In this episode of This Old Marketing, Robert and I talk about the implications of Facebook opening Instant Articles to brands, starting with Intel. We see an underlying problem that could affect its acceptance by brands. We also take a closer look at Facebook’s new Creative Hub. Next, we ponder the future of sponsored podcasts and wonder why the ad industry complains a lot, but doesn’t seem to work on solving its problems. Finally, we interpret the results of yet another “state of content marketing” survey; this one’s just a little too upbeat to be believable. Rants and raves include Snapchat’s new magazine and a controversy in media buying. This week’s This Old Marketing example: Investools.Continue Reading
In this week’s episode, Robert and I discuss Microsoft’s purchase of LinkedIn and how every media outlet missed the most important angle. Next, we ponder a confusing article that slams native advertising in favor of a fuzzy concept called “debranding.” Finally, Facebook reach continues to plummet, according to a new study. We offer advice on how to reverse this trend. Rants and raves include the challenges and opportunities agencies face today and marketers who don’t seem to understand what content marketing is. This week’s This Old Marketing example: Computer magazine start-ups.Continue Reading
As I write this I just finished a keynote presentation at a transportation and logistics conference. Depending on my schedule and timing, sometimes I just run in, do the speech, and run out. For this event, however, I had the chance to have intimate conversations with a number of marketers at the largest transportation brands in the world.
More often than not for my posts on CMI, I usually take one big idea and break it down into something actionable. This time, based on my conversations at this conference, I realized that sometimes we need a few reminders to keep us on track as content marketers. I hope this list is helpful.Continue Reading
In this episode of This Old Marketing, Robert and I discuss a number of acquisitions that occurred this week, including UBM’s historic purchase of CMI. Next, we highlight several trends from Mary Meeker’s annual Internet Trends report and weigh in with our own predictions. We’re not surprised that Yahoo’s fortunes are tanking under Marissa Mayer’s leadership; being everything to everyone isn’t a viable strategy. Finally, we’re excited to report that snack-food giant Mondelez is joining Pepsi and Red Bull in adopting a media approach to content marketing. Rants and raves include the radical NoMQL (no gated content) movement and Monocle Magazine’s wildly successful online radio station. This week’s This Old Marketing example: Christophorus – the Porsche magazine.Continue Reading
In this episode of This Old Marketing, Robert and I are encouraged by a venture capitalist’s take on content as an asset that compounds in value. A key to creating this value? Evergreen content. Next, we ponder Apple’s next move, which doesn’t appear to include an acquisition of Time Warner (or Disney). We encourage listeners to look for assets they can acquire to build richer customer experiences. Finally, we’re genuinely excited about university research that proves excellent content builds trust (warning: the opposite is also true). Rants and raves include a historic meeting between Pope Frances and leading YouTube stars, and a partnership between programmatic ad data providers that appears to be missing an important element. This week’s This Old Marketing example is from Thomas Chippendale.Continue Reading
I’m beyond excited to announce that Content Marketing Institute has been acquired by UBM. For those of you not familiar with UBM, they are the No. 1 B2B events organizer in the U.S. and Asia, with a large business globally in many verticals. After many discussions with the executive team at UBM, it was clear that both UBM and CMI share the same passion for the content marketing industry and its growing community.
CMI and Content Marketing World will become part of UBM’s technology events group and it is an exciting expansion for UBM into the fast-growth world of content marketing and marketing technology. This decision will help us at CMI take our vision of advancing the approach of content marketing to more marketers in the U.S. and around the world.
If you are reading this, you are probably thinking “is this a good thing?” It’s a valid question. Acquisitions are sometimes good and sometimes bad. In this case, this is a very good thing for both CMI and the industry. Long story short, we are ready to expand and grow to continue our mission of education, training, and serving the content marketing community.
Let’s be honest
As a CMI community member, you know I’ve never been one to hold back on my feelings, so I’d like to put it all out there in this post.
Even though we always imagined selling the business at some point, this was an incredibly difficult decision. We would never decide to sell the business if our vision would be compromised in any way. One of the reasons UBM decided to make this purchase is because of the passion of the CMI team and the community. Continuing that is critical to our ongoing success. Simply put, I’m more passionate than ever about what’s going on in content marketing and in people like you who are making change happen around the world.
There are literally countless people to thank who helped us get to this point. But for this moment, I’d simply like to thank the members of the CMI team. The individuals that comprise the CMI team are the most amazing people I have ever known. They not only are extremely talented, they are family. It was critical that any change in CMI had to be good for them. I’m happy to say that every single member of the CMI team is continuing in their roles at CMI.
