{"id":2246,"date":"2021-01-29T21:55:19","date_gmt":"2021-01-29T21:55:19","guid":{"rendered":"https:\/\/info.maccabee.com\/blog\/?p=2246"},"modified":"2022-02-07T13:38:56","modified_gmt":"2022-02-07T13:38:56","slug":"doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/","title":{"rendered":"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi"},"content":{"rendered":"<p>Any presentation that includes bar charts made with milk chocolate pieces has to be good, right? That was surely the case when our public <img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2248 alignleft\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/CoverCoronaMarketing.jpg\" alt=\"Corona Marketing\" width=\"174\" height=\"225\" \/>relations agency hosted Joe Pulizzi, the Amazon best-selling author of &#8220;Killing Marketing,&#8221; &#8220;Content Inc.&#8221; and &#8220;Epic Content Marketing&#8221; and founder of the Content Marketing Institute, in our almost-monthly Sharper Angle webinar series. <a href=\"https:\/\/youtu.be\/_dD44zg3q68\" target=\"_blank\" rel=\"noopener\">My conversation with Pulizzi<\/a> centered around Joe\u2019s new book <a href=\"https:\/\/www.joepulizzi.com\/corona-marketing\/\" target=\"_blank\" rel=\"noopener\">\u201cCorona Marketing and Beyond \u2013 What Marketing Professionals Must Do Now to Survive the Crisis<\/a>.\u201d In it, he writes that the COVID-19 pandemic has changed the world as we know it. Yet even in the midst of the pandemic, he says that marketers and PR pros have been given a chance to create something amazing. \u201cWe have an opportunity right now to really reset.\u201d says Pulizzi. \u201cSort of start afresh. We\u2019re looking at our goals in a fresh way. Figuring out the movement to focus on the needs of our customers and to figure out their pain points. We can solve them through communications and if we do that, customers will know, like and trust us more, and ultimately buy more products from us.\u201d I\u2019m confident his last point is a goal that we can all support!<\/p>\n<p>If you were unable to attend our Sharper Angle session (or would like a recap), here are some of Joe\u2019s practical tips from his book (and our webinar) on surviving this crisis, and why now is the time to double down on content marketing:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Revisit Your Content Tilt<\/strong>\u2014Your content tilt is what separates you from everyone else in your market area, Joe writes in Corona Marketing. \u201cIt\u2019s your unique perspective on your content niche, which creates an opportunity for you to lead and, ultimately, own the category. Without \u201ctilting\u201d your content just enough to tell a truly unique story, you risk blending into the rest of the noise and being forgotten.\u201d<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Do One Great Thing<\/strong>\u2014\u201cNo matter the budget and resources, we have a finite amount of energy and focus. There\u2019s a lot of mediocrity and a lot of content across multiple platforms, a lot of motion and content creation, but not a lot of change in behavior from our customers. You are never going to reach a content tilt to break through the clutter without developing something amazing and fantastic.\u201d Joe goes on to say, \u201cAt some point, you are going to have to make the decision of cutting things and focus on being great. And then commit to it and focus on it for a period of time to build the audience. Strategy is about saying no to a lot of things.\u201d (Head\u2019s Up: There\u2019s even a chapter title \u201cStart Killing Social Channels\u201d in Corona Marketing. No really, there is!)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Inject Life into Your Email Newsletter<\/strong>\u2014\u201cEmail is the best channel ever because it provides control. You don\u2019t have control of the relationship on other channels, like Facebook,\u201d Joe told our Sharper Angle event attendees. More to the point in his book, Pulizzi writes: \u201cThose followers\/subscribers (on Instagram, and other social channels) belong to those companies. You are simply renting them. A lot of companies spent a lot of money on Google+ and it went out of business and those relationships were lost. We have to make sure to be careful, because we don\u2019t control those channels.\u201d Joe goes on to say about email marketing that \u201cYou don\u2019t see the consistency (with content, deadlines, etc.) that you see on the media side. We are never going to build a quality audience unless you keep your content promise.\u201d He goes on to advise: All information should be in your email newsletter, rather than just providing links to drive readers to your website. However, he says, that doesn\u2019t mean it\u2019s an absolute and you can\u2019t link out to more resources. \u201cBut most people don\u2019t want to click through as most people today are reading your content on their phone,\u201d he concludes.