social media expert interviewIn this video I interview Joe Pulizzi, author of Managing Content Marketing, co-author of Get Content Get Customers and founder of the Content Marketing Institute.

Joe shares the story behind the Content Marketing Institute and explains why content marketing is not a fad and is here to stay.

You’ll also learn how a multi-author blog can help your business and what you need to know to develop one.

Be sure to check out the takeaways below after you watch the video.

Here are some of the things you’ll learn in this video:

  • Why there will always be stories to be told
  • How a multi-author blog helps to create community
  • How to recruit authors for a multi-author blog
  • Why it’s important to connect with experts
  • Why it’s best to think about giving without thinking of what you want to get back
  • What makes for great content
  • Understand the connection between content and social media
  • Why you need to figure out your content mission
  • Why you need to focus on building great content and then adding a social sharing strategy
  • Why there’s value in physical events

Connect with Joe on Twitter @junta42 and check out the Content Marketing Institute.

How does your business use content marketing? Do you have any content marketing tips to share? Please leave your comments below.

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  • Content has built my business. As a consultant I worked off referrals. Once I began posting on my blog and guest blogging for social media authority sites, my following exploded and I began rethinking my business model. I get more leads with far less effort than the past. Referrals now come from content and customers are prescreened. It has even allowed me to teach Internet marketing for the winter session at Massachusetts Institute of Technology (MIT), which as most know is a top level school.

    So to me, Content is everything! Thanks Joe an Michael.

    Keith Griffis

  • Thanks Keith – It is (content marketing) a proven model and I am surprised more people don’t pay attention

  • Hi Michael. I just love the way your videos are edited! Really nice. This post confirms what you wrote in your book (Launch) and watching videos always help to assimilate. I try to bring great content to my blog which I started a few months ago but I guess it takes time to get known!
    Valerie Leroyer

  • Susan Savkov

    As a newly laid off marketer, I love the insights your posts and videos give me. As I work on my skills, I’ve been hearing content everywhere and feel it’s such a huge key to marketing for clients. I’m getting Joe’s book on my Kindle and signing up for webinars on his website. Thanks Michael for helping me stay in the game.

  • Thanks Valerie (and thanks for reading my book 🙂 )

  • Susan – My pleasure and good luck finding new work 🙂

  • Shelly

    Great topic!  We run a multi-author blog that is a little unique where we use our own internal specialists as blog authors but the same concept applies.  Thanks for the info!  Discover what we are sharing on our multi-author blog at

  • I am reading a good book about Content Marketing called the Content Rules, How to Create Killer….

    As soon as I am done with it, I will look into buying one of Joe Pulizzi’s books.

    thanks for posting!

  • me too. they are very clean and without too much fluff. your audience is entertained by good information so not sure why others feel the need to add a bunch of noise. good content stands on its own.

  • any input on Content Rules? worth a read? thanks!

  • I am about half way through but so far it’s been great.  What I like most is how much research the authors did.  I can’t remember a book (besides boring reference books I guess) that had so many quotes or references to other books and websites.
    It also got really good reviews on amazon before I downloaded it.

  • Melissa

    We created an online tv show for parents called Toddlers to Teens and in just one year we have nearly 400 videos on our site. How? We formed a panel of experts who contributed short videos every week. We also interview parents in business, and have regular guest experts. Because we use video and social media we have been viewed in 98 countries around the  world!

  • MattSteffen

    Hi Michael. If you could, would you do me the honor of taking a look at our website for about 10 seconds and let me know what you think of it. Thanks Michael, I’d love to have your expert opinion, and I would be deeply in your debt as I know how important your time truly is.

  • PhillipaKiripatea

    Love this interview. I have been wanting to do a multi-author blog for a few months now. Love the info given in this interview.

  • That is the key, isn’t it? By engaging an audience in this way, you attract them much earlier in their purchasing cycle (or even before they know they want to buy something) which enables you to build trust with them and to become a trusted advisor in their eyes. They are also pretty much pre-qualified leads. It is a win all-round. 

    Content marketing paired with great social media engagement can be relationship-marketing/sales at its optimal, if done right.

  • Create great content, then spread the word. Seriously, it just doesn’t get any simpler than that. Most dive straight into Social Media without much content to share. Great interview Mike!

  • This is on my to do list for 2012.  I love the ideas being posted here and in the blog post.  Thanks for the information.

  • Lorraine Ball

    There are a lot of good reasons for having multiple authors, but one of the best is it allows me to take a break sometimes, and focus on other projects.   I think our blog http;// is way more interesting now that other people are adding their voice, opinions and content. 

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  • As usual very useful and informative post. It would have been even more useful if would have encrypted this interview in the form of text as well.

  • Thanks Mike & Joe for this great interview about my favourite subject! Without knowing it, I’ve been content marketing for my UK business since 2007 and will continue to strive to improve the quality.  

    My own related reading list includes: Get Content. Get Customers; Launch; Content Rules – all of which I wholeheartedly recommend.

    I found the part about multi-author blogs particularly interesting. I’ve been co-authoring a blog since 2008 and we’ve recently featured a few guest authors. Your interview confirms that we’re moving in the right direction – thanks again!

  • I completely agree Michael. The funny part is that people will spend amazing amounts of time learning social media or traffic strategies to increase leads, but all of these still rely on quality, focused, and relevant content in order to convert readers to customers online.

    Thanks for all that you do to educate your readers Michael.

  • Hi Nick,
    Although not content focused, Mari Smith has an excellent book on Relationship building via Social Media called “New Relationship Marketing”. It will really put content into context. Great content still goes unnoticed if you don’t promote it well. Her book echos a big part of my methodology in my courses.

    Joe is great too and the CMI is free for basic access.

    Have a good one!

  • Thanks Susan…let me know what you think of the book.  Really appreciate it.

  • Thanks Keith…really appreciate the shout out.

  • Awesome.  Thanks Nick!

  • Excellent….curious to know what you think after you read it.

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  • You’re welcome Joe. Looking forward to joining the CMI!

  • Thanks for the recommendations Keith!

  • Love the insights shared on that video.  I think that this year, we will definitely see more demand of context, than mere content itself, and the race to sharing valuable content that’s relevant to your community of readers has just begun.  If there’s one tip I can share, it’s harnessing the power of storytelling to come up with authentic stories that will resonate with your readers’ intellect and emotion.

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  • Hi Michael! I am very thankful to you for sharing this post. I came to know some interesting points by watching this interview. I like it very much.

  • Basil C. Puglisi

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  • Great video. Everything Joe said made perfect sense. I especially love what he said about those of us who sit behind a computer for hours in virtual relationships have a greater ‘hunger’ for in person connections and further development of those relationships. I have numerous colleagues whom I met on line. When we finally met in person, we felt like we were old friends. 

    Also, as a member of a multi-author blog,, one of the semi-finalists in The Social Media Examiner 2012 Blog Contest, I can attest to the fact that what we do in community far exceeds the power and reach of anything we do alone. The beauty of the Internet and social media is that we can have both virtual and physical communities. Each enhances the other.

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  • Producing content to reach an audience is timeless.  It’s certainly a key foundation to build brand awareness and trust. Excellent interview by the way….Michael.     

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  • Casi

    Do you think multiple (3-5) paid writers is better than just 1-2 for a business blog?

  • Casi

    For example: does it make a business blog look better to have more writers?