Author, speaker, founder of the Content Marketing Institute and all-round content strategy guru Joe Pulizzi is heading down under for Content Marketing World Sydney in March. We managed to sneak five minutes of his time to pick his brains about all things content marketing.
What’s the difference between advertising and content marketing?
JP: Advertising is positioning your promotional message around someone else’s content. Effectively ‘renting’ the space. Content marketing is developing your own valuable, compelling and relevant content and creating your own loyal following. So instead of trying to distract someone while they’re engaging with someone else’s content (advertising), you are the content they want to engage with.
What gets you excited about content marketing?
JP: Even though content marketing has been around for over 100 years, we’re just getting started. There’s so much opportunity for brands in this area, and lots of integration and learning issues to hurdle. Marketers must now have a number of new storytelling skills in order to be content marketers and as that happens, both the marketer and marketing in general becomes more important to the entire organisation.
In your experience, which social media platform has been the most effective in generating interest in your content? And why?
JP: Honestly, it all depends on what the goal is. SlideShare is great for getting attention and leads; Facebook is good for engagement; LinkedIn for community building; Twitter for content broadcasting; and Pinterest works well for retail locations. The important part is always asking the “why?” before you figure out the “what?”.
What would you define as the major pain point marketers face when translating their content marketing strategy into practice? Any tips on avoiding or resolving these recurring issues?
JP: Strategy. Most organisations start to develop content and put it into channels without having a clear overarching strategy for why they are creating the content in the first place. It’s important that each organisation has a content marketing mission statement – why they’re developing the content, why they’re best suited to do it and what the end goal is for the reader.
Best practice is to look at every channel you create content for, and make sure you have a clear “why?” associated with each one. That helps us realise that maybe we shouldn’t be using certain channels, or that we need to develop different content.
Finally, there are some incredible facts about Australian internet use. What do you think this means for the growth of content marketing in Australia?
JP: From what I can see, Australia is starting to catch up to the United States. Australian internet users are very digitally savvy and open to new channels. The key is to develop a content strategy that works for each channel. I believe we’ll start to see a number of new ‘content marketing’ titles in Asia Pacific, much like what we’ve seen in the States.