Content Inc. - The Podcast

In this episode, Joe revisits an old article he wrote six years ago about Apple's Think Different campaign and discovers a deeper lesson hidden inside it. This is not a story about marketing, or even about Apple. It is a story about belief, service, and the system every creator needs to survive long enough to succeed. Joe shares how belief powered Apple's turnaround in 1997 and how the same kind of belief shows up in the creators and entrepreneurs who persist through uncertainty. But he also explains why belief, on its own, can drift into ego and self-focus if it is not directed toward helping someone else. Through personal stories from Junta42, Content Marketing Institute, the Tilt, and the early launch of Content Entrepreneur Expo, Joe walks through the moments when his belief wavered and the exact thing that brought it back: returning his attention to the people he was trying to help. This episode introduces a simple but powerful system. Belief is the engine. Service is the direction. Creators who believe they can help someone else always find their footing again. They always know what to do next. And in an age when AI can manufacture almost anything, this combination of belief and service becomes the one advantage that cannot be automated. What You Will Learn: Why belief matters more than talent Why belief alone is not enough How Apple changed direction through purpose and conviction How Joe rebuilt belief during difficult seasons The simple system that can guide creators through any uncertainty Why focusing on the person you serve is the ultimate reset Mentioned in This Episode: Apple's Think Different campaign Eddie Murphy documentary Junta42 Content Marketing Institute The Tilt newsletter Content Entrepreneur Expo If you want more insights every Friday morning, subscribe to Joe Pulizzi's Tilt newsletter at https://www.thetilt.com/. Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Content Inc. here - https://www.contentinc.io/

In this episode, Joe digs into what he believes will become the final competitive advantage for creators in the years ahead. As AI accelerates and platforms gain the ability to clone creator voices, styles, and content patterns, many of the moats creators once relied on are disappearing. Technology can now replicate content quality. Algorithms can generate reach. Even personal style and voice can be synthesized. The last remaining moat is being known personally by real people. Joe explains why the strongest creators of the next decade will not be the ones with the biggest follower counts, but the ones with the deepest human relationships. He walks through the mindset shift creators must make as algorithmic reach becomes less reliable and as synthetic content becomes indistinguishable from human work. Direct touchpoints such as email, SMS, private communities, and membership spaces become essential because they form the relationship infrastructure that cannot be automated away. Joe also talks about why creators need to take those relationships offline. Real trust happens in rooms, not feeds. A handshake, a conversation, a shared meal, or a small gathering builds connection at a level AI cannot mimic. He highlights real examples of creators who already excel at this, including Andy Crestodina, who brings people together at every event he attends, and Brian Piper, who sets up intentional meetups and one to one conversations long before he arrives onsite. This episode is a call to action for creators who believe the window is closing. If everything online can be copied, then the only thing that cannot be replicated is your humanity. The real opportunity right now is to build a moat of human connection that endures long after algorithms shift and synthetic content takes over. What You'll Learn: Why AI will make most online content instantly replicable How platforms could create synthetic versions of top creators Why direct touchpoints matter more than followers How offline interactions become a long term moat Examples of creators who already practice this well Why being known will outlast any technological disruption Mentioned in This Episode: Andy Crestodina Brian Piper The role of events, meetups, and small gatherings in creator strategy If you want more insights every Friday morning, subscribe to Joe Pulizzi's Tilt newsletter at https://www.thetilt.com/. Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Content Inc. here - https://www.contentinc.io/

In this unscripted, straight-from-the-heart episode, Joe talks directly to creators and entrepreneurs about what really matters heading into 2026. It's not about doing more... it's about doing less but with intention. Joe calls this episode "The Creator Reset." It's about identifying what you don't want to do anymore — the habits, platforms, clients, or patterns that drain your energy or pull you off mission. Once you stop doing those things, you can finally see what truly lights you up and what you actually want to build. Then comes the challenge: choose one Misogi goal — a bold, 90-day commitment for the first quarter of the year. Go all in. That's it. One focus. One mission. The rest can wait. This is how you change your life, your business, and your sense of freedom...not with more resolutions, but with ruthless clarity. Key Takeaways The most powerful question you can ask right now: What do I not want to do anymore? Clarity comes from subtraction, not addition. Focus on what truly lights you up — one thing that makes sense for where you are and where you're going. The Misogi goal: one impossible-but-meaningful challenge for the next 90 days. Eliminate everything that doesn't serve that goal. Next Steps Write down: What you refuse to keep doing in 2026. What you want to build — the thing that still excites you. One Misogi-level goal for Q1. Then block your calendar and start living it. 👉 Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Content Inc. here - https://www.contentinc.io/

