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

In this week's #ThisOldMarketing, Joe and Robert discuss a number of acquisitions that occurred this week, including CMI. Mary Meeker's annual Internet Trends Report is out again, and the boys discuss the highlights, while Mondelez does a Pepsi and Red Bull and begins a content marketing approach as profit center.  Rants and raves include Scott Brinker and audio content.  This week's TOM example: Porsche.

This week's story links:

Content Marketing Institute Acquired by UBM
15 Most Important Slides In Mary Meeker’s Internet Trends Report

Yahoo’s False Prophet - How Marissa Mayer Failed To Turn the Company Around

Mondelez Makes Moves To Look More Like A Media Company

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Direct download: 16-06-04-Episode-134.mp3
Category:Content Marketing -- posted at: 9:51pm EDT

In this episode of #ThisOldMarketing, the boys talk investing in content as an asset, starting with an interesting perspective on using evergreen content over temporal content.  Apple looks like they are in the market for a content producer (although probably not Disney...yet) and (drum roll please), content marketing can now be scientifically proven (mic drop).  Rants and raves include the Pope and programmatic data. This week's TOM: Thomas Chippendale.

This week's content marketing news:

Content Marketing And Compounding Returns

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This Old Marketing: Thomas Chippendale
Direct download: 16-05-30-Episode-133.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss the "Chewbacca Mask" phenomenon and what it means for brands.  Facebook needs to control the theft of content assets and Pepsi launches a content studio, soon to be a regular thing among brands.  Rants and raves include building your personal brand and rented land.  This week's TOM example: Playmobil.

This week's content links:

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Facebook needs to make it easier to report stolen videos

Interview with Shane Smith - CEO of Vice
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Direct download: 16-05-23-Episode-132.mp3
Category:Content Marketing -- posted at: 8:24pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss how content marketing and advertising don't compete with each other and, believe it or not, are actually different (to some people's dismay). Facebook acts like a real media company, and influencer marketing is the biggest thing that no enterprise understands how to execute well.  Rants and raves include bots, bots and more bots.  This week's TOM example: OBEY.

This week's story links:

Direct download: 16-05-14-Episode-131.mp3
Category:Content Marketing -- posted at: 5:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss UK research that states content marketing/native advertising is predicted to double by 2020. Long-form content actually does have a chance on the smartphone and influencer marketing is not without its struggles.  Rants and raves include two must-read articles on the state of marketing and advertising today. This week's TOM example: McCall's. 

This week's article links:

Content Marketing Spend Predicted to Double In The UK

Good News - People Will Read Your Long Stories On Their Phones

Multi-Channel Networks Content With Ad Buyer Fatigue

Content Commoner Not King

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Media Design Changing IN The Digital Economy

The Audience Takes Charge

Direct download: 16-05-09-Episode-130.mp3
Category:Content Marketing -- posted at: 6:20pm EDT

In this episode of #ThisOldMarketing, the boys discuss the endof the media business as we know it, and follow up with the keys tofinding subscriber success. Native advertising terms continue toconfuse and Marriott shows us what content marketing at scale lookslike.  Rants and raves include audio content trends and whythe human attention span is not eight seconds.  This week'sTOM Example: The origin story behind Red Bull Media House.

This week's show links:

Metrics Meet Magic - How Marriott CMOKarinTimponeReachesNext-GenTravelersThroughIncredibleContent

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Direct download: 16-05-02-Episode-129.mp3
Category:Content Marketing -- posted at: 9:47pm EDT

In this episode of #ThisOldMarketing, Facebook looks to create its own content and yet another prediction for the death of content marketing is reviewed.  SNL announces a big play in native advertising and Google says that YouTube ads are vastly superior than TV Ads.  Rants include two beat downs on native advertising practices.  This week's TOM example of the week: Schneider Electric's Energy University.

Facebook's Scary New World for Media Companies

The Death Of Content Marketing - Why Brands Must Become Cultural Currency the-death-of-content- marketing-why-brands-must- become-cultural-currency- 6f708f13214#.xr5cvjjye

SNL Will Decrease Ads by 30% Next Season media/snl-air-fewer- commercials-season/303697/

Google Says YouTube Ads Are 80% more Effective Than TV youtube-ads-vs-tv-ads/

Social Cost of Bad Online Marketing social-cost-of-bad-online- marketing

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Direct download: 16-04-25-Episode-128.mp3
Category:Content Marketing -- posted at: 7:46pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss a contrarian article on whether or not content marketing actually exists. Could content marketing follow in the path of advertising?  Publishers are now fully focused on e-commerce, and Buzzfeed's prospects dip and their future is more cloudy.  Rants and raves include Disrupted by Dan Lyons and a must-read HBR article.  This week's TOM example: Ripley's Believe It or Not.

This week's article links:

Everything The Tech World Says About Marketing Is Wrong

Content Marketing’s Echo Chamber

Newest Rainmaker at Publishers is Ecommerce Editors

Buzzfeed Cuts Prospects

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Direct download: 16-04-17-Episode-127.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss major decisions from Facebook around allowing for third-party branded content.  In addition, Medium offers "instaCMS" and goes into the software business.  Rented land?  We aren't quite sure.  Prevention drops all print ads and Mashable restructures.  Rants and raves include SheKnows Media and Audible offering podcasts.  This week's TOM Example: The General Magazine.

This week's story links:

Facebook Will Start Offering Branded Content
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Making Medium More Powerful For Publishers
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Prevention Magazine Takes Radical Step: No Print Ads
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Mashable Announces Personnel Shifts and Job Cuts

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The General Magazine

Direct download: 16-04-11-Episode-126.mp3
Category:Content Marketing -- posted at: 7:56pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest content marketing research, where findings look to a greater importance on content marketing.  The boys love the report, but doubt that many will execute the approach properly.  Millennials actually prefer email and printed coupons (amazing), while more brands and publishers are creating new positions around platform.  Rants and raves include content marketing ROI and LEGO.  This week's TOM example: The Federalist Papers.

This week's story links:

Companies Favoring Content Over Ads

New Study Shows Why Retailers Should Ramp Their Email Game

The Rise of the Publishing Platform Specialist

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#ThisOldMarketing - The Federalist Papers

Direct download: 16-04-01-Episode-125.mp3
Category:Content Marketing -- posted at: 6:00pm EDT