This week, Robert and I discuss the LinkedIn job bank fiasco, and debate whether or not agencies really can do content marketing well. In addition, we explain our thoughts on whether or not marketers should publish branded content on platforms they don’t own, and offer some critical reviews of Facebook’s algorithm changes. Lastly, we explore this week’s #thisoldmarketing example: Patagonia’s Footprint Chronicles.Continue Reading
According to our annual content marketing research, organizations are investing about one-third of their marketing budgets on content marketing — and the majority are planning to increase their spend in the next year. While this seems like good news, our research also found that fewer than half of marketers consider themselves to be effective in the content efforts they produce.
So why aren’t these increased investments resulting in greater confidence and success? The principles of content marketing are sound, and people know that it should (and does) work — when done right. The problem is that content is a complex asset. It touches so many departments in your organization and needs to be repurposed across so many social channels, that it’s difficult to know just what the “right” decisions are. Continue Reading
In this week’s episode, Robert and I talk about some big content publishing news: LinkedIn is opening up its publishing program for all users. We also discuss BuzzFeed’s advice for content success, analyze the implications of Sprinklr’s purchase of Dachis, and share content marketing examples from Toyota and Chevron, before exploring a This Old Marketing example of the week from Thomas Edmonds.Continue Reading
In last week’s post about the Content Marketing Awards, Mike Sawyer of Tier 1 Writing asked a question I hear often: “How can small-type guys compete [against larger brands] to gain some glory?”
My response: “There were a number of small companies that won Content Marketing Awards — they were not all big brands. In my opinion, the battlefield is equal, depending on the niche and the type of content.”
Yes, this is my opinion, but our newest B2B content marketing research report also confirms that small businesses are doing many things really well when it comes to content marketing — things that can certainly give them a competitive advantage and put them on equal footing with the “big guys.” Continue Reading
In this week’s episode, Robert and I talk about GE’s new sponsored content play on The Tonight Show and discuss the latest native advertising moves from the Guardian and Yahoo before a new discovery has us revoking John Deere’s title as the world’s first creator of content marketing in this week’s #ThisOldMarketing example.Continue Reading
I’ll be honest with you: I used to think that awards programs were just another way organizations could extract money from needy agencies and brands that want a hug.
Since I’ve been involved in the Content Marketing Awards, now the oldest and largest industry awards program, I’ve had to rethink my stance.
Let me explain. Continue Reading
In this week’s episode, Robert and I talk about the hit movie from LEGO and what it means for content and brand marketing. In addition, we discuss the blurred line of advertising, Klout’s new publishing tool, and an amazing discovery about Facebook click fraud. This week’s This Old Marketing Example: Home Made Simple, from Procter & Gamble.Continue Reading
In this week’s episode, Robert and I talk about Facebook’s launch of “Paper” and the evolution of Facebook’s graph search into something that may rival Google. We also discuss Chipotle’s announcement of its comedy series on Hulu, and come to the conclusion that nobody has any idea what relevance means, before wrapping up with this week’s #ThisOldMarketing example: iFly Magazine from KLM Airlines.Continue Reading
In our most contentious episode yet, Robert and I debate a declaration of the demise of guest blog content, argue with analysts’ view of the value of Twitter, and take issue with some blogs’ lack of transparent date stamping. Then, we take a deep breath before shifting our focus to an amazing, electricity-free content creation effort and an inspiring example of a video game company that is transforming itself into an educational resource on media for its customers.Continue Reading
In this week’s edition, Robert and I talk about Contently’s funding increases, reveal the truth about Forbes’ valuation, discuss why TV is not dying, and share our thoughts on why CMOs are so bad at creating a good customer experience. In addition, Robert ponders the beyond-the-grave implications of content, and I rant about the confusion between content marketing and content strategy before we wrap things up with a This Old Marketing example from Nike.Continue Reading