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

In this episode of This Old Marketing, Joe and Robert discuss the results of CMI's 2017 content marketing benchmarks report and find that content marketing is indeed all about building audience.  Rolling Stone finds a buyer; and who really should be the agency in charge of content creation?  Rants and raves include a Robert Rose book review while Mental Floss folds print.  This week's TOM example: Saindbury's. 

This week's show notes:

Singapore-based music startup buys 49% stake in Rolling Stone
 
Content Marketing Takes A Turn For The Better - New 2017 Research
 
Content Creation Who’s Job Is It Anyway
 
EPISODE SPONSOR 
ION Interactive and their interactive ebook - 50 Ways to Engage Your Audience http://cmi.media/pnr151
 
RANTS AND RAVES 
 
 
 
 
 
http://digiday.com/publishers/publishers-appear-cooling-facebook-instant-articles/
 
TOM
Direct download: 16-10-03-Episode-151.mp3
Category:Content Marketing -- posted at: 8:03pm EST

In this special 150th episode of This Old Marketing, Joe and Robert spend some time talking about what makes a successful podcast, and each ponder on why PNR has lasted this wonderful 2.8 years. In other news, Facebook is public enemy number one for media companies and journalists and Salesforce considers buying Twitter.  Rants and raves include the cost of content marketing and why we do content. This week's TOM example: Petfinder.

This week's story links:

Why Salesforce Might Be Interested in Twitter -
https://techcrunch.com/2016/09/24/why-salesforce-might-be-interested-in-twitter/

Direct download: 16-09-24-Episode-150.mp3
Category:Content Marketing -- posted at: 6:00pm EST

In this ThisOldMarketing episode, Adblock plus starts their own ad network (or do they?) and the boys discuss the future of advertising. AT&T looks to become a media company (of course) and some people think content marketing is hard to measure. Rants and raves include a lengthy talk about diversity in the event business. This week's TOM example: Walmart World.

This week's show links:

Adblock Is Absolutely Not Launching An Ad Network - But Yes They Are #SorryNotSorry
 
AT&T Wants to Be A Media Company - Here’s Who They Could Buy
 
Does The Content Marketing Industry Have a Measurement Problem
 
 
EPISODE SPONSOR -
ON24 - Get the 2016 Webinar Benchmarks Report from ON24 - http://cmi.media/pnr149
 
RANTS AND RAVES -
 
THIS OLD MARKETING -
 
Direct download: 16-09-19-Episode-149.mp3
Category:Content Marketing -- posted at: 6:10pm EST

In this post-show Content Marketing World (#CMWorld) edition of #ThisOldMarketing, Joe and Robert (of course) discuss the events surrounding this year's big event.  In addition, the boys discussed whether more or less content will win the day for brands, and why YouTube is changing their advertising model pronto.  Rants and raves include new contextual content research and a new content program from Starbucks.  This week's TOM example: Kodak.

This week's story links:

The Future Is More Content - Jeff Bezos, Robots and High Volume Publishing
 
Advertising Hits a Hurdle
 
EPISODE SPONSOR 
 
ON24 - Get the 2016 Webinar Benchmarks Report from ON24 - http://cmi.media/pnr148
 
RANTS AND RAVES 
 
Robert
 
Joe
 
Direct download: 16-09-12-Episode-148.mp3
Category:Content Marketing -- posted at: 6:44pm EST

This very special episode of #ThisOldMarketing is Joe and Robert's 2017 content marketing predictions episode.  We can't tell you what they are in this abstract, but both PNR add three very special predictions each that are sure to actually come true.

Episode Sponsor:

Get the 2016 Webinar Benchmarks Report from ON24 - http://cmi.media/pnr146

This Old Marketing Example - Loot Crate
http://magazine.lootcrate.com/
http://www.thedailycrate.com/

Direct download: 16-08-28-Episode-147.mp3
Category:Content Marketing -- posted at: 5:30pm EST

In this episode of #ThisOldMarketing, Google announces major changes to search engine rankings based on your pop over status.  Is there really a future in advertising (trick question) and will YouTube's new backstage give them a hall pass with the big boys? Rants and raves include a focus on numbers and marketing automation must die.  This week's TOM example: Bloomingdale's.

