This Old Marketing

The boys review the content creation and content marketing stories that made 2021 amazing...or definitely one-of-a-kind.

Robert reviews:

- Mirror and the Ownership Economy
- The Subscription Economy
- News from Dennis Publishing
- Salesforce Launching a Streaming Service
- IBM's new spinoff

Joe reviews:

- Rented land in the news (Twitch and OnlyFans)
- Hubspot purchase of The Hustle
- The NFT Boom
- Clubhouse at $4 billion valuation
- Name/Image/Likeness from the NCAA

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Direct download: 21-12-31-Episode-304.mp3
Category:Content Marketing -- posted at: 4:00am EDT

A small investment group tries to pry Forbes away from a SPAC, while Buzzfeed's stock drops by 50 percent inside its shiny new SPAC.

What does this mean for media and content creators moving forward?

In the UK, the Advertising Standards Authority (ASA) says the Arsenal Football Club violated advertising rules with the launch of its $AFC token. (also, here's a great podcast overview from the BBC on tokens in the UK.)

Rants and raves include Joe's take on TikTok becoming the #1 web property on the planet, while Robert gives us this wonderful holiday poem.

 

Twas the Night Before Break by Robert Rose

 

’Twas the night before break, #TheStruggleWasReal,

No marketer rested easy, discontent did they feel.

 

Budgets and plans hung by email attachments,

In the hopes that VPs would approve their advancement.

 

Managers all sighed and climbed into their beds,

While visions of new podcasts danced in their heads.

 

She in Lululemon and I in Cowboys gear 

Had settled in for cocktails after a long, chaotic year

 

When online in my feeds, there arose such a clatter.

I sprang open my Chrome to see what was the matter.

 

Away to my tabs, I clicked on them post haste,

Tore open Google News to see just what we faced.

 

The headlines were filled with so much interruption –

A luster of clickbait o’er this holiday disruption.

 

When what to my marketer’s eyes should appear?

Nothing but omicron, crypto, stock crashes, and fear.  

 

Suddenly a noise came so lively and quick,

The voice I recognized could be only St. Nick!

 

With a whistle and a shout, he parked on my roof –

His self-driving Tesla couldn’t distinguish the route.   

 

As fast as Quibi proceeded to fail,

St. Nick jumped to his MacBook and opened email.

 

“Now budgets! Now plans! Now audits! Now tech!     

On process! On content! On calendars in check!” 

 

He flew ’cross the keyboard, dramatically smashed Send,

Gave us all our approvals, extending our content spend.  

 

He spoke not a word but held his hand to his ear

Listening for mail notifications across the world to appear.

 

Then laying his finger aside of his nose

He winked and said, “Tell it well, Robert Rose.”

 

St. Nick sprang to his Tesla, gave me a quick wave,

Then turned and confided, “Some plans even Ryan Reynolds can’t save.

 

“But for all the content marketing folk and for you,

I wish you good times in 2022.”

 

And then he flew off, with less noise than in Clubhouse

Waving off all the fear, the uncertainty, the doubts.

 

Then I heard him exclaim as he shifted into “gear,” 

“Happy Holidays to all and a Happy New Year!”

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Direct download: 21-12-24-Episode-303.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Peloton kicks off the show with one of the best real-time marketing examples of our time. Of course, helped by Ryan Reynolds.

Social media platforms continue to crush customers without warning. On Instagram, an Australian woman loses her @metaverse account for mysterious reasons. On Twitch, celebrity-streamer Hasan Piker gets banned from the site without one word from Twitch.

In acquisition news, Nike buys metaverse company RTFKT.

In rants and raves, Joe raves about Jay Acunzo's Unthinkable podcast about creator fear and differentiation, while Robert raves about the new digital wallet plugin, Unlock.

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Direct download: 21-12-17-Episode-302-2.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Joe kicks off the show with a special announcement...a new event called CEX - Creator Economy Expo. Joe is partnering with Brian Clark for this May in-person-only event.

As part of the show, CEX is launching their NFT project called CEX Never Ending Tickets. Only 100 are available.

Robert discusses new research about the growth in advertising, over the last year and into 2022. Is it real or are the numbers skewed?

M&A is taking off in the newspaper industry. But what is a newspaper anyway?

Marriott launches their new NFT program. Utility or gimmick? The boys agree that it's a marketing gimmick.

And cosmetic company Lush kills all social media content production. Good move?

In rants and raves, Joe rants about creating content on every platform and then discusses the state of inflation in the US. Robert rants about the lack of a 360 degree customer view and raves about Hollywood content production.

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Direct download: 21-12-10-Episode-301.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Special thanks to Gary Busey for his amazing introduction, to Pamela Muldoon for her sultry voice, and to JK Kalinowski for his design chops.

Welcome to a very special 300th episode of This Old Marketing. Big shout out to the sponsor of this episode, Parse.ly, who stepped up and supported this show when no one else would.

How does this show work?

Joe and Robert are going to take your questions - and we've assembled 10 of the finest and best questions -  yeah, pretty much the ones we felt like answering.  Some of them came through audio...and some of them came through our hashtag on Twitter...but all of them we assume came with love and affection. 

For those ten people who submitted questions: we'll be reaching out after the show to find out how to get you your prizes. As we mentioned, we're giving away a copy of Killing Marketing (either in print or in Kindle version) AND $50 in $TILT Coin.

We've separated the questions into two basic categories: industry trends and questions about us and the show.

