How to Use Content to Create a Direct Line of Communication With Customers

Most business owners know the importance of curating, creating, and sharing standout content. And yet 70% of marketers lack a consistent or integrated content strategy.   Joe Pulizzi is the founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Plus he’s a speaker, podcaster, and the author of five books, including his latest, Killing Marketing coming out in September. If it wasn’t clear at this point: Joe is a serious content expert.   Follow along as Joe contemplates the wild ride of building a business, explains what’s wrong with marketing today, and offers his one-of-a-kind advice for revamping how you communicate with your customers.   In This Episode A way to approach new business ideas that decrease your risk Why it’s time to kill marketing as it stands today How to create a direct line of communication with your customers What makes podcasting a near-perfect medium The importance of unplugging from technology   Quotes in This Episode “[An entrepreneur] is a special type of person. You have to get used to ups and downs, more downs than ups. And you kind of struggle through it, you're patient, and hopefully everything'll work out and things take care of itself.” —Joe Pulizzi   “[Most businesses] consider [content] a business asset, but they're not focusing on the core of what that asset is. It's not the content, it's the audience. Your asset is building an audience.” —Joe Pulizzi   “People want to know why their marketing is less efficient, why CMOs keep getting turned over, why the marketing profession isn't as respected as, let's say, accounting or another field like that. It's because we can't get out of our own way right now.” —Joe Pulizzi   “Content marketing is not new, it's old. It's been around for hundreds of years.” —Joe Pulizzi   “I'm a better person—I'm a better man—without technology.” —Joe Pulizzi   Resources Connect with Joe on Twitter Find Joe’s books on joepulizzi.com Content Marketing Institute Content Marketing World Think and Grow Rich by Napoleon Hill, The Seven Habits of Highly Effective People by Steven Covey The 10X Rule by Grant Cardone