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)?

 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.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.