INDUSTRY QUESTIONS SEGMENT

QUESTION #1

Our first question comes in two parts... The first part is via the Twitter Hashtag and it's from Dennis Shiao.

On this show for the last 300 episodes, you've advised us forever to not build our content house on rented land.  With Web 3.0 now facing us - is it possible that the entire concept of rented land goes away?

The second part comes from email - and is from José Delameilleure.

I am a free lance content writer from Belgium. I work in the niche of B2B IT, and usually in even deeper niches like Identity and Access Management, IoT, Artificial Intelligence,... In these niches, we are usually forced to use 'rented land' like LinkedIn to get our messages out. What can we do to claim our own piece of land and attract visitors to it? 

QUESTION #2

Our next question also comes via the Twitter Hashtag and is from Jared Opfer.

What business had the biggest miss in the last 12 months?  Who has the biggest opportunity in the next 12 months?

QUESTION #3

Our next question is from our friend Bernie Borges through the Contact Form on our Website.

I'm looking for examples of blockchain solutions for B2B and I don't see them. All the talk about brands planning their NFTs are B2C brands like Disney and Starbucks. What can B2B brands like HubSpot, Oracle and CMI do on the blockchain? Should they mint social tokens? Etc. What's your take?

QUESTION 4

The next question comes from Eddie Naranjo via the contact form on the site.

The question is given the current transition from Web 2 to Web 3 - which business model and tilt would you use to bootstrap a new business for a person who loves Wordpress design, content marketing, affiliate marketing and is really curious about crypto, NFTs and a way to tokenize products or services.

QUESTION 5

Our next question is the last in our industry space from Yen Yee  who asked this question via the hashtag on Twitter.

What is the current content marketing technology stack at CMI Content, The Content Advisory and The Tilt?

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Make it easy for your team to understand what content drives conversions. Make it easy for them to see what’s working—and do more of that. Make it easy to prove the impact content has on your business, every day.

 

In one study, a forty person content team only had eight people using Google Analytics frequently. In other words, they weren’t data driven.

 

Then they switched to Parse.ly. Now, 33 out of 40 people are using Parse.ly to drive results for their business. It’s just that much easier. They’re no longer split between creative types and numbers people—they’re both.

 

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QUESTION 6

Our question number six comes from Annie Schiffmann and it's our first audio question.

How has the show evolved over 300 episodes.  If I looked at episode 99, 199 and 299 how would you say the show has evolved?

QUESTION 7

The Next question is from Esben Johansen and comes via the Twitter Hashtag.

If you could add one thing to your fantastic book Killing Marketing what would it be?

QUESTION 8

The next question is from John Morgan and comes via the Email Contact Form.

Of all the trends that you've covered over the last 8 years, which has been the most surprising, and what has lasted that you didn't think would last?

QUESTION 9

Is another audio question - and it comes from our friend Ian Truscott.

What is your favorite cocktail?

QUESTION 10

Our last question comes from Rebecca and is through the Email Contact Us Form.

As you look out to the future of Content Marketing and Content Creators - what do you guys think you'll be talking about on your 400th episode?

Thanks to all our wonderful listeners for making this possible. We love you.

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Direct download: EPISODE_300.mp3
Category:Content Marketing -- posted at: 4:00am EDT

In this special Thanksgiving episode, Joe and Robert answer these seven questions:

1. What are we currently reading?
Joe is reading Snow Crash by Neal Stephenson. Robert is reading Unflattening by Nick Sousanis and Blockchain: Bubble or Revolution.

2. Most influential book of all time and why?
Joe's influential books are Think and Grow Rich from Napoleon Hill and Stranger in a Strange Land by Robert Heinlein. Robert's are Peter Drucker's Practice of Management, Levitt's Marketing Myopia, Awakening to Your Life's Purpose and The Alchemist.

3. If I wrote a new book right now, what would I write about?
Joe would write on the Web 3 Business Model for Content Creators or the sequel to The Will to Die. Robert would write about the wisdom worker.

4. Favorite/best TV show of the year.
No contest...Ted Lasso.

5. Favorite current gadget.
Joe likes the Ember Heated Coffee Mug and Robert likes Cometeer Coffee.

6. Biggest marketing trend of next 12 months.
Joe believes NFTs and the metaverse will be a fad for marketers, but the big trend will be content marketing M&A. Robert believes that powered-by-AI is on the rise.

7. Current marketing or content creation pet peeve?
Joe fighting the "do not build your content house on rented land" battle. Robert hates longer than needed blog posts or videos.

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Direct download: 21-11-23-Episode-299.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Is Disney going metaverse? Of course they are, but should they at this point? Joe and Robert discuss exactly what Disney needs to do (and, of course, they will be correct).

Miramax is suing Quentin Tarantino over his launch of "Pulp Fiction" NFTs. Joe believes there are major legal landmines here, while Robert believes it's all a marketing stunt.

Speaking of NFTs and marketing stunts, this Industry Dive article goes through what brands are doing now to take advantage of the NFT run. Phase 1 is all stunts and short-sighted marketing. Phase 2 will be all about utility.

Rants and raves include a DAO buying the US Constitution and Netflix's new power rankings.

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Direct download: 21-11-19-Episode-298.mp3
Category:Content Marketing -- posted at: 4:00am EDT

With three episodes until the amazing 300th This Old Marketing episode, Joe and Robert discuss the token as a subscription model. Specifically, what would the New York Times look like tokenized?

Walgreens goes big with content marketing and now has 87 people assigned to the content group. Is it a good strategy or do they need to go bigger?

