Joe Pulizzi on Navigating Web 3.0

January 5, 2022

It seems forever ago that we heard the term “Web 2.0” and waded into the post-dotcom world of the web as a platform and social networking.

Twenty years later, headlines are coming hard and fast about Web 3.0.

What’s the big difference?


Web 1.0 was about static web pages and helping people find things.

Web 2.0 moved into user-generated content and social networks. This where people built huge audiences on Facebook, YouTube, Twitter, LinkedIn, Instagram, Tik Tok, Clubhouse and other social channels. These platforms got big because of the content people created…but the creators didn’t own their content. At the end of the day, if the platform changed their algorithms or pulled the plug, there was nothing users could do about it.

Enter Web 3.0. Now we’re in the era when those who create content and build their audiences can own a piece of their own community. Loyalty becomes a valuable asset. And with things like non-fungible tokens (NFTs), creators now have a new business model to sell their intellectual property.

But how do you figure out what’s what with this new world? I asked the person who’s built his latest business on exactly this – Joe Pulizzi.

Joe’s the founder of multiple startups including his most recent endeavor the content creator education site, The Tilt. His purpose is to help content creators become content entrepreneurs by using digital assets like cryptocurrency. He’s also the founder of the Content Marketing Institute, which he sold in 2017, as well as The Orange Effect Foundation, which helps children with speech disorders receive the speech therapy and technology they need. 

Apart from being a legend and mentor in the content creation space, Joe’s the bestselling author of seven books including the re-released Content Inc. plus Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine, and the original king pin, Get Content, Get Customers. He’s also ventured into nonfiction writing with the marketing thriller, The Will to Die.

All of this has led to his current work of turning content creators into content entrepreneurs.

Three takeaways from my conversation with Joe Pulizzi

On NFTs and building an audience: In the next 12 to 18 months, you’re going to see so much innovation in this space. That’s why even content marketers who are trying to build an audience have to at least dabble in this because it’s going to creep up on you pretty soon. It’s like mergers and acquisitions, content marketers will need to understand how to acquire other media companies, other content creators, as well as understand what’s going on in web 3.0.

On decentralized autonomous organizations (DAOs): DAOs are governed by a token of some sort. You’re seeing a lot of this happen right now, where if you believe in something and you get enough other people to believe in it, we can all start to work toward the same thing. We can be compensated because of the token at the same time. This is a whole new business model you’re going to see, kind of like the new LLC. There was a DAO that tried to buy a copy of the U.S. Constitution. This is crazy stuff we’re getting into.”

On focus, presence, and setting goals. “You have to figure out your goals and live life that way. You have to get up every morning and figure out what’s the most important thing to you. What are you going to do today to make a difference? you should have that set in your goals. Is it family goals? Spiritual goals? Is it financial goals, career goals? Whatever they are, get focused on them in the morning so you do the right things during the day.”

Ready to dive in?

– Read the latest issue of The Tilt
– Become a subscribe to the newsletter
– Then watch Joe’s and my full conversation below
– Buy your own $TILT coin
– Check out The Creator Economy Expo May 2-4, 2022 (I’ll be there!)

About Carla

Carla Johnson Innovation Creativity Speaker Author

Carla Johnson helps leaders who are often paralyzed by traditional thinking. They suffer from slow growth, an eroding competitive advantage, low employee engagement, and depleted investor confidence. Their teams lack purpose and progress and constantly battle a resistance to change and new ideas.

As the world’s leading innovation architect, Carla’s spent 20 years helping leaders shatter limits and discover undiscovered possibilities. Through years of research, she’s developed a simple, scalable 5-step process that teaches people how to consistently produce inspired ideas that lead to uncommon outcomes.

Carla Johnson Innovation Creativity Speaker Author