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<div id=\"attachment_2249\" style=\"width: 246px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2249\" class=\" wp-image-2249\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/JoePulizziSpeaking.jpg\" alt=\"Joe Pulizzi Speaking\" width=\"236\" height=\"213\" \/><p id=\"caption-attachment-2249\" class=\"wp-caption-text\">Joe Pulizzi<\/p><\/div>\n<ul>\n<li><strong>Develop an Internal Marketing Initiative<\/strong>\u2014I asked Joe about internal audiences and communications as he devotes a chapter to this subject in his book. \u201cUltimately, we are trying to build an audience of loyal subscribers through communications and if we do that, they will know, like and trust us more and ultimately buy more products from us.\u201d (Author note from me: he said this many times. It is important!) He says, it is probably true that many times our internal colleagues don\u2019t understand what we are doing. So, we must ask ourselves who are the stakeholders and what do they need to know to be able to become internal influencers. Joe advises: If you want someone to use your content, you have to educate them on how to use it. Treat your internal marketing initiative to build ambassadors for your content just like an external communication initiative.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2250 alignleft\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/ChocolateGraph.jpg\" alt=\"Chocolate Graph\" width=\"312\" height=\"178\" \/>These four points are just a snapshot of the great advice from Joe\u2019s Corona Marketing. It\u2019s definitely worth the read for marketers. But first, let\u2019s get back to Joe\u2019s chocolate bar chart. What he was illustrating relates to the concept of great content. Each bar on the chart represents a content channel with chocolate pieces stacked up at different levels denoting the channel\u2019s individual success of reaching the \u201cgreat content\u201d goal line. His point, other than teasing our taste buds? If there are multiple content channels \u2013 social, blog, podcast, etc. \u2013 each taking a lot of time, energy and commitment from us to make them great, can one honestly make them all exceptional to reach that great content goal line, especially with all our competing communications priorities?<\/p>\n<p>&nbsp;<\/p>\n<p>If we\u2019re honest, the answer most undoubtedly is no. So, he advises, put your content energy into one or two great channels so customers will know, like and trust us more, and ultimately buy more products from us (there\u2019s that line again)\u2014a mantra for which we should all strive. Oh, and my advice? When you next treat yourself to chocolate, remind yourself that there\u2019s no better time to double down on great content!<\/p>\n<p>To enjoy a video recording of our content marketing conversation with Joe Pulizzi, click here: <a href=\"https:\/\/youtu.be\/_dD44zg3q68\" target=\"_blank\" rel=\"noopener\">https:\/\/youtu.be\/_dD44zg3q68\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Any presentation that includes bar charts made with milk chocolate pieces has to be good, right? That was surely the case when our public relations agency hosted Joe Pulizzi, the Amazon best-selling author of &#8220;Killing Marketing,&#8221; &#8220;Content Inc.&#8221; and &#8220;Epic Content Marketing&#8221; and founder of the Content Marketing Institute, in our almost-monthly Sharper Angle webinar&hellip;<\/p>\n","protected":false},"author":11,"featured_media":2247,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi - Maccabee Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi - Maccabee Blog\" \/>\n<meta property=\"og:description\" content=\"Any presentation that includes bar charts made with milk chocolate pieces has to be good, right? That was surely the case when our public relations agency hosted Joe Pulizzi, the Amazon best-selling author of &#8220;Killing Marketing,&#8221; &#8220;Content Inc.&#8221; and &#8220;Epic Content Marketing&#8221; and founder of the Content Marketing Institute, in our almost-monthly Sharper Angle webinar&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/\" \/>\n<meta property=\"og:site_name\" content=\"Maccabee Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-29T21:55:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-07T13:38:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/JoePulizziChocolate.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"439\" \/>\n\t<meta property=\"og:image:height\" content=\"270\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jean Hill\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jean Hill\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/\"},\"author\":{\"name\":\"Jean Hill\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/#\\\/schema\\\/person\\\/112b9af4b8eb9b07183d2cdf9f35a87f\"},\"headline\":\"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi\",\"datePublished\":\"2021-01-29T21:55:19+00:00\",\"dateModified\":\"2022-02-07T13:38:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/\"},\"wordCount\":1072,\"image\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/JoePulizziChocolate.