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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 92: End of Days for Digital Display Spells Opportunity for Brands Aug 18, 2015

Show notes

In this episode of #ThisOldMarketing, Joe and Robert talk briefly about Google, or should we say, Alphabet, before moving on to a critical issue for publishers: Online Display Advertising and its demise. Then, the boys discuss the hi-jacking of the term "content marketing" and are journalists really content marketers after all. More content marketing research as well. Raves include Target and Nike's video program. TOM Example of the Week: Aldus Pagemaker.

This week's story links

Publishers Have Only Themselves To Blame For The Ad Blocking Apocalypse http://fortune.com/2015/08/13/publishers-only-have-themselves-to-blame-for-the-ad-blocking-apocalypse/ The Journalists Who Refuse to Admit They’re Actually Content Marketers http://www.forbes.com/sites/grantfeller/2015/08/11/the-journalists-who-refuse-to-admit-theyre-actually-content-marketers/ Only 2% of Marketers Have “Very Effective” Content Strategy http://www.clickz.com/clickz/news/2418856/only-2-of-marketers-have-very-effective-content-strategy-study Also with this… ContentMarketing Inefficiencies Cost B2B Companies Nearly $1 Billion http://www.toprankblog.com/2015/08/content-marketing-inefficiency/ Sponsor: Emma's Modern Marketer's Field Guide. Download it today: http://bit.ly/myemma-field-guide Robert's Rave: Target and Trolls Joe's Rave: Nike's YouTube Secret of Success - http://observer.stfi.re/2014/10/nikes-secret-to-success-on-youtube-its-not-the-viral-video/ This week's TOM Example of the Week: Aldus Pagemaker with Roger Parker - http://www.huffingtonpost.com/john-fox/30-years-ago-aldus-pagema_b_7880438.html

PNR 91: The Sad Future Reality of Brands Battling for Advertising Aug 10, 2015

Show notes

In this episode of PNR's #ThisOldMarketing, Robert and Joe discuss the future of content, and why so many brands and agencies are looking more at advertising opportunities than owning their own platforms. Facebook launches a new live video program for celebrities (at least for now) and the Uber of Agencies is coming to a town near you. Rants and raves include a MillerCoors video series and how some people get content marketing all wrong. This week's TOM example of the week: Arch Shaw.

This week's show links:

Why The biggest debate in advertising is irrelevant http://www.mediapost.com/publications/article/254270/why-the-biggest-debate-in-advertising-is-irrelevan.html Introducing Facebook Live http://thenextweb.com/facebook/2015/08/08/how-can-facebook-bring-its-live-video-feature-to-the-masses-messenger/ Paired With http://media.fb.com/2015/08/05/introducing-live-for-facebook-mentions/ The Uber of Agencies: Why Marketers Want to ride with a new kind of shop http://adage.com/article/agencies/future-ad-agencies-uber-model/299816/ SPONSOR Emma's Modern Marketer's Field Guide: http://bit.ly/myemma-field-guide RANTS AND RAVES Robert's Rave on MillerCoors: http://www.adweek.com/news/television/how-digital-media-agency-tapped-millennial-beer-drinkers-166228 Joe's Rant on "Why No One Cares about Your Content": https://www.marketingmag.com.au/hubs-c/no-one-cares-content/

PNR 90: Chaos In the Media Coming Soon to a Platform Near You Aug 03, 2015

Show notes

In this episode of #ThisOldMarketing, Joe and Robert discuss the craziness around the Hubspot scandal (and why these things seem to happen in Boston ;). Then the boys go in-depth into a series of articles about the media landscape. Will media companies just turn into wire service companies? Who really owns the audience? Where is this all going? After a short chat about podcasting, rants include Cecil the Lion and YouTube. This week's TOM example of the week: American Bee Journal.

This week's story links:

Content Marketing and the Finance Industryhttp://contentmarketinginstitute.com/2015/08/finance-marketing-evolves-content/Hubspot Fires CMO - Issues Ridiculous Press Releasehttp://venturebeat.com/2015/07/31/bostons-best-cmo-fired-from-hubspot-allegedly-tried-to-obtain-dan-lyons-tell-all-book/ Mutually Assured Contenthttp://www.theawl.com/2015/07/in-no-charts http://www.vox.com/2015/7/22/9013911/is-the-media-becoming-a-wire-service Podcasting Advertising On A Slippery Slopehttp://www.nytimes.com/2015/07/28/opinion/joe-nocera-stepping-on-a-slippery-slope.html?emc=edit_th_20150728&nl=todaysheadlines&nlid=72268883&_r=0 How Corporations Became Documentary Film Fundershttp://www.bloomberg.com/news/articles/2015-07-30/how-corporations-became-documentary-film-funders This week's sponsor: Emma and the "Modern Marketers' Field Guide.Download the guide now at http://bit.ly/myemma-field-guide. Joe's Rant Link on YouTube: http://finance.yahoo.com/news/biggest-stars-youtube-huge-incomes-170409679.html #ThisOldMarketing Example of the Week: American Bee Journal - http://www.americanbeejournal.com/site/epage/79325_828.htm

