In this episode, Robert and I discuss what happens when you rely too heavily on Facebook for content distribution. We also look at why GoPro closed its media division, and explore CNN’s partnership with a YouTube celeb to launch a new media property. Rants and raves include Breitbart.com and the business case for leveraging content marketing as public relations; we wrap up with an example of the week from UK National Trust.Continue Reading
Each year during my Content Marketing World keynote talk, I highlight one theme I think is critical for all marketers to understand. This year, that theme is commitment. As I (perhaps boldly) stated, you need to go all in or do nothing.
However, the idea of commitment can feel kind of nebulous. It’s a mindset. So what exactly do you need to do? Asked another way, what are marketers who are committed doing differently – and why is this mindset so critical?Continue Reading
If you are a regular reader at Content Marketing Institute, you know how often we talk about the importance of documenting your content marketing strategy. According to our latest research, we know that marketers who document their strategy are much more likely to accomplish their content marketing goals and be successful. It really is that simple.
But, for some reason, we still see that the majority of marketers do not document their content plans in any way. In our latest study, just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan. While this percentage is up from 32% (B2B) and 37% (B2C) from the previous year, it’s still a woeful number.Continue Reading
In this episode, Robert and I get together IRL and discuss Airbnb’s new magazine launch with Hearst. We also debate whether or not “content blindness” is a real thing, and consider the possibility that media companies’ drive to run at the speed of news (and eyeballs) might be killing truth in journalism — although it may also be creating an opportunity for brands. Rants and raves include a business model at risk of extinction and FCC regulations that should have been turned into fossils by now; then we wrap up with an example that wrote the book on inbound marketing — literally.Continue Reading
In this very special Thanksgiving episode of This Old Marketing, Robert and I meet up and discuss the big news of a partnership between MXM and C3, which sets the stage for an international content marketing mega-agency. Facebook continues to have problems with fake news, and we explore the potential impact on brands. Facebook also comes under fire for some big measurement issues in our rants and raves, then we dig into a meaty example of the week from Butterball.Continue Reading
In December 2014, I was invited to give a keynote talk at a digital marketing event in Europe. There were 15 speakers. All white men.
When I realized that all the education and training was being provided by only white men, I actually became physically ill. Simply put, it felt wrong to be part of an event like this.
In this episode, Robert and I discuss what the IAB got right — and wrong — about its latest research on advertising growth. We also explore signs that WordPress and Medium are ready to battle for website turf and proof that blogs are getting longer and taking longer to write. Our rants and raves include an immersive live storytelling-and-performance mash-up and theories about the impending downfall of the press, then we wrap up with a gorgeous example of the week from Autodesk.
Content marketing success increases with experience — and now we have data to prove it.
Our new research report, Content Marketing in Australia: 2017 Benchmarks, Budgets, and Trends, produced in partnership with the Association for Data-Driven Marketing and Advertising and sponsored by LinkedIn Marketing Solutions, shows how organizations in the sophisticated/mature phase of content marketing differ from those in the early stages.Continue Reading
In our special three-year anniversary (and one millionth download) episode, Robert and I dig back into the archives and discuss what’s brought us success in our careers. We also share what we’ve seen work — and not work — in enterprises around the world when it comes to content marketing. Rants and raves include Forbes and Yahoo, then we wrap up with an example of the week: Chief Content Officer (CCO) magazine.Continue Reading
As many of you know, Robert Rose and I have been recording the PNR (Pulizzi and Rose): This Old Marketing podcast every week for three years now. At the end of every episode, we cover a content marketing case study. Some of the case studies are just a few years old, while other examples are well over 100 years old.
A few weeks back, our amazing blog manager Lisa Dougherty told Robert and me that she’d been listening to the podcast as sort of a “stock screener” to find companies to invest in. And from that one email from Lisa, the PNR15 stock portfolio was created.Continue Reading