Joe Pulizzi is an award winning entrepreneur and founder of The Content Marketing Institute. He is an influential blogger, keynote speaker and columnist for Linkedin and Entrepreneur.com. He wrote Epic Content Marketing as well as co-authored two books including Get Content/Get Customers and Managing Content Marketing. His company is not only a leading educating and training resource but also produces and hosts the Content Marketing World the planet’s largest content marketing event. To hear him in action, you can catch him on his popular weekly podcast called This Old Marketing.
We only have one life, we have to take some chances here… — Joe Pulizzi
April 2007, Joe started the business Junta42… the “eHarmony” for content marketing. If a business is looking for content creation services, custom magazines or webinars, Jonta42 would match them up with 3-5 agencies that will help them. They were paid by the agencies to do this. 2007-2008 he was mainly doing consulting because the product wasn’t up and running. The system was flawed in a way.
In 2010 they launched a new product called Content Marketing Institute they switched their revenue source from agencies to marketers, large companies and enterprises. The launched this company as a business media model, which means revenues are driven directly from events through registrations and sponsorship. Created a magazine called Chief Content Officer. ContentMarketingInstitute.com became a leading resource for content creation. They have about 150 different writers that write on this platform and about 200,000 unique visitors per month.
Joe’s One Idea
His family has always had the entrepreneurial spirit but as for him, he couldn’t find the right fit. In 2005, at about 33 years of age, “if I don’t do something, I’m never going to do it.” He just had to do it… “What was great was during this whole time I had learned about this content marketing industry.” He started to do speaking around it and write on it while he was with a company called Penton Media, a large business to business publisher media company with whom they did content marketing projects for advertising. March of 2007 he decided to finally set a definite date to quit Penton Media and on April 2nd, 2007 they opened up shop.
Content Marketing Institute: The essential content marketing education. Improve your planning, execution and ROI.
Print and digital magazine offered by the Content Marketing Institute that is published every other month.
How Entrepreneurs Can Conquer Goliath with Content Marketing
Lessons / Struggles
“I was making a really, really good living…6+ figure income, my family is taken care of, I have security, I’ve got the kids…maybe now is not the right time…2007-2008 were not the best economic times…you can make every kind of excuse.”
2007-2008 he was mainly doing consulting because the product wasn’t up and running. The business model was flawed in a way. “All I was doing was blogging and building an audience. For the first 6 months nobody read my content.”
“I basically had to just say, ‘Look, I need to do this and I’m going to do it regardless of what the consequences are…I made that decision and set that date. If I didn’t set that date with my wife, I might still be working in a corporate environment…we only have one life, we have to take some chances here.”