PNR: This Old Marketing | Content Marketing with Joe Pulizzi and Robert Rose

In this episode of #ThisOldMarketing, Google announces major changes to search engine rankings based on your pop over status.  Is there really a future in advertising (trick question) and will YouTube's new backstage give them a hall pass with the big boys? Rants and raves include a focus on numbers and marketing automation must die.  This week's TOM example: Bloomingdale's.

This week's article links:

Direct download: 16-08-28-Episode-146.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

For this episode of #ThisOldMarketing, Joe and Robert discuss John Oliver's take on the broken business model of newspapers.  The boys believe that in the near future, you'll see brands actually owning these media properties.  In other news, Gartner's new "Hype" cycle is out for marketing and Google+ closes on-air hangouts.  Rants and raves include what's wrong with the buyer persona.  This week's TOM example: Ernst & Young.

This week's story links:

John Oliver on Last Week Tonight - On Journalism
https://www.youtube.com/watch?v=bq2_wSsDwkQ

SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 

RANTS AND RAVES 

http://tribunecontentagency.com/article/facebook039s-beautiful-mind/

https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
 
TOM Example: E&Y
Direct download: 16-08-22-Episode-145.mp3
Category:Content Marketing -- posted at: 8:17pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest TechCrunch article that claims content marketing isn't actually strategic.  Accenture looks to become one of the leading content marketing providers in the world, and Facebook blocks the ad blockers with more of the same from Facebook.  Rants and raves include Blab shutting down and personalized content.  This week's TOM example: WE Energies.

This week's story links:

 
No Agencies Have This Breadth of Content: Inside Accenture’s $600 million content business
http://digiday.com/agencies/no-agencies-breadth-content-inside-accentures-600-million-content-business/

Facebook Cripples Ad Blockers on Its Site, Gives Consumers New Control Over Ads
http://adage.com/article/digital/facebook-defeats-ad-blockers-users-control/305375/?_lrsc=fa470243-212f-48ce-9ae5-d5347bb75364

SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 

RANTS AND RAVES 

http://www.emarketer.com/Article/How-Marketers-Benefit-Automating-Content-Creation/1014324?ecid=NL1015
Direct download: 16-08-14-Episode-144.mp3
Category:Content Marketing -- posted at: 5:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss two new social media platform launches.  Instagram launches Instagram Stories and LinkedIn launches influencer video.  Content strategy is still in a fight with content marketing, and publishers are still dependent on Facebook.  Rants and raves include the 130-hour work week and sponsored content.  This week's TOM example: The Olympics.

This week's story links:


Instagram Takes A Page From Snapchat And Takes Aim At It Too
http://www.nytimes.com/2016/08/03/technology/instagram-stories-snapchat-facebook.html?_r=0


Content Marketing Isn’t A Strategy
http://www.cmswire.com/content-marketing/content-strategist-karen-mcgrane-content-marketing-isnt-a-strategy

Facebook’s Dominance In Journalism Could Be Bad News For Us All
https://www.theguardian.com/media-network/2016/jul/28/facebook-dominance-journalism-world-view

SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 
Direct download: 16-08-07-Episode-143.mp3
Category:Content Marketing -- posted at: 5:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss Cisco Systems adding 200 content-related roles to the organization.  B-to-C brands are focusing on "micro-moments" and too many brands think they are doing content marketing when they really aren't doing content marketing.  Rants and raves include Coca-Cola and a huge social media mistake from the US Olympic Committee.  This week's TOM Example: Nationwide Insurance.

This week's story links:

 
 
SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 
 
RANTS/RAVES

 

Direct download: 16-08-01-Episode-142.mp3
Category:Content Marketing -- posted at: 5:00pm EDT

In this week's episode, we cover two major acquisitions that are content marketing related: Yahoo! by Verizon and Dollar Shave Club by Unilever. Medium launches a content marketplace that might be a category killer, and the New York Times content studio is now a full agency (who would have guessed?). Rants and raves include stopping and how publishers love for native advertising may mean that brands will inherit the web.  This week's TOM example: Houghton.

This week's story links:

ContentMarketingWorld.com - Use coupon code PNR200 for $200 off registration.

Episode Sponsor - Ahrefs.com.  Go to http://cmi.media/pnr139a for a special offer for PNR listeners.

