In this week’s episode, Robert and I discuss AOL co-founder Steve Case’s take on the third era of the Internet (yes, this is such a thing). We also ponder whether or not LEGO went off the rails with its “beauty tips for girls” section in the LEGO Club magazine, and explore PR’s role in content marketing. Next, we critique a set of predictions on the future of consumer behavior and advertising and finish up this week’s news with a look at revenue models for podcasts. Rants and raves include Starbucks’ awkward response to criticism of its “Race Together” campaign and IDG’s clever method of affiliate marketing. We wrap up the show with a #ThisOldMarketing example from Backcountry.
Of all the segments of content marketers we’ve studied over the last year, technology marketers are the most focused on lead generation as a goal for content marketing. While tech marketers were the group most focused on lead generation last year as well, the percentage has increased from 86% in 2014 to 91% this year.
It’s also notable that the tech marketers are shifting away a bit from brand awareness (which does not generate leads) as a primary goal, and more toward getting measurable results (using leads as one measure).Continue Reading
In this week’s very special rant episode, Robert and I discuss Starbucks’ move into publishing with its hiring of a prominent Washington Post editor. We wonder if Nokia’s decision to launch a content marketing “campaign” with Wired magazine is a good idea, and ponder whether native advertising is an attractive new revenue stream for publishers – or if it’s making a deal with the devil. Finally, we question the Interactive Advertising Bureau’s (IAB) skewed view of the future of branded content. Raves include discussion of a valuable new formula to measure the impact of content marketing, and why podcasting needs to be evangelized to help it grow faster. We wrap up the show with a #ThisOldMarketing example from Public Accountant magazine.Continue Reading
In this week’s episode, Robert and I ponder whether Google+ is really dead or if it will continue to live in some other form. Next, we discuss Google’s planned evolution of its search algorithm to focus more on facts and less on links, and why The New York Times is going Hollywood with native advertising. We also question a research study’s claim that PR is the new content marketing. Rants and raves include why marketers can’t measure, and how to get your long-form articles to go viral. We wrap up the show with two #ThisOldMarketing examples from RCA Records and Kellogg’s.Continue Reading
In this week’s episode (dubbed the “beautiful episode”), Robert and I discuss Uber’s new magazine launch to drivers as well as a thought-provoking article about the negativity surrounding ghostwriting. In addition, we discuss the confusion in the media landscape, how bad native advertising can get, and how Dove’s #SpeakBeautiful Twitter campaign is actually rather ugly. Raves include airline safety that has been transformed into compelling content and headlines that rock. We wrap up the show with a #ThisOldMarketing example from Lands’ End’s Apostrophe e-magazine.Continue Reading
Manufacturing marketers shifted gears in a big way this year, turning their attention toward sales as a primary goal for content marketing.
That’s just one of the findings in our second annual report sponsored by Fathom. This year’s research shows that manufacturing marketers have made numerous other changes since last year. But here’s the kicker: In many cases, there’s disconnect between what they are doing and what works. Let’s take a look.Continue Reading
In this week’s episode, Robert and I discuss LinkedIn’s latest marketing solutions launch and what’s likely to be on its radar for 2015 acquisitions to further enhance its toolbox. We explore Seth Godin’s take on content marketing and what the world’s most innovative media companies are doing to stand out today. Finally, we ponder the rise of the Content Economy and The New York Times’ decision to launch a training product. Rants and raves include Time Inc.’s myopic view of its business and how Lego stole the Oscars. We wrap up the show with a #ThisOldMarketing example from Cleveland Clinic’s Health Hub.
In this week’s episode, Joe and Robert discuss an excellent new McKinsey report on trends in marketing, which sounds eerily similar to Robert’s upcoming book. Also in the news this week is the growth of content promotion and SEO, a major Australian publisher that is taking an intelligent approach to content marketing and Kraft’s and Meredith’s bold move to bring native content to email. Rants and raves include an entertaining new video that features President Barack Obama and Barneys’ savvy move into print magazine publishing. We wrap up the show with a #ThisOldMarketing example from the Eastern Color Printing Co. and the start of the comic book industry.Continue Reading
In this week’s episode, Robert and I announce that John Cleese is keynoting at Content Marketing World 2015. After much celebration, we reveal what the FCC’s decision on Net Neutrality means and discuss research that shows B2B marketers are still talking about themselves too much. We also highlight five publishers who plan to use Snapchat’s Discover channel to launch new shows and the IAB’s new native advertising guidelines. Rants and raves include Coca-Cola, Target, and Gawker. We wrap up the show with a #ThisOldMarketing example from KISS.Continue Reading
In this week’s episode, Robert and I are shocked by new research which reveals how Super Bowl advertisers spent millions of dollars and almost none had a CTA in their Super Bowl ads. We applaud Snapchat’s entry into episodic programming and criticize Condé Nast’s decision to pay journalists to create content for native ads and maintain their editorial duties. We also dig into Gap’s decision to eliminate two CMO positions in favor of a more integrated approach to customers. Rants and raves include my discovery of a key factor that differentiates successful content marketers and Robert’s thoughts on how Nationwide could have done a better job of executing its controversial Super Bowl ad. We wrap up the show with a #ThisOldMarketing example from Dell’s Corporate Responsibility Report.Continue Reading