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

In this New Year's edition of #ThisOldMarketing, Joe and Robert discuss the most recent FTC statement on native advertising and what it means to brands and publishers.  Forbes announces a "light ad" site for ad blockers and ANA chooses "content marketing" as the phrase of the year.  The boys cap it off with another Medium story, and why CEO Ev Williams is a master seducer.  Rants and raves include YouTube vs. Facebook and The Business Romantic.  This week's TOM example: Komputronik buys Benchmark.

This week's news stories:

Forbes blocks Ad Blockers
http://www.mediapost.com/publications/article/265502/forbes-blocks-ad-blockers-launches-agency-counc.html

ANA Says “content marketing” is this Year’s word of the year
http://www.thedrum.com/news/2015/12/21/ana-says-content-marketing-word-year



Medium’s Ev Williams: ‘It’s Going to Make Less and Less Sense to Publish on the Web
http://linkis.com/recode.net/2015/12/2/mzkdd


 
 
#ThisOldMarketing - Poland's Komputronik Buys Benchmark
http://www.warsawvoice.pl/WVpage/pages/article.php/15795/article
 
Direct download: 15-12-27-Episode-111.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this special pre-Christmas episode of #ThisOldMarketing, Joe and Robert discuss the New York Times big revenue move into native advertising, with some commentary about the WSJ as well. Content marketing predictions flood this episode, but the majority of time is spent ranting about Basecamp moving their blog over to Medium full time.  Rants and raves include the trouble in TV Land and Hollywood and a breakdown of Joe's 2016 predictions.  This week's TOM example: Rudolph the Red-Nosed Reindeer.

This week's story links:

Industrial Strength Branded Content
 
2016 Content Marketing Predictions
 
Signal Vs. Noise Moves Its Blog To Medium
 
 
SPONSOR
Widen and Visual Storytelling - http://bit.ly/widen-visual-storytelling
 
RANTS AND RAVES
 
Robert's Rant/Rave on TV and Hollywood
 
Direct download: 15-12-20-Episode-110.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this special Star Wars themed episode, Joe and Robert discuss what will happen with Airbnb's content marketing initiative "Pineapple". Ad blocking continues to be all the rage in 2015, and the boys talk about the impact of ad blocking on business models into 2016 and beyond.  And don't miss Ann Handley's take on content marketing in 2016 as well. Rants and raves include a take on the Publicis reorganization and how a small ice-cream shop landed the official ice cream of Star Wars.  This week's #ThisOldMarketing example: Star Wars Comic Books.

This week's links:

Here’s what happened to Pineapple - AirBNB’s Print Magazine
 
Ad Blocking Will Force Industry to put the user experience first
 
Content Marketing Grows Up - 2016 Prediction
 
Brutal Competition for Audience Time Across B2B and B2C 
 
 
Sponsor: Widen and the 4 C's to Visual Storytelling http://bit.ly/widen-visual-storytelling
 
Rants and Raves
 
Robert's
 
 
#ThisOldMarketing - Star Wars Comic Books https://en.wikipedia.org/wiki/Star_Wars_(comics)
 

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Direct download: 15-12-12-Episode-109.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this episode of #ThisOldMarketing, Joe and Robert discuss GE's move away from prime-time advertising and increasing move toward branded content.  "Homeless" media is a huge opportunity for media companies and brands, but it comes with a big risk that most organizations are not aware of. Credit Suisse may or may not build a social network for super-rich people and John Bell has some wise words for marketers regarding content marketing.  Raves include Clayton Christiansen and WSJ launching an annual print magazine. This week's TOM example: Ancestry.com.

This week's story links:

 
 
Direct download: 15-12-06-Episode-108.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In this episode of #ThisOldMarketing, Joe and Robert discuss the very funny South Park episode all about sponsored content and native advertising.  Yahoo! experiments with actually blocking ad blockers, and Google Plus gets a makeover, but it is worth it to take a second look?  Rants and raves include Seth Godin and Alibaba buying a media company.  This week's TOM example: The Chicken Whisperer.

This week's article links:

 
This week's Sponsor: The DAM Decision Guide from Widen - http://bit.ly/widen-dam-guide
 
 
 
 
Direct download: 15-11-29-Episode-107.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this special Thanksgiving episode of #ThisOldMarketing, Joe and Robert discuss the amazing new content marketing launch for Y Combinator called "The Macro". Facebook Instant Articles is (surprise, surprise) not working for the 20 publishers...Robert Rose has a solution that involves content syndication, not advertising. In addition, the boys strongly disagree with a Gerry McGovern post about quality content.  Rants and raves include what is NOT content marketing.  This week's TOM example: US Military Hospitals.

This week's article links:

Facebook Instant Articles
http://www.wsj.com/articles/facebook-mulls-ad-changes-for-instant-articles-after-publisher-pushback-1447281399?alg=y

Paired With
http://www.engadget.com/2015/11/12/facebook-instant-article-ad-revenue/

Y Combinator Launches The Macro
http://techcrunch.com/2015/11/20/sifting-through-secrets/?ncid=txtlnkusaolp00000634

Less Content Marketing, More Quality Content
http://www.gerrymcgovern.com/new-thinking/less-content-marketing-more-quality-content


B2B Data Driven Trends
http://adage.com/article/digitalnext/data-transform-b-b-marketing-2016/301386/

Sponsor Message: http://ContentMarketingUniversity.com

Rants and Raves

8 Examples of Content Marketing
http://marketingland.com/content-marketing-done-right-8-examples-can-learn-149088

 

 

Direct download: 15-11-22-Episode-106.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this week's episode, Joe and Robert discuss why YouTube has a leg up on the streaming music business, and someone actually wants to kill the term native advertising.  Dollar Shave Club launches a new content marketing program called MEL, and the boys fight over whether it's transparent enough.  Rants and raves include NYTimes Virtual Reality project and a Wharton article.  This week's TOM example: Fold Factory.