This week's article links:

Direct download: 16-08-28-Episode-146.mp3
Category:Content Marketing -- posted at: 6:00pm EST

For this episode of #ThisOldMarketing, Joe and Robert discuss John Oliver's take on the broken business model of newspapers.  The boys believe that in the near future, you'll see brands actually owning these media properties.  In other news, Gartner's new "Hype" cycle is out for marketing and Google+ closes on-air hangouts.  Rants and raves include what's wrong with the buyer persona.  This week's TOM example: Ernst & Young.

This week's story links:

John Oliver on Last Week Tonight - On Journalism
https://www.youtube.com/watch?v=bq2_wSsDwkQ

SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 

RANTS AND RAVES 

http://tribunecontentagency.com/article/facebook039s-beautiful-mind/

https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
 
TOM Example: E&Y
Direct download: 16-08-22-Episode-145.mp3
Category:Content Marketing -- posted at: 8:17pm EST

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest TechCrunch article that claims content marketing isn't actually strategic.  Accenture looks to become one of the leading content marketing providers in the world, and Facebook blocks the ad blockers with more of the same from Facebook.  Rants and raves include Blab shutting down and personalized content.  This week's TOM example: WE Energies.

This week's story links:

 
No Agencies Have This Breadth of Content: Inside Accenture’s $600 million content business
http://digiday.com/agencies/no-agencies-breadth-content-inside-accentures-600-million-content-business/

Facebook Cripples Ad Blockers on Its Site, Gives Consumers New Control Over Ads
http://adage.com/article/digital/facebook-defeats-ad-blockers-users-control/305375/?_lrsc=fa470243-212f-48ce-9ae5-d5347bb75364

SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 

RANTS AND RAVES 

http://www.emarketer.com/Article/How-Marketers-Benefit-Automating-Content-Creation/1014324?ecid=NL1015
Direct download: 16-08-14-Episode-144.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this episode of #ThisOldMarketing, Joe and Robert discuss two new social media platform launches.  Instagram launches Instagram Stories and LinkedIn launches influencer video.  Content strategy is still in a fight with content marketing, and publishers are still dependent on Facebook.  Rants and raves include the 130-hour work week and sponsored content.  This week's TOM example: The Olympics.

This week's story links:


Instagram Takes A Page From Snapchat And Takes Aim At It Too
http://www.nytimes.com/2016/08/03/technology/instagram-stories-snapchat-facebook.html?_r=0


Content Marketing Isn’t A Strategy
http://www.cmswire.com/content-marketing/content-strategist-karen-mcgrane-content-marketing-isnt-a-strategy

Facebook’s Dominance In Journalism Could Be Bad News For Us All
https://www.theguardian.com/media-network/2016/jul/28/facebook-dominance-journalism-world-view

SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 
Direct download: 16-08-07-Episode-143.mp3
Category:Content Marketing -- posted at: 5:00pm EST

In this episode of #ThisOldMarketing, Joe and Robert discuss Cisco Systems adding 200 content-related roles to the organization.  B-to-C brands are focusing on "micro-moments" and too many brands think they are doing content marketing when they really aren't doing content marketing.  Rants and raves include Coca-Cola and a huge social media mistake from the US Olympic Committee.  This week's TOM Example: Nationwide Insurance.

This week's story links:

 
 
SPONSOR - Content Marketing World - be at the marketing event of the year, September 6-9, 2016 in Cleveland, Ohio.  Use code PNR200 to save $200 off registration. http://contentmarketingworld.com 
 
RANTS/RAVES

 

Direct download: 16-08-01-Episode-142.mp3
Category:Content Marketing -- posted at: 5:00pm EST