Joe raves about the ENS token drop and creation of a DAO while Robert raves about what B2B companies need to do to adapt.

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Direct download: 21-11-12-Episode-297.mp3
Category:Content Marketing -- posted at: 4:00am EDT

The big news of the week was Facebook's name change to Meta (for metaverse). But was the purpose of it to distract the The Facebook Papers?

Robert says yes, Joe says no, and Nike starts to create IP for Web 3.

In the continued platform wars, Google and Amazon start a war with Roku over search and data.

Joe raves about the Bankless podcast with Chris Dixon (a16z) about Web 3 and mental models, while Robert raves about Apple's publishing cloth.

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Direct download: 21-11-05-Episode-296.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Apple's new mobile privacy terms are creating problems for both Snap and Facebook. Twitter showed improvement. Spotify is shining.

eSports and entertainment company FaZe clan is doing a SPAC deal worth about $1 billion dollars US. Joe and Robert believe this type of content and incubator system has legs in the content marketing world.

Disney lowers Disney+ expectations. Can they compete with Netflix?

Rants and raves include a Robert rant - a CB Insights article on brands buying media companies (but not calling it content marketing). Joe raves about NFTs for content creators and Amazon KDP finally offers hardcover books.

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Direct download: 21-10-29-Episode-295.mp3
Category:Content Marketing -- posted at: 4:00am EDT

In headline news, former President Donald Trump launches a right-wing social network called TRUTH, and does it inside a SPAC.

Financial services company PayPal sets to acquire Pinterest in what could be the biggest social media deal in over a decade.

And then there's Facebook. For a variety of reasons, Zuckerberg's company is set to rebrand under a new name, supposedly with a new mission around the metaverse. Zuckerland? ZikTok? Zinstagram?

The MarTech Alliance released a new report on the state of marketing technology. Robert breaks down the highlights of the report, and what marketing professionals need to do because of it. Get the report here.

In rants and raves, Robert rants about Advertising Week. Once again, nothing on content marketing. Plus, a four-week rant continues here. Joe raves about this definition of NFTs.

This Old Marketing can be found on Twitter at #ThisOldMarketing.

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Direct download: 21-10-22-Episode-294.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Meredith's sale says big things about the future of media. Joe and Robert break down the what and why.

Axios says that the creator economy is failing. Why? Because the platforms aren't giving out enough? Because there are big winners and some losers?

The creator economy is a huge success. Change the perspective a bit and see.

Justin Blau has developed a new NFT marketplace for musicians. Could this be the future business model for content creators?

Rants and raves include a huge rave on the Sugar Factory and a continued rant on the lack of calling the practice content marketing.

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Direct download: 21-10-15-Episode-293.mp3
Category:Content Marketing -- posted at: 4:00am EDT

This week, Joe and Robert discuss the outage heard around the world...Facebook. What does it mean for marketers and creators?

At the same time, Facebook is dealing with whistleblower allegations on the Hill.

Well, Facebook's stock tanked and worries surrounded the tech giant.

Could Facebook have planned all this? The answer is, maybe. Joe and Robert discuss a number of Facebook conspiracy theories that actually make some sense (if you are drunk or high), from a PR switcheroo to an attack against SNAP and TikTok.

In other news, Chase buys Zagat...with a Chase credit card.

Rants and raves include an in-depth look at YouTube for creators from MatPat and Playboy's strategy takes a turn.

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Direct download: 21-10-08-Episode-292.mp3
Category:Content Marketing -- posted at: 4:00am EDT

In this very special Content Marketing World episode, Joe and Robert break down their 2021 keynote presentations, talking about the opportunities in the creator economy, for content entrepreneurs and for content marketing professionals.

Some strategies discussed include:

- Moving from rented to owned land.
- The opportunity in email.
- Trends in social media.
- Social tokens, NFTs and DAOs.
- Content marketing mission statements and more.

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Direct download: 21-10-01-Episode-291.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Ted Lasso win's multiple Emmy's. Let's talk about that for 20 minutes please.

McKinsey launches a new content marketing program targeting (of all things) kids. Does it play?

Sports Illustrated launches a partnership with 888 for a new sports gambling site. Good or bad move?

Is there an opportunity to purchase small, digital communities? Heck yes.

And...Is F* You Pay Me the real deal?

Rants and raves include Chipotle's new content creator program and Robert's rant on marketing measurement.

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Direct download: 21-09-24-Episode-290.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Financial and tax services company Intuit ties the knot with Mailchimp, showing clearly that Intuit is trying to corner the SMB audience market.

Opensea, the eBay of NFTs, has an issue with insider trading. Joe and Robert use the time to talk about new NFT projects and what they are good for.

Clubhouse hires a publisher. Robert is still bearish. Joe takes a wait-and-see approach.

And CMO optimism is higher than ever. Are they right?

Rants and raves include a DAO powerpoint rave from Joe, while Robert gushes over a new trust survey.

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Direct download: 21-09-17-Episode-289.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Joe and Robert go into deep analysis on Rand Fishkin's latest post on the difficulty of being a web content creator.

Twitter launches a new product, Communities. Robert doesn't like it and Joe thinks Twitter should just buy Discord.

In rants and raves, Robert raves about Matthew Sweezey's First-Party Data chart, while Joe strongly disagrees with Seth Godin's take on NFTs.

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Direct download: 21-09-10-Episode-288.mp3
Category:Content Marketing -- posted at: 4:00am EDT

In acquisition news, Mailchimp could be sold to financial services company Intuit for $10 billion. What does this mean for the future of marketing and finance?

