By Joe Pulizzi published December 7, 2013

Brand Journalism Expands, Content Marketing Spending Rises

pnr-this old marketing logoWelcome  to this week’s episode of PNR: This Old Marketing with Joe Pulizzi and Robert Rose, which can now be found on both iTunes and Stitcher.

This week’s show

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Show overview

1. Content Marketing in the News

  • Content Marketing Spending Up, Outsourcing Down: The Custom Content Council and ContentWise released its 14th survey on the content marketing industry. In this year’s study, 37 percent of the total marketing budget went to content marketing, for a total average of $1.8 million per brand. One key finding was that outsourcing dropped from 56 percent in 2012 to 40 percent in 2013, meaning that more brands are bringing their content marketing production inside the organization. (Contributing release: Custom Content Council)
  • Time Inc. Expands into Native Advertising: Joe and Robert discuss Time’s aggressive move into offering more native advertising opportunities, and what this means for both brands and publishers alike (spoiler alert: This may not be the salvation media companies are waiting for, after all). (Contributing article: NY Post)
  • Coca-Cola Does It Again: Coke announced the expansion of its Coca-Cola Journey Content Platform by introducing a new blogger network of experts. Coke states that this brand journalism initiative will be unlike the LinkedIn influencer program in that Coke is going after new voices. (Contributing article: eConsultancy)

In addition, Ashley Brown from Coca-Cola announced Coke’s plans to kill the press release for good by the year 2015. Here is a two-minute video on that strategy for your viewing pleasure.

  • Congratulations to Joe Chernov: Joe and Robert congratulate long-time CMI friend Joe Chernov (and CMI’s 2012 Content Marketer of the Year) on his move to HubSpot. Formal announcement can be found here. (Contributing discussion about Dharmesh Shah and HubSpot’s move away from “inbound marketing” as a term can be found here.)

2. Rants & Raves

  • Joe’s Rant: Joe rants about his recent confrontation with a marketer who stated that truly great content does not need to be marketed. Joe contends that if you are going to create any content at all, you better have an idea of how to market the content first.
  • Robert’s Rant: Robert rants about marketers’ use of metrics. Robert addresses a particular study in which 73 percent of respondents rely on website traffic as the No. 1 indicator of success for content marketing (which is very much in line with CMI’s own research, found here).

3. This Old Marketing Example of the Week

  • LEGO Magazine was launched as Brick Kicks magazine in 1987. Over the years, the magazine has gone through a number of renditions, yet today it still remains a key customer retention/ loyalty/ up-sell vehicle for LEGO. Today’s magazine features comics, games, modeling tips, user-generated examples, and more. (Contributing article: Wikipedia)

brick kicks - lego magazine

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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.

Other posts by Joe Pulizzi

  • Doug Kessler

    Always a great listen.

    On the in-house vs outsource thing:

    Okay, but one thing an agency partner brings to the table is a fresh perspective. In-house content teams tend to drink the Kool Aid and the content starts to reflect that.

    This fresh perspective is as valuable in strategy development as in content creation. Yes, you must own your strategy in-house. Definitely. But you can also get help from content marketing experts who have seen successful programs in lots of different markets.

    • Joe Pulizzi

      Great perspective Doug…I agree with you that as long as agencies add that kind of value, there will be a place.

  • bukada35

    what Kimberly answered I’m amazed that a person can get paid $9543 in one month on the internet. Check This Out ­j­o­b­s­6­4­.­c­o­m

  • ronellsmith


    Another great podcast. The job you’re doing in educating content marketers and laymen is impressive. Many of the elements you make plain are low-hanging fruit marketers can get their heads around, grasp, then implement quickly.

    As you’ve said numerous times in interviews, content marketing is not new, but the adoption of the practice is rather new, so growing pains will ensue. Your highlighting of effective practices, techniques and applications makes the barrier of entry flatter while creating a great “sales” vehicle for C-Suite-level buy-in.

    Also, thanks for sharing the info on Coca-Cola. They are doing content right. The commitment shows. I hope more companies adopt the kill-the-press-release mindset.

    Have a great week, Joe.


    • Joe Pulizzi

      Thanks so much for being a regular listener Ronell…it’s truly appreciated.