In this episode, Joe explores what happens after the "three-year window" closes — when AI begins to produce nearly everything on demand. What does that mean for creators and entrepreneurs? Joe shares three essential moves to stay relevant and build lasting value in the coming Age of Abundance. Key Points: 1. Build a Small Tribe with Purpose Forget chasing scale. The next era belongs to creators who build small, mission-driven communities rooted in shared values and purpose. Machines can copy your voice, but not your meaning. 2. Turn Your Process into the Product When content becomes infinite, your process becomes the value. Show how you work. Let your audience inside. Sell access to your system, not just your outcomes. 3. Name Your Focus In the Age of Abundance, clarity wins. Choose one word that defines what you stand for — and repeat it everywhere. If you don't define your focus, the algorithm will do it for you (and probably get it wrong). Takeaways: Abundance shifts value from creation to connection. Meaning, trust, and shared experience will become priceless. The future belongs to creators who build direct relationships and stand for something clear. Quote of the Episode: "When everything is abundant, trust becomes priceless." 👉 Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Content Inc. here - https://www.contentinc.io/

Joe Pulizzi goes deeper into his "three-year window" theory and shares three unconventional strategies creators can use to build real connection before AI changes how audiences find and consume content. These moves — collaboration, physical experiences, and shared memory — create the kind of trust algorithms can't replicate. Key Takeaways: Turn your audience into collaborators. Your audience doesn't just want to consume — they want to contribute. From small communities to co-created projects, inviting people into the process builds belonging and loyalty that AI can't imitate. Take a piece of your content offline. In a world flooded with digital noise, physical experiences become priceless. Whether it's a print newsletter, local meetup, or tangible product, real-world touchpoints build trust and deepen connection. Create a memory layer. Shared history is your ultimate moat. Celebrate milestones, reference old content, and recognize long-time followers. Nostalgia and continuity form emotional glue that keeps your audience coming back. Mentioned in this Episode: CEX VIP Group — community collaboration project Matt White, GolfCartingTV — blending online presence with real-world experience This Old Marketing 500th Episode — celebrating shared history Quote of the Episode: "AI can copy your style and tone, but it can't fake history." 👉 Get Joe Pulizzi's new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Content Inc. here - https://www.contentinc.io/

This week, Joe shares insights from conversations at MAICON in Cleveland, where leading AI and marketing experts warned that creators have a limited window, about three years, before technology reshapes how audiences consume content. In a world where devices generate or curate content on the fly, traditional audience-building could vanish overnight. But this episode isn't just a warning. It's a call to action. Joe explains how independent creators can use this time to build deeper trust, stronger communities, and direct ownership of their audiences. Those who act now will have the most valuable currency in the coming AI-driven era: human connection and control. Key Takeaways The 3-Year Window: AI-generated and AI-selected content will soon dominate consumer experiences...creators must act before that shift fully arrives. Audience Ownership Matters: Algorithms can disappear, but email lists, communities, and owned channels can't be taken away. Human Connection Wins: Authentic voice, story, and consistency will always beat synthetic content. Now Is the Time: These next few years will define who thrives and who gets left behind. 👉 Get my new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Content Inc. here - https://www.contentinc.io/

