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This Old Marketing – News Podcast Weekly with Joe Pulizzi and Robert Rose

Joe Pulizzi and Robert Rose, two of the most well-known experts in the content marketing space, talk about the latest content marketing trends and discuss how businesses can use content to attract and retain customers. Each podcast show features a discussion of content marketing headlines, rants from Joe and Robert on what’s going on in the industry, and a “This Old Marketing” example from the past (that we can learn from). Always useful, entertaining and never more than 60 minutes.

Latest Episodes:

PNR 132: Get Ready for Content Studios to Become a "Thing" May 24, 2016

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss the "Chewbacca Mask" phenomenon and what it means for brands. Facebook needs to control the theft of content assets and Pepsi launches a content studio, soon to be a regular thing among brands. Rants and raves include building your personal brand and rented land. This week's TOM example: Playmobil.

This week's content links:

USE CODE "PNR200" to get $200 off at http://ContentMarketingWorld.com

Kohl's Sent Star Wars Treasure Trove To Woman Behind The Chewbacca Videohttp://www.adweek.com/news/advertising-branding/kohls-sent-star-wars-treasure-trove-woman-behind-megaviral-chewbacca-video-171628 Paired with Facebook needs to make it easier to report stolen videos http://www.scottmonty.com/2016/05/facebook-needs-to-make-it-easier-to.html Pepsi's Big Bet On Content http://adage.com/article/cmo-strategy/pop-star-pepsico-s-big-bet-content-includes-a-movie/304004/ Interview with Shane Smith - CEO of Vice http://digiday.com/publishers/shane-smith-vice-media-interview/ SPONSOR: GoToWebinar and "The 5 Keys to Attract a Targeted Audience with Webinars" - http://cmi.media/pnr132 RANTS AND RAVES Robert http://www.mediapost.com/publications/article/276285/why-dont-most-large-advertisers-treat-marketing-a.html https://www.psychologytoday.com/blog/machiavellians-gulling-the-rubes/201605/stop-trying-build-your-personal-brand Joe http://app.stylist.co.uk

PNR 131: Advertising and Content Marketing Are Different? May 16, 2016

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss how content marketing and advertising don't compete with each other and, believe it or not, are actually different (to some people's dismay). Facebook acts like a real media company, and influencer marketing is the biggest thing that no enterprise understands how to execute well. Rants and raves include bots, bots and more bots. This week's TOM example: OBEY.

This week's story links:

http://www.businessinsider.com/sir-john-hegarty-on-the-perils-of-content-marketing-2016-5 https://www.theguardian.com/technology/2016/may/12/facebook-trending-news-leaked-documents-editor-guidelines http://digiday.com/agencies/confessions-social-media-exec-no-idea-pay-influencers/ http://www.bloomberg.com/news/articles/2016-05-04/youtube-said-to-plan-unplugged-online-tv-service-for-2017 This week's sponsor: Marketo and Summer Marketing 101: http://cmi.media/pnr131 RANTS AND RAVES http://www.cmo.com/articles/2016/5/6/cwtk-could-sponsored-content-be-the-antidote-to-ad-blocking.html

http://techcrunch.com/2016/05/11/kik-already-has-over-6000-bots-reaching-300-million-registered-users/

THIS OLD MARKETING - OBEY http://www.relevantmagazine.com/culture/books/features/21427-the-man-behind-obey

PNR 130: Long-Form Content Actually Works on Smartphones May 09, 2016

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss UK research that states content marketing/native advertising is predicted to double by 2020. Long-form content actually does have a chance on the smartphone and influencer marketing is not without its struggles. Rants and raves include two must-read articles on the state of marketing and advertising today. This week's TOM example: McCall's.