This week's show links:

YouTube Opens Enormous Music Collection To All
http://www.wired.com/2015/11/youtube-music-opens-sites-enormous-music-collection-to-all/

Can We Kill The Term Native Advertising?
http://www.alleywatch.com/2015/11/can-kill-term-native-advertising/

Dollar Shave Club Launches Mens Interest Editorial Destination
http://www.wsj.com/articles/dollar-shave-club-launches-mens-interest-editorial-destination-called-mel-1447270170

Sponsor: Marketo and Solved Mysteries - http://bit.ly/marketo-solved-mysteries

Joe's Rave
http://www.nytimes.com/2015/11/08/magazine/virtual-reality-a-new-way-to-tell-stories.html?_r=0
https://contently.com/strategist/2015/11/09/are-the-nyts-virtual-reality-films-for-brands-the-next-big-thing/

 
Robert's Rant
 
#ThisOldMarketing
Fold Factory - https://www.youtube.com/user/foldfactory
Direct download: 15-11-15-Episode-105.mp3
Category:Content Marketing -- posted at: 4:58pm EST

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest findings on Facebook, specifically how Facebookers are turning into lurkers and moving away from actually creating content.  Ad blockers are transforming the next level of the web and one startup goes big by launching a documentary. Rants and raves include Amazon launching a physical bookstore and Activision launches a film studio.  This week's TOM example: Interface Age Magazine.

This week's story:

9 Fascinating Stats In Digital Marketing this Last Week
http://www.adweek.com/news/technology/here-are-9-fascinating-digital-marketing-stats-past-week-167919

Ad Blockers And The Next Chapter Of The internet
https://hbr.org/2015/11/ad-blockers-and-the-next-chapter-of-the-internet

Inside Story On Design Disruptors Documentary Film
http://blog.hubspot.com/marketing/design-disruptors?utm_campaign=blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=23028931

Publishers Create New Job “Platform Wranglers"
http://digiday.com/publishers/rise-platforms-publishers-scramble-point-persons/


SPONSOR
Lean Content Marketing by Marketo - http://bit.ly/marketo-lean-marketing

RANTS AND RAVES

Robert
https://hbr.org/2015/11/what-a-great-digital-customer-experience-actually-looks-like

Joe
http://www.usatoday.com/story/tech/2015/11/06/amazon-brick-and-mortar-bonobos-modcloth/75235308/

http://www.latimes.com/business/technology/la-fi-tn-activision-studio-20151106-story.html

https://medium.com/thoughts-on-media/could-nike-have-saved-grantland-really-5c4f3d69718c

TOM…..
http://apple2history.org/history/ah20/

Direct download: 15-11-09-Episode-104.mp3
Category:Content Marketing -- posted at: 9:04am EST

In this episode of #ThisOldMarketing, Joe and Robert discuss some major plays in podcasting, from Google Play adding podcasts to Serial's deal with Pandora.  PewDiePie says that the reason YouTube is launching YouTube Red is because of ad blockers (is he right?) and Mark Zuckerberg from Facebook believes that ads make Facebook better (really?).  Rants and raves include IBM buying part of the Weather Channel and Nike should buy Grantland.com.  This week's TOM example: Pro Football Talk.

This week's story links: 

 
Google Gets Back Into Podcast Distribution
 
Pandora Exclusive Streaming Partner for Serial
 
PewdiePie Says Ad Blockers Lead to YouTube Red
 
 
Zuckerberg Talks about the Crowding of Ads Vs. Content
 
Brands It’s You Not Consumers
 
This week's Sponsor: Marketo on A/B Testing - http://bit.ly/marketo-ab-testing
 
Rants and Raves
Robert - http://fortune.com/2015/10/27/ibm-weather-company-acquisition/
 
This Old Marketing
http://profootballtalk.nbcsports.com/2015/11/01/pft-turns-14-today/
 
 
Direct download: 15-11-02-Episode-103.mp3
Category:Content Marketing -- posted at: 10:02pm EST

In this episode of #ThisOldMarketing, Joe and Robert go in-depth into YouTube's decision to "force" content creators to be part of their new paid subscription program - YouTube Red.  Adobe releases some interesting research on consumer behavior and content (hint: focus on the mobile experience) and the boys dissect some interesting research on the future of digital.  Rants and raves include why publishers are missing the boat.  This week's TOM example of the week: Johnson & Johnson and BabyCenter.

 

YouTube Will Completely Remove Videos Of Creators Who Don’t Sign Its Red Subscription Deal
http://techcrunch.com/2015/10/21/an-offer-creators-cant-refuse/#.mudbml:0AwH


Epic Deck From Yahoo - Predicts What’s Happening In Tech and Media

This week's Sponsor: Marketo and Digital Marketing 101: http://bit.ly/marketo-digital-marketing
 
 
#ThisOldMarketing - J&J's BabyCenter
http://www.adweek.com/news/technology/why-johnson-johson-treasures-babycenters-data-156720
 
Direct download: 15-10-26-Episode-102.mp3
Category:Content Marketing -- posted at: 10:01pm EST