HEADS UP: A Content Marketing History Lesson from Joe Pulizzi

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Joe Pulizzi of the Content Marketing Institute just came to town to remind us that content marketing is not only here to stay, it’s been here for a long time.

As members of the Social Media Club of Dallas tweeted busily, Pulizzi introduced them to The Furrow, the quarterly journal of agriculture published in 12 languages and distributed in 40 countries by Deere & Company. It debuted in 1895.

“Brands have been publishers for a long, long time,” he said, before introducing a free 1905 recipe book featuring recipes for Jell-O. “We can do a lot of what media companies can do, and sometimes we can do it better.”

The key difference between the media and the marketers, he said, has been their monetizing method. While media companies look for advertising, marketers seek new customers. “Everything else is the same,” he said.

Brands are ‘Owning the Media’

Pulizzi showed examples of several engaging online magazines: Home Made Simple, Being Girl, and Man of the House, all vehicles for Procter & Gamble. Pulizzi termed such ventures “owning the media, not renting the media,” and went as far as to say he expects the shift in content creation from media to marketers to pick up even more momentum.

“Most of the M&A you’ll see in the next several years will be brands buying media companies, because the brands have money and the media companies don’t.”

Content 2020 Shows the Way

As further evidence of the transformation, he cited The Coca-Cola Company’s Content 2020 plan, the subject of a recent Media Orchard post. When he asked how many in the audience had heard of it, we were surprised at how few hands went up.

Most of them belonged to people here at Idea Grove.

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About the author

Clay, chief content officer, is responsible for content creation and curation at Idea Grove. In addition to overseeing the Content Team, Clay writes and edits content including white papers, ebooks, byline articles, blog posts and marketing collateral across a range of industries. These include enterprise content management, business process outsourcing, and Internet telephony as well as wireless communications, human capital management, energy industry consulting, and mobile retailing. Clay’s work at Idea Grove has been recognized with awards from the Content Marketing Institute, PR News, Golden Bridge, and area chapters of the American Marketing Association and the Public Relations Society of America.

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