By Joe Pulizzi published December 28, 2013

The 2014 Content Marketing Predictions PNR Episode: Google to Buy Yahoo!?

pnr-this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this edition of the PNR: This Old Marketing podcast, Joe and Robert ditch the script altogether and focus on what is most likely to happen in and around the content marketing industry in 2014. Predictions include which company will be buying media companies in the next year, as well as how we will see mature organizations adapt to the content marketing function. 

This week’s show

Download this week’s PNR This Old Marketing podcast.

Show overview

  1. Content Marketing Predictions Sure to Come True: (Note: For a full rundown of 2014 predictions, see these 50 content marketing predictions.)

For this week’s show, Robert and Joe run through a number of content marketing predictions, including:

Robert Rose’s Predictions:

  • 2014 Will Be the First Year that Enterprises Develop Formal Organizational Structures Around Content Marketing: More brands will develop content marketing-related roles and “Centers of Excellence” like the ones we have seen at Kraft and Coca-Cola. Content marketing can’t be just another thing for a traditional marketer to do.
  • Native Advertising Will Explode: The idea of placing content within the context of other publisher’s sites will skyrocket. (Contributing content: the New York Times’ move to native advertising, and details on the FTC’s role in the native battle)
  • B2B Print Will See a Boost in 2014. With less mail going through the post than ever before, more targeted print custom content programs will be launched than we’ve seen in some time.
  • Agencies (of all kind) Will Truly Start to Deliver Content Marketing to Clients as a Real Approach (but Advertising Agencies Won’t): Yes, many agencies will start to provide real strategic content marketing services for clients; but advertising agencies will likely be in a world of pain. (Related article: Content Marketing Institute)

Robert’s big prediction: Google will buy Yahoo!

Joe Pulizzi’s Predictions:

  • At Least Three Fortune 500 Companies Will Hire a Chief Content Officer: Right now, we are seeing “content run amok” in many enterprises. If someone isn’t being made accountable for content marketing within the organization, it’s not being given its due importance.
  • In 2014, More Brands Will See Content Marketing Success by Focusing on Fewer Channels (a less-is-more strategy): The multiple channel strategy will be deemed ineffective for most brands, and true success will be found through consistency in one channel. (Contributing article: LinkedIn).
  • Email Will Become the Channel of Choice in 2014: Brands will be focusing less on fans and followers and will instead put resources behind building content subscription programs through email.

Joe’s big prediction: Microsoft will purchase at least two media companies in 2014.

  1. Rants and Raves
  • Robert’s Rave: Robert sends mad love out to Ann Handley for her article on the unbelievable Justine Sacco tweet about going to Africa (Justine Sacco was the top PR person for Interactive Corp.). See the entire article from Ann here: Justine Sacco: When Bad Gets Ugly.
  • Joe’s Rave: Joe raves about Cassio Politi and his Brazilian content marketing firm Tracto’s research on content marketing in Brazil. Among the findings, 83 percent of Brazilian B2B marketers are leveraging content marketing in some way, and 46 percent have a documented content marketing strategy. See the full results below:

3. Additional Discussions in This Episode:

  • Content: The New Marketing Equation from Altimeter

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Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

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  • ronellsmith


    As I listened to this, the first thing that popped into my head was “I just hope content marketers stop seeing content, in and of itself, as primarily an expense.” I do realize that many entities have moved beyond this line of thinking, but it is still rampant.

    I imagine akin to social media circa 2010, when companies wrestled with what to make of it, even as they knew they needed to use the channel of communication.

    The “less-is-more” prediction is spot on. Those companies recognizing the detriment of trying to be all things to all people will put themselves ahead of the pack in content marketing, especially since many of their competitors are hellbent on sharing the same messaging across multiple platforms.

    And Robert, thanks for sharing Ann’s piece on the Sacco mess. It’s what I’d expect of/from Ann: stellar.


    • Robert Rose

      Ronell… Thanks so much for the great comment… And, indeed, as you might expect I think you’re right. There was a wonderful article in Ad Age this week (Link here: ) That dissected the Anchorman 2 marketing process… The quote I loved so much was this one: “Stop trying to convince your audience that you’re better than the other guy. Instead, be more culturally relevant than your competitors. A brand isn’t so much competing for attention within its category; it’s competing for attention, period.”

      And yeah, Ann was so spot on with that….

      Thanks again for stopping by – and Happy New Year.

  • Phillip Crum

    If Google buys yahoo, will they call it Yoogle? GooHoo? Don’t tease me like this, Robert….

  • Tom Connelly

    Don’t you think various governments will have antitrust issues if Google attempts to buy Yahoo? I certainly hope it never happens. Google needs competitors. They’re already doing not just great things but evil things due to their size and reach.

    • Joe Pulizzi

      Hi Tom…it’s a valid question. I’m sure Google is certain they will make waves with this…which is why they’ve backed off of more acquisitions like this. But as Yahoo moves away from search and into media (Yahoo continues to lose search share), it may become a non-issue since Google is already a media company in many ways (and many other kinds of companies)