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

In this episode of This Old Marketing, Joe and Robert discuss Apple's launch into the content creation business.  Meanwhile, publishers are still too focused on their channel strategies and Spotify launches into original podcasts (and sets up Amazon to purchase them in the near future). Rants and raves include the future of print and the big fail of ad tech.  This week's TOM example: Sinclair Oil.

This week's show links:

Apple’s First Original TV Show 
http://www.recode.net/2017/2/13/14606594/apple-eddy-cue-buy-media-company-no-apple-music

http://www.businessinsider.com/apples-first-original-tv-show-shark-tank-planet-of-the-apps-apps-trailer-2017-2

Publishing Executives Believe They Are Five Years Behind
http://digiday.com/publishers/five-years-behind-confessions-magazine-execs/

Spotify Is looking for Original Podcasts
http://digiday.com/platforms/spotify-looking-original-podcasts/#sthash.YUqYcjyY.gbpl

The Onion’s CCO Explains Why So Much Content Marketing Sucks
https://contently.com/strategist/2016/05/23/dont-make-a-commercial-the-onions-cco-explains-why-so-much-content-marketing-sucks/

EPISODE SPONSOR - Content Marketing Institute Events: http://contentmarketinginstitute.com/events


RANTS AND RAVES
http://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/the-case-for-digital-reinvention

http://adcontrarian.blogspot.com/2017/02/adtechs-massive-failure.html

http://www.pubexec.com/article/mpa-president-2017-will-year-magazine-publishers-reaffirm-value-marketers-readers/

This Old Marketing: Sinclair Oil
https://www.sinclairoil.com/history/1930.html

Direct download: 17-02-16-Episode-171.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In this episode of This Old Marketing, Joe and Robert discuss Super Bowl commercials, Valentine's cards and Snapchat's all-important IPO. Then, the boys go in-depth into Medium's new subscription model and both agree that Medium has chosen poorly. Rants and raves include dark content marketing and enewsletters.  This week's TOM example: Sarah Spencer Washington. 

This week's show links:

Medium to Launch A Subscription Service Within The Next Quarter
https://techcrunch.com/2017/02/02/medium-subscriptions/

EPISODE SPONSOR
Content Marketing Institute events: http://contentmarketinginstitute.com/events

RANTS AND RAVES

http://www.acmuseum.org/the-prohibition-era/6/13-madame-washington

https://books.google.com/books?id=9Z6vCGbf66YC&pg=PA395&lpg=PA395&dq=sarah+spencer+washington&source=bl&ots=YL6dvUleuc&sig=w3IIzb-55E6mW7IsJn0jX33TVpM&hl=en&sa=X&ved=0ahUKEwjRtK_MrY7SAhXE24MKHSaDBR4Q6AEIRjAH#v=onepage&q=sarah%20spencer%20washington&f=false

 

Direct download: 17-02-13-Episode-170.mp3
Category:Content Marketing -- posted at: 7:47pm EST

In this episode of This Old Marketing, Joe and Robert discuss how P&G is rewriting the rules for agencies and media placement. A slew of publishers are recreating the media business model, while recent Snapchat results could be a sign of Myspace to come. Rants and raves include sensibility and the real way that Twitter will be acquired. This week's TOM Example: General Electric.

This week's story links:

P&G’s Pritchard calls Digital To Group Up - And Adds New Rules
http://adage.com/article/media/p-g-s-pritchard-calls-digital-grow-up-new-rules/307742/

Attack of The Clone
https://techcrunch.com/2017/01/30/attack-of-the-clone/

The Reinvention Publishing - Media Firms Diversify To Survive
https://www.theguardian.com/media-network/2017/jan/30/reinvention-publishing-media-firms-diversify-survive

EPISODE SPONSOR
Pressly’s "Starter’s Guide to Sales Enablement" at http://cmi.media/pnr169

RANTS AND RAVES

http://info.contentmarketinginstitute.com/acton/rif/5141/s-1618-1702/-/e-099a-l-sf-cl-70160000000Q0dUAAS-07c1:3a4/q-58c8/showPreparedMessage?utm_term=View%20Message&utm_campaign=Weekly%20Alert%3A%20The%20Lack%20of%20Sense%20in%20Sensibility&utm_content=email&utm_source=Act-On+Software&utm_medium=email&sid=TV2:kdzT1sisK

http://www.recode.net/2017/1/18/14313164/google-twitter-acquisition-fabric-crashlytics