This week's article links:

Content Marketing Spend Predicted to Double In The UKhttp://www.campaignlive.co.uk/article/uk-content-marketing-spend-predicted-double-2020/1393581 Good News - People Will Read Your Long Stories On Their Phones http://www.niemanlab.org/2016/05/good-news-publishers-people-will-read-your-long-stories-on-their-phones-for-two-minutes-anyway/ Multi-Channel Networks Content With Ad Buyer Fatiguehttp://www.wsj.com/articles/mcns-contend-with-ad-buyer-fatigue-1462562261 Content Commoner Not Kinghttp://adexchanger.com/the-sell-sider/content-commoner-not-king/ SPONSOR - Download Summer Marketing 101 from Marketo today - http://cmi.media/pnr130 RAVES Robert Media Design Changing IN The Digital Economy http://adage.com/article/digitalnext/media-design-change-digital-economy/303758/

Joe The Audience Takes Charge http://contentmarketinginstitute.com/2016/05/audience-takes-charge/

PNR 129: Red Bull Is Not in the Content Marketing Business May 03, 2016

Show notes

In this episode of #ThisOldMarketing, the boys discuss the endof the media business as we know it, and follow up with the keys tofinding subscriber success. Native advertising terms continue toconfuse and Marriott shows us what content marketing at scale lookslike. Rants and raves include audio content trends and whythe human attention span is not eight seconds. This week'sTOM Example: The origin story behind Red Bull Media House.

This week's show links:

Your Media BusinessWillNotBeSavedhttps://medium.com/@joshuatopolsky/your-media-business-will-not-be-saved-1b0716b5010c#.tp0ocacnaDigital Subscriptions Driven ByCustomerPerceptionofExclusivityhttp://www.pubexec.com/post/report-finds-digital-news-subscriptions-driven-customer-perception-exclusive-content/Native AdvertisingDefinitionsContinueToConfusehttp://www.mediapost.com/publications/article/274286/native-advertising-definitions-continue-to-confuse.htmlMetrics Meet Magic - How Marriott CMOKarinTimponeReachesNext-GenTravelersThroughIncredibleContenthttps://contently.com/strategist/2015/12/15/metrics-meet-magic-marriott-cmo-karin-timpone-reaches-next-gen-travelers-incredible-content/SPONSOR MESSAGE - MARKETODownload the Highly EffectiveEmailMarketingLookbook- http://cmi.media/pnr129RANTS AND RAVESJOEhttp://www.amplifimedia.com/blogstein/2016/4/22/mobile-is-eating-the-audio-worldROBERThttp://www.socialmediatoday.com/social-business/shortening-human-attention-span-and-what-it-means-marketers-infographic http://www.forbes.com/sites/avidan/2016/04/25/consultants-are-eating-the-agencies-three-martini-lunch/#336805663aba

PNR 128: The Future of Television Advertising Is Native Apr 25, 2016

Show notes

In this episode of #ThisOldMarketing, Facebook looks to create its own content and yet another prediction for the death of content marketing is reviewed. SNL announces a big play in native advertising and Google says that YouTube ads are vastly superior than TV Ads. Rants include two beat downs on native advertising practices. This week's TOM example of the week: Schneider Electric's Energy University.

Facebook's Scary New World for Media Companieshttp://www.businessinsider.com/facebook-future-of-content-2016-4

The Death Of Content Marketing - Why Brands Must Become Cultural Currencyhttps://medium.com/@armano/ the-death-of-content- marketing-why-brands-must- become-cultural-currency- 6f708f13214#.xr5cvjjye SNL Will Decrease Ads by 30% Next Seasonhttp://adage.com/article/ media/snl-air-fewer- commercials-season/303697/ Google Says YouTube Ads Are 80% more Effective Than TVhttp://bgr.com/2016/04/20/ youtube-ads-vs-tv-ads/ Social Cost of Bad Online Marketinghttps://hbr.org/2016/04/the- social-cost-of-bad-online- marketing SPONSOR - MARKETO with Highly Effective Email Marketing - Download the LOOKBOOK Here - http://cmi.media/pnr128 THIS OLD MARKETING - ENERGY UNIVERSITYhttp://www.contentmarketingworld.com/lorna-breault-snyder-education-as-a-content-marketing-strategy/

PNR 127: Is Content Marketing Actually a Thing? Apr 18, 2016

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss a contrarian article on whether or not content marketing actually exists. Could content marketing follow in the path of advertising? Publishers are now fully focused on e-commerce, and Buzzfeed's prospects dip and their future is more cloudy. Rants and raves include Disrupted by Dan Lyons and a must-read HBR article. This week's TOM example: Ripley's Believe It or Not.

