In his recently published eBook, Corona Marketing, Joe Pulizzi recounts how he and his wife launched the website Content Marketing Institute in 2007 at the exact time as a devastating financial crisis was beginning to unfold in the United States.
“At the time, we believed things couldn’t have been bleaker,” Pulizzi writes. “Looking back though, this was absolutely the best time for my wife and I to start a business.”
Why is that? Because their commitment to providing useful, helpful and relevant content – even at a time where it was difficult to drive direct revenue with that content – paid major dividends as the market recovered.