Joe Pulizzi is back from London—and he's got a story that will change how you think about the future of creation. After traveling overseas (yes, to watch the Browns lose again), Joe and his wife attended ABBA Voyage, a virtual concert where lifelike digital avatars of the legendary band perform with a live orchestra. The experience was so real, so emotional, that it sparked a powerful realization: the line between real and fake content has officially disappeared. In this episode, Joe explores: Why audiences no longer care whether content is created by humans or machines How ABBA Voyage and new AI tools from Meta and OpenAI point to a future where creators can "live forever" through data and digital models The profound opportunity this new world presents for independent creators Joe argues that while AI-generated "fakes" are on the rise, nothing can replace a real human who takes ownership of their work, their audience, and their meaning. This episode connects deeply to the message behind Burn the Playbook: In a world where everything is automated, authentic ownership is your unfair advantage. Listen in and ask yourself: Would you rather connect with the reals… or are you ready to embrace the fakes? 👉 Get my new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Content Inc. here - https://www.contentinc.io/

This week I'm reflecting on a huge milestone: the 500th episode of This Old Marketing with my friend and co-host Robert Rose. Five hundred weeks without missing an episode. How did we get here? And more importantly—what can you, as a creator, take away from this kind of consistency? In this episode, I break down the keys that made it possible: Consistency builds trust. Showing up week after week, no matter what. Partnership makes the journey sustainable. The right collaborator keeps things fun and accountable. Community comes before content. People return for the connection, not just the information. Evolving with a steady premise. Adapting to new trends while staying anchored in a core promise. Whether you're five episodes in or fifty issues into a newsletter, this episode will remind you why the long game matters and how to play it. 👉 Listen to This Old Marketing's 500th episode here: https://www.thisoldmarketing.com/ or watch on YouTube at https://www.youtube.com/@ThisOldMarketing 👉 Get my new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/

For almost two decades, Joe Pulizzi was known as the content marketing guy. Then came fiction writing, creator support, and a mix of new projects that left him wondering—what do I really stand for now? This week, Joe shares how a post from Jonathan Mast reshaped his perspective: "If you can't explain how you make people's lives better in 15 seconds or less, you're invisible in today's short attention span economy." That idea forced Joe to simplify his answer, sharpen his Tilt, and land on a powerful, clear statement of purpose: I help entrepreneurs and creators find meaning, freedom, and wealth. In this episode, you'll learn: Why clarity beats complexity every time How a 15-second message opens the door to deeper conversations The question you need to answer to sharpen your own Tilt Joe also challenges you directly: Can you explain how you make people's lives better—in 15 seconds or less? If this resonates, you'll find more like it in my new book Burn the Playbook.  I'd love your support in spreading the word. Burn the Playbook (buy directly from Joe) - https://www.joepulizzi.com/books/burn-the-playbook/ Please leave me a review here: Burn the Playbook (Amazon Kindle) - https://www.amazon.com/Burn-Playbook-Creators-Entrepreneurs-Businesses-ebook/dp/B0FPXQTWDL/

This week's Content Inc. is a little different. With the launch of my new book Burn the Playbook right around the corner, I wanted to share something I rarely talk about... the "little things" that made the biggest difference in my career. These aren't flashy moves. They're small, repeatable habits that paved the way for everything else: Writing down financial goals and reviewing them daily Getting on the same page with my wife from the very beginning Building community through a single non-profit cause Doing the uncomfortable things...introducing myself, going to the event, investing in new skills Creating something every day (even if it's just a sentence) Sending thank-you notes and always following up Asking my network how I could help them Leading with service first Individually, they seem minor. But together, they created the foundation for every big success I've had. If this resonates, you'll find more like it in my new book Burn the Playbook.  I'd love your support in spreading the word. Burn the Playbook (buy directly from Joe) - https://www.joepulizzi.com/books/burn-the-playbook/ Please leave me a review here: Burn the Playbook (Amazon Kindle) - https://www.amazon.com/Burn-Playbook-Creators-Entrepreneurs-Businesses-ebook/dp/B0FPXQTWDL/    

