Joe Pulizzi on Green Business

Joe, founder of client-vendor matching site Junta42, is co-author of the highly praised book Get Content Get Customers (McGraw-Hill), recognized as THE handbook for content marketing.

Awarded “Custom Media Innovator of the Year” by American Business Media and Voted Who’s Who in Media Business by BtoB Magazine, Joe travels around North America and Europe  talking to marketers and business owners about how they are indeed publishers, and what they need to do about it. Joe writes one of the most popular content marketing blogs in the world.

EG: When do the new media overshadow the traditional media?

The best plan is an integrated program the ties in print, in-person initiatives, online media and social media components. As for when it will overshadow traditional media, I think we have a few years for that because it takes so long for companies to change marketing spending patterns. Right now, in the US, 70% of the budget is still spent on traditional media. I think the big issue here is small brands versus big brands. Small brands can move fast online and are building media assets now that will pay off significantly over the next few years. It's the ultimate David versus Goliath...if I'm a small competitor, most of my money is going to online/social media because it's more efficient, can be multi-purposed, and small brands can move faster than bigger brands.

EG: Why is publishing the future of marketing?

Around the world, more and more consumers are shutting off traditional media. I can delete all my television commercials. I can handpick my email and direct mail. I can get commercial-free radio. I can get rid of all online display advertising. Anything that interrupts me (advertising) can be ignored or deleted.
So how do we cope with this? We need to create valuable, compelling content that makes us interesting to our customers. The information needs to be so good that customers want and ask to receive our marketing. That's publishing!

EG: Which are the best US green sites in your opinion?

Personally, I believe that most trade media and brands that want "green" in their brand message are starting to talk a lot about green. For example, the Ford Fiesta movement really put a lot of attention on green as it pertains to why you should own a fiesta. Other brands are doing the same. Industries that never talked about green are doing it now. I feel "green-only" sites are suffering more in the US without a vertical industry behind it. People don't engage in "green" for the sake of "green". They want to be environmental around certain things - food intake, cars, manufacturing, etc.

EG: Green markets are evolving very fast. How much difference can green consumerism really make?

It makes all the difference. Take the Prius. I'll never make my money back on the Prius, but owning one says something about me, the individual. That's why I buy it...not to save money, but to be something, and in this case, it's green. Green is now a huge issue because people are spending money on green products. That's what drives all innovation.

EG: Do you see progress in people's attitudes towards the planet?

Absolutely. Everyone I know recycles today. We are all buying smaller cars (for the most part). We are starting to look at packaging (water bottles that have 50% less plastic, for example). Kids are learning about "saving the planet" in schools. It's a part of us now. We will continue to see this grow every year, every day. Companies will continue to respond with those types of products.