In this episode, Robert and I discuss CMI’s purchase of the Intelligent Content Conference, then dive into P&G’s new edict that all marketing titles will change. In addition, we dissect Google’s decision to abandon Authorship pictures in search results, discuss some new research on how brands spend money to promote owned media content, and explore this week’s #ThisOldMarketing example: Chango.Continue Reading
In this week’s episode, Robert and I discuss the top 10 brands on LinkedIn’s content marketing scorecard. In addition, we chat about an IKEA fan site gone wrong, reaching millennials with content marketing, and whether or not we can really tell if online ads are working. We then offer our thoughts on how prepared CMOs are to tackle digital marketing transformations and whether PR is a more successful discipline than content marketing, before sharing this week’s #ThisOldMarketing example from Albert Heijn’s supermarket chain.Continue Reading
In most cases, taking a content marketing approach that goes against the culture of an organization is an exceptionally challenging endeavor (see this article for more on battling organizational change). No matter how much passion you have for the concept of content marketing, more often than not, internal politics may get the best of you.
However, we’ve seen pilot programs in content marketing work dramatically well for many marketers, especially in the manufacturing sector. One senior marketer at a large manufacturing firm recently told me that their progressive content marketing approach can be credited to one thing: launching the program as a pilot (including referring to it as such).Continue Reading
In this episode, Robert and I discuss whether or not brands will destroy the native advertising opportunity and whether you can actually program native to audiences. In addition, we banter about the Red Bull Media House model and how many brands will follow its publishing structure. Then, Robert rants and raves about the Dumb Ways to Die franchise, while I rant about the closed atmosphere at the U.S. Open before discussing the week’s #ThisOldMarketing example: BeingGirl from P&G. Continue Reading
Quick test: Who’s the audience for your blog? How about your eNewsletter? Your podcast? If you are like most enterprises that sell multiple product lines to multiple audiences, you may have two, three, four or more different audiences you are trying to target with the same content initiative. How’s that working for you?Continue Reading
In this episode, Robert and I discuss the latest findings straight out of Facebook: Organic reach on the platform is now less than 2%. Facebook is becoming a pure pay-to-play platform in many cases. We also discuss how much data you actually need for your content marketing strategy. The final news article provides a cross section of a record month for magazine launches with a shuttering of a dozen tried-and-true niche magazines. This week’s #ThisOldMarketing example: The Fresh Fork Market Almanac.
For me, June is planning month. June is the time where I stop all the travel and start thinking about planning for the year-end events and into 2015. It’s also the perfect time to check all of those 2014 strategies and make sure we are on the right path with our content marketing efforts.Continue Reading
In this week’s episode, Robert and I dissect Mary Meeker’s latest report on technology trends, do a deep dive into the elements of the publishing equation that brands are missing, and discuss Conde Nast’s “Magna Carta” guide for native advertising. Raves go to Maya Angelou and a Harley Davidson/Marvel comic book series, and we cap off the show with a #ThisOldMarketing example from C.F. Martin & Co., producer of some of the world’s finest acoustic guitars.Continue Reading
Last week, we held our inaugural CMI Executive Forum in San Francisco. Content marketing leaders from some of the largest B2B and B2C brands came together to talk about the challenges and opportunities they see for content marketing.
We asked attendees to keep our discussions during the meeting private — no tweets, posts, or social media updates allowed. This also means we won’t be sharing the bulk of the meeting details (well, not just yet). But I did want to share a number of questions I came away with — questions worth mentioning because most content marketers don’t seem to be addressing them.Continue Reading
In this episode, Robert and I rant a bit about a new content marketing awards program before discussing our confusion about a speech from a Dell marketing executive about the future of traditional publishing. We finish the show with our take on where content marketing fits into a mobile marketing strategy and an exploration of this week’s #ThisOldMarketing example: USAA magazine.Continue Reading