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
In this episode of PNR, Robert and I review some recent changes to Google Analytics, and then get into a deep discussion on the future of Facebook for content marketers. We also talk about agencies building out newsrooms, new CMI research on B2B enterprise content marketing, and why social media fading into wallpaper might just be a good thing, before exploring a This Old Marketing example of the week: Dell Power Solutions magazine.Continue Reading
Over the last several months, there has been a lot of discussion among marketers and industry thought leaders around the challenges involved with integrating content marketing across the enterprise. At Content Marketing World Sydney, CMI’s lead strategist, Robert Rose, even presented a new Content Creation Management (CCM) model that you’ll hear a lot about from us over the upcoming months.
The latest CMI research confirms that integration is indeed the most often cited challenge among business-to-business (B2B) enterprise marketers (i.e., at companies with 1,000+ employees). These and other findings appear in our new report, B2B Enterprise Marketing: 2014 Benchmarks, Budgets, and Trends — North America, sponsored by Marketo. The study looks at how the content marketing habits of enterprise marketers have changed over the last year, and how the approaches used by marketers at these companies differ from those of other B2B marketers.Continue Reading
In this episode of PNR’s, This Old Marketing, Robert and I reveal the one thing that both publishers and brands need to focus on when aiming to build a business around successful content marketing. We also discuss how some big-money deals will likely impact the content marketing industry over the next 12 months, examine a move from Cosmopolitan that is causing a stir, and review Shutterstock’s launch of a new education and training platform, before getting fired up by this week’s This Old Marketing example from the Society of Fire Protection Engineers.Continue Reading
In this episode of PNR, Robert and I discuss a news article that asserts that content marketing should just “buzz off.” We also talk about a strategic approach to content marketing, review a research study on the most credible types of content for brands, and explain why being mediocre in your content creation and distribution efforts is a dangerous proposition, before exploring our #ThisOldMarketing example of the week: NewTekniques Magazine. Continue Reading
This week, Robert and I report live from Content Marketing World in Sydney, Australia — our first live podcast ever! In this episode, we talk about a new report on sustainable digital business models from Pew Research, LinkedIn’s new content marketing tools, the acquisition of Klout by Lithium, and Copyblogger’s controversial decision to remove comments from its blog. Joining us are two special guests — another first for This Old Marketing — who provide valuable perspectives on this week’s news. Continue Reading
This week, Robert and I talk about the latest Facebook algorithm change, which pretty much ensures we will have to pay Facebook to get our content marketing noticed. At the same time, Google goes out to hunt guest blogging spammers. And, after a nice dialog on transparency, Robert covers the bases of this week’s This Old Marketing example: baseball cards.Continue Reading
Looking for insight into how technology marketers are using content marketing? Check out our newest research report, 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America, sponsored by International Data Group (IDG). (Note: You can directly download the PDF via the SlideShare link by selecting Save.)
The great news is that nearly every technology marketer we surveyed this past year currently uses content marketing. However, I’m concerned that while 46 percent of them have a documented content marketing strategy, the majority either does not or is not sure (click to tweet). Our research has shown time and again that marketers who have a documented strategy are more effective than their peers who do not — they face fewer content marketing challenges, as well.
This week, Robert and I dig deeper into native advertising with discussions on the Wall Street Journal‘s new native launch and The Guardian‘s native play with Unilever. We also deliver plenty of rants about publishers and agencies, and rev up the show with this week’s This Old Marketing example: The Enthusiast from Harley Davidson.Continue Reading
Robert and I discuss South by Southwest’s identity crisis, and chat about the latest media trend of “Travoltifying” everything. In addition, we learn that print is back, yet again, and rant about people who rant about the phrase “content marketing” before tackling our #thisoldmarketing Example of the Week: Energy University.Continue Reading