Nothing. We are continuing to execute the vision we feel so passionate about. At the same time, we believe that UBM can help us better realize that vision. So while I’m sure there will be some changes in the future, we are simply continuing our commitment to you, our community.
Content marketing works
On April 26th, 2007, I wrote my first blog post, titled Why Content Marketing? From that moment on, we began to execute a strategy employing all the basics of content marketing strategy. For the first three years, we built a loyal audience through our blog. In January of 2011, we launched Chief Content Officer magazine. In September of 2011, we produced the first Content Marketing World. That first year we had hoped to attract between 100 and 150 marketers to Cleveland. However, 660 of you showed up. In 2016, for our 6th Content Marketing World, over 4,000 will attend the September event, coming from more than 60 countries. Then came the monthly webinars (now three times per month), the ongoing master classes, Content Marketing University, the This Old Marketing podcast and a number of other initiatives.
It’s so meta, but we’ve used the tenets of content marketing to grow this business up to this point, and we will continue to do so.
This community is special
Just a few weeks ago, I was in Amsterdam having a great conversation with Doug Kessler from Velocity Partners. Doug and I were commenting on how truly amazing the content marketing community is (and it is). From the rock stars to the thought leaders to the enterprise marketers to our sponsors that support us … every person is so giving to each other. It’s been an honor to be part of it. Here and now, in what I consider to be the most innovative time in the history of marketing, what an opportunity we have to make change happen.
If you have any questions, please post them in the comments below. Other than this post, you aren’t going to hear much more about this. It’s a special day, but we have plenty to do.
I’m looking forward to talking with many of you and definitely to seeing you at Content Marketing World in September.
It’s been an honor. Thank you for inspiring me to be better.
Yours in Content,
In this episode of This Old Marketing, Robert and I applaud Kohl’s for taking a risk and delivering Star Wars toys and gift cards to “the Chewbacca mom.” We agree that Facebook needs to tighten its policy to prevent stealing of content assets, which is happening with her record-breaking viral video. We’re both thrilled with PepsiCo’s decision to launch a content studio and love their innovative approach to it. Finally, we’re convinced that a grim, self-serving prognosis on the future of media, agencies, and brands by an outspoken executive isn’t accurate. Rants and raves include a must-read opinion column that calls for marketing to take on a more strategic role, the importance of developing a personal brand, and a digital publication that is the latest victim of the “rented land” phenomenon. This week’s This Old Marketing example: Playmobil.Continue Reading
In this episode of This Old Marketing, Robert and I ponder the views of a famous British ad man who seems to be lost in the “good old days” – which means he really doesn’t understand content. Next, we take a closer look at influencer marketing, which often doesn’t deliver on its wild promises and is hard for big companies to manage. We also agree that YouTube’s move to offer streaming TV channels could make it a formidable competitor to Netflix and Amazon. Finally, we can’t figure out why people are upset that Facebook uses human oversight to tweak the content of its news feed – just like every other media company. Rants and raves include a set of interviews that promise to provide viewpoints on sponsored content as an antidote for ad blocking – but then delivers meaningless blather – and the amazing future of bots, which could have a huge impact on commerce and communications. We wrap up the show with a This Old Marketing example of the week from OBEY.Continue Reading
In this week’s episode, Robert and I debate the accuracy of new research that says content marketing and native advertising are expected to double in the U.K. by 2020. Next, we’re encouraged by a study that proves that engaging long-form content does get read on smartphones. So much for conventional wisdom about reading habits on these diminutive mobile devices. Finally, we aren’t surprised that using multichannel networks to reach influencers isn’t scalable; creating branded content is equally laborious and doesn’t lend itself to a programmatic approach. Rants and raves include two must-read articles on the state of marketing and advertising today. We wrap up the show with a This Old Marketing example from McCall’s.Continue Reading
In this episode of This Old Marketing, Robert and I share our thoughts on an article about the future of big media. It’s on life support and needs to make some major changes to survive. Next, we discuss new research that reveals what motivates people to subscribe to publications and wonder why an article that aims to clarify native advertising terminology doesn’t do so. Finally, we agree that marketers can learn a lot from Marriott’s savvy CMO, who has spearheaded a number of brilliant content initiatives for the travel giant. Rants and raves include a bright future for audio content, the diminishing human attention span, and the rise of digital agencies within the world’s largest consulting firms. We wrap up the show with the origin story behind Red Bulletin magazine.Continue Reading