In this episode, Robert and I discuss how content marketing is hitting the big time at Harvard Business Review. In addition, we chat about media agencies getting into the content production business, explain why email is far from dead, and then touch on a handful of research posts that are readily made fun of. Our weekly rants and raves include a great case study from Newcastle Brown, and we wrap up with this week’s #ThisOldMarketing example from Southern Poverty Law Center.Continue Reading
I’ve spent a lot of time recently with this Fast Company article on the future of Facebook (I highly recommend the read in its entirety). But there is one particularly critical part of this article that, if followed, could make all the difference for your content marketing plan.
After Facebook’s IPO in 2012, the stock dipped by over 50 percent, down to less than 20 dollars per share. Since that point, Facebook’s value has quadrupled. The major reason, according to the article, is a revision Facebook made to its management and performance structure.Continue Reading
In this episode, Robert and I discuss CMI’s purchase of the Intelligent Content Conference, then dive into P&G’s new edict that all marketing titles will change. In addition, we dissect Google’s decision to abandon Authorship pictures in search results, discuss some new research on how brands spend money to promote owned media content, and explore this week’s #ThisOldMarketing example: Chango.Continue Reading
In this week’s episode, Robert and I discuss the top 10 brands on LinkedIn’s content marketing scorecard. In addition, we chat about an IKEA fan site gone wrong, reaching millennials with content marketing, and whether or not we can really tell if online ads are working. We then offer our thoughts on how prepared CMOs are to tackle digital marketing transformations and whether PR is a more successful discipline than content marketing, before sharing this week’s #ThisOldMarketing example from Albert Heijn’s supermarket chain.Continue Reading
In most cases, taking a content marketing approach that goes against the culture of an organization is an exceptionally challenging endeavor (see this article for more on battling organizational change). No matter how much passion you have for the concept of content marketing, more often than not, internal politics may get the best of you.
However, we’ve seen pilot programs in content marketing work dramatically well for many marketers, especially in the manufacturing sector. One senior marketer at a large manufacturing firm recently told me that their progressive content marketing approach can be credited to one thing: launching the program as a pilot (including referring to it as such).Continue Reading
In this episode, Robert and I discuss whether or not brands will destroy the native advertising opportunity and whether you can actually program native to audiences. In addition, we banter about the Red Bull Media House model and how many brands will follow its publishing structure. Then, Robert rants and raves about the Dumb Ways to Die franchise, while I rant about the closed atmosphere at the U.S. Open before discussing the week’s #ThisOldMarketing example: BeingGirl from P&G. Continue Reading
Quick test: Who’s the audience for your blog? How about your eNewsletter? Your podcast? If you are like most enterprises that sell multiple product lines to multiple audiences, you may have two, three, four or more different audiences you are trying to target with the same content initiative. How’s that working for you?Continue Reading
In this episode, Robert and I discuss the latest findings straight out of Facebook: Organic reach on the platform is now less than 2%. Facebook is becoming a pure pay-to-play platform in many cases. We also discuss how much data you actually need for your content marketing strategy. The final news article provides a cross section of a record month for magazine launches with a shuttering of a dozen tried-and-true niche magazines. This week’s #ThisOldMarketing example: The Fresh Fork Market Almanac.
For me, June is planning month. June is the time where I stop all the travel and start thinking about planning for the year-end events and into 2015. It’s also the perfect time to check all of those 2014 strategies and make sure we are on the right path with our content marketing efforts.Continue Reading
In this week’s episode, Robert and I dissect Mary Meeker’s latest report on technology trends, do a deep dive into the elements of the publishing equation that brands are missing, and discuss Conde Nast’s “Magna Carta” guide for native advertising. Raves go to Maya Angelou and a Harley Davidson/Marvel comic book series, and we cap off the show with a #ThisOldMarketing example from C.F. Martin & Co., producer of some of the world’s finest acoustic guitars.Continue Reading