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 is a world-renowned storyteller, an entertaining speaker, and a prolific author. Having lived, worked, and studied on five continents, she's partnered with top brands and conferences to train thousands of people how to rethink the work that they do and the impact they can have. Her visionary expertise has inspired and equipped leaders at all levels to embrace change, welcome new ideas, and transform their business.

Her work with Fortune 500 brands served as the foundation for many of her books. Her tenth, RE:Think Innovation, is a #1 new release that busts the myth that innovation is something that requires a specific degree or special training. In fact, Carla explains why, to be a successful company in today's hyper-competitive, customer-driven world, innovation must be everyone's business. Her goal is to teach one million people how to become innovators by 2025.

Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking. Today, she travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.