This Old Marketing

The boys review the content creation and content marketing stories that made 2021 amazing...or definitely one-of-a-kind.

Robert reviews:

- Mirror and the Ownership Economy
- The Subscription Economy
- News from Dennis Publishing
- Salesforce Launching a Streaming Service
- IBM's new spinoff

Joe reviews:

- Rented land in the news (Twitch and OnlyFans)
- Hubspot purchase of The Hustle
- The NFT Boom
- Clubhouse at $4 billion valuation
- Name/Image/Likeness from the NCAA


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Direct download: 21-12-31-Episode-304.mp3
Category:Content Marketing -- posted at: 4:00am EDT

A small investment group tries to pry Forbes away from a SPAC, while Buzzfeed's stock drops by 50 percent inside its shiny new SPAC.

What does this mean for media and content creators moving forward?

In the UK, the Advertising Standards Authority (ASA) says the Arsenal Football Club violated advertising rules with the launch of its $AFC token. (also, here's a great podcast overview from the BBC on tokens in the UK.)

Rants and raves include Joe's take on TikTok becoming the #1 web property on the planet, while Robert gives us this wonderful holiday poem.


Twas the Night Before Break by Robert Rose


’Twas the night before break, #TheStruggleWasReal,

No marketer rested easy, discontent did they feel.


Budgets and plans hung by email attachments,

In the hopes that VPs would approve their advancement.


Managers all sighed and climbed into their beds,

While visions of new podcasts danced in their heads.


She in Lululemon and I in Cowboys gear 

Had settled in for cocktails after a long, chaotic year


When online in my feeds, there arose such a clatter.

I sprang open my Chrome to see what was the matter.


Away to my tabs, I clicked on them post haste,

Tore open Google News to see just what we faced.


The headlines were filled with so much interruption –

A luster of clickbait o’er this holiday disruption.


When what to my marketer’s eyes should appear?

Nothing but omicron, crypto, stock crashes, and fear.  


Suddenly a noise came so lively and quick,

The voice I recognized could be only St. Nick!


With a whistle and a shout, he parked on my roof –

His self-driving Tesla couldn’t distinguish the route.   


As fast as Quibi proceeded to fail,

St. Nick jumped to his MacBook and opened email.


“Now budgets! Now plans! Now audits! Now tech!     

On process! On content! On calendars in check!” 


He flew ’cross the keyboard, dramatically smashed Send,

Gave us all our approvals, extending our content spend.  


He spoke not a word but held his hand to his ear

Listening for mail notifications across the world to appear.


Then laying his finger aside of his nose

He winked and said, “Tell it well, Robert Rose.”


St. Nick sprang to his Tesla, gave me a quick wave,

Then turned and confided, “Some plans even Ryan Reynolds can’t save.


“But for all the content marketing folk and for you,

I wish you good times in 2022.”


And then he flew off, with less noise than in Clubhouse

Waving off all the fear, the uncertainty, the doubts.


Then I heard him exclaim as he shifted into “gear,” 

“Happy Holidays to all and a Happy New Year!”


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Direct download: 21-12-24-Episode-303.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Peloton kicks off the show with one of the best real-time marketing examples of our time. Of course, helped by Ryan Reynolds.

Social media platforms continue to crush customers without warning. On Instagram, an Australian woman loses her @metaverse account for mysterious reasons. On Twitch, celebrity-streamer Hasan Piker gets banned from the site without one word from Twitch.

In acquisition news, Nike buys metaverse company RTFKT.

In rants and raves, Joe raves about Jay Acunzo's Unthinkable podcast about creator fear and differentiation, while Robert raves about the new digital wallet plugin, Unlock.


Liked this show? SUBSCRIBE to this podcast on Spotify, Apple, Google and more. Catch past episodes and show notes at

Direct download: 21-12-17-Episode-302-2.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Joe kicks off the show with a special announcement...a new event called CEX - Creator Economy Expo. Joe is partnering with Brian Clark for this May in-person-only event.

As part of the show, CEX is launching their NFT project called CEX Never Ending Tickets. Only 100 are available.

Robert discusses new research about the growth in advertising, over the last year and into 2022. Is it real or are the numbers skewed?

M&A is taking off in the newspaper industry. But what is a newspaper anyway?

Marriott launches their new NFT program. Utility or gimmick? The boys agree that it's a marketing gimmick.

And cosmetic company Lush kills all social media content production. Good move?