 

Yahoo Sells Core Business to Verizon For 4.8 Billion
http://www.nytimes.com/2016/07/25/business/yahoo-sale.html?_r=1

Unilever Buys Dollar Shave Club for $1 Billion
http://www.nytimes.com/2016/07/20/business/dealbook/unilever-dollar-shave-club.html

Medium Is Launching A Creative Exchange for Writers
https://help.medium.com/hc/en-us/articles/221393947-The-Creative-Exchange-for-Writers

T-Brand Studio Is Now A Full Fledged Agency
https://digiday.com/publishers/beyond-native-ny-times-plans-turn-t-brand-studio-full-fledged-agency/


SPONSOR - Episerver with Four Steps to Simplify the Digital Experience eBook. Download here: http://cmi.media/pnr139b

Rants and Raves
https://vimeopro.com/user48581009/the-ballad-of-the-dreadnought
http://www.wsj.com/articles/martin-guitar-tries-long-form-branded-content-with-40-minute-documentary-1469206775
http://www.nytimes.com/2016/07/25/business/sponsored-content-takes-larger-role-in-media-companies.html?_r=0

 

Direct download: 16-07-25-Episode-141.mp3
Category:Content Marketing -- posted at: 6:53pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss the fascination with Pokemon Go and what content marketers should be considering.  In the advertising world, content marketing still has quite a way to go, and Medium could actually be a fertile testing ground for small publishers and brands.  Rants and raves include great storytelling and the Trump/Pence logo.  This week's TOM example: I Dig Hardware from Allegion. 

This week's story links:

Episode Sponsor - Ahrefs.com.  Go to http://cmi.media/pnr139a for a special offer for PNR listeners.

Pokemon Go Inspiring Small Retailers - Has AR Gone Mainstream?
http://www.adweek.com/news/technology/pok-mon-go-inspiring-small-retailers-so-has-augmented-reality-gone-mainstream-172478
Direct download: 16-07-17-Episode-140.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this episode of #ThisOldMarketing, the boys discuss the likelihood of a 1984-type environment for the future of advertising. Content marketing outsourcing has been happening since forever, but Adweek identifies advertising agencies as a new source, and customer experience is a real drag at big brands.  Rants and raves include how stock trading and content marketing are actually pretty similar.  This week's TOM example: Maui Electric.

This week's show links:

Episode Sponsor - Ahrefs.com.  Go to http://cmi.media/pnr139a for a special offer for PNR listeners.

 
WPP Spent $1 Billion with Facebook Last Year

Branding - Keeping Up with Customers Not Competitors Becoming The Greatest Challenge To brands
https://www.bulldogreporter.com/modern-branding-keeping-up-with-customers-not-competitors-is-becoming-the-greatest-challenge-to-brands/

SPONSOR - Episerver with Four Steps to Simplify the Digital Experience eBook. Download here: http://cmi.media/pnr139b

RAVES:
The Attention Economy and the Demise of Middle Ground
https://www.theguardian.com/media-network/2016/jul/06/attention-economy-demise-middle-ground


THIS OLD MARKETING

 

Direct download: 16-07-09-Episode-139.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss how new media and content marketing are intersecting with a launch by Thrillist and some venture money given to Woven Digital by agency players. Facebook yet again tweaks their algorithm, making it almost impossible for anyone to reach anyone else without paying for it.  Rants and raves include Vice, Buzzfeed and the history of content marketing.  This week's TOM: Tower Records and Pulse! Magazine.

This week's story links:

Episode Sponsor - Ahrefs.com.  Go to http://cmi.media/pnr138a for a special offer for PNR listeners.

Thrillist’s Content Marketing Division Is Launching A Booze Focused Site
http://www.wsj.com/articles/thrillists-content-marketing-division-is-launching-a-booze-focused-site-1467194400

Male Oriented Web Publisher Woven Digital Raises 18.5 Million
http://www.wsj.com/articles/male-oriented-web-publisher-woven-digital-raises-18-5-million-1467284400

What Facebook Wants You To Know About Their Changing Algorithm
http://money.cnn.com/2016/06/29/media/facebook-ranking-changes-news-feed/index.html

SPONSOR - Episerver with Four Steps to Simplify the Digital Experience eBook. Download here: http://cmi.media/pnr138b

RANTS AND RAVES
 
 
Joe
Direct download: 16-07-03-Episode-138.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this week's #ThisOldMarketing, Joe and Robert discuss how Facebook is leveraging native advertising to significantly alter the business model for publishers.  This, in turn, becomes a huge opportunity for brands.  In addition, FB announces that they are starting to pay media companies (and influencers) to create video on their platforms.  In other news, native advertising is booming (who knew?).  Rants and raves include Garrison Keillor and Print.  This week's TOM example: Steelcase. 

Today's Episode Sponsor - Ahrefs (ahrefs.com) has a 30% off special for PNR listeners, plus a 14-day free trial.  Go here for more - http://cmi.media/pnr137a

This week's story links:

Did Facebook Just Deliver a Crushing Blow To Native Advertising
 
Paired With….
Facebook Makes A Deal To Pay For Media Companies, Celebrities for Facebook Live
 
2016 Native Advertising Trends For Publishers
 
Tronc Threatens a Nightmare Hellscape of Video Content in New Warning to Employees
 
SPONSOR - CONTENT MARKETING WORLD
Use code PNR200 to save $200 off at http://contentmarketingworld.com
 
 
RAVES
Direct download: 16-06-27-Episode-137.mp3
Category:Content Marketing -- posted at: 6:00pm EDT