What if we could tap into our best customers' minds and figure out exactly what they wanted and what they would spend their hard-earned money on. This would be fantastic! Rather than building a product or service we think they want and hope that it connects with them, we would know what they wanted before we built it. They would even tell us what to build. Now for the good news. You can do this. Building an opt-in audience of the customers you want to do business with will do just this and Joe Pulizzi is just the person to show us how. Joe Pulizzi is the founder of Content Marketing Institute which hosts the largest in-person content marketing conference on the planet. He's also an entrepreneur, speaker, podcaster, and the author of 5 books related to content and marketing. Joe joined this episode of the Neon Noise podcast to share his adventures and knowledge about the importance content plays in the marketing world. During this conversation, we cover: Joe's plan to spend 30 days unconnected from the internet What owned content is and why it is so important The first thing Joe would do if he was starting a business today The moment Joe realized he had a winning idea and the formula to duplicate it over and over Why you shouldn't buy his new book and what you should buy How to annuitize your marketing by creating content today that will deliver traffic for years The realistic timeframes for realizing a return from a content strategy What he suggests we all do in 2018 and much, much more... We hope our conversation with Joe helps you understand how building an opt-in audience will be your key to growing your business. Enjoy!