PNR 89: Don't Build Your Content House on Rented Land Jul 28, 2015

Show notes

In this episode number 89, Joe and Robert discuss LinkedIn and Google news this week. LinkedIn limits your right to download contacts and, alas, Google+ is no more (we think). In other news, AOL releases some new content marketing research that may not be about content marketing and we find out that the inbound marketing economy really has nothing to do with inbound marketing. Rants and raves include a McKinsey report and deals from Univision and HBO. This week's #ThisOldMarketing example of the week: Flight Centre.

This week's story links:

LinkedIN Quietly removes option to export contacts makes users wait up to 72 Hours for their data archive http://venturebeat.com/2015/07/23/linkedin-quietly-removes-option-to-export-contacts-makes-users-wait-up-to-72-hours-for-their-data-archive/ Google+ Is No Morehttp://venturebeat.com/2015/07/27/google-is-dropping-its-google-requirement-across-all-products-starting-with-youtube/ AOL CMO Says Content Marketing Is About Value Not Advertising http://marketingland.com/a-cmos-view-aol-cmo-says-content-marketing-is-about-value-not-advertising-135991 The Inbound Marketing Economy - Content Marketing Jobs Abound https://moz.com/blog/the-inbound-marketing-economy EW Scripps Acquires Podcast Network http://www.hollywoodreporter.com/news/ew-scripps-acquires-podcast-network-810326 This week's sponsor: Emma and the Modern Marketer's Field Guidehttp://bit.ly/myemma-field-guide. Robert's Rave: McKinsey and Experience http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business Joe's Rave: Influencer Deals from Univision and HBO http://www.nytimes.com/2015/07/23/sports/bill-simmons-to-join-hbo.html?_r=0 http://variety.com/2015/digital/news/univision-youtube-mcn-hispanic-digital-creators-1201548033/ #ThisOldMarketing of the Week: Flight Centre

PNR 88: Content Marketing Budgets Still the Size of Pluto Jul 21, 2015

Show notes

In this episode number 88 of #ThisOldMarketing, Joe and Robert discuss how more and more how-to videos are being pumped into YouTube, and what marketers need to do about it. Then the boys chat about major research surrounding trust and culture, both of which need sound content marketing strategies. To cap it all off, our trusty podcasters outline what the top 200 advertisers spent last year, and how content marketing is still such a small thing when it comes to paid media. Raves include Mark Zuckerberg and Comic-con. This week's TOM example of the week: Disney.

This week's articles include:

Demand For How-To Content on YouTube Is On The Rose http://www.adweek.com/socialtimes/demand-for-how-to-content-on-youtube-is-on-the-rise/620553 Consumer Trust Crisis: Companies Excelling in Candor Substantially Outperform the Market https://www.bulldogreporter.com/dailydog/article/pr-biz-update/consumer-trust-crisis-companies-excelling-in-candor-substantially-out With the Rittenhouse study paired http://www.rittenhouserankings.com/download-the-2014-ceo-candor-survey/ Beyond The Brand: Culture Takes The Lead As Primary Driver of Long-Term Business Relationships https://www.bulldogreporter.com/dailydog/article/pr-biz-update/beyond-the-brand-culture-takes-the-lead-as-the-primary-driver-of-long What The Top 200 US Advertisers Are Doing To Spend Smarter http://adage.com/article/advertising/big-spenders-facts-stats-top-200-u-s-advertisers/299270/ This week's Sponsor: Acrolinx and their Global Content Index. Download it here: http://bit.ly/acrolinx-global-index. #ThisOldMarketing Example: A Disney Infographichttp://www.business2community.com/content-marketing/3-vintage-examples-of-content-marketing-we-can-learn-from-today-01276191

PNR 87: Upworthy's Big Move Combining Original Content and Data Jul 13, 2015

Show notes

In this episode number 87, Joe and Robert discuss the new Upworthy business model in detail, and what businesses and marketers can learn from it. In addition, the boys discuss what, when and why marketers should outsource content marketing, and follow that with a disturbing article about branded content and advertising. Rants and raves include an HBR article that truly bothered Robert, and an amazing story around the autism education movement from Joe. This week's TOM example of the week: Kraft Music Hall.

