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

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
https://contently.com/strategist/2015/12/15/metrics-meet-magic-marriott-cmo-karin-timpone-reaches-next-gen-travelers-incredible-content/

SPONSOR MESSAGE - MARKETO
Download the Highly EffectiveEmailMarketingLookbook- http://cmi.media/pnr129

RANTS AND RAVES

JOE
http://www.amplifimedia.com/blogstein/2016/4/22/mobile-is-eating-the-audio-world

ROBERT
 
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
http://www.businessinsider.com/facebook-future-of-content-2016-4

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

SNL Will Decrease Ads by 30% Next Season
http://adage.com/article/ media/snl-air-fewer- commercials-season/303697/

Google Says YouTube Ads Are 80% more Effective Than TV
http://bgr.com/2016/04/20/ youtube-ads-vs-tv-ads/

Social Cost of Bad Online Marketing
https://hbr.org/2016/04/the- social-cost-of-bad-online- marketing


SPONSOR - MARKETO with Highly Effective Email Marketing - Download the LOOKBOOK Here - http://cmi.media/pnr128

 
THIS OLD MARKETING - ENERGY UNIVERSITY
http://www.contentmarketingworld.com/lorna-breault-snyder-education-as-a-content-marketing-strategy/

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
http://techcrunch.com/2016/04/12/everything-the-tech-world-says-about-marketing-is-wrong/

Content Marketing’s Echo Chamber
http://marketingland.com/content-marketings-echo-chamber-168438

Newest Rainmaker at Publishers is Ecommerce Editors
http://digiday.com/publishers/newest-rainmaker-publishers-e-commerce-editors/

Buzzfeed Cuts Prospects
http://www.theguardian.com/media/2016/apr/12/buzzfeed-projected-revenue-cuts-missed-financial-target

THIS WEEK'S SPONSOR: GoToWebinar
Download "The 5 Tips to a Successful Webinar" http://bit.ly/gotowebinar-attract-audience

RANTS AND RAVES
https://hbr.org/2012/07/the-end-of-solution-sales
http://www.amazon.com/gp/product/B013CATZIC/ref=dp-kindle-redirect?ie=UTF8&btkr=1

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
https://www.facebook.com/facebookmedia/get-started/branded-content?hc_location=ufi
paired with
http://digiday.com/publishers/publishers-just-saw-decline-facebook-traffic/


Making Medium More Powerful For Publishers
https://medium.com/the-story/making-medium-more-powerful-for-publishers-39663413a904#.sehioahsd
Paired With…. 
https://medium.com/newco/the-tech-story-is-over-2446fcd75087#.m0ybo2jgw

Prevention Magazine Takes Radical Step: No Print Ads
http://www.wsj.com/articles/prevention-magazine-takes-radical-step-no-print-ads-1459714328
paired with
Mashable Announces Personnel Shifts and Job Cuts
http://www.nytimes.com/2016/04/08/business/media/mashable-announces-personnel-shifts-and-job-cuts.html?smid=fb-share&_r=0

This Week's Sponsor - GoToWebinar
Download "Targeting the Right Audience with Your Webinar" http://bit.ly/gotowebinar-attract-audience


RANTS AND RAVES
Robert
http://www.verticalmeasures.com/content-marketing-2/why-your-content-marketing-agency-is-failing-you-040716/
http://www.adweek.com/news/advertising-branding/acquiring-helloflo-sheknows-media-getting-viral-content-machine-170527

Joe
http://brandsavant.com/brandsavant/the-beginning-of-the-end-for-podcasts


THIS OLD MARKETING
The General Magazine
https://en.wikipedia.org/wiki/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
http://www.broadcastingcable.com/news/technology/study-companies-favoring-content-over-ads/154962

New Study Shows Why Retailers Should Ramp Their Email Game
http://www.adweek.com/news/technology/study-shows-why-retailers-should-ramp-their-email-game-millennials-170355

The Rise of the Publishing Platform Specialist
http://www.wsj.com/articles/the-rise-of-the-publishing-platform-specialist-1458896683

SPONSOR: GoToWebinar and this amazing eBook on how to get the right people to your webinar - http://bit.ly/gotowebinar-attract-audience

RANTS AND RAVES
Robert
https://www.marketingtechblog.com/whats-cost-acquiring-versus-retaining-customer/

Joe
https://www.linkedin.com/nhome/updates?topic=6118945958337265664&trk=eml-mention-reply-nus&midToken=AQGe3WvFB8snLw&fromEmail=fromEmail&ut=0m1n_O9Me65Dc1

http://firstround.com/review/content-is-eating-the-world-contentlys-ceo-on-winning-at-marketings-fastest-growing-trend

#ThisOldMarketing - The Federalist Papers
https://en.wikipedia.org/wiki/The_Federalist_Papers

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

In this episode of #ThisOldMarketing, Joe and Robert discuss Instagram's move to duplicate Facebook's algorithm, making it ever clearer that Instagram will be "pay to play" for most brands.  Scott Brinker releases the 2016 Marketing Technology Landscape, and to our surprise, there are almost double the amount of companies from last year.  Rants and raves include a look a Disney while this week's TOM example is WeWork Creator Magazine.

This week's stories:

 
 
 
THIS OLD MARKETING
wework creator magazine
https://creator.wework.com
Direct download: 16-03-28-Episode-124.mp3
Category:Content Marketing -- posted at: 8:01pm EDT

In this week's episode of #ThisOldMarketing, Joe and Robert take a close look at honesty in content marketing. The FTC comes down hard on Lord & Taylor for untoward native advertising practices, while publishers struggle with content recommendations digging into credibility. Instagram loses the "insta" part of social content and NPR goes political with how they handle their podcast promotions.  Rants and raves include the death of social content and L'Oreal goes unbranded with their new content site.  This week's TOM example: Xavier University basketball.

