Pnr: This Old Marketing | Content Marketing With Joe Pulizzi And Robert Rose

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: Facebook Extends Instant Articles - Starting With Intel http://digiday.com/brands/facebook-extends-instant-articles-brands-starting-intel/ Facebook Launches Creative Hub To Simplify Creation of Ads http://adage.com/article/special-report-cannes-lions/facebook-launches-creative-hub/304531/ Podcast Companies Experiment With Sponsored Content http://www.wsj.com/articles/podcast-companies-experiment-with-sponsored-content-1466154000 73% Of Ad Buyers Cite User Experience As Major Industry Challengehttp://www.adweek.com/news/technology/73-ad

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:   MSFT Buys LinkedIn https://www.linkedin.com/pulse/linkedin-microsoft-changing-way-world-works-jeff-weiner   The Future of Branding Is Debrandinghttp://www.fastcodesign.com/3060658/the-future-of-branding-is-debranding Publisher Reach On Facebook Is Down 42%http://www.adweek.com/news/technology/publisher-reach-facebook-down-42-percent-171818   SPONSOR - GoToWebinar and their eBook, "5 Ways to Attract a Targeted Audience to Your Next Webinar".  Download here - http://cmi.media/pnr135 RANTS AND RAVEShttps://www.themediabriefing.com/article/the-c

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 Reporthttps://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 Companyhttp://www.wsj.com/articles/mondelez-makes-moves-to-look-more-like-a-me

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 Returnshttp://tomtunguz.com/content-marketing-compounding-returns/   Apple And Hollywood - No Interest In Time Warner  http://adage.com/article/media/apple-a-hollywood-player-hin-interest-time-warner/304189/ Scientific support for content marketinghttps://www.linkedin.com/pulse/scientific-support-content-marketing-thomas-barregren SPONSOR: 5 Steps to Attract Your Target Audience to Your Next Webinar from GoToWebinar - http://cmi.media/pnr133 RANTS AND RAVES ROBERT http://www.adweek.com/

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   Kohl's Sent Star Wars Treasure Trove To Woman Behind The Chewbacca Videohttp://www.adweek.com/news/advertising-branding/kohls-sent-star-wars-treasure-trove-woman-behind-megaviral-chewbacca-video-171628 Paired with Facebook needs to make it easier to report stolen videos http://www.scottmonty.com/2016/05/facebook-needs-to-make-it-easier-to.html   Pepsi’s Big Bet On Content http://adage.com/article/cmo-strategy/pop-star-pepsico-s-big-bet-content-includes-a-movie/304004/ Interview with Shane Smith - CEO of Vice http://digiday.com/publishers/shane-smith-vice

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: http://www.businessinsider.com/sir-john-hegarty-on-the-perils-of-content-marketing-2016-5   https://www.theguardian.com/technology/2016/may/12/facebook-trending-news-leaked-documents-editor-guidelines http://digiday.com/agencies/confessions-social-media-exec-no-idea-pay-influencers/ http://www.bloomberg.com/news/articles/2016-05-04/youtube-said-to-plan-unplugged-online-tv-service-for-2017 This week's sponsor: Marketo and Summer Marketing 101: http://cmi.media/pnr131 RANTS AND RAVES http://www.cmo.com/articles/2016/5/6/cwtk-could-sponsored-content-be-the-anti

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 UKhttp://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 Fatiguehttp://www.wsj.com/articles/mcns-contend-with-ad-buyer-fatigue-1462562261 Content Commoner Not Kinghttp://adexchanger.com/the-sell-sider/content-commoner-not-king/ SPONSOR - Download Summer

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:Your Media BusinessWillNotBeSavedhttps://medium.com/@joshuatopolsky/your-media-business-will-not-be-saved-1b0716b5010c#.tp0ocacnaDigital Subscriptions Driven ByCustomerPerceptionofExclusivityhttp://www.pubexec.com/post/report-finds-digital-news-subscriptions-driven-customer-perception-exclusive-content/Native AdvertisingDefinitionsContinueToConfusehttp://www.mediapost.com/publications/article/274286/native-advertising-definitions-continue-to-confuse.htmlMetrics Meet Magic - How Marriott CMOKarinTimponeReachesNext-GenTravelersThroughIncredibleContenthttps://co

