In my Money Makers interview series, I interview notable professionals and entrepreneurs. Generally, my interviewees have created a successful business or are leaders in their field. In this article I interviewed Joe Pulizzi, founder of The Tilt and author of Content Inc., a must-read for modern entrepreneurs. Without further ado, let’s get into the interview!
For my readers who may not be familiar with you, would you please introduce yourself? Who are you? What do you do?
My name is Joe Pulizzi. I started in publishing 20+ years ago and soon after pushed the idea of content marketing for brands. Founded Content Marketing Institute and Content Marketing World. Wrote seven books, six business marketing books and one novel (The Will to Die). New company helping content entrepreneurs is The Tilt. Founded Orange Effect Foundation, which focuses on helping children get speech therapy and technology services. Father. Husband. Lover of orange.
Is there anything you want people to know about what you do for a living? For example, is there a common misunderstanding you’d like to share?
I’m a content entrepreneur. This means my business is about creating an audience first, and then, once a loyal audience is built, I launch products. Most people don’t understand this model, but it’s the basis for my latest book (Content Inc.). I believe this type of business model is the fastest growing, least capital intensive model on the planet. My mission is to help people understand how to build an audience-first business model and become financially independent.
How did you get your start? Knowing what you know now, would you have done anything differently?
I always had an itch to start a business, but didn’t know what. In the mid-2000s, while talking with CMOs and marketing directors, I found that businesses were going to have to learn to create amazing content consistently to take advantage of search engines and social media. I loved the term for this, called content marketing, and pushed it aggressively in 2007 upon launching my first business. Four years after my first blog post we became a million-dollar company. Five years after that we sold for $20 million.
I wouldn’t do anything differently. The hardest part was being patient. Most businesses fail because they think success will happen earlier that it normally does. We cut back on expenses and just delivered to our audience every day. Anyone can do this if they want to.
Is there anyone who has really inspired you – authors, coworkers, or managers?
Think and Grow Rich by Napoleon Hill and Stranger in a Strange Land by Robert Heinlein are the two books that made the most impact on me. Don Schutlz and Jim McDermott were the two people who mentored me, which ultimately led me to see the opportunity in content marketing.
What are some of the biggest challenges you’ve faced so far, particularly with your businesses?
The model we follow through the book Content Inc. works, and once it does, you can see hockey stick type growth, but it often takes years to build a loyal audience. It’s challenging to be patient. Most businesses give up right before they hit the big time. Also, everything we do is virtual. This is great for global talent, but sometimes it’s necessary to see each other in person. When I was at CMI, we planned annual retreats in person. Everyone brought their families. We had short meetings, but mostly just talked and had fun. It was a blast.
What has been your favorite thing about being an entrepreneur and writer?
I don’t have to sacrifice time with my family. I can set my own hours. Everything I do is up to me and what I want to do. I can become financially successful on my own timeline.
I was able to see my kids grow up (they are off to college this year).
At the end of the day, what is the main thing you hope you achieve?
My mission is to help as many entrepreneurs become financially independent as possible.
What’s the best piece of advice you received growing up? How did it shape you into the person you are today?
If you try something and fail, you are vastly better off than if you tried nothing and succeeded. Basically, you live once. Take your shot.
Everyone views success differently, what personal metric do you use to define your own success?
Do I have children that are confident in themselves as they go out into the world? Do they question everything? Are they afraid to take chances?
That aside, I have goals I set in career, wealth, philanthropic, mental, spiritual and physical categories that I work on every day.
People tend to struggle with finding a good work-life balance, especially these days. How do you manage? In other words, what’s an average weekday like for you?
To be honest, I don’t think about it. I set aside time to work on projects, but always make time for dates with my wife, time with my children, time with my parents and family, and time with my friends. I generally only work mornings. I read two fiction books a month to stay balanced. I run three times a week. Weekends or weekdays really don’t matter.
What’s something you’re interested in – outside of work?
I enjoy and need running. I love to golf. I spend time with my group of friends at least twice a week and every Saturday night for sure. I love musicals and long to travel again with my wife.
If you had to give advice to someone who has just joined the job market, what would it be?
Don’t focus on your passion, focus on something you can be great at.
Conclusion
I hope you enjoyed learning about Joe Pulizzi and his views on personal finance & entrepreneurship as much as I did! If you liked what he had to say and want to see more, be sure to check out his website. As always, if you have any thoughts you’d like to contribute, add a comment!