In this episode of Content Inc., Joe Pulizzi shares a major shift in his work and thinking. For years, Joe was known as "the content marketing guy." More recently, he's been called the entrepreneur guy, the creator guy, even the orange guy. But after some reflection, and inspiration from friends Jay Clouse and Jay Acunzo, Joe has distilled his new premise. The only true path to meaning, freedom, and wealth is building something you control. Joe explains why this premise matters today, and why it connects so closely to the idea of a Tilt: the unique angle that makes you irreplaceable. He shares an updated definition of the Tilt, how it applies to his projects (Content Inc., This Old Marketing} and why finding your Tilt is the foundation of a business model that lasts. Joe closes with a challenge: What is your Tilt? What is the unique angle that makes you irreplaceable? If you cannot answer that clearly, you're at risk. But if you can, you hold the raw material for meaning in your work, freedom over your choices, and wealth that lasts. -------- For more inspiration and a step-by-step guide to building freedom on your own terms, grab Joe's new book Burn the Playbook (plus a 21-day challenge) at https://www.joepulizzi.com/books/burn-the-playbook/. Resources & Links: Joe's free guide: [Mastering Goal Setting] Joe's new book: [Burn the Playbook] Let's connect: [LinkedIn]  Subscribe to the Podcast [Content Inc.]  

This week on Content Inc., Joe shares a powerful reminder for every creator: feeling "behind" or "not good enough" is not a weakness. It is often a marker of growth. Fresh off the afterglow of CEX, Joe reflects on a conversation between Jay Acunzo and Ann Handley about imposter feelings and self-doubt. Even when we are recognized and quoted, we can still feel like we are falling short. To bring it home, Joe draws inspiration from the legendary golfer Bobby Jones, who once admitted his game felt like it was in "horrible shape" during a stretch when he was dominating every major tournament. The truth? Champions do not measure themselves against others, but against their own potential. For creators and entrepreneurs, that same gap between perception and reality is where mastery lives. Feeling broken can be the best evidence you are leveling up. 👉 Jay Acunzo's LinkedIn post: [link] Bobby Jones Book Recommendation Key Takeaways: Everyone feels behind, even top performers. Dissatisfaction can be fuel, not failure. Growth often feels uncomfortable, and that is the point. Thanks for listening, and as always… keep building. -------- For more inspiration and a step-by-step guide to building freedom on your own terms, grab Joe's new book Burn the Playbook (plus a 21-day challenge) at https://www.joepulizzi.com/books/burn-the-playbook/. Resources & Links: My free guide: [Mastering Goal Setting] My new book: [Burn the Playbook] Let's connect: [LinkedIn]  Subscribe to the Podcast [Content Inc.]

I just got back from the 4th Annual Content Entrepreneur Expo (CEX) and my notebook is full. In this episode, I share the biggest lessons that every creator needs to hear: Why replies matter more than followers or likes How to craft a clear, powerful premise that makes your audience's eyes light up The surprising ways your community can create content with you Why breaking patterns and pushing boundaries keeps you unforgettable The trap of playing small—and how to step fully into your power Why slowing down may be the smartest move in an AI-driven world How trust platforms are beating search engines at their own game These insights hit me hard, and I think they'll do the same for you. Listen in, take notes, and let's rethink how we build as creators. -------- For more inspiration and a step-by-step guide to building freedom on your own terms, grab Joe's new book Burn the Playbook (plus a 21-day challenge) at https://www.joepulizzi.com/books/burn-the-playbook/. Resources & Links: My free guide: [Mastering Goal Setting] My new book: [Burn the Playbook] Let's connect: [LinkedIn]  Subscribe to the Podcast [Content Inc.]

What if you only had 60 days left to live? In this episode, Joe shares one of the most powerful thought exercises he uses to cut through distractions and refocus on what truly matters...both in business and in life. Instead of letting busy work, endless scrolling, or meaningless meetings dominate your days, the 60 Days to Live Mentality forces you to ask: What would I double down on? Who would I spend time with? What would I stop doing altogether? Joe explains how this simple but radical lens creates clarity, strengthens relationships, and drives focus on the projects that actually move the needle. Takeaway: You don't need a crisis to start living with urgency. By aligning your daily calendar with what matters most, you'll make better decisions, create more impact, and build a business—and life—that lasts. Challenge for you: Take 10 minutes today. Write down what you'd do if you only had 60 days left. Then compare it with how you're actually spending your time. The difference will show you what needs to change. For more inspiration and a step-by-step guide to building freedom on your own terms, grab Joe's new book Burn the Playbook (plus a 21-day challenge) at https://www.joepulizzi.com/books/burn-the-playbook/. Resources & Links: My free guide: [Mastering Goal Setting] My new book: [Burn the Playbook] Let's connect: [LinkedIn]  Subscribe to the Podcast [Content Inc.]