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 Companieshttp://www.businessinsider.com/facebook-future-of-content-2016-4 The Death Of Content Marketing - Why Brands Must Become Cultural Currencyhttps://medium.com/@armano/ the-death-of-content- marketing-why-brands-must- become-cultural-currency- 6f708f13214#.xr5cvjjye SNL Will Decrease Ads by 30% Next Seasonhttp://adage.com/article/ media/snl-air-fewer- commercials-season/303697/ Google Says YouTube Ads Are 80% more Effective Than TVhttp://bgr.com/2016/04/20/ youtube-ads-vs-tv-ads/ Social Cost of Bad Online Marketinghttps://hbr.org/2016/04/the- social-cost-of-bad-o

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 Wronghttp://techcrunch.com/2016/04/12/everything-the-tech-world-says-about-marketing-is-wrong/Content Marketing’s Echo Chamberhttp://marketingland.com/content-marketings-echo-chamber-168438Newest Rainmaker at Publishers is Ecommerce Editorshttp://digiday.com/publishers/newest-rainmaker-publishers-e-commerce-editors/Buzzfeed Cuts Prospectshttp://www.theguardian.com/media/2016/apr/12/buzzfeed-projected-revenue-cuts-missed-financial-targetTHIS WEEK'S SPONSOR: GoToWebinarDownload "The 5 Tips to a Successful Web

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 Contenthttps://www.facebook.com/facebookmedia/get-started/branded-content?hc_location=ufipaired withhttp://digiday.com/publishers/publishers-just-saw-decline-facebook-traffic/Making Medium More Powerful For Publishershttps://medium.com/the-story/making-medium-more-powerful-for-publishers-39663413a904#.sehioahsdPaired With…. https://medium.com/newco/the-tech-story-is-over-2446fcd75087#.m0ybo2jgwPrevention Magazine Takes Radical Step: No Print Adshttp://www.wsj.com/articles/prevention-magazine-takes-radical-step-no-print-ads-14

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 Adshttp://www.broadcastingcable.com/news/technology/study-companies-favoring-content-over-ads/154962New Study Shows Why Retailers Should Ramp Their Email Gamehttp://www.adweek.com/news/technology/study-shows-why-retailers-should-ramp-their-email-game-millennials-170355 The Rise of the Publishing Platform Specialisthttp://www.wsj.com/articles/the-rise-of-the-publishing-platform-specialist-1458896683SPONSOR: GoToWebinar and this amazing eBook on how to get the right

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: The Death Of Instagram For Brandshttp://techcrunch.com/2016/03/20/the-death-of-instagram-for-brands/?ncid=rss   The Marketing Tech Landscapehttp://marketingland.com/infographic-marketing-technology-landscape-113956We’re At A Tipping Point Against Ad Supported Journalismhttp://mediashift.org/2016/03/are-we-at-a-tipping-point-against-dominance-of-ad-supported-journalism/SPONSOR - GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" - http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttp://www.cmo.com.au/article/596632/ho

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 Advertisinghttps://www.ftc.gov/news-events/press-releases/2016/03/lord-taylor-settles-ftc-charges-it-deceived-consumers-throughHow Easy Sleazy Money Is Ruining Publisher’s Reputationshttp://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_ins

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 cmipodcasthttp://contentmarketinguniversity.com [ENDS MARCH 31st]   Google Is Letting Celebrities And Businesses Post Directly to Search Resultshttp://www.theverge.com/2016/3/4/11164046/google-posts-search-results-self-promotion-advertisingNew York Times Acquires Influencer Marketing Agency HelloSocietyhttp://techcrunch.com/2016/03/11/new-york-times-acquires-hellosociety/The Engagement Crisis In

