In this week’s episode, Robert and I talk about the latest research on content marketing spending. Is 25% not enough? Audio content begins to go viral, and Chipotle delivers compelling experiences by adding short stories from best-selling writers to its bags and cups. Robert and I dig Digiday’s “What’s In and What’s Out for 2015” list, which aligns with many of our predictions. Rants and raves include my rant about an unclear native advertising spot on Conan O’Brien’s late night show and Robert’s rave about the convergence of user experience and storytelling. We wrap up the show with a #ThisOldMarketing example from Rockwell Automation.Continue Reading
The legend of David and Goliath never made sense to me until I read the version as told by Malcolm Gladwell. First, let’s take a closer look at Goliath.Continue Reading
UK marketers have become much more goal-focused over the last year. They also rate themselves as slightly more effective at content marketing when compared with the North American and Australian marketers we reported on earlier this year. Those are just a couple of the key findings we present in CMI’s third annual Trends report, produced in partnership with the UK Direct Marketing Association (DMA) and sponsored by Axonn Media. The report shows how UK for-profit marketers (both B2B and B2C) approach content marketing as compared to last year.Continue Reading
In this week’s episode, Robert and I talk about the finalized deal between the Association of National Advertisers (ANA) and the Business Marketing Association (BMA), and then quickly dive into Scripted’s newfound venture capital money. In addition, we talk about the huge increase in native advertising spending and discuss the difference between native advertising and advertorials. After going through some 2015 CMO predictions, Robert rants about invective marketing and I rave about a hyper-localized Christmas book. We wrap up the show with a #ThisOldMarketing example from Arla Foods.Continue Reading
In this week’s episode, Robert and I try to make sense of the numbers behind Outbrain’s gargantuan ad deal with Time, Inc. and praise Shell Oil Company’s move to be The New York Times’ first-ever print native ad. We say, “I told you so” to Forrester’s new research report, which claims that brands are wasting their time on Facebook and Twitter. Finally, we highlight an exceptionally well-written article on how to rank well on Google. Rants and raves include Australian coverage of CMI’s latest content marketing research and a hilarious infomercial parody that gives you all the “poop” on Smart Pipe. We wrap up the show with a #ThisOldMarketing example from Scribner’s Magazine.Continue Reading
As Thanksgiving in the United States is upon us once again, I’d like to take time to thank all those companies who strive to make their customers and prospects more intelligent through the use of great content.
But first … a personal story.Continue Reading
In this week’s episode, Robert and I discuss Facebook’s latest changes to its feed algorithm and give kudos to a thoughtfully written article that debunks four myths about digital media. We praise Sparksheet’s interview with Marriott’s David Beebe, which gives an inside look at the company’s ingenious approach to content marketing. We also share our opinions on articles that predict a big increase in native advertising and the future of content marketing. Rants and raves include Airbnb’s new print magazine and an evocative Christmas ad from Sainsbury’s. We wrap up the show with a #This Old Marketing example from TD Ameritrade.
Each year we ask content marketers how effective they consider their organizations to be, and this year we saw a dip in Australia. Why is this and what can be done? Our third annual report, Content Marketing in Australia 2015: Benchmarks, Budgets, and Trends – produced with the Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove – provides insights.
In this special first anniversary episode of #ThisOldMarketing, Robert and I look back at the content marketing predictions we made for 2014 at this time last year. We share our opinions on a politician using native advertising for “endorsements” and urge caution toward Facebook, which is trying to convince brands to host their content on its website. We also share our concerns about a biased article that asks, “Is content marketing worth it?” Rants and raves include the “Alex from Target” meme and the Wall Street Journal’s questionable approach to article comments. We wrap up the show with a #This Old Marketing example: Our very own This Old Marketing podcast.Continue Reading