In this week’s episode, Robert and I discuss two large venture capital investments in the content marketing technology space – Percolate and Kapost. We also debate whether Facebook’s launch of its Instant Articles service represents the end of times for publishers or a stairway to heaven. After discussing whether brands could really create a Mad Men-type show, Robert and I rant and rave about Adobe’s new audio white papers and a huge media purchase by one of the world’s largest action sports retailers. We wrap up the show with a #ThisOldMarketing example from Poor Richard’s Almanack.Continue Reading
In this Mother’s Day episode of This Old Marketing, Robert and I discuss what advertising will look like in 2025 and what role content marketing will play in it. We take a closer look at a large but disjointed collection of research that says content marketing has a better ROI than native advertising. Finally, we explain why The New York Times’ growing digital business – which will soon reach 1 million subscribers – is a pretty big deal, even if its traditional print foundation continues to crumble. Rants and raves include a savvy cosmetics entrepreneur who has succeeded by building an audience first and then selling products, the critical importance of words, and an unexpected birthday gift. We wrap up the show with a #ThisOldMarketing example from Good Old Days magazine.Continue Reading
In this week’s episode, Robert and I question the accuracy of an article that claims marketers aren’t spending enough on digital. We also dissect a study that claims to provide insight on how to target three generations of consumers, and debate whether content companies are media companies, technology companies, or both. This episode also includes a short take on Google’s launch into content discovery with its intriguing new Matched Content service. Rants and raves include a savvy NFL draft pick and a poorly-conceived rant against Dove’s excellent Real Beauty campaign. We wrap up the show with a #ThisOldMarketing example from NFL Films.Continue Reading
I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet over the last six months. These companies are some of the most innovative in the world, and create many of the products you use on a daily basis, both personally and professionally. Over the past few years, these companies have hired journalists, producers, broadcasters, and editors to refine and tell their story on a consistent basis. It’s amazing to see firsthand the transformation of the marketing departments, as we once knew them.
But here’s my issue: Not one of those companies (not one) was working on an audience-building program focused on subscriber growth. Sure, there were brand awareness goals, perception goals, brand lift goals, lead generation goals, and lead quality goals … but no subscriber goals.Continue Reading
In this week’s episode, Robert and I discuss research that suggests Facebook organic reach is dipping even more, and additional research that suggests influencer marketing is on the rise, but many marketers are still not approaching it correctly. We also ponder why many publishing companies are myopically focused on advertising and agree that the media model of the future will be all about selling products and services. After roasting The Wall Street Journal (again) for a misleading blog post, rants and raves include Emmy nods for content marketing and WSJ’s new website design. We wrap up the show with a #ThisOldMarketing example from Merrill Lynch.Continue Reading
In this 75th episode of PNR’s This Old Marketing, Robert and I celebrate “mobilegeddon” by explaining how Google’s new search algorithm favors brands and publishers that are committed to serving as “go-to” sources of content. We also ponder how content marketing will evolve in 2015, and identify an important advantage brands have over publishers. We question the American Society of Magazine Editors’ decision to back off of its hard-line stance toward native advertising and ponder the implications of BuzzFeed killing several articles due to advertiser complaints. Rants and raves include a seriously flawed take on marketing automation and the rosy future for monetizing content painted by Time Inc.’s new CEO. We wrap up the show with a #ThisOldMarketing example from The Caslon Company.Continue Reading
A few weeks ago, an article on our blog generated a small debate in the comments. The article, by Neil Patel, shared eight content marketing innovations from the world’s best brands. Most of the companies featured were large, which led to a conversation about whether big companies have an advantage over small ones because they have bigger content marketing budgets.
However, our most recent research, B2B Enterprise Content Marketing 2015: Benchmarks, Budgets, and Trends—North America, sponsored by Marketo, shows that large companies are often more challenged when it comes to content marketing. This makes perfect sense because the content marketing process is so much more complex for large enterprises with multiple divisions and product lines. Among the findings:Continue Reading
In this week’s episode, Robert and I discuss LinkedIn’s purchase of Lynda.com and what it means for LinkedIn and the content marketing industry. We also ponder the difference between content and advertising and ask if it really matters. We answer a listener question about measuring the impact of content programs. In addition, Robert and I explore the failure of social media as a community-building tool and discuss an alternative for brands that can be more effective but also harder to implement. Rants and raves include Walt Disney’s visionary mindset and how content marketing could save the world. We wrap up the show with a #ThisOldMarketing example of the week from Mutual of Omaha’s Wild Kingdom.Continue Reading
In this week’s episode, Robert and I discuss one author’s slightly skewed definition of content marketing and debate what it really is. We also share a video where two agency executives urge marketers to stay calm in the wake of Google’s mobile-friendly search update, and we share our thoughts on what marketers should do to prepare. We also ponder if all social media is really just advertising and how publishers can benefit from revenue stacks. Rants and raves include Mad Men and the wildly exaggerated (again) death of publishing. We wrap up the show with a #ThisOldMarketing example from Robert Half.Continue Reading
In this week’s episode, Robert and I discuss the movement by major publishers to create content “inside” Facebook’s walls. Does this mean that the future of the web could be dominated by Facebook? In addition, we debate whether content blindness is actually a growing problem as Ad Age claims, review a research study that says digital natives actually prefer print, and ponder if Airbnb could become the next powerhouse of local travel information. Rants and raves include a TechCrunch article about a start-up that claims to be the salvation of content marketing, and the bad habit of executives using me-centered pronouns. We wrap up the show with a #ThisOldMarketing example from Pepsodent and Bob Hope.Continue Reading