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

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest quarterly results from WPP and how the slowing of advertising could mark something more than a cyclical blip. Add to that, Google begins to reimburse clients and agencies for ad fraud...but is it enough? The Washington Post adds artificial intelligence to native and Goop gets leveled by Truth in Advertising. Rants and raves include Australia (yes, the entire continent) and U-Haul Trucks. This week's TOM example - CTO Advisor. 

This week's story links:

Opening Sponsor

WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr198b

QUICK HITS

WPP Sounds a Warning Signal on Consumer-Ad Spending; Shares Sink
https://www.wsj.com/articles/wpp-lowers-growth-forecast-as-advertisers-cut-spending-1503474230

Google Issuing Refunds to Advertisers Over Fake Traffic, Plans New Safeguard
https://www.wsj.com/articles/google-issuing-refunds-to-advertisers-over-fake-traffic-plans-new-safeguard-1503675395

Washington Post Brings Artificial intelligence To Its Native Ads
https://digiday.com/media/washington-post-brings-artificial-intelligence-native-ads/
 
IN DEPTH NEWS

The Engagement Gap: How B2B and B2C Firms Are Missing The Mark
https://www.marketingprofs.com/charts/2017/32661/the-engagement-gap-how-b2b-and-b2c-firms-are-missing-the-mark

Gwyneth Paltrow’s Goop Just Got Slammed For Deceptive Advertising
https://www.buzzfeed.com/stephaniemlee/gwyneth-paltrows-goop-just-got-slammed-for-deceptive
 
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THIS OLD MARKETING - THE CTO ADVISOR

 
Direct download: 17-08-28-Episode-198.mp3
Category:Content Marketing -- posted at: 6:47pm EST

This week, Joe and Robert cover Apple's $1 billion dollar investment in original content...plus the rise and fall of fidget spinners and newsjackers on the eclipse. Is Facebook failing (or is the research behind it?) and do publishers realize how much their business model is actually changing?  Rants and raves include Zillow's book on real estate and Harvard Business Review. This week's TOM example: AAHA Magazine.

This week's links:

QUICK HITS

Apple To Spend $1Billion On original TV Shows For Its Streaming Platform
https://techdigg.com/2017/08/16/apple-to-spend-1-billion-on-original-tv-shows-for-its-streaming-platform/


IN DEPTH NEWS

Takeaways from the Yale Publishing Course: Publishers Embrace the Flight to Quality
http://www.pubexec.com/post/takeaways-yale-publishing-course-publishers-embrace-flight-quality/


SHOW SPONSOR - SMARTLING
 
Direct download: 17-08-21-Episode-197.mp3
Category:Content Marketing -- posted at: 5:59pm EST

In this episode, Facebook launches YouTube competitor Watch, while Netflix begins a buying spree for content brands. Disney pulls its content from Netflix and Google may possibly still buy Snap. In other news, Quartz has figured out how to deliver real results for branded content and email subscription has never been more important.  Rants and raves include Deadpool and Time Inc. This week's TOM example: J. Walter Thompson.

This week's story links:


Netflix Gets Into The Comic Book Business By Acquiring Millarworld
 

Disney Will Pull Its Movies from Netflix and Start It’s own Streaming Service
https://www.cnbc.com/2017/08/08/disney-will-pull-its-movies-from-netflix-and-start-its-own-streaming-services.html

Google Reportedly Offered 30 Billion To Acquire Snapchat
https://techcrunch.com/2017/08/03/google-buy-snap/
 

IN DEPTH NEWS

How Quartz Achieved a 90% Renewal Rate On Branded Content
https://digiday.com/media/quartz-achieved-90-percent-renewal-rate-branded-content/

Turning Audience Development Into A Profit Machine
http://www.pubexec.com/post/turn-audience-development-profit-machine/

SHOW SPONSOR - SMARTLING
Direct download: 17-08-14-Episode-196.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In the news this week: Apple hits record earnings, Google launches new SnapChat-like ad format, and AI bots begin to create their own language. Detailed analysis includes the marketing opportunity behind long-form content, while Hasbro's deal with Lions Gate goes south.  Rants and raves include Stranger Things and the Facebook/Google duopoly.  This week's This Old Marketing example: TheStreet.com and Jim Cramer.

Story links:

QUICK HITS


Apple Soars After Resilient iPhone Demand
http://adage.com/article/digital/apple-soars-record-signaling-resilient-iphone-demand/310001/

Google Is Developing Tech for SnapChat Like Media Content
https://www.wsj.com/articles/google-is-developing-technology-for-snapchat-like-media-content-1501868688


Researchers Shut Down AI After It Develops Its Own Language

IN DEPTH NEWS

Long Form Content Boosts Engagement But Can Publishers Do it Right
http://www.pubexec.com/post/long-form-content-boosts-engagement-can-publishers-right/
 
SPONSOR - SMARTLING
Download the ebook: Translation: A Reliable Recipe for Business Growth 

http://cmi.media/pnr195

Direct download: 17-08-07-Episode-195.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In this new-look episode, Joe and Robert cover Lauren Jobs and her purchase of The Atlantic, Facebook's earnings release and what P&G did with $140 million dollars in marketing. The boys then go in-depth on how Hearst is experimenting with ecommerce and why Buzzfeed is launching a skillet for sale.  Rants and raves include media buying and a content marketing swindle.  This week's TOM: General Electric.

This week's story links:


Facebook Earnings - What Marketers Should Note From Facebook’s Second Quarter Earnings
https://www.wsj.com/articles/what-marketers-should-note-from-facebooks-second-quarter-earnings-1501109733

P&G Slashes Digital Ads by 140 Million over Brand Safety.  Sales Rise Anyway.
http://adage.com/article/cmo-strategy/p-g-slashe/309936/

IN-DEPTH NEWS

Hearst Is Experimenting In Commerce And Content
https://digiday.com/media/hearst-experimenting-commerce-content/

SHOW SPONSOR - SMARTLING
 
THIS OLD MARKETING
General Electric and Comic books in the 50’s
http://digital.bnpmedia.com/publication/?i=387902&article_id=2722384&view=articleBrowser&ver=html5#%7B%22issue_id%22:387902,%22view%22:%22articleBrowser%22,%22article_id%22:%222722384%22%7D
Direct download: 17-07-31-Episode-194.mp3
Category:Content Marketing -- posted at: 8:23pm EST

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