The New York Times did a story on Li Jin (from creator economy and passion economy fame). What happens when the audience gains equity access with the content creator?

And...Spotify has started to remove their podcasts from other players while Amazon seeks to dominate digital radio.

In rants and raves, Robert comments about CMO terms and Joe raves about the Savannah Bananas.

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Direct download: 21-09-02-Episode-287.mp3
Category:Content Marketing -- posted at: 4:00am EDT

The NSFW sharing site OnlyFans does an about face after outlawing sexual content the previous week. What can content entrepreneurs learn from all this?

Vanity Fair believes that creators are in trouble either way.

Axel Springer buys Politico and Protocol this week, showing that a content site can be created and then sold in less than two years.

And, in maybe the biggest news of the week, Spotify opens up paid subscription options to all U.S. podcasters.

Joe raves about Patreon Jack Conte's presentation on Adjusting Your Package, and rants on The Verge's coverage of Joe Rogan losing influence. Robert rants about CMO influence and raves about the Val Kilmer Documentary.

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Direct download: 21-08-27-Episode-286.mp3
Category:Content Marketing -- posted at: 4:00am EDT

A detailed analysis of Red Ventures. The media empire looks like the future of all companies. The boys discuss why.

Future buys most of Dennis Publishing. Yes, the acquisition party continues. Is it time for you to get in on the action?

And the New York Times finally release their Substack killer. But will it actually work?

Robert raves about the T Brand launch of "Soul of Us" and rants about bad data. Joe raves about Hubspot co-founder Dharmesh Shah's interview on "My First Million".

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Direct download: 21-08-20-Episode-285-5.mp3
Category:Content Marketing -- posted at: 8:24am EDT

Breaking news as Salesforce announced the launch of Salesforce+ (of course) in quest to become the Netflix for business content.

Rants and raves include Joe raving about the BABA Summit in Chicago and the power of communities, and Robert rants about headlines that really mean nothing at all.

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Direct download: 21-08-13-Episode-284.mp3
Category:Content Marketing -- posted at: 4:00am EDT

The boys kick off the show announcing NFT marketplace OpenSea's big revenue move in the last few weeks. Is Robert coming around the idea? Joe thinks so.

The Gap's Athleta launches AthletaWell, a content marketing loyalty play in the leisureware space. A good move, but an even better move to capture first-party data.

Facebook will show its first movie, while Amazon pools its resources to become one of the biggest media distribution companies in the world.

And digital media adoption overtakes traditional media for the first time, but there is a huge missed opportunity that no one is seeing.

In rants and raves, both Joe and Robert rant about the coverage of the Olympics, while Joe recommends the Olympic coverage from Snoop Dogg.

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Direct download: 21-08-6-Episode-283.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Joe and Robert digest the breaking research from The Tilt on the state of the content entrepreneur. What makes them successful? How long does it take to build an audience? How do they make money?

Apple, Google, Microsoft and Facebook all release amazing earnings totally almost $100 billion for the quarter. What's next for these most profitable tech companies?

After finally taking suggestions from Joe and Robert, Netflix launches into physical retail. It's about time.

And Spotify moves to dominate the podcast space. Will it work?

Rants and raves include a shout out to Marketing Dive, YouTuber Miles Beckler, and Dax Shepard breaking down crypto.

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Direct download: 21-07-30-Episode-282.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Clubhouse is back. Maybe.

The social audio app is now open to the world, and has gained 10 million new downloads in the past two months. Joe thinks there is a chance. Robert thinks that Clubhouse as a feature only will fail.

Zoom launches On Zoom. Frankly, this could be big, and positions Zoom as a clear leader in the video creation and event space.

Substack is getting into the podcast game...big time. Is this a good move or just clutter?

Everyone is after the 50 million estimated content creators.

In rants and raves, Joe raves about this Patreon interview and is concerned about the WSJ report on TikTok's algo. Robert comments once again on Ad Tech.

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Direct download: 21-07-23-Episode-281.mp3
Category:Content Marketing -- posted at: 4:00am EDT

In this episode, Joe and Robert break down the future of NFTs in marketing, lead by Gary Vaynerchuk's partnership with Budweiser.

TikTok's parent ByteDance goes full Amazon B2B by launching BytePlus, the product version of their AI algorithm. Joe and Robert both believe this is going to be the next greatest thing in marketing tech.

Printed books soar, but is the new opportunity really in print magazines?

And finally, the advertising market is booming, but not by the normal players.

In rants and raves, Joe raves about the GQ feature of Jason Sudeikis and rants about Loki. Robert rants about mainstream marketing media talking about marketing spend going down, when they have absolutely no idea they are using the wrong metrics.

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Direct download: 21-07-16-Episode-280.mp3
Category:Content Marketing -- posted at: 4:00am EDT

In breaking news, MEL magazine is sold by Dollar Shave Club and will begin again in a few months. Joe and Robert discuss why content entrepreneurs should work on exit planning and marketing directors need to focus on M&A.

Is every company a fintech company? Probably not...but the options for content creators to monetize have never been greater. Joe and Robert discuss all the options.

And here comes TikTok! The Chinese social media platform launched a Cameo competitor, hosted one of the largest live streams ever, and now Instagram is shaking a bit.

In rants and raves, Joe comments on the NIL movement that is just starting, and Robert complains about the fear being caused over the "quitting crisis."

