By Joe Pulizzi published February 14, 2015

This Week in Content Marketing: A Net Neutrality Win | Stop Talking So Much About Yourself

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PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I announce that John Cleese is keynoting at Content Marketing World 2015. After much celebration, we reveal what the FCC’s decision on Net Neutrality means and discuss research that shows B2B marketers are still talking about themselves too much. We also highlight five publishers who plan to use Snapchat’s Discover channel to launch new shows and the IAB’s new native advertising guidelines. Rants and raves include Coca-Cola, Target, and Gawker. We wrap up the show with a #ThisOldMarketing example from KISS.

This week’s show

(Recorded live on February 9, 2015; Length: 58:02)

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1. Content Marketing in the News

  • John Cleese to Headline 2015 Content Marketing World Conference (3:27): John Cleese, the British comedic actor, writer, producer, and director will be one of the keynote speakers at the fifth annual Content Marketing World conference September 8-11 in Cleveland. Robert and I are both looking forward to his insights into the creative process, from which content marketers can learn a great deal.
  • Content Marketing Company Taboola Raises $117 Million (5:37): Israeli-owned content marketing company, Taboola, has raised $117 million, to fuel its growth as a platform for content recommendations and native advertising. Robert and I have been predicting that 2015 will be a huge year for investment in the content marketing technology space, and this deal is just the first example of 2015.
  • FCC Says This is How We Will Ensure Net Neutrality (6:52): Federal Communications Commission (FCC) chairman Tom Wheeler has penned a column for Wired.com that explains his agency’s strong commitment to Net Neutrality. If approved, these regulations will ban paid prioritization of internet traffic and blocking of services. Robert cautions this decision by the FCC isn’t a done deal, and he explains why.
  • Almost 1 In 3 B2B Marketers Say Their Content Is Too Company-Focused, Not Customer-Centric (11:22): Two surveys show that B2B marketers believe their content is still too company-focused and not driven enough by customer needs, MarketingCharts reports. One of the surveys cited says only 32% of marketers focus their content on their customers. Robert and I believe that the number is way too low, and we share our view of what it actually is, based on our consulting work. This low number is probably the result of surveying both marketers and salespeople – who tend to be very focused on products.
  • How 5 Major Publishers Plan to Use Snapchat’s New Channels (14:45): A number of major publishers have already jumped on board Shapchat’s new Discover channel and will use it to launch shows specifically designed to highlight their best content. Marketers can sponsor stories on Discover, giving them excellent visibility with young people who are avid users of Snapchat. What’s fascinating to Robert and me is how this is similar to “appointment television;” viewers must tune in at specific days and times to watch shows or they will disappear forever.
  • IAB Publishes Native Ad Guidelines – But Only For the U.K. (23:11): The U.K. arm of the Internet Advertising Bureau has published its first guidelines for native advertising, stating it needs clear branding to show it is not pure editorial, says Marketing Magazine and PerformanceIN. I like the direction IAB is taking because it emphasizes self-policing over regulation of native advertising. Robert believes the U.K. rollout may be a test before IAB expands these guidelines to North America.
  • LinkedIn Beats Twitter for Content Marketing (28:40): LinkedIn has leap-frogged Twitter as the No. 1 social network for content marketing, reveals a new study by CMI and the Direct Marketing Association UK. It found that 96% of respondents use LinkedIn for content marketing, compared to Twitter with 89%. Robert and I agree that the success of LinkedIn’s open publishing platform has made it a preferred content platform for brands. Robert shares his experience of publishing posts on LinkedIn, which has been very positive.

2. Sponsor (34:02)

  • This Old Marketing is sponsored by Marketo, which sells marketing automation software solutions. To help you accomplish your content marketing goals, Marketo is offering a workbook called the Content Marketing Tactical Plan. Download it, fill it in to develop your strategies, and start creating a content machine that truly maps to your goals. It includes staffing guidelines, content planning charts, editorial calendar templates, promotion objectives and tactics, and key content metrics. You can learn more at bit.ly/pnr-marketo.