Most creators don't fail because they lack skill or talent — they fail because they never make the mindset shifts that turn effort into results. After more than two decades in content entrepreneurship, I've seen what separates the ones who win from the ones who quit. In this episode, I share six powerful mindset shifts that can change your entire trajectory as a creator. You don't need to adopt all of them today... pick one, live it, and watch what happens. What You'll Learn in This Episode: Why your goal is your compass — and how to set one that actually works. How to define and lean into your tilt (your unique differentiation). Why purposeful repetition is the secret to branding that sticks. The one daily habit that protects your creative energy. How your "crew" can either raise or lower your ceiling. Why selling every day is service, not pushiness — and how to make it a habit. Resources & Links: My free guide: [Mastering Goal Setting] My new book: [Burn the Playbook] Let's connect: [LinkedIn]  Subscribe to the Podcast [Content Inc.]  

Most of the time, content creators are alone...working on content. While this can be productive for the content, it's not good for your mental health or overall business (if you need to be more creative or sell things). So we must network, and often, we need to use forced networking. In this episode, I talk about three ways to do it: Quarterly in-person events Monthly small-group meetings One-on-one planned coffee meetings This process has been instrumental in my creator success. It will be for you as well. Pre-order my new book, Burn the Playbook, here ---> https://www.joepulizzi.com/books/burn-the-playbook/ Come join me at Content Entrepreneur Expo (CEX) in Cleveland August 24-26. Use coupon code CEXDAY to save $200 - https://cex.events/ ------- Like this episode? SUBSCRIBE on Apple, Spotify or Google. See all Content Inc episodes at the Content Inc. podcast home. Get my personal newsletter today and receive my free goal-setting guide today.

Most creators are following the rules...and that's exactly the problem. They listen to the podcasts, follow the gurus, and try to reverse-engineer success based on surface-level metrics. But the truly successful creators do things a bit differently. Here are six rules the top creators break...and what they do instead. They Don't Chase Platforms—They Build Homes They Start Tiny They Monetize Early They're Long-Term Obsessed They Create Signature Content They Treat It Like a Business Pre-order my new book, Burn the Playbook, here ---> https://www.joepulizzi.com/books/burn-the-playbook/ Come join me at Content Entrepreneur Expo (CEX) in Cleveland August 24-26. Use coupon code CEXDAY to save $200 - https://cex.events/ ------- Like this episode? SUBSCRIBE on Apple, Spotify or Google. See all Content Inc episodes at the Content Inc. podcast home. Get my personal newsletter today and receive my free goal-setting guide today.

