In this episode of PNR’s, This Old Marketing, Robert and I reveal the one thing that both publishers and brands need to focus on when aiming to build a business around successful content marketing. We also discuss how some big-money deals will likely impact the content marketing industry over the next 12 months, examine a move from Cosmopolitan that is causing a stir, and review Shutterstock’s launch of a new education and training platform, before getting fired up by this week’s This Old Marketing example from the Society of Fire Protection Engineers.Continue Reading
In this episode of PNR, Robert and I discuss a news article that asserts that content marketing should just “buzz off.” We also talk about a strategic approach to content marketing, review a research study on the most credible types of content for brands, and explain why being mediocre in your content creation and distribution efforts is a dangerous proposition, before exploring our #ThisOldMarketing example of the week: NewTekniques Magazine. Continue Reading
This week, Robert and I report live from Content Marketing World in Sydney, Australia — our first live podcast ever! In this episode, we talk about a new report on sustainable digital business models from Pew Research, LinkedIn’s new content marketing tools, the acquisition of Klout by Lithium, and Copyblogger’s controversial decision to remove comments from its blog. Joining us are two special guests — another first for This Old Marketing — who provide valuable perspectives on this week’s news. Continue Reading
This week, Robert and I talk about the latest Facebook algorithm change, which pretty much ensures we will have to pay Facebook to get our content marketing noticed. At the same time, Google goes out to hunt guest blogging spammers. And, after a nice dialog on transparency, Robert covers the bases of this week’s This Old Marketing example: baseball cards.Continue Reading
Looking for insight into how technology marketers are using content marketing? Check out our newest research report, 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America, sponsored by International Data Group (IDG).
The great news is that nearly every technology marketer we surveyed this past year currently uses content marketing. However, I’m concerned that while 46 percent of them have a documented content marketing strategy, the majority either does not or is not sure (click to tweet). Our research has shown time and again that marketers who have a documented strategy are more effective than their peers who do not — they face fewer content marketing challenges, as well.
This week, Robert and I dig deeper into native advertising with discussions on the Wall Street Journal‘s new native launch and The Guardian‘s native play with Unilever. We also deliver plenty of rants about publishers and agencies, and rev up the show with this week’s This Old Marketing example: The Enthusiast from Harley Davidson.Continue Reading
Robert and I discuss South by Southwest’s identity crisis, and chat about the latest media trend of “Travoltifying” everything. In addition, we learn that print is back, yet again, and rant about people who rant about the phrase “content marketing” before tackling our #thisoldmarketing Example of the Week: Energy University.Continue Reading
In our February 15, 2014 podcast, Robert Rose and I highlighted a SlideShare presentation titled, The Manufacturer’s Growth Manifesto, by marketer Bruce McDuffee. In his report, Bruce says:
“Most executives in the manufacturing industry are laggards when it comes to understanding the new buyer’s habits and how they apply to go-to-market strategy and tactics… the window of opportunity is open for modern, bold executives willing to change the way they interact with their target audience… “Continue Reading
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