THIS OLD MARKETING

General Electric

http://themessagepodcast.com/about/

http://lif-e.af/ter

https://www.theatlantic.com/entertainment/archive/2015/11/the-message-podcast/417051/

http://www.niemanlab.org/2015/11/how-did-the-ge-branded-podcast-the-message-hit-no-1-on-itunes-in-part-by-sounding-nothing-like-an-ad/

 

 

 

Direct download: 17-02-06-Episode-169.mp3
Category:Content Marketing -- posted at: 7:00pm EST

In this episode of This Old Marketing, Joe and Robert discuss the Upworthy/Good merger and what it means for more agency/publisher deals.  The boys also discuss the possible revenue models for Medium, and it seems that digital advertising is shrinking for all publishers...except for Google and Facebook.  Rants and raves include CMO.com and Digital Sense.  This week's TOM example: The Hop Grenade Tap Room and Bottle Shop.

This week's show links:


Leaked Report Shows How Much Money Publishers Make From Platforms Like Facebook, Google and Snapchat
http://www.businessinsider.com/dcn-report-shows-publisher-revenue-from-google-facebook-snapchat-2017-1

EPISODE SPONSOR - Pressly’s "Starter’s Guide to Sales Enablement" http://cmi.media/pnr168
 
THIS OLD MARKETING - The Hop Grenade Tap Room and Bottle Shop with The Brewing Network
Direct download: 17-01-30-Episode-168.mp3
Category:Content Marketing -- posted at: 6:26pm EST

In this episode of This Old Marketing, Joe and Robert discuss the ongoing battle for content and audiences between publishers, agencies and brands. In other news, the New York Times releases their annual health report, and Joe and Robert distill what a journalist should and should not do.  Rants and raves include commitment and climate change.  This week's TOM example: The People's Choice Awards.

This week's articles:


Publishers Acquiring Marketing Agencies At Unprecedented Rate
http://adage.com/article/digital/publishers-acquiring-marketing-agencies-surged-2016/307498/

EPISODE SPONSOR
Pressly and "The Starter's Guide to Sales Enablement" - http://cmi.media/pnr167
 

TOM
The People’s Choice Awards
Direct download: 17-01-23-Episode-167.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In this "hopeful" episode of This Old Marketing, Joe and Robert discuss the Facebook Journalism Project, and why it's great for Facebook and not very good for the media. The boys also cover native advertising in detail this episode, with a take on the advantages and how Star Magazine was slammed by the Better Business Bureau.  Rants and raves include Big Red soda and more on agencies buying media companies. This week's TOM: James Vick and Tennessee Farmer.

This week's story links:

Content Marketing And Native Advertising Will Become More Effective This Year
http://www.mediapost.com/publications/article/291679/native-advertising-content-marketing-will-become.html

Star Drops Slim Fast Ads Following Better Business Bureau Challenge
http://www.foliomag.com/ami-drops-slim-fast-ads-following-better-business-bureau-challenge/
 
SPONSOR: Pressly and "The Starter's Guide to Sales Enablement" - Download here today: http://cmi.media/pnr166

Rants and Raves
https://www.marketingweek.com/2017/01/11/new-online-ad-laws-put-future-web-danger/
http://adage.com/article/agency-news/agency-buys-publisher-turnabout-latest-trend/307453/
 
THIS OLD MARKETING: James Vick
 
Direct download: 17-01-16-Episode-166.mp3
Category:Content Marketing -- posted at: 5:28pm EST

In this broken pipe episode of This Old Marketing, Joe and Robert talk about Medium's latest pivot while AOL thinks they've discovered a better way to serve up advertising.  In addition, Gary V leads the way for 2017 to be the year agencies started buying media companies. Rants and raves include Tom Brady and long-form content.  This week's TOM example: AARP.

