PNR: This Old Marketing | Content Marketing with Joe Pulizzi and Robert Rose (content marketing)

In this episode of #ThisOldMarketing, Robert and Joe unpack the latest content marketing spending research and whether or not we can actually believe it. Marketing predictions are back again, while the boys discuss the success or failure of Casper's content brand Van Winkle's. Rants and raves include building an audience, Snapchat, and the art of questioning. This week's TOM example: Maxwell House Haggadah.

This week's story links:

QUICK HITS

Content Marketing Industry Will Be Worth $412 Billion Following a Four Year Growth Spurt
http://www.thedrum.com/news/2017/11/06/content-marketing-industry-be-worth-412bn-2021-following-four-year-growth-spurt?


2018 Marketing Predictions From The C-Suite
https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/#16806e0e4c91


IN DEPTH

Mattress Company Shutters Web Publication Pivots To Print
https://www.wsj.com/articles/mattress-company-shutters-web-publication-pivots-to-print-1510057802
 
Direct download: 17-11-13-Episode-209.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this episode, Joe and Robert discuss the recent reader revenue moves from both CNN and the Guardian, while Facebook may or may not have anything to fear from ad blockers. In other news, the boys discuss whether content marketing is in crisis...or perhaps...we see its biggest opportunity to come. Rants and raves include more audience building and whether the flight to video could actually be a bad thing for some publishers. This week's TOM example: Electric Boat Company.

This week's story links:


Guardian Says Money From Readers Has Overtaken Advertising As It Boasts 500,000 Paying Supporters and Subscribers
http://www.pressgazette.co.uk/guardian-says-money-from-readers-has-overtaken-advertising-as-it-boasts-500000-paying-supporters-and-subscribers/

Ad Blocker’s Successful Siege on Facebook Enters the Second Month
http://adage.com/article/digital/blockrace-adblock/311103/

SHOW SPONSOR - STORYBLOCKS

Go to http://storyblocks.com/cmi to get all the stock images, video, and audio you can imagine for $149. 

RANTS AND RAVES

https://digiday.com/marketing/giving-business-away-consultants-agencies-brace-new-competition/
 
 

TOM
John Holland"...(father of US submarines) founded the Electric Boat Company in 1899 to build submarines. After Holland's death in 1914, EB reorganized and the name was changed to Submarine Boat Corporation around 1915."
 
Direct download: 17-11-05-Episode-208.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this episode of This Old Marketing, Joe makes a big announcement about his future and the future of the podcast, while the future of advertising isn't quite settled. LinkedIn has a huge opportunity with original content but might not take it and the latest blogging research says that longer posts are better. Rants and raves include the power of audience and another Mumbrella post. This week's TOM example: Lloyd's List.

QUICK HITS  
 

IN DEPTH

Orbit Media Releases Their 4th Annual Blogging Statistics

Facebook Testing Subscriptions In Support of Instant Articles
https://media.fb.com/2017/10/19/testing-subscriptions-support-in-instant-articles/

SHOW SPONSOR - STORYBLOCKS
Direct download: 17-10-29-Episode-207.mp3
Category:Content Marketing -- posted at: 1:26pm EST

In this episode of This Old Marketing, Joe and Robert discuss the new initiative from three marketing associations that put the blame for bad online advertising directly on the shoulders of publishers (excuse me). In other news, media companies still rank first for loyalty, but these aren't the media companies you were looking for. Rants and raves include Nielsen's bid at measuring Netflix and one-hit wonders and what we can learn from them. This week's TOM: Polyface Farms.

This week's story links:

Content Marketing Master Classes at https://www.contentmarketingconf.com/

Any listener that tweets using #thisoldmarketing now through October 28 will be entered into a drawing to win an annual Ahrefs account plus a signed copy of Joe and Robert’s new book, Killing Marketing

QUICK HITS

Who are 2017’s Top Brands Ranked by Customer Loyalty
http://www.marketingcharts.com/brand-related/top-brands-80670

Publishers May Have To Volunteer To Fight Against Annoying Ads
http://adage.com/article/digital/trade-body-letter-suggests-pubs-volunteer/310958/

IN DEPTH

SHOW SPONSOR - SNAPAPP
Download “The Millennials Are Here! How Generational Differences Impact B2B Buying Committees Today” at http://cmi.media/pnr206

RANTS AND RAVES

https://techcrunch.com/2017/10/18/nielsen-will-now-measure-tv-audiences-on-netflix/
 
 
TOM - Polyface Farms
Direct download: 17-10-23-Episode-206.mp3
Category:Content Marketing -- posted at: 6:17pm EST

In this episode, Joe and Robert discuss the Brandwatch/Buzzsumo acquisition, while Snapchat adds location-based services. Mercedes launches their own "killing marketing" model for their integrated content brands, and there is one article format that rises above them all. Rants and raves include a new marketing model and transparency. This week's TOM: Alcoa.

This week's story links:

Content Marketing World videos at http://cmi.media/video17 

Content Marketing Master Classes at https://www.contentmarketingconf.com/

QUICK HITS

Social Media Monitor Brandwatch Acquires Content Marketing Platform BuzzSumo
https://techcrunch.com/2017/10/10/social-media-monitor-brandwatch-acquires-content-marketing-platform-buzzsumo/

Snapchat will now show you more info about the cool places your friends are visiting
https://www.recode.net/2017/10/10/16450562/snapchat-location-advertisers

IN DEPTH

Content marketing: Mercedes is marketing
iQ media's looping content

https://www.wuv.de/marketing/mercedes_laesst_looping_inhalte_von_iq_media_vermarkten

The Simple Article Format That Draws A Bigger Audiences
http://contentmarketinginstitute.com/2017/10/content-creators-article-format/

SHOW SPONSOR - SNAPAPP
Download “The Millennials Are Here! How Generational Differences Impact B2B Buying Committees Today” at http://cmi.media/pnr205
Direct download: 17-10-15-Episode-205.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In this episode of This Old Marketing, Joe and Robert discuss Google's olive branch to publishers and why it may not mean what we think it means. Amazon gets into the advertising business, while Blue Apron doubles down on podcasting. Rants and raves include Lloyds Bank doubling down on content marketing and Amazon reminds us that we need to reflect on our business models.  This week's TOM example: The Points Guy.

