In this episode, Robert and I debate whether Apple’s decision to give away 500 million copies of U2′s new album was a brilliant content marketing coup or a creepy cautionary tale. We marvel at the growing number of software solutions for content marketers, and explore the growing gap between ad agencies and client needs. Rants and raves include a brilliant response to an online advertising critic’s rant about its shortcomings, an amazing example of storytelling as advertising by a nonprofit, and a smart viewpoint on how Content Marketing World can evolve to help break down silos within organizations. Our #This Old Marketing example of the week focuses on AllRecipes.com.Continue Reading
One of the many things we love about Content Marketing World is that we can see the needle moving each year. We are no longer focused on simply determining what content marketing is and how to create it; we’ve progressed to working on how to make it more successful and how to integrate it into our organizations (which is why it’s critical for content marketing to be an enterprise team effort instead of an individual or siloed one).Continue Reading
This week, Robert and I report live from Content Marketing World 2014 in Cleveland, Ohio. Joining us are three special guests, who help us announce our new CMI Podcast Network: Pamela Muldoon, who will head up this new initiative, as well as contribute a podcast; plus Todd Wheatland and Andrew Davis, two of the five content marketing rock stars who have joined the Network. This podcast will also be incorporated into the network.Continue Reading
In this episode, Robert and I talk about the excitement that’s building for next week’s Content Marketing World conference, speculate about why Google completely killed its Authorship initiative, and praise the changes made at The Washington Post since its purchase by Amazon CEO Jeff Bezos a year ago. Rants and raves include an iPhone app that may represent a powerful new ecommerce model, upscale moves in NYC by Denny’s, and the greatly exaggerated “death” of journalism, and then we wrap things up with this week’s #This Old Marketing example: MarketMinder.com.Continue Reading
Every now and again, we realize we aren’t following our own advice (gulp).
While we have been big proponents of offering unique content in each of our channels — and have a channel strategy for Facebook, LinkedIn, Twitter, and others — we were overlooking our most critical channel: email.Continue Reading
In this episode, Robert and I speculate on SlideShare’s decision to make certain Pro features available free of charge, and comment on Clay Shirky’s assertion that newspapers are “dead men walking.” We also applaud Yahoo’s decision to launch “content box” native ads, discuss why marketers ought to view content creation the way a news editor does, and provide an update on the lawsuit “patent troll” Personal Audio launched against podcaster Adam Carolla. Our rants and raves include Facebook’s recent moves to tag satirical articles and bury “click-bait” articles in users’ news feeds, plus Coin’s recent gaffe that has beta testers upset. We wrap things up with this week’s #This Old Marketing example, which comes from Endless Vacations.Continue Reading
In this episode, Robert and I dive into the controversial issue of native advertising and talk about what happened when a blogger “liked” everything he saw on Facebook for two days. We also discuss the latest research on the growing pay gap between journalists and public relations professionals, rant about unscrupulous marketers trying to benefit from Robin Williams’ death and Amazon’s crazy idea on eBook pricing, and review The Compass magazine by UPS as this week’s This Old Marketing example.Continue Reading
The month before each Content Marketing World event has always been an interesting time for me.
The first reason is because I stay in one place for a large chunk of time. That’s a big deal for me, as throughout the fall, winter, and spring I’m almost always on the road, traveling to all parts of the world. Second, it’s when I work on particular items for the show, like the Content Marketing Awards, the music sequencing, the video intros, or (most likely) keeping our exhibitors happy. And, last but not least, it’s when I get more family time — more time to ponder what’s truly important in life (and more time to question whether or not I’m doing this whole “parenting” thing right).
Long story short, I’m more sentimental during this time of the year. I’m less caught up in the day-to-day and more focused on the big picture.Continue Reading
In this episode, Robert and I offer constructive advice on ways to address the issues raised in John Oliver’s recent diatribe on native advertising. In addition, we cover content marketing’s use by venture capitalists, Demand Media’s poor quarterly report, and Budweiser’s “Whatever USA” program. We also offer rants and raves on the NFL and Audible.com, and cap off the week with a This Old Marketing example from the Southern Pacific Railroad.Continue Reading
In this episode, Robert and I discuss TopRank’s new series of content marketing best practice eBooks, take issue with one author’s claim that content marketing can’t work in associations, and share our observations on the success of Adidas’ awesome World Cup content marketing campaign. We also talk about Instagram’s fast-growing engagement numbers, how “dark social” may be affecting your ability to accurately measure content impact, and chuckle about John Oliver’s funny take-down of native advertising. This week’s #ThisOldMarketing example: The AOPA, an association which, coincidentally, is doing an outstanding job of content marketing. Continue Reading