This Old Marketing

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
 
Introducing Facebook Live 
Paired With
 
The Uber of Agencies: Why Marketers Want to ride with a new kind of shop
 
SPONSOR
 
Emma's Modern Marketer's Field Guide: http://bit.ly/myemma-field-guide
 
RANTS AND RAVES
 
Robert's Rave on MillerCoors:

 

 
Joe's Rant on "Why No One Cares about Your Content":
 
https://www.marketingmag.com.au/hubs-c/no-one-cares-content/
Direct download: 15-08-09-Episode-91.mp3
Category:Content Marketing -- posted at: 7:00pm EDT

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:

 
 
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
 
 
Direct download: 15-08-03-Episode-90.mp3
Category:Content Marketing -- posted at: 6:50pm EDT

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
 
Google+ Is No More
http://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
 
The Inbound Marketing Economy - Content Marketing Jobs Abound
 
EW Scripps Acquires Podcast Network
 
This week's sponsor: Emma and the Modern Marketer's Field Guide
http://bit.ly/myemma-field-guide.
 
 
Robert's Rave: McKinsey and Experience
Direct download: 15-07-27-Episode-89.mp3
Category:Content Marketing -- posted at: 8:07pm EDT

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
 
Consumer Trust Crisis: Companies Excelling in Candor Substantially Outperform the Market
With the Rittenhouse study paired
 
Beyond The Brand: Culture Takes The Lead As Primary Driver of Long-Term Business Relationships
 
What The Top 200 US Advertisers Are Doing To Spend Smarter

 

 
This week's Sponsor: Acrolinx and their Global Content Index.  Download it here: http://bit.ly/acrolinx-global-index.
 
#ThisOldMarketing Example: A Disney Infographic
http://www.business2community.com/content-marketing/3-vintage-examples-of-content-marketing-we-can-learn-from-today-01276191
Direct download: 15-07-19-Episode-88.mp3
Category:Content Marketing -- posted at: 8:00pm EDT

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 curation
http://www.niemanlab.org/2015/07/how-upworthy-is-using-data-to-move-beyond-clickbait-and-curation/

Who should handle your content marketing
http://www.imediaconnection.com/content/38892.asp

It’s Just Advertising Dillweed
http://digiday.com/brands/its-just-advertising-dillweed/

Americans Are Furious With Marketers
http://www.businessesgrow.com/2015/06/30/furious-with-marketers/
And the actual study:
https://www.asc.upenn.edu/sites/default/files/TradeoffFallacy_1.pdf

This week's sponsor: Acrolinx
Check out their new Global Content Index Report: 
http://bit.ly/acrolinx-global-index.

Robert's Rant
Comparing the ROI OF Content Marketing and Native Advertising
https://hbr.org/2015/07/comparing-the-roi-of-content-marketing-and-native-advertising

Joe's Rave
The Forgotten History of Autism (Video)
http://www.ted.com/talks/steve_silberman_the_forgotten_history_of_autism
 
#ThisOldMarketing example
Direct download: 15-07-10-Episode-87.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

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 News
http://america.aljazeera.com/opinions/2015/7/cnn-to-broadcast-corporate-propaganda-as-news.html

The Future Of Digital Is Print
http://www.shweiki.com/blog/2015/07/the-future-of-digital-is-print/

New York Times Finds New Subscribers On Facebook
http://digiday.com/publishers/new-york-times-finds-new-subscribers-facebook/

A New Powerhouse in Content Marketing and Experience Design: Manifest
http://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 RAVES

Joe 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 Merchandising
http://www.wsj.com/articles/SB10001424052702304453304576390720637710278

 

Direct download: 15-07-06-Episode-86.mp3
Category:Content Marketing -- posted at: 8:27pm EDT

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 Agency
http://www.theguardian.com/media/2015/jun/23/daily-mail-wpp-snapchat-launch-native-advertising-agency

Paired With 

Washington Post Launching Its Own Freelance Talent Service
http://www.talkingnewmedia.com/2015/06/23/the-washington-post-launches-its-own-freelance-talent-service/

Paired With

BBC Launching StoryWorks In House Creative Agency
http://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 Magazine
http://adage.com/article/btob/cbre-extends-content-marketing-program-online-magazine/299046/

How Television Won The Internet
http://www.nytimes.com/2015/06/29/opinion/how-television-won-the-internet.html?ref=opinion&_r=0

Today’s CMO: At the Intersection of the Brand Experience and Organizational Culture
https://www.spencerstuart.com/research-and-insight/cmos-on-the-brand-experience-culture-matters-video

SPONSOR

Acrolinx Global Index Report (http://bit.ly/acrolinx-global-index)

RANTS AND RAVES

Robert 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-2015-6

This week's #ThisOldMarketing: Tablespoon

http://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/
Direct download: 15-06-29-Episode-85.mp3
Category:Content Marketing -- posted at: 8:42pm EDT

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
paired with...
 
Article Bunny Launches 
 
Attitudes Toward Branded and Sponsored Content
 
 
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/
 
 
This Old Marketing: Game Theory
https://www.youtube.com/user/MatthewPatrick13
Direct download: 15-06-22-Episode-84.mp3
Category:Content Marketing -- posted at: 9:13pm EDT

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/

Direct download: 15-06-15-Episode-83.mp3
Category:Content Marketing -- posted at: 10:38am EDT

In this episode of #ThisOldMarketing, Joe and Robert go in-depth into Facebook and instant articles, paired with the Apple announcement on launching a news reader platform.  Honda shows us that a good idea can go wrong without a little patience, and the Onion handles sponsored content like a pro.  This week's raves include creative job postings and how a 12-year-old launched a media empire.  The #ThisOldMarketing example of the week: HowToCookThat.net.

This week's story links:

Facebook's Deal with Publishers:
http://www.pewresearch.org/fact-tank/2015/06/03/facebooks-deal-with-publishers-a-stark-reminder-of-digital-ad-gulf/

A Facebook Love Story:
http://seekingalpha.com/article/3241286-facebook-content-creation-content-marketing-growthhacking-and-inbound-marketing?app=1&auth_param=3ir5v:1an949b:8afbeb89dfab16a4bf9b29b79a7e90a1&uprof=45

Apple's News App Announcement:
http://www.wired.com/2015/06/apple-builds-content-business-news-app/

Honda Holds Off on Being a Media Company:
http://blogs.wsj.com/cmo/2015/06/03/honda-pumps-the-brakes-on-trying-to-become-a-media-company/

The Onion Handles Sponsored Content:
http://adage.com/article/media/onion-people-read-sponsored-content/298745/

Publishers and eCommerce:
http://wwd.com/media-news/direct-internet-catalogue/magazines-ecommerce-style-lucky-10139553-10139553/

Sponsor Content: The Role of Webinars in the Buyer's Journey - http://www.gotowebinar.com/CMI

RAVES
Joe on the 12-Year-Old Media Mogul:
http://www.businessinsider.com/how-emerson-spartz-built-a-meme-empire-2015-6

Robert on Creative Jobs Post:
http://www.tweetmyjobs.com/ghirardelli-jobs-ghirardelli-chocolate-ambassador-15655315

This Old Marketing:
https://www.howtocookthat.net

Direct download: 15-06-08-Episode-82.mp3
Category:Content Marketing -- posted at: 10:36pm EDT