In this episode, Robert and I applaud Upworthy’s decision to move from clickbait articles to longer-form, high-quality original content, and ponder the reasons behind this move. Next, we share our take on a long-running debate: Should you produce all content internally or outsource at least some of it to agencies? We scratch our heads over an article that attempts to explain what branded content is, but fails to bring any more clarity to this often-misunderstood marketing concept. Finally, we doubt that consumers are furious with brands for capturing data about them, as a new University of Pennsylvania research study claims. Rants and raves include a poorly-researched and written article about the ROI of content marketing and native advertising and an outstanding TED Talk about autism. This week’s This Old Marketing example of the week: Kraft Music Hall.Continue Reading
There once was a struggling blacksmith named John. John was young, broke, and in desperate need to provide for his young family in Vermont. In 1836, John made the tough decision to leave his family, with all of $73 in his pocket, to make his way west in the hope of finding fortune … or at least a job.Continue Reading
Every morning when I’m not traveling for another speaking event, I listen to Mike & Mike in the morning on ESPN Radio. A few weeks ago, they started talking about some young kid named EvanTube, and how he made $1.3 million dollars last year by creating videos on YouTube. Immediately, I was intrigued.Continue Reading
I know, I know. I used one of those link-bait titles. First, I used a number (which, to be honest, almost always performs better than non-numbered posts). Second, I made a big promise – that content marketing domination in an industry category is actually possible.
Well, this post is all about what is possible.Continue Reading
When using the Content Inc. approach, much of your time will be focused on communicating valuable information directly with your customers, prospects, and employees. However, don’t overlook the importance of partnering with another key source: media partners. Many businesses get the impression that a content focus puts them in an almost competitive situation with media companies, especially trade publications. Well, it doesn’t have to.Continue Reading
In this week’s episode, Robert and I don’t understand why CNN is being criticized for the launch of Courageous, its internal native advertising agency. Next, we agree with Andrew Davis’ assessment that print is the future of digital and discuss how these two platforms can be leveraged to draw more attention for your best content. Finally, we take a closer look at the Facebook subscriber funnel The New York Times is using to grow its revenue and ponder the thinking behind Manifest, a new content marketing agency merger that combines content creation and experience design. Rants and raves include the platform-building strategies employed by movie studios and the need for marketers to include a customer support component in their content strategies. We wrap up the show with a #ThisOldMarketing example of the week from Disney and merchandising.Continue Reading
If you’ve made it this far with your Content Inc. program, I’m going to ask you to go one step farther. Continue Reading
In this week’s episode, Robert and I marvel at the flurry of new content-based agencies announced this week at the Cannes Lions International Festival of Creativity. We talk about their business models and ponder the challenges they are likely to face. We admire commercial real estate giant CBRE’s new print magazine, which has some solid strategy behind it. We close with a discussion of television, which seems to be enjoying a renaissance of late, despite many predictions of its demise. Rants and raves include the messy and confusing Cannes awards program and what content marketers can learn from a millionaire’s advice (no, really!). We wrap up the show with a #ThisOldMarketing example from Tablespoon by General Mills.Continue Reading
I love the idea of revenue ripples, a term from Doug Kessler that explains the unexpected revenue opportunities that come from building an audience. This is just one of the benefits of the Content Inc. model. Read on to see stories of revenue ripples in action and get inspired to think about your customer experiences in a new way.