Epic Interview with Content Marketer Joe Pulizzi

Joe Pulizzi at window

Joe Pulizzi, the godfather of content marketing

He’s been called the “godfather of content marketing” and with good reason. Long before we were attending content-themed conferences, Joe Pulizzi was trying to convince his clients that content was the next big thing in marketing. It took a few years, but he’s convinced large and small companies to hire Chief Content Officers (CCO) to manage their content marketing efforts.

In a world where the loudest, brashest voices seem to get the most attention, Joe Pulizzi has be spreading the word in his own polite, friendly Midwestern way. He’s a power player in marketing, who hasn’t moved to one of the coasts to work at a power agency. He embraces the town of Cleveland, and if you’ve been to one of the conferences he hosts, you’ll see that Cleveland embraces him right back.

From his early days in custom publishing all the way to being a publisher, Joe Pulizzi is living his craft. He heads the Content Marketing Institute (CMI), which was named one of the fastest growing companies by Inc. magazine. CMI is an emerging media powerhouse with a voice in every channel. And consistently, that voice sounds a lot like Joe Pulizzi.

His collaborators and partners, including celebrated speaker Robert Rose, are a who’s-who of marketing gurus. His Content Marketing World conference in Cleveland is one of the must-attend shows for anyone in marketing, not just in the vertical of content marketing. It’s a fun, smart event that reflects the collective charm of the entire CMI staff.

As an author, Joe Pulizzi has published three smart, actionable books on the topic of content marketing. Each is fresh and vital, but Epic Content Marketing is the work of a mature, intelligent ambassador for the entire industry. If you haven’t read it yet, order it from Amazon and put it on the top of the stack on your nightstand.

If Johnny Cash was The Man in Black, then Joe Pulizzi will surely be known as The Man in Orange, due to his citrus-inspired wardrobe. If nothing else, he is consistent in his visual branding.

The book is as unique, colorful, and quietly awesome as Joe Pulizzi himself. It further cements his position as one of the most influential thought leaders in marketing. And if you know this business, that’s saying a lot.

Joe shared some thoughts in an email interview about content marketing, publishing, and the future of content marketing. Continue reading

My (First) Kickstarter Crowdfunding Success Story

Thank you to kickstarter supporters

Thank you graphic for my Kickstarter supporters.

Last week, my first Kickstarter project ended successfully. I was funded 115% of my goal, which means I raised $694 and my goal was $600. Not bad.

The idea here was twofold:

  1. First, I wanted to raise a few bucks to print a batch of custom t-shirts, but without taking on a personal risk. As noted, mission accomplished.
  2. Second, I wanted to have the experience of running a Kickstarter project. All too often, people talk about stuff without really knowing how it works. I’d heard a lot of about crowdfunding, how it relates to marketing, and figured it might make sense to know how it actually worked. Again, mission accomplished.

Setting It Up
As I mentioned in my first Kickstarter post, the setup process took longer than expected. I wanted to be running a few days earlier, but my project was initially rejected. It took me a day or so to appeal and get approved. Plus, there are the financial requirements, which took some time with the bank and Amazon.com.

Once I got started, the Kickstarter contributions surged. Within the first 48 hours, I’d almost completed my funding. Between several friends and a couple of generous benefactors, I was almost ready to retire to a beach in Miami.

Almost. Continue reading

Kicking Off with Kickstarter Crowdfunding

Kickstart campaign

Kickstarting my first Kickstart campaign

A few hours ago, I launched my first Kickstarter campaign and peered into the inevitable future of commercial creativity.

First off, for those of you not familiar, Kickstarter is a “crowdfunding” platform. If you have something you want to make, you can create a project and people can contribute money to help you reach your goals. In return, they earn “rewards,” which vary from practical to unusual.

My Kickstarter campaign is fairly straightforward. I’d like to print T-shirts, but I can’t afford the initial outlay of cash to the printer. Ordinarily, I’d have to pay the printer before the actual shirts are sold. If I don’t sell enough shirts, I can lose money.

