Mike speaks to Joe Pulizzi, who is a content marketing guru who is the founder of multiple startups including The Tilt, Content Expo Events, the author of 7 books, and the host of several podcasts. He also runs The Orange Effect Foundation which provides children with consistent speech therapy.

Joe explains how he went down the content marketing rabbit hole and how any business can leverage it. He and Mike discuss, which platforms you should use, software, automation, knowing your audience, email list building, leveraging AI and much more.

KEY TAKEAWAYS

• If you want to grow significantly you need to build a strong relationship with your customers. Content marketing enables you to do this.
• People come to know, like and trust you, over time. It is a marathon, not a sprint.
• Don´t just go create content. Know who your audience is and be clear about what your marketing goal is.
• To find your sweet spot, ask what my audience’s pain spots are, what am I qualified to talk and tell stories about, and what differentiates us from our competitors.
• Don´t publish on every channel. Joe explains how to choose which ones.
• Initially you will need to set up listening posts so you can better understand what your audience wants. But don´t forget to talk to your customers.
• Use your content to build your list. You need to get people´s email addresses to gain one-on-one access that will enable you to better serve them.
• Once you have people´s email you can use that to look at their buying behaviour.
• Use your data to the full. So many businesses don´t.
• Before investing in software, get the most out of free tools like Google Analytics.
• Create a long-form piece of content e.g. a podcast, then pull your short content out of that.
• Make sure you post to a platform you own e.g. your website. The socials constantly change the algorithms, so you can never 100% rely on it.
• Leaning too heavily on AI stifles your creativity and makes you sound the same as everyone else.
• AI does however make a great assistant for example doing research.
• It takes a long time to build a business, years, which is why patience is essential.

BEST MOMENTS

05:52 "It (content marketing) takes a lot of time, but it is the absolute best form of marketing on the planet." 

13:45   “Create content that differentiates you and rises above all the other content clutter out there?" 

25:48 "At some point you have to think like a marketing strategist and say I need to have the data." 

27:20 "Build a program to get people back to your website and sign up for something." 

40:17 "We don't have the time or resources to really figure out all these channels and do what we need to do. So just choose one." 

48:33 "I think you´re in trouble if you´re getting your content from an AI tool." 

55:57   “Don't spend frivolously. Don't be on every platform. Be strategic." 

ABOUT THE GUEST

https://www.thetilt.com/tilt-author/joe-pulizzi

https://cex.events/speaker/joe-pulizzi-2/

https://theorangeeffect.org/about/

https://www.joepulizzi.com/signup/

https://www.linkedin.com/in/joepulizzi/

ABOUT THE HOST

Meet Mike, a seasoned tech entrepreneur and visionary with over two and a half decades of invaluable experience in founding and scaling successful tech start-ups. Mike brings a wealth of firsthand knowledge, and a deep understanding of the challenges faced by entrepreneurs and tech professionals.

As a host, Mike is dedicated to sharing actionable insights, strategies, and stories gathered from conversations with industry leaders, innovators, and experts. With a remarkable ability to distil practical wisdom from guests, Mike curates engaging discussions that resonate with both aspiring entrepreneurs and seasoned professionals. 

ABOUT THE SHOW

Welcome to Mastering Tech Growth, where we dive deep into the strategies, challenges, and triumphs of scaling tech-driven ventures. Join us as we explore the dynamic world of technology businesses, uncovering the secrets behind successful growth trajectories. Each episode brings you candid conversations with founders and industry experts, sharing invaluable insights, proven tactics, and real-life stories. Whether you're a budding entrepreneur or a seasoned professional, discover the roadmap to navigating the complexities of scaling in the ever-evolving tech landscape.