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
“True change happens within, not without” —Eckhart Tolle
For nearly 15 years, I’ve been involved in the industry we now refer to as content marketing. But it’s only been the past few years that this practice has started to take center stage in marketing departments across the globe. I’ve been blessed to see this firsthand in North America, in Asia Pacific, and in Europe (in fact, as I type, I’m currently sitting in Sweden).
To be honest, part of me continues to be astonished about how far we’ve come. And yet, we have still so far to go.Continue Reading
In this episode, Robert and I go into detail about the leaked New York Times report that uncovers the Grey Lady’s struggles to stay relevant in digital news — it’s a must-read for all businesses. In addition, we discuss the integration of brand newsrooms, new content marketing research in Australia, and the Tea Party’s new online publication. After a rant on the FCC’s non-ruling on internet bandwidth “fast laning” and a reader question on content marketing effectiveness, we tackle this week’s #ThisOldMarketing example: “Our Food: Your Questions” from McDonalds Canada.Continue Reading
In this episode, Robert and I discuss the Omnicom/Publicis breakup. We also touch on how PR plays into Google’s Panda algorithm. In addition, we discuss the future of marketing apps, elaborate on why content marketing fails, and go in-depth on finding your Moneyball number for content marketing. This week’s #ThisOldMarketing example: Poetry Magazine.Continue Reading
While content marketing certainly isn’t new, there continues to be a lot of confusion over what it is and what it isn’t.
To help you understand how content marketing should fit into your business’ other marketing efforts, the Content Marketing Institute team took a fresh look at the discipline — and examined how it relates to other common techniques. Continue Reading
It’s time to get serious about the opportunities that abound in content marketing. Yes, of course you are hard at work developing your content marketing plan, creating content for your blog, your eNewsletters, your social media channels… you almost look like a publisher. But now it’s time for you to start acting like a media company.
In our latest content marketing research for enterprises, the most used content distribution tactic was (you guessed it) events. Nine out of 10 enterprises organize and produce their own events.
But there is a bigger (much bigger) opportunity here. Continue Reading
In this episode, Robert and I lament how large brands and their agencies are pouring millions of dollars into events like Digital NewFronts, when the funds could be better deployed on content marketing. We also debate whether or not native advertising is deceptive, show our support of Marc Adreessen’s prediction on the growth of online news, talk about why the written page may be the smartest “device” for reading in the future, and share a #ThisOldMarketing example from NAVYForMoms.com.Continue Reading
In this episode, Robert and I debate whether or not Google+ is closing its doors, come to grips with the fact that consumers now use the web more than watching television, explore LinkedIn’s latest move to accommodate branded content, and speculate on potential acquisitions that could further the publisher’s goals. Plus, we share this week’s content marketing rants, raves, listener questions, and a #ThisOldMarketing example from Indium Manufacturing. Continue Reading