In this week’s episode, Robert and I look into our crystal balls to foretell the future of content marketing in 2015. Our prognostications include some non-traditional channels, an all-hands approach to content marketing, and demonstrating its value to C-level executives. In addition, we discuss why the decade-old medium of podcasting is finally taking off and the controversy surrounding Facebook’s automated “Year in Review” feature. Rants and raves include an IKEA holiday commercial and controversial Christmas tweets from Neil deGrasse Tyson. We wrap up the show with a #ThisOldMarketing example from Tealium’s clever book series.Continue Reading
In this week’s holiday episode, Robert and I talk about the difference between a media company and a technology company. We then discuss the problems Google is facing and what Verizon should have done with SugarString instead of killing this publishing platform. Robert and I are all raves this episode with kudos to George Clooney and some excellent storytelling from John Lewis and Coca-Cola. We wrap up the show with a #ThisOldMarketing example from Car Talk.Continue Reading
In this week’s episode, Robert and I discuss what Facebook’s latest changes to its news feed mean to marketers and reflect on the heaps of money being invested in marketing technology today. We also discuss a thought-provoking article about the future of native advertising and ponder the results of new research that suggests that most B2B content is barely above par. Rants and raves include the media’s handling of the Sony scandal and problematic speaker submissions for Content Marketing World. We wrap up the show with a #ThisOldMarketing example from HubSpot’s purchase of Agency Post.Continue Reading
For the seventh consecutive year, I’m proud to announce our annual eBook of content marketing predictions (you can also view our forecasts for 2009, 2010, 2011, 2012, 2013 and 2014). Special thanks to our friends at Marketo for making this year’s eBook possible.
My favorite part about these predictions is that I’m usually wrong (as you know). Despite this, I don’t mind going out on a limb again this year. Continue Reading
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