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/\",\"url\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/\",\"name\":\"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi - Maccabee Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/JoePulizziChocolate.jpg\",\"datePublished\":\"2021-01-29T21:55:19+00:00\",\"dateModified\":\"2022-02-07T13:38:56+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/#\\\/schema\\\/person\\\/112b9af4b8eb9b07183d2cdf9f35a87f\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/#primaryimage\",\"url\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/JoePulizziChocolate.jpg\",\"contentUrl\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/JoePulizziChocolate.jpg\",\"width\":439,\"height\":270,\"caption\":\"Author Joe Pulizzi\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/\",\"name\":\"Maccabee Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/#\\\/schema\\\/person\\\/112b9af4b8eb9b07183d2cdf9f35a87f\",\"name\":\"Jean Hill\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/82e132e4c39fe66f8f9e41e974c83609960c4068e10d459f7bf873c145e6b611?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/82e132e4c39fe66f8f9e41e974c83609960c4068e10d459f7bf873c145e6b611?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/82e132e4c39fe66f8f9e41e974c83609960c4068e10d459f7bf873c145e6b611?s=96&d=mm&r=g\",\"caption\":\"Jean Hill\"},\"description\":\"Jean brings to Maccabee\u2019s clients more than 37 years of experience in public relations and marketing, including 15 years at Martin Williams\u2019 public relations division, Karwoski &amp; Courage. As that agency\u2019s Vice President, Director of Client Services, Jean guided integrated marketing campaigns for 3M Healthcare and 3M Consumer Products, Pillsbury Company, Caribou Coffee, Marvin Windows &amp; Doors, Patterson Dental, Bissell, Gold\u2019n Plump Poultry, American Crystal Sugar and GlaxoSmithKline Consumer Healthcare, for whom she helped promote such familiar brands as Aquafresh, Sensodyne, Polident and Super PoliGrip. Her dental product public relations campaigns alone generated 44 million impressions in business-to-business trade media; another of Jean\u2019s public relations campaigns resulted in measurable sales growth of 34 percent. In addition to her extensive media relations experience, Hill brings her broad experience in cause-related marketing, crisis and corporate communications, marketing communications, community relations, event marketing, social media marketing and advertising to Maccabee. Jean also served as Business Development Manager for the Minneapolis-based law firm Leonard Street &amp; Deinard, Account Executive with Yeager Karwoski Public Relations and Senior Account Executive\\\/Media Director with Edwin Neuger &amp; Associates Public Relations. She is a four-time recipient of the Public Relations Society of America\u2019s \u201cClassics Award\u201d and a six-time recipient of \u201cCreativity in Public Relations\u201d awards. Jean is also a trustee of the non-profit Plymouth Community Foundation, formerly serving as its Chair and one-time director of its marketing and publicity committee, and has held many volunteer positions with local philanthropic organizations.\",\"sameAs\":[\"https:\\\/\\\/maccabee.com\\\/our-team\\\/jean-hill\\\/\"],\"url\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/author\\\/jeanmaccabee-com\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi - Maccabee Blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/","og_locale":"en_US","og_type":"article","og_title":"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi - Maccabee Blog","og_description":"Any presentation that includes bar charts made with milk chocolate pieces has to be good, right? That was surely the case when our public relations agency hosted Joe Pulizzi, the Amazon best-selling author of &#8220;Killing Marketing,&#8221; &#8220;Content Inc.&#8221; and &#8220;Epic Content Marketing&#8221; and founder of the Content Marketing Institute, in our almost-monthly Sharper Angle webinar&hellip;","og_url":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/","og_site_name":"Maccabee Blog","article_published_time":"2021-01-29T21:55:19+00:00","article_modified_time":"2022-02-07T13:38:56+00:00","og_image":[{"width":439,"height":270,"url":"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/JoePulizziChocolate.jpg","type":"image\/jpeg"}],"author":"Jean Hill","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Jean Hill","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/#article","isPartOf":{"@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/"},"author":{"name":"Jean Hill","@id":"https:\/\/info.maccabee.com\/blog\/#\/schema\/person\/112b9af4b8eb9b07183d2cdf9f35a87f"},"headline":"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi","datePublished":"2021-01-29T21:55:19+00:00","dateModified":"2022-02-07T13:38:56+00:00","mainEntityOfPage":{"@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/"},"wordCount":1072,"image":{"@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/#primaryimage"},"thumbnailUrl":"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/JoePulizziChocolate.