So how does Kickstarter help me? In this case, I get people to pledge financial support (everything from $1 to $100). In exchange, they get items of value, including my “Girls Like Comics Too” shirt. Since I am also an occasional author, I’ll sign copies of my work, including comic books and books I’ve published.

Part of the fun is creating these Kickstarter rewards. You want to incentivize people to support you, so you end up giving away a lot of value-added stuff to get backers. In my case, the value of the stuff is up to 50% higher than the investment people are making. It’s a crazy little system, but it seems to work.

There are Kickstarter campaigns for lots of special interests, including comics, movies, music, photography, fashion, technology, and more. Continue reading

Buddy Scalera’s 2013 Conference and Speaking Recap

This was a busy year for me in terms of presentations and appearances. Content marketing has become a hot topic, so these days I’m out there talking about some of the how-to elements of getting started.

A few people have mentioned that I need to keep track of these speaking appearances better, so I created this post to document 2013.

 

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn.  ICC2013 - San Francisco

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn. ICC2013 – San Francisco

FEBRUARY:
February 7-8, 2013
The year kicked off with the Intelligent Content Conference 2013 in San Francisco. This event is one of the most technically advanced events, so the speakers are encouraged to talk about the how-to aspects of creating intelligent content. One of the organizers is Ann Rockley, who is an industry thought leader on XML-driven content. The other organizer is Scott Abel, the Content Wrangler, who is deeply involved with the technical details behind content management across multiple channels.

Anyway, I spoke at the ICC 2013 and delivered a presentation called “Channel-Agnostic Content Strategy for Happy Marketers.” It’s a deep dive into how content needs to be developed and managed to flow across multiple platforms. We had slightly tighter time slots, so the idea was to get into your story fast. It was a good approach that stripped out the fluff and forced you to get into the specifics of content formatting.

This is the deck I presented:

Continue reading

Snikt! Wolverine Infographic Claws Way to Successful Content Strategy

Wolverine Infographic Cropped

Wolverine Infographic Cropped. Click for full-size image.

If you haven’t yet seen it, there’s a terrific infographic featuring the popular Marvel Comics superhero Wolverine. Much of the world became familiar with the Wolverine character through his portrayal by Hugh Jackman in the X-Men movies.

But Wolverine was a fan favorite, ever since his introduction in Incredible Hulk #181 (1974). The character exploded in popularity in the 1980s and 1990s and continues to be an A-list character in the comics and on the silver screen.

I discovered an infographic on Gizmodo.com and was impressed with the way the designer managed to incorporate the right amount of design, text, and layout to this rather complex character.

This was no average fan. This was a pro designer at work and this infographic was quickly going viral. At the bottom of the infographic was a cleverly placed URL that drove you to a website where you can buy costumes.

Yep, you guessed it, there are even costumes of Wolverine. This was a fantastic example of visual content marketing in action. They knew who the audience was, what would draw them in, and how to get them to their target website.

Two of the architects behind this content marketing campaign were Kate Willeart and Mark Bietz. They sat down for a brief email interview to discuss their content strategy tactic from a marketing perspective.  (Note: This is Part 1 of a 2-part series. Check out Part 2.)

 

BUDDY: To get started, can you introduce yourself and describe what you do?

Kate Willaert

Kate Willaert

KATE: My name is Kate Willaert, and I’m a graphic designer for Fun.com (and its sister sites HalloweenCostumes.com and T-Shirts.com). My job includes web design, creating t-shirt designs, and designing marketing materials such as infographics.

MARK: I’m Mark Bietz, VP of Marketing for Fun.com and I lead the marketing strategy here.

 

Just for context, there’s this great infographic that painstakingly details the costumes of the Marvel superhero character Wolverine. At the bottom is a URL for HalloweenCostumes.com. Can you describe how this project came about?

KATE: The Wolverine piece is actually the third in a series of superhero costume infographics I’ve designed, which previously included Iron Man and Superman. The inspiration came from an infographic I saw comparing the cost of Batman and Iron Man’s estates — their suits, their houses, their cars, etc. You get to the bottom of this infographic and see that it’s by an insurance company. I thought that was really clever. Continue reading