Dale King Interviews Content Marketing Expert, Joe Pulizzi

Joe Pulizzi: Sure. About a year ago we launched Junta42, where I serve as chief content officer. Junta42's focus is on everything content marketing and custom publishing - which means, we provide educational information for marketing professionals about how they can use content to attract and retain customers. We launched last year as a social bookmarking site, and are now morphing into more of a full-fledge media site. In the Spring, we are launching a service called Junta42 Match,which will be the industry's first online program that matches up marketing professionals who want to launch content programs with content experts (sometimes called custom publishers). It's fee for marketing professionals.

Dale King: Joe, tell my readers how and when you got started marketing on the Internet.

Joe Pulizzi: I spent seven years at Penton Media, Inc., the largest
independent business-to-business publisher in North America. In 2001 I took over as VP of Custom Media, where we designed and executed custom publishing programs. At that time, most of our products were print (magazines and newsletters), but an integrated content marketing program is a joke without online involvement. More and more of our programs began to integrate with the web, while others were web only (webcasts, webinars, online trade shows, digital magazines, enewsletters and more). Over that time period I learned that non-interruption marketing in the shape of valuable content was the future (and now present) of marketing.

Dale King: Some Internet Marketing experts advise newbies to
steer clear of certains areas of Internet Marketing, like selling
e-books on how to make money, advertising services, SEO services,
copywriting, etc., because those particular niches are deemed to be
"too competitive." Do you agree with that assessment?

Joe Pulizzi: It all depends on the goals of the individual or business. My
take is that if you bring your own unique personality to the table, and have
a solution that truly solves your customers' communication challenges, there is a market there. As Seth Godin would say, nothing is too competitive for a remarkable product or service.

Dale King: How is Internet Marketing different now, as opposed
to when you first got started online?

Joe Pulizzi: When I first started, internet marketing was a duplication of
traditional marketing in every way. They took all the interruption and
distraction marketing we see in billboards, TV ads and print advertising and threw it online in the form of banners, buttons, pop-ups, and other online display. Today, more and more marketers are becoming smarter and realizing that they need to have a conversation with their customers. That is done through the creation of valuable content though a variety of channels. Even the almighty social media marketing won't work unless you start with great content.

Dale King: How important has goal-setting been to your overall
success?

Joe Pulizzi: Too important. I learned from Brian Tracy long ago to right
down everything that I want to accomplish like it has already been
accomplished. I remember the first time I wrote, "I made $50,000 this year" when I was making $30k. It happened because it was already true in my mind and I executed the necessary steps to make it happen, sometimes
unconsciously. That said, a little dumb luck and a supportive wife don't
hurt either.

Dale King: How important has reading been to your overall
success?

Joe Pulizzi: I read too much. I try to get at least one takeaway from
everything I read. That's where blogging is so important. It helps me
process what I've read, create key takeaways and develop action steps.
Reading will always be important...but if I had a choice, I would read less
and act more.

Dale King: Personally, I don't think you can ever read too much, but I understand what you're saying. Joe, if you could recommend one book that all Internet marketers should read, what would it be?

Joe Pulizzi: Besides my book "Get Content. Get Customers." coming out this Spring (shameless plug), I would say "Stranger in a Strange Land" by Robert Heinlein. It has nothing to do with Internet Marketing, but it's all about focus and creating something that is truly remarkable, even if some people think you're crazy. If you want a real business book, get David Meerman Scott's "The New Rules of PR and Marketing".

Dale King: In your opinion, what technology has changed Internet
Marketing the most over the last 5 years?

Joe Pulizzi: The access to free and unlimited tools such as blogging
software, email marketing software, and content management systems that have forever evened the playing fields between those with big budgets and no budgets.

Dale King: What new technology do you see changing Internet
Marketing over the next 5 years?

Joe Pulizzi: Not a technology, but a content revolution...within the next
five to 10 years, the majority of content that consumers engage in will come from businesses or individuals, not media companies. Technology will continue to enable that.

Dale King: What person or persons have influenced you the most in your
lifetime, and how?

Joe Pulizzi: There are so many, but it still comes down to my parents.
They instilled in me the confidence to believe in myself at all costs. When
people think what you are doing is crazy, you need a lot of confidence.

Dale King: If you could give my readers one piece of advice,
what would it be?

Joe Pulizzi: If you are going to do something, make it great. The world
is filled with half-asses.

Dale King: Thank you very much, Joe. I appreciate you taking the
time to do this interview.

Joe Pulizzi: Your welcome and congratulations on the site.

Visit Joe's website:at:: http://Junta42.com

This interview is the exclusive property of Joe Pulizzi. It may not be republished in any format - period.

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