Joe Zappa is a content marketer, journalist, and academic who has spearheaded content programs for dozens of businesses. As the founder of marketing agency Sharp Pen Media, Joe approaches content and PR through a three-step process of narrative building, editorial planning, and content creation. From 2018 to 2023, he was the editor of Street Fight, a prominent martech trade publication. Prior to that, he earned his BA from Brown and his Ph.D. in comparative literature from Cornell. Here, he discusses his three-stage approach to marketing and PR and how to avoid producing commodity content.

Key Takeaways:

• The perils of commodity content

• The importance of hiring experienced writers

• Branding through crusades

• Generative AI

Episode Timeline:

1:20 How Joe transitioned from a journalist into the martech space

2:45 Sharp Pen Media’s bespoke three-stage approach to marketing and PR

4:450 The problem with commodity content

7:30 Sharp Pen Media’s content

8:50 The freelance vs. agency debate

11:20 The importance of hiring experienced writers

13:50 How algorithms affect content distribution

15:30 "Broetry" on LinkedIn

17:30 Building a brand's "crusade”

22:00 Why are marketers wrong to be obsessing over generative AI?

This episode’s guest:

• Follow Joe Zappa on LinkedIn or send him your thoughts here

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