This week's article links:Everything The Tech World Says About Marketing Is Wronghttp://techcrunch.com/2016/04/12/everything-the-tech-world-says-about-marketing-is-wrong/Content Marketing’s Echo Chamberhttp://marketingland.com/content-marketings-echo-chamber-168438Newest Rainmaker at Publishers is Ecommerce Editorshttp://digiday.com/publishers/newest-rainmaker-publishers-e-commerce-editors/Buzzfeed Cuts Prospectshttp://www.theguardian.com/media/2016/apr/12/buzzfeed-projected-revenue-cuts-missed-financial-targetTHIS WEEK'S SPONSOR: GoToWebinarDownload "The 5 Tips to a Successful Webinar" http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVEShttps://hbr.org/2012/07/the-end-of-solution-saleshttp://www.amazon.com/gp/product/B013CATZIC/ref=dp-kindle-redirect?ie=UTF8&btkr=1

PNR 126: The Seduction of Rented Land Apr 11, 2016

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss major decisions from Facebook around allowing for third-party branded content. In addition, Medium offers "instaCMS" and goes into the software business. Rented land? We aren't quite sure. Prevention drops all print ads and Mashable restructures. Rants and raves include SheKnows Media and Audible offering podcasts. This week's TOM Example: The General Magazine.

This week's story links:

Facebook Will Start Offering Branded Contenthttps://www.facebook.com/facebookmedia/get-started/branded-content?hc_location=ufipaired withhttp://digiday.com/publishers/publishers-just-saw-decline-facebook-traffic/Making Medium More Powerful For Publishershttps://medium.com/the-story/making-medium-more-powerful-for-publishers-39663413a904#.sehioahsdPaired With…. https://medium.com/newco/the-tech-story-is-over-2446fcd75087#.m0ybo2jgwPrevention Magazine Takes Radical Step: No Print Adshttp://www.wsj.com/articles/prevention-magazine-takes-radical-step-no-print-ads-1459714328paired withMashable Announces Personnel Shifts and Job Cutshttp://www.nytimes.com/2016/04/08/business/media/mashable-announces-personnel-shifts-and-job-cuts.html?smid=fb-share&_r=0This Week's Sponsor - GoToWebinarDownload "Targeting the Right Audience with Your Webinar" http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttp://www.verticalmeasures.com/content-marketing-2/why-your-content-marketing-agency-is-failing-you-040716/http://www.adweek.com/news/advertising-branding/acquiring-helloflo-sheknows-media-getting-viral-content-machine-170527

Joehttp://brandsavant.com/brandsavant/the-beginning-of-the-end-for-podcasts

THIS OLD MARKETINGThe General Magazinehttps://en.wikipedia.org/wiki/The_General_(magazine)

PNR 125: Big Brands Favoring Content, But Will It Matter? Apr 04, 2016

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest content marketing research, where findings look to a greater importance on content marketing. The boys love the report, but doubt that many will execute the approach properly. Millennials actually prefer email and printed coupons (amazing), while more brands and publishers are creating new positions around platform. Rants and raves include content marketing ROI and LEGO. This week's TOM example: The Federalist Papers.