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Direct download: 21-07-09-Episode-279.mp3
Category:Content Marketing -- posted at: 4:00am EDT

The boys launch the show discussing the NCAA's new ruling that college players can be compensated for their image and likeness.

While we don't know exactly what will happen, we do know that athletes from every sport will be developing out their audience-building strategies as of yesterday.

In other news, experiential events are on the rise (of course), but are brands throwing out the digital bathwater and missing a huge opportunity?

And Buzzfeed finally gets to go public through a SPAC. What's next? About 1,000 M&A deals.

Roberts rants about Google's play with cookies, and raves about Budweiser's new commercial. Joe raves about the Amazon/Wondery purchase of the Smartless podcast.

This week's podcast sponsor is MarcomGather.

With MarcomGather you can quickly centralize assets, eliminate unorganized file storage, and best of all - never lose track of your files again. Experience MarcomGather free for 30 days at https://marcom.com/tom/. [and please use this link...it helps us at This Old Marketing]

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Direct download: 21-07-02-Episode-278.mp3
Category:Content Marketing -- posted at: 4:00am EDT

The Information estimates that last year's creator economy take is about $2 billion dollars. Does it have room to run?

CNBC and The Drum cover content marketing like it's a brand new thing, while American Express ditches their Departures print magazine for the web's greener pastures.

And podcasts continue to go big, now accounting for over $1 billion in advertising revenues.

Rants and raves include Drew Barrymore's new print magazine and Cristiano Ronaldo's spat with Coca-Cola.

This week's podcast sponsor is MarcomGather.

With MarcomGather you can quickly centralize assets, eliminate unorganized file storage, and best of all - never lose track of your files again. Experience MarcomGather free for 30 days at https://marcom.com/tom/. [and please use this link...it helps us at This Old Marketing]

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Direct download: 21-06-25-Episode-277.mp3
Category:Content Marketing -- posted at: 4:00am EDT

After more than 50 years, American Airlines decided to shutter its print magazine American Way. Good decision? Not a chance. Based on data? Probably not.

Americans have hit fatigue status when it comes to Video on Demand (VOD). Is this a short-term blip or will things continue to heat up?

Spotify launched its Clubhouse-competitor Greenroom this week. The boys discuss who will win the social audio wars.

And finally, Netflix launched a merchandise home on the web. The problem is it doesn't really sell anything.

Rants and raves include Link-in-Bio startups, which really isn't a thing and how big tech is taking over the creator economy.

This week's podcast sponsor is MarcomGather.

With MarcomGather you can quickly centralize assets, eliminate unorganized file storage, and best of all - never lose track of your files again. Experience MarcomGather free for 30 days at https://marcom.com/tom/. [and please use this link...it helps us at This Old Marketing]

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Direct download: 21-06-18-Episode-276.mp3
Category:Content Marketing -- posted at: 4:00am EDT

Apple unveiled their new privacy policy this week. Among the features is an ability not to track open rates in email newsletters. The boys think this is bad for ecommerce and advertising and good for long-form email newsletters.

Facebook announced their Substack killer, called Bulletin, in their fight to slowly manipulate more content creators to the platform.

And of all the new products Twitter has announced, the first one to launch is Twitter Blue, a program that will do not one bit of good for anyone (not that we're opinionated or anything).

Rants and raves include a rant from Joe on Facebook's new watch. Robert raves on Bo Burnham's new Netflix show, called Inside

This week's podcast sponsor is MarcomGather.

With MarcomGather you can quickly centralize assets, eliminate unorganized file storage, and best of all - never lose track of your files again. Experience MarcomGather free for 30 days at https://marcom.com/tom/. [and please use this link...it helps us at This Old Marketing]

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Direct download: 21-06-11-Episode-275.mp3
Category:Content Marketing -- posted at: 4:00am EDT

In this episode, Joe and Robert start by dissecting the employment move back to offices. Is this a meaningless blip or will marketing and content creation be altered forever?

Is the future of media podcasts and newsletters? Axios sure thinks so. While it's an amazing and growing model, both Joe and Robert feel there is an opportunity to zag.

Discord does a rebranding. Is there a new CMO or will there be a buyout? The boys think both.

And Donald J. Trump announces that his blog will die and he'll move back to social media. From rented land to rented land? Not the best media strategy.

In rants and raves, Robert raves about the Salesforce 360 movement, while Joe comments on Google knowledge panels.

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Direct download: 21-06-04-Episode-274.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Decentralized publishing is starting to become "a thing" with the launch of Mirror.xyz, a site for writers built on top of a crypto economy.

And yes, creator coins are a thing. The tokenization of everything is happening and content creators sit at the center.

Twitter is on the move, finally getting back to the blue verification mark (get yours now). But in bigger news, Twitter is testing out its Super Followers program, which may very well be a game changer.

And are celebrity podcasts really that bad? The short answer? Yes.

In rants and raves, Robert comments on John Oliver's latest on sponsored content, while Joe passes on the sad news of another social media platform killing.

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Direct download: 21-05-28-Episode-273.mp3
Category:Content Marketing -- posted at: 6:00am EDT

At almost the same time AT&T announced that their WarnerMedia buy was a mistake, Amazon seems close to picking off MGM Studios. Why is everyone except telecom companies figuring this out?

And then, there's TheSkimm, which is going shopping for a buyer that is NOT a media company.

Big launch week for Pinterest, which adds a live event component, and Twitter, which doesn't quite get their subscription program right.

And finally, is everything turning into paid subscription?