This week's story links:

Lord And Taylor Settles FTC Charges That It Deceived Customers With Native Advertising
https://www.ftc.gov/news-events/press-releases/2016/03/lord-taylor-settles-ftc-charges-it-deceived-consumers-through

How Easy Sleazy Money Is Ruining Publisher’s Reputations
http://www.pubexec.com/post/easy-sleazy-money-ruining-publishers-reputations/

Instagram Loses Its "Insta"
http://blogs.forrester.com/jessica_liu/16-03-17-instagram_loses_its_insta

NPR Decides it Won’t Promote Its Podcasts or NPR One On-Air
http://www.niemanlab.org/2016/03/npr-decides-it-wont-promote-its-podcasts-or-npr-one-on-air/

Vice Media Attacked For Marketing Tobacco Adverts For Phillip Morris
http://www.theguardian.com/media/2016/mar/17/vice-media-attacked-for-making-tobacco-adverts-for-philip-morris

This week's Sponsor: GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" http://bit.ly/gotowebinar-attract-audience

RANTS AND RAVES

 
 
Direct download: 16-03-20-Episode-123.mp3
Category:Content Marketing -- posted at: 5:00pm EDT

In this episode of #ThisOldMarketing, Google launches a new Tumblr-style spot on search engine results, leaving an opening (and risk) for brand publishers. The NYTimes buys an agency, social media organic content now seems left for dead, and Google's digital evangelist tells us all to focus on owned audiences.  Rants and raves include the most interesting man in the world and bot content.  This week's TOM example of the week: Hydraulic Pressed Steel Company.

This week's story links:

Content Marketing World save $200 with code PNR200 http://contentmarketingworld.com/ [ENDS MARCH 31st]

CMI University save $100 with code cmipodcast
http://contentmarketinguniversity.com [ENDS MARCH 31st]

 

Google Is Letting Celebrities And Businesses Post Directly to Search Results
http://www.theverge.com/2016/3/4/11164046/google-posts-search-results-self-promotion-advertising

New York Times Acquires Influencer Marketing Agency HelloSociety
http://techcrunch.com/2016/03/11/new-york-times-acquires-hellosociety/

The Engagement Crisis In Content Marketing and Social Media
http://marketingland.com/engagement-crisis-content-marketing-social-media-happening-fix-166257

I’m starting a New Newsletter- Rented Vs. Owned
http://www.kaushik.net/avinash/marketing-analytics-intersect-newsletter-avinash/

SPONSOR: GoToWebinar and their 5 Tips to Attract Your Target Audience to Your Next Webinar - http://bit.ly/gotowebinar-attract-audience

RANTS AND RAVES

Robert
http://www.smh.com.au/business/retail/surfstitchs-online-content-strategy-raises-questions-20160311-gngix3.html
http://mashable.com/2016/03/09/dos-equis-end-most-interesting-man/

Joe
http://www.cjr.org/analysis/facebook_and_media.php
http://www.nytimes.com/interactive/2015/03/08/opinion/sunday/algorithm-human-quiz.html?_r=1

Direct download: 16-03-14-Episode-122.mp3
Category:Content Marketing -- posted at: 6:21pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss research on how millions of marketing jobs will slowly be replaced by machine intelligence (woo hoo!). In other news, Viacom launches a new branded content agency and Facebook's Canvas could be the next branded content hit. Rants and raves include Chick-Fil-A and LinkedIn groups.  This week's TOM example: Miller Electric.

This week's story links:

Half of all marketing jobs will be replaced by machine intelligence
http://www.martechadvisor.com/articles/study-half-of-marketing-jobs-will-be-replaced-by-machine-intelligence/
 
Viacom Launches Branded Content Agency
http://digiday.com/publishers/go-beyond-standard-commercial-viacom-launches-branded-content-agency/#ptlink.fid=14475&isc=1&did=3419a05eb54a38ef746e22b6db09a3d52be74dd8&ctp=article

Introducing Facebook Canvas
https://www.facebook.com/business/news/introducing-canvas

Elastic News on Atomized Content
http://www.bbc.co.uk/rd/blog/2015-09-elastic-news-on-a-mobile

This week's sponsor: GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" http://bit.ly/gotowebinar-attract-audience

Rants and Raves
http://www.simplemost.com/a-chick-fil-a-is-doing-something-amazing-encouraging-people-to-put-away-phones-while-eating/


#ThisOldMarketing
Miller Electric and https://www.millerwelds.com/

 

 

Direct download: 16-03-07-Episode-121.mp3
Category:Content Marketing -- posted at: 5:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert review two important changes by Google - ad links in display search and AMP (accelerated mobile pages). A publisher is now in the business of selling cars and television networks are looking to native advertising as their solution to the ad crisis.  Rants and raves include marketing technology and a book about algorithms.  This week's TOM example: Burroughs Corporation.

This Week's Story Links:

Google AMP and Search Updates
https://searchenginewatch.com/2016/02/23/google-kills-right-hand-side-ads-what-does-this-mean-for-sem/
http://digiday.com/publishers/publishers-using-google-amp-across-europe/

Branding In The Age of Social Media
https://hbr.org/2016/03/branding-in-the-age-of-social-media


Dennis Publishing Is Selling Cars Now
http://digiday.com/publishers/dennis-publishing-selling-cars-now/

 
Joe
Automate This: How Algorithms Came To Rule Our World by Christopher Steiner
https://www.youtube.com/watch?v=H_aLU-NOdHM
 
 
TOM
Direct download: 16-02-29-Episode-120.mp3
Category:Content Marketing -- posted at: 9:20pm EDT