In rants and raves, Joe rants about creating content on every platform and then discusses the state of inflation in the US. Robert rants about the lack of a 360 degree customer view and raves about Hollywood content production.


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Direct download: 21-12-10-Episode-301.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Special thanks to Gary Busey for his amazing introduction, to Pamela Muldoon for her sultry voice, and to JK Kalinowski for his design chops.

Welcome to a very special 300th episode of This Old Marketing. Big shout out to the sponsor of this episode,, who stepped up and supported this show when no one else would.

How does this show work?

Joe and Robert are going to take your questions - and we've assembled 10 of the finest and best questions -  yeah, pretty much the ones we felt like answering.  Some of them came through audio...and some of them came through our hashtag on Twitter...but all of them we assume came with love and affection. 

For those ten people who submitted questions: we'll be reaching out after the show to find out how to get you your prizes. As we mentioned, we're giving away a copy of Killing Marketing (either in print or in Kindle version) AND $50 in $TILT Coin.

We've separated the questions into two basic categories: industry trends and questions about us and the show.



Our first question comes in two parts... The first part is via the Twitter Hashtag and it's from Dennis Shiao.

On this show for the last 300 episodes, you've advised us forever to not build our content house on rented land.  With Web 3.0 now facing us - is it possible that the entire concept of rented land goes away?

The second part comes from email - and is from José Delameilleure.

I am a free lance content writer from Belgium. I work in the niche of B2B IT, and usually in even deeper niches like Identity and Access Management, IoT, Artificial Intelligence,... In these niches, we are usually forced to use 'rented land' like LinkedIn to get our messages out. What can we do to claim our own piece of land and attract visitors to it? 


Our next question also comes via the Twitter Hashtag and is from Jared Opfer.

What business had the biggest miss in the last 12 months?  Who has the biggest opportunity in the next 12 months?


Our next question is from our friend Bernie Borges through the Contact Form on our Website.

I'm looking for examples of blockchain solutions for B2B and I don't see them. All the talk about brands planning their NFTs are B2C brands like Disney and Starbucks. What can B2B brands like HubSpot, Oracle and CMI do on the blockchain? Should they mint social tokens? Etc. What's your take?


The next question comes from Eddie Naranjo via the contact form on the site.

The question is given the current transition from Web 2 to Web 3 - which business model and tilt would you use to bootstrap a new business for a person who loves Wordpress design, content marketing, affiliate marketing and is really curious about crypto, NFTs and a way to tokenize products or services.


Our next question is the last in our industry space from Yen Yee  who asked this question via the hashtag on Twitter.

What is the current content marketing technology stack at CMI Content, The Content Advisory and The Tilt?


This week's sponsor:

Is your content team still split between creative types and numbers people?


How many people on your team actually use Google Analytics every day? is a content analytics platform built to make it easy for your writers, creators, and marketers to become data driven.


Make it easy for your team to understand what content drives conversions. Make it easy for them to see what’s working—and do more of that. Make it easy to prove the impact content has on your business, every day.


In one study, a forty person content team only had eight people using Google Analytics frequently. In other words, they weren’t data driven.


Then they switched to Now, 33 out of 40 people are using to drive results for their business. It’s just that much easier. They’re no longer split between creative types and numbers people—they’re both.


If you’re ready to start understanding the true value of your content and get out in front of your competition. Get a free content analysis from a product specialist by visiting:



Our question number six comes from Annie Schiffmann and it's our first audio question.

How has the show evolved over 300 episodes.  If I looked at episode 99, 199 and 299 how would you say the show has evolved?


The Next question is from Esben Johansen and comes via the Twitter Hashtag.

If you could add one thing to your fantastic book Killing Marketing what would it be?


The next question is from John Morgan and comes via the Email Contact Form.

Of all the trends that you've covered over the last 8 years, which has been the most surprising, and what has lasted that you didn't think would last?


Is another audio question - and it comes from our friend Ian Truscott.

What is your favorite cocktail?


Our last question comes from Rebecca and is through the Email Contact Us Form.

As you look out to the future of Content Marketing and Content Creators - what do you guys think you'll be talking about on your 400th episode?

Thanks to all our wonderful listeners for making this possible. We love you.


Liked this show? SUBSCRIBE to this podcast on Spotify, Apple, Google and more. Catch past episodes and show notes at

Direct download: EPISODE_300.mp3
Category:Content Marketing -- posted at: 4:00am EDT