This week's story links:

Content Marketing World videos at http://cmi.media/video17 

Content Marketing Master Classes at https://www.contentmarketingconf.com/

Any listener that tweets using #thisoldmarketing now through October 28 will be entered into a drawing to win an annual Ahrefs account plus a signed copy of Joe and Robert’s new book, Killing Marketing

NEWS
 

IN DEPTH

Blue Apron Launches New Branded Podcast - Why We Eat What We Eat
https://www.fastcompany.com/40476600/blue-apron-launches-new-branded-podcast-why-we-eat-what-we-eat

SHOW SPONSOR - SNAPAPP
Download “The Millennials Are Here! How Generational Differences Impact B2B Buying Committees Today” at http://cmi.media/pnr203

RANTS AND RAVES

Direct download: 17-10-09-Episode-204.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In this episode of This Old Marketing the boys discuss the week that was Advertising Week. Google and Amazon begin the war to end all wars, while Twitter is wasting everyone's time going to 280 characters.  Rants and raves include Time's new membership model and Nielsen ratings. This week's TOM example: Chagrin Falls Film Festival.

This week's story links:

Content Marketing World videos at http://cmi.media/video17 

Content Marketing Master Classes at https://www.contentmarketingconf.com/

Any listener that tweets using #thisoldmarketing now through October 28 will be entered into a drawing to win an annual Ahrefs account plus a signed copy of Joe and Robert’s new book, Killing Marketing

QUICK HITS  
 
 
 
DEEP COVERAGE

Research Reveals The Habits of Content Marketers
http://contentmarketinginstitute.com/2017/09/research-habits-content-marketers/
 
 
SHOW SPONSOR - SNAPAPP
Download “The Millennials Are Here! How Generational Differences Impact B2B Buying Committees Today” at http://cmi.media/pnr203

RANTS AND RAVES
https://www.wsj.com/articles/google-offers-hand-to-news-publishers-1506916861

THIS OLD MARKETING - Chagrin Falls Film Festival

http://www.cleveland.com/entertainment/index.ssf/2017/10/chagrin_documentary_film_festi_1.html

 

 

Direct download: 17-10-02-Episode-203.mp3
Category:Content Marketing -- posted at: 7:03pm EST

In this episode of This Old Marketing, Google buys HTC, talent is drying up in advertising, and the Mayo Clinic figures out how to dominate Alexa's voice search results. Rants and raves include predictive analytics and this week's This Old Marketing example is full of Fluff.

This week's story links:

SPONSOR: AHrefs

Any listener that tweets using #thisoldmarketing between the dates of September 30 through October 28 will be entered into a drawing to win an annual Ahrefs account plus a signed copy of Joe and Robert’s new book, Killing Marketing. One randomly selected participant will be drawn each week; four winners in total.


ANA Warns of Talent Crisis As Industry Struggles to Appeal To College Graduates
http://www.adweek.com/agencies/ana-warns-of-talent-crisis-as-industry-struggles-to-appeal-to-college-grads/

DEEP COVERAGE

Mayo Clinic Offers First Aid Assistance On Amazon Alexa
H/T W. Jeffrey Rice @WJeffreyR
http://www.beckershospitalreview.com/artificial-intelligence/mayo-clinic-offers-first-aid-assistance-on-amazon-s-alexa.html

EPISODE SPONSOR: SNAPAPP
Direct download: 17-09-25-Episode-202.mp3
Category:Content Marketing -- posted at: 6:30pm EST

In this episode of #ThisOldMarketing, Joe and Robert discuss Apple's new browser settings that have the advertising associations crying wolf. Google kills their "first click free" setting for all pay walls and Rolling Stone gets put up for sale. Rants and raves include the fall of bundled television and the Ohio Lottery. This week's TOM example: Fearless Girl.

OPENING SPONSOR - WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr201b

QUICK HITS
 

Google Offers Olive Branch To Publishers By Relaxing Policy On Subscription Sites
https://www.wsj.com/articles/google-offers-olive-branch-to-publishers-by-relaxing-policy-on-subscription-sites-1505259211
 
Rolling Stone Put Up for Sale
https://www.nytimes.com/2017/09/17/business/rolling-stone-magazine-sale.html
 
Direct download: 17-09-18-Episode-201.mp3
Category:Content Marketing -- posted at: 7:42pm EST

A very special 200th anniversary show featuring some clips from the past and how the show made it this far (we really can't believe it). After a walk down memory lane, Joe and Robert focus on the orange week that was Content Marketing World and all the joyful festivities on audience building. In other news, the boys review the latest CMO trend findings while Facebook begins a billion-dollar push into original content.  Rants and raves include Facebook metrics, Equifax and M&A is getting real. This week's TOM example: The Rock Island Line.

OPENING SPONSOR - WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr200b

This week's story links:

DEEP COVERAGE

The CMO Survey Is Out
https://cmosurvey.org/results/august-2017/

SHOW SPONSOR
Try CoSchedule Free For 21 Days http://cmi.media/pnr200a
 
RANTS AND RAVES

6. TOM - The Rock Island Line

Thank you to all our listeners for making #200 so special!

Direct download: 17-09-11-Episode-200.mp3
Category:Content Marketing -- posted at: 6:00pm EST