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This Week in Content Marketing: Don’t Just Publish Content; Monetize the Audience


PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

Editor’s note: We’ve made a few updates to our PNR podcast show notes. We hope you feel this new companion piece enhances the value of listening to our show. Enjoy!   

In this week’s episode

Robert ponders the nature of insights – and how to tell which ones are worth paying attention to. On the news front, we discuss whether the golden era of corporate storytelling is behind us – and, if so, what we should be doing about it. In a related story, we also explore the critical position of the publisher, and share our thoughts on Condé Nast’s launch of eCommerce boxes. Our rants and raves cover McDonald’s and daddy-driven hair care; then we close the show with an example of the week on Jan van der Heyden.

Download this week’s PNR: This Old Marketing podcast

(38:25) Content Love From Our Sponsor: Brightcove

Brightcove – The Science of Social Video: With eight in 10 consumers engaging with brands on social media, and three in four consumers linking social video viewing to purchasing decisions, we examine how brands can make the most of this opportunity. Download your copy of The Science of Social Video to learn how to turn social video views into value.


Show details

  • (00:01): An advertising blast from the past: Ipana’s “Bucky Beaver Space Guard”
  • (01:00): Robert muses on this week’s theme: Slow your observation to sharpen your focus on what matters most.
  • (05:00): Welcome to Episode 184: Recorded live on May 22, 2017 (Running time: 1:05:10)
  • (09:40): A note from our hosts: Open enrollment for CMI University’s summer semester starts June 1. PNR listeners can use PNR100 for $100 off, but act fast: enrollment for this session closes on June 30, 2017.

The PNR perspective on notable news and trends

  • (12:17): Don’t get rid of the publisher position just yet. (Source: Digiday)
  • (31:16): Condé Nast enters e-commerce with branded subscription boxes. (Source: Digiday)

Rants and raves

  • (40:58): Robert’s commentary: McDonald’s pulls controversial ad for lacking sensitivity – but will the fearmongering that ensued lead to blander branded content? (Source: MarketingDive)
  • (44:59): Robert’s rant: Recent FCC decisions are painting a bleak picture for proponents of net neutrality – and the democratization of media. (Source: The Washington Post)
  • (52:15): Joe’s rave: A single dad parlays his new-found passion for plaiting into a daddy-daughter content phenomenon (Sources: CNN; Facebook; People)

This Old Marketing example of the week

  • (57:00): Jan van der Heyden: Robert shares a listener tip he received about a strategic content marketing effort harkening all the way back to 1672. Jan van der Heyden’s efforts to promote his patented fire hose included white papers, a print book, visual content, demos, and even a pre-internet iteration of social sharing, making it an excellent This Old Marketing example from the Dutch Golden Age.


For a full list of PNR archives, go to the main This Old Marketing page.

Cover image by Joseph Kalinowski/Content Marketing Institute

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