Rants and raves includes Joe's rave about Coinbase's media house launch, while Robert rants about how some companies are out to destroy our reputations and that AI isn't quite there yet.

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Direct download: 21-05-21-Episode-272.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Social audio company Clubhouse finally launches in Android, but faces an uphill climb around moderation and trolls.

Hubspot makes a brilliant move in starting a podcast network. Could it be a glorified sponsorship package? Possibly. But it's still brilliant.

And we finally know why YouTube has been fiddling with their short-form video advertising...they are launching a $100 million dollar creator fund for short-form video creators. There you go.

And yes, social media platforms are starting to look the same. Who could be the winner? The boys think Twitch.

Joe's commentary includes book publishers working to establish direct-reader relationships. Robert rants about making a big deal about CMO term length, and raves about Signal's outing of Facebook.

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Direct download: 21-05-14-Episode-271.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Verizon changes course again by selling off AOL and Yahoo to Apollo. Joe and Robert think they'll purchase both back for more at a later date.

Rumors are swirling that Netflix may buy Discovery. Smart move considering how much Netflix is paying for original content these days.

And we've seen the future and it is Food52 with their purchase of Dansk.

Twitter Spaces moves aggressively into Clubhouse's turf, but Joe thinks the online event business should be shaking right now. Robert still can't get a Spaces invite though.

And of course, the boys argue about NFTs, including Kevin Smith's NFT sale of his upcoming movie and Gary Vee's NFT launch that includes a super conference. You know what they say about the first through the wall? They get bloody!

Raves include content's role moving to the CMO, and how SMS/texting might actually be a solid content distribution choice with examples from Taika and Great Jones.

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Direct download: 21-05-07-Episode-270.mp3
Category:Content Marketing -- posted at: 6:00am EDT

In this week's news, Neutrogena and Old Spice release the details on the creation of their internal brand studios. Is this Marriott all over again or something different? The answer is in promotion and audience building.

More acquisitions are in the works, as friend of #ThisOldMarketing Jay Acunzo sells his podcast. Are more to come?

Investors are getting into the content creation game by purchasing equity in shows and enewsletters, but is this good for creators?

And Robert (again) asks, is Clubhouse dead? Robert says yes while Joe thinks the jury is still out.

Rants and raves include Robert's Adobe rave (and big opportunity) while Joe rants about rented land and YouTube.

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Direct download: 21-04-30-Episode-269.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Is the biggest part of a paid advertising budget with influencers now? The boys think not.

Science seems to think that the web can survive without advertising. If so, there are huge opportunities for ungated media sites. And...it really doesn't matter what browser you advertise on.

In social audio news, Discord launches their own Clubhouse. So will Facebook. And with Microsoft not buying Discord, who will?

Breaking news: Apple will offer revamped podcast subscriptions and help drive podcaster revenue. Good? Probably not for the creator middle class.

In rants and raves, Robert comments about Apple's big iOS launch, while Joe talks about being indispensable. In M&A news, the Seven Lakes Insider sells to The Pilot newspaper.

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Direct download: 21-04-23-Episode-268.mp3
Category:Content Marketing -- posted at: 6:00am EDT

DraftKings hires a chief media offer, kicking off their formal program for content marketing and into actually buying media companies.

The latest Pew social media research is out. What do we think? Facebook might be in trouble. Oh, and Americans hate social media but are addicted to it.

The boys also discuss a rather lengthy article about the staying power of Clubhouse. Can the thrill continue?

And mostly rants this week. Joe rants about YouTube's creator newsletter while Robert rants about IBM's new spinoff and P&G's Chinese data mystery.

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Direct download: 21-04-16-Episode-267.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Well, there's a new Facebook data leak, and Facebook is blaming users instead of taking responsibility. The good news? Facebook is updating their feeds so you can have more of what you want. Will it matter? Probably not.

Clubhouse, the social audio unicorn, is now speculated at being worth $4 billion dollars. Robert thinks less. Joe thinks more.

Clubhouse is also adding creator payment options. Robert is still not happy.

Joe raves about Topps Trading Cards announcement that they are going public via SPAC, while Robert slams on The Drum for possibly the worst article ever written.

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Direct download: 21-04-09-Episode-266.mp3
Category:Content Marketing -- posted at: 6:00am EDT

I know, it's hard to believe, but Episode #1 of This Old Marketing still has not sold yet as an NFT. Maybe you forgot? You can bid on it here at Opensea.

The social audio battle continues this week, with Spotify buying social radio player Betty Labs, while LinkedIn is about to release their own version of Clubhouse.

And guess what? Medium is pivoting again. This time, they are looking at a Substack model.

Rants and raves include a rant from Joe about Substack's $650 million valuation, while Robert rants about marketers only focusing on numbers.

This week's sponsor: Dialogue

Ecommerce businesses are faced with intense competition to lure shoppers into their web shops. Once those shoppers have finally arrived – thanks to expensive marketing and advertising campaigns – the ‘battle has just begun’. Now you need to keep your shoppers engaged and interested, providing them with a shopping experience that is personalized and, yes – fun! – in order for them to fill their cart and check out, rather than bounce away to competitors. It’s a tall order, and ecommerce businesses need all the help they can get. Enter Dialogue, an AI-powered personalization platform that autonomously creates the ideal buyer journey for every shopper, in real time. Dialogue peppers the buyer’s journey with highly engaging interactions. The AI engine meets the shopper in every point of the journey with personalized product recommendations and relevant content that perfectly fit the shopper’s intent and browsing patterns to hit all the coveted ecommerce KPIs: increased average order value, conversion rate, time on site, and retention. Dialogue’s secret sauce is its conversational and witty tone that engages shoppers and elevates their experience.

https://nowdialogue.com/

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Direct download: 21-04-02-Episode-265.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Bid on the first This Old Marketing NFT - Episode #1 now...proceeds going to charity.

