How To Not Be Ignored By Consumers, Joe Pulizzi, TBJApodcast 21
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Joe Pulizzi on The Brand Journalism Advantage PodcastJoe Pulizzi, founder of the Content Marketing Institute, (CMI) shares how to make sure your business is not ignored. Plus how one big mistake caused him to change his career direction and successfully develop CMI.

The Content Marketing Institute is 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.   Joe’s third book, Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less was named one of “Five Must Read Business Books of 2013” by Fortune Magazine.

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Think Like A Journalist quote:

author of Brandscaping.

Success Tip

Write down goals for each area of your life from financial to fitness and then review them daily.

Fitness Tip

Sets fitness goals that help keep him on track for his fitness journey but also for his entrepreneurial life too. Joe runs three times a week and does two half-marathons a year.

Career Highlight

First Content Marketing World conference. See where and when the next event is happening, click here.

When It Didn’t Work

Joe got attached to a particular product that he thought consumers wanted but they didn’t. Find out what had to happen to get his business on track and how it changed the career path of his company.

Brand Journalism Advice

Joe’s steps to creating content marketing material:

Remember: Consumers want information that serves them. It takes time to build audiences. Content marketing is not a sprint, it’s a marathon.

  1. Fill the need.
  2. Be consistent with your content.
  3. Be human. Tell meaningful and relatable stories.
  4. Take a stance. Have a point of view.
  5. Remove the sale from all of your content.
  6. Be best of breed.
Multimedia Resource

Audio-Technica microphone.

Multimedia Book, Documentary, or Channel

Think and Grow Rich, Napoleon Hill

10X Rule, Grant Cardone

David and Goliath, Malcolm Gladwell

Resource Links

2015 Benchmark Research from CMI

Newsjacking, David Meerman Scott

TBJA 004: Richard Jurek On Selling The Moon & NASA’s Historic Marketing & Brand Journalism Campaign, click here to listen.

Spark, Qualcomm (Brand Journalism site)

GE Reports, Tomas Kellner, click here to listen to his interview on TBJA Podcast

TBJA Podcast, Episode 013, The Future of Journalism with Mitchell Stephens, click here to listen.

TBJA Podcast, Episode 000, Ian Dyason on Strategic Thinking, click here to listen.

Seth Godin books

The Plant-Based Diet

Brian Clark, Copyblogger

No Worries! 5 Steps To Peace Even In Chaos by Phoebe Chongchua

John Lee Dumas, Entrepreneur On Fire

Examples Of Big Brands Buying Media Companies

Adorama buys JPG Magazine, see the site, read Joe’s article, click here.

L’Oreal buys

Kill The Messenger


Joe Pulizzi LinkedIn Profile

Twitter @JoePulizzi

Content Marketing Institute

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Photo collage of: Joe Pulizzi interview on The Brand Journalism Advantage Podcast
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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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