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

In this episode of #ThisOldMarketing, the boys discuss the likelihood of a 1984-type environment for the future of advertising. Content marketing outsourcing has been happening since forever, but Adweek identifies advertising agencies as a new source, and customer experience is a real drag at big brands.  Rants and raves include how stock trading and content marketing are actually pretty similar.  This week's TOM example: Maui Electric.

This week's show links:

Episode Sponsor - Ahrefs.com.  Go to http://cmi.media/pnr139a for a special offer for PNR listeners.

 
WPP Spent $1 Billion with Facebook Last Year

Branding - Keeping Up with Customers Not Competitors Becoming The Greatest Challenge To brands
https://www.bulldogreporter.com/modern-branding-keeping-up-with-customers-not-competitors-is-becoming-the-greatest-challenge-to-brands/

SPONSOR - Episerver with Four Steps to Simplify the Digital Experience eBook. Download here: http://cmi.media/pnr139b

RAVES:
The Attention Economy and the Demise of Middle Ground
https://www.theguardian.com/media-network/2016/jul/06/attention-economy-demise-middle-ground


THIS OLD MARKETING

 

Direct download: 16-07-09-Episode-139.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss how new media and content marketing are intersecting with a launch by Thrillist and some venture money given to Woven Digital by agency players. Facebook yet again tweaks their algorithm, making it almost impossible for anyone to reach anyone else without paying for it.  Rants and raves include Vice, Buzzfeed and the history of content marketing.  This week's TOM: Tower Records and Pulse! Magazine.

This week's story links:

Episode Sponsor - Ahrefs.com.  Go to http://cmi.media/pnr138a for a special offer for PNR listeners.

Thrillist’s Content Marketing Division Is Launching A Booze Focused Site
http://www.wsj.com/articles/thrillists-content-marketing-division-is-launching-a-booze-focused-site-1467194400

Male Oriented Web Publisher Woven Digital Raises 18.5 Million
http://www.wsj.com/articles/male-oriented-web-publisher-woven-digital-raises-18-5-million-1467284400

What Facebook Wants You To Know About Their Changing Algorithm
http://money.cnn.com/2016/06/29/media/facebook-ranking-changes-news-feed/index.html

SPONSOR - Episerver with Four Steps to Simplify the Digital Experience eBook. Download here: http://cmi.media/pnr138b

RANTS AND RAVES
 
 
Joe
Direct download: 16-07-03-Episode-138.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this week's #ThisOldMarketing, Joe and Robert discuss how Facebook is leveraging native advertising to significantly alter the business model for publishers.  This, in turn, becomes a huge opportunity for brands.  In addition, FB announces that they are starting to pay media companies (and influencers) to create video on their platforms.  In other news, native advertising is booming (who knew?).  Rants and raves include Garrison Keillor and Print.  This week's TOM example: Steelcase. 

Today's Episode Sponsor - Ahrefs (ahrefs.com) has a 30% off special for PNR listeners, plus a 14-day free trial.  Go here for more - http://cmi.media/pnr137a

This week's story links:

Did Facebook Just Deliver a Crushing Blow To Native Advertising
 
Paired With….
Facebook Makes A Deal To Pay For Media Companies, Celebrities for Facebook Live
 
2016 Native Advertising Trends For Publishers
 
Tronc Threatens a Nightmare Hellscape of Video Content in New Warning to Employees
 
SPONSOR - CONTENT MARKETING WORLD
Use code PNR200 to save $200 off at http://contentmarketingworld.com
 
 
RAVES
Direct download: 16-06-27-Episode-137.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this week's #ThisOldMarketing, Joe and Robert talk about brands moving to Facebook's instant articles (in this case, Intel), and how FB needs to do more to help educate marketers and advertisers than their newly launched "creative hub". Podcasting gets a shot in the arm with eBay, and somewhere out there are some very happy, but very disillusioned marketers.  Rants and raves include Snapchat's new magazine.  TOM example of the week: Investools.

This week's story links:

Direct download: 16-06-19-Episode-136.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss the Microsoft purchase of LinkedIn, and how every media outlet missed the big story that Microsoft purchased a media company. In another story, we find out that most marketers are using native advertising the wrong way while Facebook reach continues to plummet. Rants and raves include the opportunity for publishers as agencies.  This week's TOM example: Computer magazine startups.

This week's story links:
 
 
 
SPONSOR - GoToWebinar and their eBook, "5 Ways to Attract a Targeted Audience to Your Next Webinar".  Download here - http://cmi.media/pnr135
Direct download: 16-06-13-Episode-135.mp3
Category:Content Marketing -- posted at: 4:53pm EDT

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
http://contentmarketinginstitute.com/2016/06/cmi-acquired-by-ubm/
 
15 Most Important Slides In Mary Meeker’s Internet Trends Report
https://www.washingtonpost.com/news/innovations/wp/2016/06/02/the-15-most-important-slides-in-mary-meekers-internet-trends-report/

Yahoo’s False Prophet - How Marissa Mayer Failed To Turn the Company Around
https://variety.com/2016/digital/features/marissa-mayer-yahoo-ceo-1201781310/

Mondelez Makes Moves To Look More Like A Media Company
http://www.wsj.com/articles/mondelez-makes-moves-to-look-more-like-a-media-company-1464692402


SPONSOR: GoToWebinar and "5 Steps to Attract Your Audience to Your Next Webinar" http://cmi.media/pnr134
 
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
http://tomtunguz.com/content-marketing-compounding-returns/
 

SPONSOR: 5 Steps to Attract Your Target Audience to Your Next Webinar from GoToWebinar - http://cmi.media/pnr133
 
JOE
 
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:

USE CODE "PNR200" to get $200 off at http://ContentMarketingWorld.com

 

Paired with
Facebook needs to make it easier to report stolen videos
 

Interview with Shane Smith - CEO of Vice
http://digiday.com/publishers/shane-smith-vice-media-interview/
 
 
SPONSOR: GoToWebinar and "The 5 Keys to Attract a Targeted Audience with Webinars" - http://cmi.media/pnr132


RANTS AND RAVES

Robert
 
 
 
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
http://www.campaignlive.co.uk/article/uk-content-marketing-spend-predicted-double-2020/1393581

Good News - People Will Read Your Long Stories On Their Phones
http://www.niemanlab.org/2016/05/good-news-publishers-people-will-read-your-long-stories-on-their-phones-for-two-minutes-anyway/

Multi-Channel Networks Content With Ad Buyer Fatigue
http://www.wsj.com/articles/mcns-contend-with-ad-buyer-fatigue-1462562261

Content Commoner Not King
http://adexchanger.com/the-sell-sider/content-commoner-not-king/


SPONSOR - Download Summer Marketing 101 from Marketo today - http://cmi.media/pnr130


RAVES

Robert
Media Design Changing IN The Digital Economy
http://adage.com/article/digitalnext/media-design-change-digital-economy/303758/

Joe
The Audience Takes Charge
http://contentmarketinginstitute.com/2016/05/audience-takes-charge/

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