This week's story links:

Companies Favoring Content Over Adshttp://www.broadcastingcable.com/news/technology/study-companies-favoring-content-over-ads/154962New Study Shows Why Retailers Should Ramp Their Email Gamehttp://www.adweek.com/news/technology/study-shows-why-retailers-should-ramp-their-email-game-millennials-170355

The Rise of the Publishing Platform Specialisthttp://www.wsj.com/articles/the-rise-of-the-publishing-platform-specialist-1458896683SPONSOR: GoToWebinar and this amazing eBook on how to get the right people to your webinar - http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttps://www.marketingtechblog.com/whats-cost-acquiring-versus-retaining-customer/

Joehttps://www.linkedin.com/nhome/updates?topic=6118945958337265664&trk=eml-mention-reply-nus&midToken=AQGe3WvFB8snLw&fromEmail=fromEmail&ut=0m1n_O9Me65Dc1

http://firstround.com/review/content-is-eating-the-world-contentlys-ceo-on-winning-at-marketings-fastest-growing-trend

#ThisOldMarketing - The Federalist Papershttps://en.wikipedia.org/wiki/The_Federalist_Papers

PNR 124: Instagram Follows Facebook to Land of Paid Social Mar 29, 2016

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss Instagram's move to duplicate Facebook's algorithm, making it ever clearer that Instagram will be "pay to play" for most brands. Scott Brinker releases the 2016 Marketing Technology Landscape, and to our surprise, there are almost double the amount of companies from last year. Rants and raves include a look a Disney while this week's TOM example is WeWork Creator Magazine.

This week's stories:

The Death Of Instagram For Brandshttp://techcrunch.com/2016/03/20/the-death-of-instagram-for-brands/?ncid=rss The Marketing Tech Landscapehttp://marketingland.com/infographic-marketing-technology-landscape-113956We’re At A Tipping Point Against Ad Supported Journalismhttp://mediashift.org/2016/03/are-we-at-a-tipping-point-against-dominance-of-ad-supported-journalism/SPONSOR - GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" - http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttp://www.cmo.com.au/article/596632/how-mattel-getting-back-its-creation-brand-roots/ THIS OLD MARKETINGwework creator magazinehttps://creator.wework.com

PNR 123: FTC to Brands - It's All on You Mar 21, 2016

Show notes

In this week's episode of #ThisOldMarketing, Joe and Robert take a close look at honesty in content marketing. The FTC comes down hard on Lord & Taylor for untoward native advertising practices, while publishers struggle with content recommendations digging into credibility. Instagram loses the "insta" part of social content and NPR goes political with how they handle their podcast promotions. Rants and raves include the death of social content and L'Oreal goes unbranded with their new content site. This week's TOM example: Xavier University basketball.

This week's story links:

Lord And Taylor Settles FTC Charges That It Deceived Customers With Native Advertisinghttps://www.ftc.gov/news-events/press-releases/2016/03/lord-taylor-settles-ftc-charges-it-deceived-consumers-throughHow Easy Sleazy Money Is Ruining Publisher’s Reputationshttp://www.pubexec.com/post/easy-sleazy-money-ruining-publishers-reputations/Instagram Loses Its "Insta"http://blogs.forrester.com/jessica_liu/16-03-17-instagram_loses_its_instaNPR Decides it Won’t Promote Its Podcasts or NPR One On-Airhttp://www.niemanlab.org/2016/03/npr-decides-it-wont-promote-its-podcasts-or-npr-one-on-air/Vice Media Attacked For Marketing Tobacco Adverts For Phillip Morrishttp://www.theguardian.com/media/2016/mar/17/vice-media-attacked-for-making-tobacco-adverts-for-philip-morrisThis week's Sponsor: GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVES

Robert: http://adage.com/article/global-news/l-oreal-unbranded-content-hub/303009/ Joe: http://techcrunch.com/2016/03/19/welcome-to-the-social-colosseum/ #ThisOldMarketing Example: Xavierhttp://www.nytimes.com/2016/03/16/sports/ncaabasketball/xaviers-basketball-newsletter-leaves-program-without-secrets.html

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