The Content Questionnaire: Joe Pulizzi, Content Marketing Institute

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Content Marketing Institute's Joe Pulizzi shares wisdom on the best web marketing, signs content's working & how to get on his good side.
In this week’s Content Questionnaire, we asked Joe Pulizzi of The Content Marketing Institute to share some marketing wisdom.
Q: What’s your idea of a perfect piece of web content?

Something incredibly useful to the reader, but at the same time is driving sales, savings or creating happier customers for the content creator.

Q: What is your current content focus?

 Getting more companies to actually create strategies for their content instead of just slinging it everywhere they can.

Q: What is your biggest marketing fear?

 Brands will get discouraged with content marketing because of lack of results (see #2).

Building audience is where it all happens with content marketing!

Q: What do you dislike most about your website’s appearance?

 To be honest, I’d like to remove all our advertising from the site.

Q: What buzzwords are you guilty of using most?

Uh, content marketing.  I’m probably the most to blame in the world on this one.

Q: What brands do you have a marketing crush on?

 Red Bull, Chipotle, LEGO.

Q: Which results make you happiest?

New subscribers.  Building audience is where it all happens with content marketing.

Q: What marketing skill would you most like to have?

 Analytics and seeing data patterns in metrics to create better content.

Q: What do you consider your greatest content marketing achievement (to date)?http://www.brafton.com/case-studies/sunrise-senior-living-builds-authority-leads-brafton-web-social-content

 I pinch myself every day that we were able to build a thriving business out of our little (now growing) industry.  I love that we are helping people make a difference.

Q: If you were a type of web content, what do you think it would be?

  A podcast…that’s my flavor of the month.  I’m amazed how many people listen to podcasts today.

Q: If you could do it all over again, what vertical would you work in and why?

I always wanted to be in sports marketing, until I found out what they got paid.  The money goes to all the players ;)

Q: What personal trait are you always trying to improve?

 My hairline.  Actually, I’m trying to do a better job of remembering people’s names.

Q: Do you think your office environment reflects your brand?

We are a virtual company, but yes.  Relaxed, efficient…but always fun.

Q: What is your brand’s most valuable asset?

Staff. Staff. Staff.  We have an amazing team.

Q: What is your favorite part of the workday?

 I’m living my dream and I don’t really think of this as work.  But my worst part is doing interviews like this (just kidding).

Q: What is the quality you like best in other brands?

The ability to make fun of themselves.

Q: What’s the quality you like least in other brands?

 Too much pitching.  Enough already.

Too much pitching. Enough already … Tell a different story.

Q: How can other brands/marketers get on your good side?

Send me something orange in the mail.

Q: Who are your favorite writers/brand leaders (online or off)?

Isaac Asimov, PJ Tracy, Seth Godin. 

Q: What is your marketing pet peeve?

Creating content that doesn’t add to the conversation at all.  Tell a different story.

Q: What’s one social media trend that you wish would die out?

 Google +.  Actually, I think I know the value, but I consistently struggle with that channel.

Q: What’s your current inspiration?

My two boys.

Q: What is your marketing motto?

Someone is always watching. Act like it.

Learn more about Joe by visiting the CMI, and check out Content Questionnaires from other marketing pros.

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