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/","url":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/","name":"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi - Maccabee Blog","isPartOf":{"@id":"https:\/\/info.maccabee.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/#primaryimage"},"image":{"@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/#primaryimage"},"thumbnailUrl":"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/JoePulizziChocolate.jpg","datePublished":"2021-01-29T21:55:19+00:00","dateModified":"2022-02-07T13:38:56+00:00","author":{"@id":"https:\/\/info.maccabee.com\/blog\/#\/schema\/person\/112b9af4b8eb9b07183d2cdf9f35a87f"},"breadcrumb":{"@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/#primaryimage","url":"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/JoePulizziChocolate.jpg","contentUrl":"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2021\/01\/JoePulizziChocolate.jpg","width":439,"height":270,"caption":"Author Joe Pulizzi"},{"@type":"BreadcrumbList","@id":"https:\/\/info.maccabee.com\/blog\/doubling-down-on-content-marketing-advice-from-best-selling-author-joe-pulizzi\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/info.maccabee.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Doubling Down on Content Marketing: Advice from Best-Selling Author, Joe Pulizzi"}]},{"@type":"WebSite","@id":"https:\/\/info.maccabee.com\/blog\/#website","url":"https:\/\/info.maccabee.com\/blog\/","name":"Maccabee Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/info.maccabee.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/info.maccabee.com\/blog\/#\/schema\/person\/112b9af4b8eb9b07183d2cdf9f35a87f","name":"Jean Hill","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/82e132e4c39fe66f8f9e41e974c83609960c4068e10d459f7bf873c145e6b611?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/82e132e4c39fe66f8f9e41e974c83609960c4068e10d459f7bf873c145e6b611?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/82e132e4c39fe66f8f9e41e974c83609960c4068e10d459f7bf873c145e6b611?s=96&d=mm&r=g","caption":"Jean Hill"},"description":"Jean brings to Maccabee\u2019s clients more than 37 years of experience in public relations and marketing, including 15 years at Martin Williams\u2019 public relations division, Karwoski &amp; Courage. As that agency\u2019s Vice President, Director of Client Services, Jean guided integrated marketing campaigns for 3M Healthcare and 3M Consumer Products, Pillsbury Company, Caribou Coffee, Marvin Windows &amp; Doors, Patterson Dental, Bissell, Gold\u2019n Plump Poultry, American Crystal Sugar and GlaxoSmithKline Consumer Healthcare, for whom she helped promote such familiar brands as Aquafresh, Sensodyne, Polident and Super PoliGrip. Her dental product public relations campaigns alone generated 44 million impressions in business-to-business trade media; another of Jean\u2019s public relations campaigns resulted in measurable sales growth of 34 percent. In addition to her extensive media relations experience, Hill brings her broad experience in cause-related marketing, crisis and corporate communications, marketing communications, community relations, event marketing, social media marketing and advertising to Maccabee. Jean also served as Business Development Manager for the Minneapolis-based law firm Leonard Street &amp; Deinard, Account Executive with Yeager Karwoski Public Relations and Senior Account Executive\/Media Director with Edwin Neuger &amp; Associates Public Relations. She is a four-time recipient of the Public Relations Society of America\u2019s \u201cClassics Award\u201d and a six-time recipient of \u201cCreativity in Public Relations\u201d awards. Jean is also a trustee of the non-profit Plymouth Community Foundation, formerly serving as its Chair and one-time director of its marketing and publicity committee, and has held many volunteer positions with local philanthropic organizations.","sameAs":["https:\/\/maccabee.com\/our-team\/jean-hill\/"],"url":"https:\/\/info.maccabee.com\/blog\/author\/jeanmaccabee-com\/"}]}},"_links":{"self":[{"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/posts\/2246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/comments?post=2246"}],"version-history":[{"count":7,"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/posts\/2246\/revisions"}],"predecessor-version":[{"id":2263,"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/posts\/2246\/revisions\/2263"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/media\/2247"}],"wp:attachment":[{"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/media?parent=2246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/categories?post=2246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/info.maccabee.com\/blog\/wp-json\/wp\/v2\/tags?post=2246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}