In this episode, Verizon announces the launch of a robust Yahoo Plus. All we can say is "ouch."

Roku continues its Quibi-filled dominance by announcing a marketing services group that might actually work.

The New York Times puts down its virtual foot on reporter side gigs. The boys wonder how that happened.

And finally, MEL magazine from Dollar Shave Club goes belly up...but can you actually sell a custom magazine? I guess we will find out.

In rants and raves, Joe raves about Microsoft's decision to buy Discord, while Robert comments on NBC's new platform, NewsPassID and how the big three continue to steal almost all advertising dollars.

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Direct download: 21-03-25-Episode-264.mp3
Category:Content Marketing -- posted at: 6:00am EDT

The Oscars are back and guess what? Netflix absolutely crushed it (and yes, we called it years ago).

Facebook is launched a new creator model for writers and journalists that is truly seductive, and will work for inhibiting creators from developing out their own platforms.

In NFT land, Charmin has developed an NFT(P) that is sure to kill the entire NFT market (kill as in bad, not good).

In rants and raves, Joe raves about Google's career certificate program launch while Robert rants about AT&T and net neutrality.

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Direct download: 21-03-18-Episode-263.mp3
Category:Content Marketing -- posted at: 6:00am EDT

After a royal analysis courtesy of Robert, the boys dissect Disney's subscription program as they hit over 100 million paid subscribers worldwide.

The conversation pivots to NFTs (non-fungible tokens), as they discuss Seth Godin's latest blog post about the negatives of NFTs. Robert sides with Seth. Joe thinks Robert should take a ride to the old folks home. Regardless, creator business models are changing.

Oh, and as the conversation was happening, Beeple sold his NFT for over $60 million dollars.

Robert raves about Zapier buying Makerpad and rants about IAB's new plans. Joe rants and raves about event companies divesting their media properties.

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This week's sponsor: accessiBe

accessiBe, the company that conducted the research discussed on the show, offers an automated, AI-based accessibility solution and ongoing monitoring for websites of all sizes. Hands free, affordable and ever-lasting, ensuring your website is always accessible for people with disabilities and protecting you from legal action.

Get an accessibility test on your website here.


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Direct download: 21-03-11-Episode-262.mp3
Category:Content Marketing -- posted at: 6:00am EDT

To kick off the show, Joe and Robert detail their "advanced" Clubhouse experience (likes and dislikes) and why it may have legs.

And did you check out the Tom Cruise deepfakes?

Roku buys Nielsen's Advanced Video property, and increases its chances to corner the personalized TV advertising market.

Axios details the ever-increasing amount of gambling properties getting into the content marketing game.

Twitter does a Twitch and plans to launch a "Super Follows" program, which will most likely integrate into Twitter Spaces.

And finally, Facebook launches a huge ad campaign against Apple's privacy restrictions. Can anyone say Philip Morris?

In rants and raves, Joe discusses Wall Street Bets move to decentralization and Kings of Leon's new NFT while Robert rants about Google's privacy bomb.

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This week's sponsor: Exceed.ai

It is a known, and sad, fact that SaaS companies spend a not-so-small fortune on lead gen. CRMs are clogged with leads that, truth be told, get very little attention, usually in the form of nurture automation, a.k.a. pre-defined email sequence. The result? Few leads are converted and qualified into SQLs. Money spent goes to waste as sales team don’t have the capacity to properly qualify leads resulting in cold to lukewarm leads being pushed to sales calls just to ‘fill in the quota’, so to speak. This time, it’s time that’s wasted. You know where this is going… there must be a better way... Enter Exceed, intelligent AI that autonomously and automatically nurtures and qualifies leads. Exceed digs into your CRM and starts engaging leads in two-way conversations via email, website chat and text messages. The interactions are wholly conversational and personalized based on user and historical data. Once the AI qualifies a lead it independently books a sales call with the relevant sales rep and – immediately – goes back to qualifying more leads. 

https://exceed.ai/

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Direct download: 21-03-04-Episode-261.mp3
Category:Content Marketing -- posted at: 6:00am EDT

In headline news, Facebook makes a deal with the Aussie press, doing exactly what we said they would do last week. At the same time, Facebook commits to $1 billion for the news industry. A generous gift or more of the same from Facebook?

Macy's media network is taking off to a tune of more than $35 million. Can their business model be saved? Robert and Joe believe the opportunities are great in number.

Print is back again, while the great ad tech consolidation is upon us.

Rants and raves include social money creator tokens from an Oregon-based band and the worldwide web is ending as we know it.

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This week's sponsor: accessiBe

accessiBe, the company that conducted the research discussed on the show, offers an automated, AI-based accessibility solution and ongoing monitoring for websites of all sizes. Hands free, affordable and ever-lasting, ensuring your website is always accessible for people with disabilities and protecting you from legal action.

Get an accessibility test on your website here.
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Catch past episodes show notes at ThisOldMarketing.site.

 

Direct download: 21-02-25-Episode-260.mp3
Category:Content Marketing -- posted at: 6:00am EDT

This week Joe and Robert cover the big news that, after the passage of a media bargaining law, Facebook bans all media companies from its app. Shock abounds, with a number of sites that are "not" media companies being affected.

