzi, Content Marketing Institute

What are the main elements of successful content and how do you strike the right balance between different forms of content?
Consistency, Serving a Distinct Audience Need, Niche and Not Broad, Having a Point of View are all key attributes.  Instead of focusing on so many forms of content, it’s important to take a leadership position in a particular type of content to drive subscriber growth.  Creating an opt-in audience on your own platform is key.

Corporations often choose to outsource their content production. Is this the right thing to do? Or do the risks outweigh the advantages?
There is no one right way.  Some organizations outsource all their content.  Others insource all their content.  The only key here is that the strategy is driven and run by someone inside the company.

Which KPIs do you think companies should use? Should they consider qualitative measurements as well?
Whatever data you need to tell the measurement story is important…but the key is it all depends on the goals.  Are we working to drive sales, save costs or create more customers?  So, depending on what the objective is, we will look at different metrics.  If there is a number one metric, my favorite is the subscriber.  That way, we can begin to tell the difference between those that subscribe to our content and those that don’t.

What do you think about the use of ROI for content marketing strategies and how much are companies currently using ROI?
I believe every company tries to measure something, but often they don’t have a clear strategy to build off of.  From what we can tell, less than 50% have some kind of documented content marketing strategy.  If you don’t have a strategy, whatever metrics you use are pretty meaningless.

Do you know any example of European or global organizations that are successfully implementing content marketing?
Red Bull is probably the best example – they are a media company that just happens to sell energy drinks.  LEGO is amazing.  Jyske bank is a fantastic financial example from Denmark.

How will content marketing develop as a concept in the long run? Are there any new approaches or strategies?
Hard to tell…we are at the very beginning stages of this.  Ask me again in six months.

What skills do organizations and marketers need to implement these developments?
They need to nose for the story.  They need to understand the informational pain points of their audiences.  More and more organizations are hiring journalists and professional storytellers as we speak.

How will content marketing change our understanding of earned, paid and owned media in the future?
It all converges together.  Paid, Earned and Owned are all important…the issue today is that most organizations are so light in owned media we are seeing huge growth in that area.  Better said, we are overweight in paid media and trying to make up for it by creating a substantial amount of owned content.