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 intelligencehttp://www.martechadvisor.com/articles/study-half-of-marketing-jobs-will-be-replaced-by-machine-intelligence/ Viacom Launches Branded Content Agencyhttp://digiday.com/publishers/go-beyond-standard-commercial-viacom-launches-branded-content-agency/#ptlink.fid=14475&isc=1&did=3419a05eb54a38ef746e22b6db09a3d52be74dd8&ctp=articleIntroducing Facebook Canvashttps://www.facebook.com/business/news/introducing-canvasElastic News on Atomized Contenthttp://www.bbc.co.uk/rd/blog/2015-09-elastic-news-on-a-mobileThis week's sponsor: GoToWebina

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 Updateshttps://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 Mediahttps://hbr.org/2016/03/branding-in-the-age-of-social-media Dennis Publishing Is Selling Cars Nowhttp://digiday.com/publishers/dennis-publishing-selling-cars-now/ TV Networks Recast the Role of Commercialshttp://www.nytimes.com/2016/02/27/business/media/tv-networks-recast-the-role-of-commercials.html?emc=edit_th_20160227&nl=toda

In this episode of #ThisOldMarketing, Joe and Robert discuss how unfair it is to major publishers that Facebook opened up instant articles to everyone. The BBC restructures away from television and Google drops right-side ads on the desktop. Rants and raves include Buzzfeed's email traffic and yet another "Content Marketing Is Dead" article.  This week's TOM example: Altair Engineering and Concept To Reality magazine. This week's articles: Contently Acquires Docalyticshttp://www.adweek.com/news/technology/contently-buys-analytics-startup-tells-b2b-marketers-how-well-their-downloads-work-169710 Facebook Says Anyone Can Use Instant Articles Nowhttp://media.fb.com/2016/02/17/opening-up-instant-articles/BBC Dropping Television and Radio Divisionshttp://www.digitaltrends.com/movies/bbc-dropping-television-and-radio-divisions/Google Removes Side Bar Adshttps://www.searchenginejournal.com/google-removes-right-hand-sidebar-ads/156912/ This week's Sponsor: AdStation's Content Monetization Checklist and Worksheet http:

In this episode of #ThisOldMarketing, Joe and Robert report on Time buying MySpace (which actually has very little to do with myspace). Twitter announces an opt-in feed change that will most likely go "Full Facebook" in six months, while new research asserts that brands are creating more content with even less engagement.  Rants and raves include the economics of native advertising and Frank Underwood.  This week's TOM example: Fat, Sick and Nearly Dead. This week's story links: My Space And Its Owner Acquired by Timehttp://techcrunch.com/2016/02/11/time-inc-acquires-viant-owner-of-myspace-and-a-vast-ad-tech-network/What Marketers Need to Know About Twitters New Algorithmic Catch up Feed http://adage.com/article/digital/brands-twitter-s-algorithmic-feed/302627/   Content Marketing Surged 35% - While Engagement Dropped 17%http://marketingland.com/content-marketing-output-surged-35-in-2015-while-engagement-dropped-17-report-163979Paired with the study itself:http://trackmaven.com/press/trackmaven-analysis-point

In this episode of #ThisOldMarketing, Joe and Robert discuss what you can really buy for the price of a Super Bowl advertisement. Gary V gets into the publishing business, and LinkedIn announces ditching its Bizo purchase...while the WSJ decides to drop LinkedIn from its sharing buttons.  Rants and raves includes the trust advisor model and why Buffer dropped its enewsletter subscribe form.  This week's TOM example: Foley Engines. What $5 Million Can Buy In Digital Mediahttp://digiday.com/brands/super-bowl-50-5-million-can-buy-digital-media/http://contentmarketinginstitute.com/2012/02/super-bowl-ad-content-marketing/ Gary Vaynerchuk Gets Into The Publishing Businesshttp://digiday.com/agencies/gary-vaynerchuk-gets-publishing-business/ LinkedIn Ditches Bizo Integration http://www.cmswire.com/digital-marketing/why-linkedin-dumped-a-175m-martech-acquisition/ Wall Street Journal Removes LinkedIn Sharing Button http://www.pubexec.com/post/wsj-removes-linkedin-button-b2b-media-might/ SPONSOR AdStation and Prime Pub