YouTube tries to be more like TikTok and Snap and launches a number of "short-video" strategies.

And news from the passion economy with the launch of Li Jin's Atelier Ventures, a $13 million fund to support content creators and content creator tech.

Rants and raves include Joe's take on non-fungible tokens (NFTs) and Robert's commentary on how tech companies are taking over higher education.

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This week's sponsor: accessiBe

accessiBe, the company that conducted the research discussed on the show, offers an automated, AI-based accessibility solution and ongoing monitoring for websites of all sizes. Hands free, affordable and ever-lasting, ensuring your website is always accessible for people with disabilities and protecting you from legal action.

Get an accessibility test on your website here.
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Catch past episodes show notes at ThisOldMarketing.site.

 

Direct download: 21-02-18-Episode-259.mp3
Category:Content Marketing -- posted at: 6:00am EDT

It's our annual "rip apart the Super Bowl ads" show, which may not mean much since viewership sank to a 15-year low.

Twitter announced stellar earnings, including a possible subscription plan roll out. In addition, Twitter is getting aggressive with Spaces (their Clubhouse competitor). Facebook's getting into the mix as well. How much time does Clubhouse have? Will it survive?

Niche media companies (like Allrecipes) are all the rage. Even the New York Times is launching a newsletter for kids.

Rants and raves include how New York Times is doubling down on its email newsletter model, while the Atlantic and Salesforce partner on a Black-history project.

Catch past episodes show notes at ThisOldMarketing.site.

Direct download: 21-02-11-Episode-258.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Twitter was abuzz this week when Hubspot announced their purchase of newsletter/small-business media company the Hustle. Terms of the deal were not disclosed. That said, everyone is very happy (except tech companies and traditional media).

Clubhouse, now worth a billion dollars, says it's getting into the subscription game. Good idea? Maybe...but a better idea for Twitter.

The boys go in-depth on the future of social audio. Joe is high on the idea...Robert is meh at best.

Rants and raves includes Tim Cook's war on Facebook and how the Columbia Journalism Review is uber bias.

Catch past episodes show notes at ThisOldMarketing.site.

Direct download: 21-02-21-Episode-257.mp3
Category:Content Marketing -- posted at: 6:00am EDT

The big news of the week was Twitter buying Revue, a Substack competitor that launches Twitter into the subscription business.

What could save or kill the media business? SPACs! Media SPACs are off to a roaring start for 2021, with no end in sight.

Rolling Stone does a Forbes and starts a pay-to-play "culture" council, further destroying the once-great media brand, while Clubhouse becomes a Unicorn and is the big social media craze of the year (so far).

Rants and raves include Robert's rave about a Google Analytics competitor while Joe raves about wallstreetbets taking on Wall Street.

Catch past episodes show notes at ThisOldMarketing.site.

Direct download: 012821-256.mp3
Category:Content Marketing -- posted at: 6:00am EDT

Forbes announced the launch of their own version of Substack, a paid newsletter program driven by independent writers.

As the war for content creators heats up, rumors swell around Apple launching a podcast-plus subscription program to compete with Spotify for exclusive (and walled off) audio content.

And as the fight for creators continues, media companies begin to decide who owns the RSS feed as media consumption hits over 70 hours per week in the United States.

Robert rants about a Martech announcement that means absolutely nothing, while Joe raves about Disney's acquisition strategy and Netflix investing $20 billion in content.

Catch past episodes show notes at ThisOldMarketing.site.

Direct download: 21-01-21-Episode-255.mp3
Category:Content Marketing -- posted at: 6:00am EDT

This week on This Old Marketing, Joe and Robert cover Amazon taking down Parler. Does it tell us anything about free speech?

And, while that was happening, someone scraped all Parler's data.

The run on music archives continues, with OneRepublic's Ryan Tedder getting a boat load of cash for songs we've never heard.

How does the media rebound? By becoming human again of course.

Axios launched a 10k subscription product to help brands communicate better internally. They may not have priced it high enough.

And as a cake topper, over 1,000 brands unknowingly ran ads against articles promoting conspiracy theories. We are shocked.

In rants and raves, Joe raves about Mr Beast's origin story, while Robert gushes over Edelman's Trust Barometer.

Catch past episodes show notes at ThisOldMarketing.site.

Direct download: 21-01-14-Episode-254.mp3
Category:Content Marketing -- posted at: 6:00am EDT

In episode 253 of This Old Marketing, Joe and Robert kick off the show with Roku's possible purchase of Quibi content (yes, that Quibi). Roku, whose stock has appreciated over 1,000 percent in just a few years, is taking its playbook directly from the Netflix content model.

There is a podcasting gold rush and it looks like it may turn out to be a two-company party (Amazon vs. Spotify). But the opportunity isn't just podcasting, but all audio content. 2021 may be the year of text to audio.

Media and content purchases went crazy this week, with MARQUE buying Closet Full of Cash, Sykes buying The Penny Hoarder, and Wyndham Destinations buying Travel + Leisure. Is this just the start? Uh...short answer is yes.

Rants and raves include a movement from monthly to quarterly subscriptions and Joe's call for another look at print media. Robert discusses the implications of the new Clubhouse social media app and the case for two spaces after a period.

This week's sponsor: CXL Institute

Catch past episodes and episode show notes at ThisOldMarketing.site.

Direct download: 21-01-07-Episode-253.mp3
Category:Content Marketing -- posted at: 6:00am EDT

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