This week's story links:

Renewing Medium’s Focus
 
Vayner Media Acquires Women’s Publisher PureWow
 
AOL Hopes These Two New Ad Formats Will Thwart Ad Blocking
 
Buzzfeed’s Tasty Cookbook Sold Enough Copies To Make It One Of The Bestselling Cookbooks of the Year
 
 
EPISODE SPONSOR
Content Marketing Institute events at http://contentmarketinginstitute.com/events/
 
RANTS AND RAVES
 
 
 
TOM
AARP Magazine - http://www.aarp.org/magazine/
Direct download: 17-01-09-Episode-165.mp3
Category:Content Marketing -- posted at: 7:36pm EST

In this first official podcast of the 2017 year, Joe and Robert discuss the ad fraud "Methbot" issue and what it means for programmatic advertising.  The boys rip to pieces a 2017 trends post, and then outline why native advertising is not the savior some experts thought it was - for both publishers and brands.  Rants and raves include the history of video games and Generation Z.  This week's TOM example: Purina's Chase the Chuck Wagon.

This week's story links:

Methbot - an Ad Fraud Scheme Costs Advertisers $3 million per day
http://adage.com/article/digital/ad-fraud-scheme-cost-advertisers-3-million-day/307235/

Technology Trends That will Transform Content Marketing
http://thenextweb.com/insider/2016/12/22/technology-trends-that-will-transform-content-marketing-in-2017/

2017 Is Going to Be A Bloodbath - Says beleaguered Independent Publishers
http://digiday.com/publishers/2017s-going-bloodbath-confessions-beleaguered-independent-publisher/

SPONSOR: Content Marketing Institute Events at http://contentmarketinginstitute.com/events


RANTS/RAVES
https://blog.hootsuite.com/how-to-create-social-campaigns-for-gen-z/

https://www.youtube.com/watch?v=hER0Qp6QJNU

https://www.amazon.com/dp/B004OC072G/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1

https://en.wikipedia.org/wiki/North_American_video_game_crash_of_1983

THIS OLD MARKETING: Purina and Chase the Chuck Wagon
https://en.wikipedia.org/wiki/Chase_the_Chuck_Wagon

 

 

 

Direct download: 17-01-02-Episode-164.mp3
Category:Content Marketing -- posted at: 6:49pm EST

In this final episode of 2016, Joe and Robert discuss the best of 2016 and add some trends for 2017 including: Facebook and Google will ramp up their content buying efforts next year; Brands will bet big on buying media companies; As publishing continues to diversify its business model, so will marketing.  Rants and raves include George Michael and The Undoing Project from Michael Lewis.  This week's TOM: House Organs.

This week's show links:

http://www.forbes.com/sites/howardhomonoff/2016/12/16/what-facebooks-status-as-a-media-company-means-for-media/#aaf7181c1a4f

http://www.recode.net/2016/12/14/13955348/facebook-original-video

SPONSOR: CMI Events at http://contentmarketinginstitute.com/events/

RANTS AND RAVES

https://www.youtube.com/watch?v=hvuENG3O9TM

This Old Marketing: An Article on House Organs

https://books.google.com/books?id=8uA7AQAAMAAJ&pg=RA5-PA16&lpg=RA5-PA16&dq=%22house+organ%22+magazine+1800s&source=bl&ots=LugDdPSwn6&sig=hKE8Qne2C_Pth1UkMMp4EQgZy4I&hl=en&sa=X&ved=0ahUKEwjE3e70r5DRAhVo6IMKHaN5CuMQ6AEIITAB#v=onepage&q=%22house%20organ%22%20magazine%201800s&f=false

 

 

Direct download: 16-12-26-Episode-163.mp3
Category:Content Marketing -- posted at: 7:00pm EST

In this Christmas edition of This Old Marketing, Joe and Robert discuss Facebook's new process around fake news, and why it may prove to be a rather large opportunity for content-driven brands. In other news, the boys discuss why your body of work matters, why some research is really bad and the business models behind sponsored content.  Rants and raves include David Copperfield and a new Altimeter report.  This week's TOM example: Openview Venture Partners.

This week's story links:

 
EPISODE SPONSOR: Content Marketing Institute Events.  Use coupon code PNR100 and go to http://contentmarketinginstitute.com/events
 
 
TOM EXAMPLE: Build from Openview
http://openview.vc/build-book
 
Direct download: 16-12-19-Episode-162.mp3
Category:Content Marketing -- posted at: 8:59pm EST