Marketo-marketing-automation-software

3. Rants and Raves (37:33)

  • Joe’s Rave: Randall Rothenberg, president and CEO of the Interactive Advertising Bureau (IAB), predicts that marketing technology will decline in importance as a source of audience growth and commercial opportunity. The only sustainable competitive advantage, he says, will be superior storytelling and content. Robert and I agree this is an excellent article, but we disagree with Rothenberg’s opinion about SEO becoming marginalized.
  • Robert’s Rant: Coca-Cola recently ran an automated Twitter campaign that got hijacked by Gawker. Coke asked its Twitter followers to tweet happy thoughts. It used a bot to convert them into ASCII art of dogs, sunshine, balloons, and other happy things. Gawker tweeted lines from Hitler’s Mein Kampf with the campaign’s tagline, which got processed and shared in its feed. Gawker then feigned indignation over Coke’s gaffe. Robert hates this mean-spirited attack on the well-respected soft drink brand.
  • Robert’s Rave: Target pooled eight Grammy ad spots to insert a 4-minute surprise concert by Imagine Dragons into the awards show. Robert loved how it was thematically integrated into the show and Target’s innovative pre- and post-event promotion of it. This included a behind-the-scenes look at how this live performance was produced. Brilliant!

4. This Old Marketing Example of the Week (48:48)

  • KISS: The KISS Army, the fan club of rock supergroup KISS, has been producing an excellent newsletter for nearly 40 years. When you join the KISS Army, you get inside information on albums, tours, and other news about the group. For over four decades, KISS has used its fan club to build a huge mailing list of devoted fans and sell millions of dollars in albums, tickets, and merchandise. Today, KISS has expanded its communication repertoire to include e-newsletters, which are also well-designed and informative. The KISS Army is so successful that other musical groups and record labels look to it as a model for how to create a vibrant fan club. If you want to become a member of the KISS Army, you can sign up here.
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Image source: KISS Army

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Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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  • HollyR

    “Robert hates this mean-spirited attack on the well-respected soft drink brand.” Wha? Since when do huge corporations getting rich off of making America fat (see http://www.washingtonpost.com/blogs/wonkblog/wp/2014/09/23/coke-and-pepsi-concede-that-maybe-soda-is-bad-for-you/) get a free pass?

    • http://www.adaptivemarketer.com Robert Rose

      Holly… Sorry but that’s a silly argument. They certainly *don’t* get a free pass. Not at all. But, neither should they become a valid target for generally unkind human behavior just because they make a product we don’t particularly like.

      Yes, Coca Cola produces a sugary beverage that when consumed immoderately makes people fat. But by your logic, we should all feel perfectly justified in pranking all kinds of companies with hate-speech… Shall we feel okay about doing this to bakeries, or beer companies, or candy companies, or fast food companies, or how about dairies, or basically any company that makes something that people can choose to abuse? How about the local cupcake shop? Should we feel alright if the local newspaper pranks the owner of that shop into posting horrible things about people. I mean, after all, she makes things that make people fat!! No Free Pass!

      And – if it’s not okay for us to do this to a local, small business – why does doing it to a larger “corporation” make it somehow okay? I’m sorry I just don’t see how being mean (specifically on purpose) is okay. You know, here’s the thing… if Gawker had “pranked” Coca Cola with something clever like – perhaps tricking the company into Tweeting all the “reasons I love Pepsi”.. Then it’s childish, but yeah, maybe funny….

      But when you couple it (as Gawker did) with the works of Hitler and clear profit motive – as Gawker did in their feigned indignation article (to draw in visitors, and thereby ad revenue) that’s where it becomes – to me – rant worthy.

      • HollyR

        Yuh oh! You twisted my words. Quick recap of The Gospel According to Holly:

        1) Hate speech is never OK.

        2) Mindlessly cheering corporations for their half-baked social media initiatives isn’t OK either, IMO.

        3) Gawker is punching UP. Good media takes on the big guys or gals and holds them accountable for stupidity. In this case, Coke. All of this could’ve been avoided if an actual human had done their tweets for them. Attacking a local cupcake shop — which presumably uses ACTUAL ingredients like butter, flour, and sugar instead of cancer-causing fake sugary dreck — is punching DOWN and is uncool.

        4) Gawker’s whole business model is clickbait -> visitors -> ad revenue. So is Buzzfeed’s. So is Upworthy’s. So is basically the entire internet. If you have a problem with clickbait, try reading this piece: http://blog.storytellermn.com/in-defense-of-clickbait

        5) The internet is mean. That’s just the way it is. I don’t like it. You don’t have to like it. Them’s the breaks. Whining about how mean the internet is isn’t gonna make it any nicer.

        • http://www.adaptivemarketer.com Robert Rose

          Holly… In terms of your Gospel – I’m Buying Book 1 – and the rest we’ll have to just agree to disagree…

  • shakins

    @#CPO_C_Ryback til I saw the bank draft which was of $8902, I be certain …that…my sister was truly earning money part time from there labtop.. there neighbour has done this for only about eighteen months and resently cleard the mortgage on their home and bought a brand new Toyota. this is where I went.☛☛☛☛☛☛☛…http://••Googl/Get/Position/➨➨➨now