Marketing & Growth, Podcast, Startup Stories, Traction Podcast

To Gain Traction, Some Entrepreneurs Think Content-First, Not Product-First [Traction #18: Joe Pulizzi]

When looking back at the seed stage of their companies, lots of guests on Traction will cite the same regret: “I wish I started content marketing sooner.”

Today, we talk to the man who coined the term, Joe Pulizzi, founder of the Content Marketing Institute, an education and training organization serving thousands of customers and millions of readers a year.

Joe’s latest book, Content Inc, details how smart entrepreneurs are starting to grow an audience through content first, then unpack a product second.

cmi logo

In this episode, you’ll also learn…

  1. The 6 steps startups can use to grow an audience with content.
  2. Why you should consider growing an audience (and, specifically, a subscriber list) before building any product — even when thinking venture-backed and venture-scale
  3. The history of CMI, one of INC’s fastest-growing companies (including the pivot Joe had to make that was so obvious, he missed it at first)
  4. The biggest mistakes marketers and founders make when doing content marketing.

Follow @JoePulizzi on Twitter and visit to learn more.

And let me know what you think of the show — tweet me (Jay Acunzo) @jayacunzo.

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Jay Acunzo

Jay Acunzo is an award-winning podcaster and dynamic keynote speaker. The former digital media strategist at Google and head of content marketing at HubSpot, Jay helped build NextView's platform of resources from the ground up. He now serves as the firm's Creative In Residence. His work has been cited in places ranging from Harvard Business School to the Washington Post, Fast Company, and Forbes.