This week's story links:

How Upworthy is using data to move beyond clickbait and curationhttp://www.niemanlab.org/2015/07/how-upworthy-is-using-data-to-move-beyond-clickbait-and-curation/Who should handle your content marketinghttp://www.imediaconnection.com/content/38892.aspIt’s Just Advertising Dillweedhttp://digiday.com/brands/its-just-advertising-dillweed/Americans Are Furious With Marketershttp://www.businessesgrow.com/2015/06/30/furious-with-marketers/And the actual study:https://www.asc.upenn.edu/sites/default/files/TradeoffFallacy_1.pdfThis week's sponsor: AcrolinxCheck out their new Global Content Index Report: http://bit.ly/acrolinx-global-index. Robert's Rant Comparing the ROI OF Content Marketing and Native Advertisinghttps://hbr.org/2015/07/comparing-the-roi-of-content-marketing-and-native-advertising Joe's RaveThe Forgotten History of Autism (Video)http://www.ted.com/talks/steve_silberman_the_forgotten_history_of_autism #ThisOldMarketing example Kraft Music Hall https://en.wikipedia.org/wiki/Kraft_Music_Hall

PNR 86: Inside the New York Times' Subscription Funnel Jul 07, 2015

Show notes

In this venerable episode number 86, Joe and Robert discuss why CNN is seeing backlash for their native advertising launch. After that, the boys explain why print is really the future of digital (stop laughing). In addition, the New York Times sees amazing results leveraging Facebook for their subscription funnel, and Manifest is the latest content marketing agency merger/launch. Rants and raves include the box office and customer service. This week's #ThisOldMarketing example: Disney and merchandising.

This week's story links:

CNN To Broadcast Corporate Propaganda As Newshttp://america.aljazeera.com/opinions/2015/7/cnn-to-broadcast-corporate-propaganda-as-news.htmlThe Future Of Digital Is Printhttp://www.shweiki.com/blog/2015/07/the-future-of-digital-is-print/New York Times Finds New Subscribers On Facebookhttp://digiday.com/publishers/new-york-times-finds-new-subscribers-facebook/A New Powerhouse in Content Marketing and Experience Design: Manifesthttp://www.mediapost.com/publications/article/253230/new-powerhouse-in-content-marketing-and-experience.html

SPONSOR

Acrolinx and the Global Content Impact Index:http://bit.ly/acrolinx-global-index

RANTS AND RAVESJoe on the Power of a Series:http://time.com/3946008/jurassic-world-terminator-magic-mike-box-officce/

Robert on Customer Service:http://www.forbes.com/sites/rogerdooley/2015/07/02/customer-experience/

TOM Example of the Week: Disney and Merchandisinghttp://www.wsj.com/articles/SB10001424052702304453304576390720637710278

PNR 85: Who Didn't Launch a Content Marketing Agency this Week? Jun 30, 2015

Show notes

In this episode of #ThisOldMarketing, we saw a flurry of new content-based agencies afoot, including a deal with Daily Mail/WPP/SnapChat, a new content division from the BBC, and the Washington Post launches a freelance network. CBRE launches a new content brand/mini-magazine, while the boys discuss the end, or the beginning, of what might be called television. Rants and raves include Cannes and more Cannes. This week's TOM example: Tablespoon by General Mills.

This week's story links:

Daily Mail, WPP and Snapchat to Launch Native Advertising Agencyhttp://www.theguardian.com/media/2015/jun/23/daily-mail-wpp-snapchat-launch-native-advertising-agency

