By Joe Pulizzi published January 11, 2014

Content Marketing: Dead Already?

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

In this week’s edition, Robert and I talk about a “content marketing is dead” post, a big announcement about Kevin Spacey, and the Netflix big data model. Robert raves about three amazing new story-based commercials, and I share my This Old Marketing example of the week: JELL-O.

This week’s show

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Show overview

1. Content Marketing in the News

  • Kevin Spacey to headline Content Marketing World 2014: Yes, it’s true. Mr. Kevin Spacey will be the closing keynote speaker for Content Marketing World. We discuss how the video below was the reason why the CMW team approached Mr. Spacey as a source of content marketing inspiration and expertise. (Contributing articles: Cleveland.com; 3 Storytelling Lessons from Kevin Spacey)

  • How Netflix reverse-engineered Hollywood: Following on the Spacey news, we go in-depth into Netflix’s big data content strategy and how it takes content classification to a whole new level (Contributing article: The Atlantic)
  • 2013 — The Year of Marketing M&As: Mergers and acquisitions drove marketing services in 2013, and odds are that more money will be flowing into the content marketing industry in 2014. Could 2014 be the year that venture capital and mergers take content marketing into the big leagues? (Contributing article: DMNews)
  • Content Marketing Is Dead? Already?: We discuss the most talked about article of the week: a controversial post by Mark Schaefer (author of Return on Influence, and a keynote speaker at our upcoming Content Marketing World Sydney event) entitled Content Shock: Why content marketing is not a sustainable strategy. Spoiler alert: Robert and I disagree with Mark’s take, and recommend a revised title: Content Marketing Without a Strategy Is Not Sustainable.
  • Story Control: An article in USA Today presents a very good lesson for brands. Bill De Blazio, NYC Mayor elect, rolled out the story of his daughter’s drug problems. Released on Christmas Eve, it portrays the anguish of a 19-year-old girl who achingly explains her private adolescent pain to the public. As the USA Today article’s author states, “It would take the coldest cynic to be anything but generous.” It’s not just controlling the narrative — it’s orchestrating its reception.

2. Rants & Raves

Robert’s Raves: This week, Robert focused his attention on some amazing new advertising spots that actually tell great stories:

Dell: Beginnings

  

John Lewis: The Bear & The Hare

 

Old Spice: Mom Song

3. Listener Question

  • This week’s question comes from Janet in Seattle: “I know content marketing is a long term thing — but what, in your opinion, is the best way to measure content marketing in the short term. How do I show that we’re moving in the right direction?”

4. This Old Marketing Example of the Week

  • This week, I share the story of JELL-O and how giving away a recipe book (door-to-door) in local communities took JELL-O from a struggling product to a billion dollar success story.

jello-vintage-recipes-PNR-podcast

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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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