Joe Pulizzi, founder and CEO of the Content Marketing Institute and author of Content Inc., explains why entrepreneurs keep doing it wrong. He identifies six steps that successful businesses have used to build their audience first, then sell product. He also gives a recap of Content Marketing World and offers tips for health IT marketers to succeed with their content strategy. Full show notes at http://ulteradigital.com/wp/podcast-content-marketing-audience-first-then-product/.