Joe Pulizzi
3 minutes read


There is no doubt out there that Content Marketing is getting bigger every day. Everything we see around us, on the traditional media and also on the internet, is a type of content.

Even if we talk about the video that your uncle has just uploaded on Facebook, a photo that you liked on Instagram from a brand or some news you just read in this morning, everything around us is divided into two big parts: content and marketing.

If you are a marketer, you definitely should be interested in content marketing.

Today I have the honor to present you the man who taught me everything I know about Content Marketing. And guess what, I never met him in person. But I’m a big fan of his podcasts and also of his articles.

Ladies and gentleman, let me introduce you the man in Orange, the Godfather of Content Marketing – Joe Pulizzi.

In this interview, you will understand why content marketing and display advertising should work together, why CMI is using banner ads on their website and why visuals are important in content marketing strategy.

Official website:

Twitter: @JoePulizzi


I have to admit, I’m a big fan of your podcast “This Old Marketing” with Robert Rose. And I know that weekly you create a lot of content – from podcasts, articles, books also organizing events and webinars.

My question is, if you’d have to chose only one to create – no matter the reason – which would be the one? And why?

All of our success at CMI has come from the blog – valuable articles (most text) consistently delivered. So I’d have to choose the blog, even today with the rise of video and audio.

It’s easier to get textual content (especially for B2B) right than a consistent delivery of any other form.

How would you describe the relationship between display advertising and content marketing in a digital marketing strategy?

If I’m a content marketer, I want to look at all other forms, including display advertising, to promote my content.

Display advertising and content marketing aren’t adversaries…they should work together.

[Tweet “Display advertising and Content Marketing should work together via @joepulizzi”]

Neil Patel told us in an interview that banner ads are the most effective way to generate leads and sales as content marketers.

How do you think a content marketer should make use of the banner ads to promote their content / projects?

I would use all my display space to promote to my content. When most people see your banner, they aren’t near the buying stage.

If your content is interesting, perhaps we can advertise the content offer, get them to subscribe to our content, build a relationship over time, and THEN they will be more likely to buy.

CMI Banner Ads


On the CMI website, you guys use banner ads — could you tell us how practical they are for you?

We use banner ads on our own site as event awareness only, so people know what our events are and when they will be.

We also use banners for our advertisers, but work with each of them to create CTAs to content offers.

If Content Marketing would be divided in three stages: Research, Creation and Promotion – from your perspective as the Content Marketing Evangelist, which of these three areas do you find to be the most challenging for small businesses?

Great question and tough to answer. I think small businesses are lacking in all three stages.

If I had to pick, I’d say research first (most SMBs don’t have formal content marketing strategies) and then Promotion (many SMBs think that just because the content is published that’s enough, and don’t put enough dollars behind getting people to see the content).

We know that visuals (infographics, gifs, slideshares, illustrations) are important, but how effective they are in today content marketing strategy?

Critical…every study on the planet will show that content with more visual components performs better, even as simple as one image in a blog post.

[Tweet “Content with more visual components performs better! via @joepulizzi”]

It just needs to be part of the content creation process.

What would you tell to your 20 years younger version, if you’ve had the possibility?

Read more.

Tea or coffee?

Coffee for sure. Lattes on special occasions.

Robert Katai
Robert Katai is the Product Marketing Specialist at Creatopy. His work was featured on Adweek, Entrepreneur, Marketing Profs, Content Marketing Institute and other places.

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