There has been no shortage of posts and articles regarding the onslaught of content in all areas of marketing. Yes, everyone’s a publisher … we are all competing for attention with the Googles and LinkedIns of the world. But what’s on my mind is this: Are we, as content marketers, creative enough with our stories and our distribution options? Do we do the same things our competitors are doing? Are we just trying to tell the same story incrementally better? Shouldn’t we look to carve out something new?Continue Reading
In this episode, Robert and I weigh in on Story Worldwide’s recent acquisition by Next Fifteen, and question whether Omnicom’s recommendation on shifting a big percentage of TV ad budgets to online video is a smart one. We also reflect on the meteoric growth of branded content at Huffington Post, and take issue with one PR practitioner’s rant about the death of traditional journalism. Our own rants cover the controversy surrounding an article on the role of journalists in brand journalism’s evolution, and a video from author Harlan Ellison on “getting paid.” Our #This Old Marketing example of the week explores a clever way space travel was marketed to the public.Continue Reading
Two weeks ago, we released the Content Marketing Institute/MarketingProfs B2B Content Marketing 2015: Benchmarks, Budgets, and Trends—North America: the first round of findings from our annual content marketing survey. Now it’s time to learn what B2C marketers have to say about their content marketing practices in our B2C Content Marketing 2015: Benchmarks, Budgets, and Trends—North America report, sponsored by EnVeritas Group.
This is the third year we’ve reported on B2C and it’s been interesting to see how their use of content marketing has evolved. One of the key findings this year is that B2C marketers, like their B2B counterparts, are having difficulty measuring how successful their content marketing programs are. However, having a documented content marketing strategy can help. Continue Reading
In this episode of #ThisOldMarketing, Robert and I praise BuzzFeed’s simple strategy to consistently craft viral content and Louis Vuitton’s decision to launch an exclusive print magazine. We also talk about opportunities in custom print publishing; Robert shares one popular but risqué example. We weigh in on an Advertising Week debate on native advertising, and share Rebecca Lieb’s sentiment that content is much more than today’s marketing strategy du jour. Rants and raves include Jerry Seinfeld’s take-down of advertising and an ill-conceived rant against content marketing. This week’s TOM example: Dolce & Gabbana’s Swide magazine. Continue Reading
In this week’s episode, Robert and I speculate on why HubSpot has stirred up an age-old debate on the differences between inbound and content marketing, take issue with an article that laments the rise of corporate journalism and how it’s starting to compete with traditional news reporting, and reveal why Marriott’s decision to launch a content marketing studio is likely to be a big success. Our rants and raves cover a spammy sponsored post on Facebook that featured Lebron James and a brilliant bit of emotional storytelling from the innovators at GE. We wrap up the show with a rockin’ #ThisOldMarketing example: Guitar Center TV. Continue Reading
Today, we release the findings from our fifth annual content marketing survey — and it’s our biggest and best year yet.
For this year’s survey, we decided to ask some new questions, and change how we approached some of our regular questions, in order to provide fresher, more insightful findings. Thus, B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.Continue Reading
For a long time, I didn’t feel successful — though perhaps it’s more accurate to say that I didn’t really know what success was.
I graduated from Bowling Green State University (just south of Toledo, Ohio) with a degree in interpersonal communications. My major had been “undecided,” until the beginning of my junior year. The only reason I chose Interpersonal Communications at that point was it was the only degree where I could actually graduate on time (with a few additional courses).Continue Reading
In this episode, Robert and I reflect on Tribune Publishing’s decision to invest in a content marketing shop, review a horrible example of native advertising from a personal injury law firm, and question the accuracy of new research that shows corporate support for blogging is waning. We also praise a thoughtful article on the opportunities that podcasting offers to marketers, rant about a questionable strategy for managing digital and offline marketing, and rave about a presentation with a refreshing take on the challenges involved in native advertising. We answer a listener’s question on the ecommerce ambitions of Twitter and Facebook before closing out the show with a #ThisOldMarketing example from Steve Jackson Games.Continue Reading
In this episode, Robert and I debate whether Apple’s decision to give away 500 million copies of U2′s new album was a brilliant content marketing coup or a creepy cautionary tale. We marvel at the growing number of software solutions for content marketers, and explore the growing gap between ad agencies and client needs. Rants and raves include a brilliant response to an online advertising critic’s rant about its shortcomings, an amazing example of storytelling as advertising by a nonprofit, and a smart viewpoint on how Content Marketing World can evolve to help break down silos within organizations. Our #This Old Marketing example of the week focuses on AllRecipes.com.Continue Reading
One of the many things we love about Content Marketing World is that we can see the needle moving each year. We are no longer focused on simply determining what content marketing is and how to create it; we’ve progressed to working on how to make it more successful and how to integrate it into our organizations (which is why it’s critical for content marketing to be an enterprise team effort instead of an individual or siloed one).Continue Reading