If you're a content creator in a business niche and you're NOT going to live events, you're missing one of the easiest ways to grow your influence, revenue, and network. But just showing up isn't enough. You need to be strategic about it. Let me walk you through exactly how to make live events your secret growth engine. 1. Pick the Right Events Don't just go to every conference in your industry. Be selective. Ask yourself: Will my ideal audience or customers be there? Will the people I want to partner or collaborate with be there? Will there be speakers who are already where I want to be? Will the people in attendance be critical to my business model of the future? Smaller, niche events are often better than the giant ones because it's easier to have real conversations. 2. Have a Plan Before You Go Treat this like a marketing campaign. Make a hit list of 5–10 people you want to meet. Connect with them on LinkedIn before the event with a simple message: "Hey, I see we're both going to [Event]. Would love to say hi while we're there." If they respond, you can add, let me know if you want to grab coffee while there. It's an easy ask. Follow the event app so you can see where people are gathering. Most creators go in blind and just "see what happens." Don't do that. 3. Work the Room (Even if It's Uncomfortable) Yes, some of this will feel awkward. Do it anyway. Sit at a different table each meal. Go to every networking event, even if you're tired. After a speaker session, walk up, introduce yourself, and thank them. 90% of attendees don't bother, so you'll stand out. When you sit in a session, introduce yourself to at least one person sitting by you. They will thank you for it as they are probably uncomfortable sitting by themselves. 4. Buy the Book, Get It Signed Here's a power move: If the speaker has a book, buy it BEFORE the event. Bring it with you, and after their talk say: "I loved your session. Would you mind signing this? I already bought it—it's been really helpful." Why? Because now you're not just another attendee—you're someone who invested in their work. People remember that. When I first spoke at Hubspot's inbound, Douglas Burdett from the marketing book podcast, was standing in the back with my book Epic Content Marketing. How could I not stop and talk to him? Since then, we became fast friends and I was on his podcast I think seven times. He did that with so many speakers. 5. Follow Up Fast The magic isn't just at the event—it's what you do after. Send a quick LinkedIn or email note the next day: "Great meeting you yesterday at [Event]. Loved our chat about [Topic]. Let's keep in touch." If you promised to send someone a resource or an intro, do it within 48 hours. Most people don't follow up, which is why this works so well. The Big Picture Look, content creation can feel like sitting alone behind a keyboard. But the fastest way to build authority and trust is face-to-face. People buy from people they know—and live events shortcut years of online grinding if you do them right. So don't just attend. Be strategic. Have a plan. Make yourself known. That's how live events turn into partnerships, clients, speaking gigs—and real friendships. Pre-order my new book, Burn the Playbook, here ---> https://www.joepulizzi.com/books/burn-the-playbook/ Come join me at Content Entrepreneur Expo (CEX) in Cleveland August 24-26. Use coupon code CEXDAY to save $200 - https://cex.events/ ------- Like this episode? SUBSCRIBE on Apple, Spotify or Google. See all Content Inc episodes at the Content Inc. podcast home. Get my personal newsletter today and receive my free goal-setting guide today.  

Jesse Itzler believes the key to goal setting is in the Misogi Challenge. Jesse's Misogi Challenge is one big, audacious goal that you accomplish during each year. For example, Jesse's one big goal for 2025 is to run 2025 miles. Every day, that's the major goal. Sure, he does the things he has to for work and play, but his Misogi goal is always top of mind. 2025 was the first year I tried Jesse's challenge. My Misogi Challenge was to focus on optimum brain health.  And I have to admit…focusing on the one big goal got me super focused, which is why I believe this all seems to be working for me. Jesse states that to do this properly, your Misogi Challenge goal needs to be three things. 1. It should really push the limit. 2. It should scare you a little bit. 3. It should be for you…not anyone else. What should your Misogi Challenge be for 2025? Need help? Pre-order my new book, Burn the Playbook, here ---> https://www.joepulizzi.com/books/burn-the-playbook/ Come join me at Content Entrepreneur Expo (CEX) in Cleveland August 24-26. Use coupon code JP100 to save $100 - https://cex.events/ ------- Like this episode? SUBSCRIBE on Apple, Spotify or Google. See all Content Inc episodes at the Content Inc. podcast home. Get my personal newsletter today and receive my free goal-setting guide today.

For most Americans, the Big Beautiful Bill is destructionist legislation. But, I started to to look at it like any small business owner, entrepreneur should.  There is a silver lining for creators. Congress has just passed one of the biggest tax packages in recent history, billions in adjustments.  And there are four key areas that are critically important for content creators. 20% Qualified Business Income Deduction (QBI) No Tax on Tips (up to $25,000) No Tax on Overtime (within limits) 100% Bonus Depreciation This bill is a giant flashing neon sign that says: "We reward people who own things." ------- Like this episode? SUBSCRIBE on Apple, Spotify or Google. See all Content Inc episodes at the Content Inc. podcast home. Get my personal newsletter today and receive my free goal-setting guide today.