Joe Pulizzi is 'the godfather of content marketing'. Founder of the Content Marketing Institute and author of five books (one every two years), he has a clear vision of how books fit into a content strategy.
It all starts, he says, with the platform, and his sane advice will be music to the ears of any entrepreneur struggling with the overwhelm of multiple channels and messages.
'We've been built our advertising around our products and services when we should really build around: "Who's our audience? How do we love them? How do we know better than anyone else?" Deliver value to those audiences, great experiences to those audiences on a daily basis, and if you do that you will be rewarded in multiple ways outside of what you can even fathom today. That's the potential and that's why it's the best time to be in marketing that's ever been right now.'
On a personal note, this episode is dedicated to the memory of Lorraine Keelan, a great friend and former publishing colleague lost way too soon.