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This Week in Content Marketing: Special Episode – How We Create Content

how-we-create-contentPNR: 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.

In this week’s episode

Kicking off our very special episode, Robert ponders the nature of personal style – and what happens when we start thinking outside of it. Then, Robert and I share details of our own personal working styles – how we write, manage our days, search for content ideas, create PowerPoint presentations, and much more. We also include some predictions for the last part of the year (including a Snapchat explosion at Cannes), then wrap up with an example of the week from Kawasaki.

Download this week’s PNR: This Old Marketing podcast

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Show details

  • (00:01): An advertising blast from the past: “The Men’s Warehouse”
  • (00:30): Robert muses on this week’s theme: What’s your style?
  • (04:05): Welcome to Episode 189: Recorded live on Monday, June 26, 2017 (Running time: 1:01:15)

Revealing insights into our personal work processes

This week, Robert and I sat down to answer some questions from PNR listeners – and some of our own – about how we do what we do. Our discussion includes:

  • (14:05): What our average work days look like, and how they’ve changed since CMI’s acquisition by UBM
  • (23:23): Where we get our creative inspiration for the content pieces we write, and how those ideas take shape
  • (26:45): How we find time to take on personal writing projects – like our books – in the middle of everything else we work on
  • (32:20): How we put together presentations for the different talks we deliver at conferences and events around the world

Predictions on 2017’s biggest content marketing stories

  • (44:09): Joe’s predictions: I’m betting big on the resurgence of print. And though I was also truly impressed by Snapchat’s brand presence at Cannes (including its completely customized Ferris Wheel, shown below), the amount of money being spent by brands at this signature advertising event made me realize just how much farther content marketing has to go before it will be on equal footing with other marketing disciplines.


  • (49:10): Robert’s predictions: By the end of this year, Robert sees our industry finally recognizing that television advertising has hit rock bottom – a fate from which it has little hope of recovering.

This Old Marketing example of the week

(52:36): While celebrating his birthday week, Robert spent some time reminiscing about one of his favorite childhood obsessions: motorcycles. As a young enthusiast, Robert subscribed to Good Times magazine – a monthly publication first produced by Kawasaki in 1983. After rekindling his interest in the magazine, Robert soon learned that it had achieved a peak subscriber rate of 2.2 million fans – dwarfing the audience earned by any other consumer-based motorcycle magazine of its time. However, having failed to find any modern presence for the publication, Robert believes that it might be a “good time” for Kawasaki to revive its once-successful brand as a content marketing platform.

kawasaki-good-times-coverImage source

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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