Paired With Washington Post Launching Its Own Freelance Talent Servicehttp://www.talkingnewmedia.com/2015/06/23/the-washington-post-launches-its-own-freelance-talent-service/ Paired With BBC Launching StoryWorks In House Creative Agencyhttp://blog.customcontentcouncil.com/bbc-worldwide-launches-in-house-creative-agency-storyworks-to-bring-newsroom-values-to-content-marketing-partnerships/CBRE Extends Content Marketing Program to Online Magazinehttp://adage.com/article/btob/cbre-extends-content-marketing-program-online-magazine/299046/How Television Won The Internethttp://www.nytimes.com/2015/06/29/opinion/how-television-won-the-internet.html?ref=opinion&_r=0Today’s CMO: At the Intersection of the Brand Experience and Organizational Culturehttps://www.spencerstuart.com/research-and-insight/cmos-on-the-brand-experience-culture-matters-videoSPONSORAcrolinx Global Index Report (http://bit.ly/acrolinx-global-index)RANTS AND RAVESRobert on Cannes:http://adage.com/article/special-report-cannes-lions/grand-prix-branded-content-lions/299256/http://cannesyoupleaseshutup.tumblr.com Joe on Content Marketing Goals via this article:http://www.businessinsider.com/money-advice-from-a-millionaire-2015-6This week's #ThisOldMarketing: Tablespoonhttp://www.tablespoon.com/about http://www.forbes.com/sites/marketshare/2012/05/16/ge-general-mills-and-sears-explain-their-success-in-content-marketing-part-1/

PNR 84: Content Marketing Now Definitive Industry Term Jun 23, 2015

Show notes

In this episode number 84 of #ThisOldMarketing, Joe and Robert discuss two major association initiatives - one in Germany and one in Asia - around content marketing. Both associations have also taken the name "content marketing", which Joe thinks is a pretty big deal. In addition, Article Bunny launches and the boys talk about new research around the practice of native advertising. And finally, Facebook changes its algorithm again...this time around TTR or total time reading. Rants and raves include a bit of politics and a lession from media business models. This week's TOM: Game Theory.

This week's story links:

The New Content Marketing Forum and Association in Asia http://www.forum-corporate-publishing.com/index.php/de/news/item/1235-neuer-name-neue-positionierung-aus-fcp-wird-content-marketing-forum paired with... http://www.marketing-interactive.com/regional-content-marketing-association-acma-launches/ Article Bunny Launches https://www.techinasia.com/articlebunny-uber-content-marketing/ Attitudes Toward Branded and Sponsored Content http://www.digitalnewsreport.org/essays/2015/attitudes-to-advertising/ Facebook now Taking TIME into account http://newsroom.fb.com/news/2015/06/news-feed-fyi-taking-into-account-time-spent-on-stories/ Sponsor Content: The Role of Webinars in the Buyers' Journey:http://gotowebinar.com/CMI RANTS/RAVES Joe on Can Publishers Innovate a Broken Business Model?http://www.innovationexcellence.com/blog/2015/06/21/can-publishers-innovate-a-broken-business-model/ Robert on Airport Storytelling:http://www.npr.org/sections/thetwo-way/2015/06/17/415198926/boy-who-lost-stuffed-tiger-at-airport-finds-tiger-stayed-very-busy This Old Marketing: Game Theoryhttps://www.youtube.com/user/MatthewPatrick13

PNR 83: Why Medium Is Betting on Email (and So Should You) Jun 15, 2015

Show notes

In this episode number 83 of #ThisOldMarketing, Joe and Robert discuss Twitter's CEO leaving the nest, and the opportunities that remain with Twitter as a broadcasting platform. After discussing digital's "third wave," the boys chat about the Brad Pitt/Netflix deal and why content marketing is in its golden age. In addition, Medium's recent announcement made Joe and Robert obsess about email all over again. Rants and raves include hating on content marketing and patience in publishing. This week's TOM example - brewingtv.com.

This week's story links:

Twitter CEO Calls It Quits:http://money.cnn.com/2015/06/11/technology/twitter-ceo-dick-costolo-quits/

The Evolution of Twitter:http://techandscience.com/techblog/ShowArticle.aspx?ID=5598

Digital's Third Wave:http://adage.com/article/digitalnext/digital-s-wave-coming-miss-ride/298923/

Netflix Distribution Deal a Game Changer:http://m.nydailynews.com/entertainment/movies/netflix-distribution-deal-game-changer-article-1.2250965

Medium Budget Cuts and Changes:http://www.businessinsider.com/medium-budget-cuts-and-restructuring-2015-6?op=1

Medium Introduces Letters:https://medium.com/the-story/introducing-letters-f105abb6734f

Sponsor Content: The Role of Webinars in the Buyers' Journey:http://gotowebinar.com/CMI

RANTS/RAVES

Robert on Content Marketing Haters:http://www.cio.com/article/2934881/marketing/the-art-of-storytelling-in-the-age-of-content-marketing.html

Joe on Patience in Publishing:http://www.bizjournals.com/newyork/news/2015/06/09/mattress-startup-casper-launches-newsy-website.html

This Old Marketing:http://brewingtv.com/

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