This Old Marketing - Content Marketing News with Joe Pulizzi and Robert Rose

Digital Is Crowdy [The Search for Differentiation] (409)

Jan 5, 2024

This episode discusses topics such as copyright protection for Disney's Mickey Mouse, horror influence in pop culture, Elon Musk's company valuation, Time's appointment of a Chief Events Officer, and strategic decision-making for content creators.

01:11:24

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Episode notes

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Quick takeaways

When transitioning to larger clients, shift marketing and positioning to appeal to the enterprise market.

Focus content marketing efforts on targeting enterprise clients and engage with industry experts.

Differentiate your agency based on factors other than size and project an image of sophistication and value.

Deep dives

Moving Up to Larger Clients

When transitioning from small business clients to larger clients with bigger budgets, it's important to shift your marketing and positioning to appeal to the enterprise market. Market where you want to go, not where you are. Make your agency look bigger and more sophisticated by creating content, case studies, and testimonials that target the enterprise audience. Communicate the value you can provide to larger clients and don't differentiate yourself based on size. Instead, find other ways to differentiate, such as by specializing in an industry or technology. Act and charge like an enterprise-level agency, and be patient as it may take time to establish credibility and attract larger clients.

Introduction

2min

NFL Referees and Philadelphia Team

13min

8min

Exploring the Influence of Horror in Pop Culture and a Brief Discussion on Elon Musk's X

2min

Elon Musk, Fidelity, and the Performance of Stocks

7min

Analogies, Predictions, and Advertisers

3min

Casual Conversation and Discussion about Time's Chief Events Officer

3min

Growing Event Portfolio and the Power of Exclusivity

20min

Strategic Decision Making for Content Creators

11min

10.

Advertising Shifts to Deeper Deals and Full Show Sponsorship

2min

11.

Discussion about the upcoming football season and team's decision to start another quarterback

2min

Joe and Robert are back from a crazy 2023 with thoughts of Elon and crowdiness.

In this episode, Steamboat Willie is released from its copyright shackles. Is there an opportunity for brands in out-of-date content?

Fidelity lowers X's valuation even more. Is a turnaround to come?

Time appoints a new Chief Events Officer in a clear signal that there is a bull market for in-person events.

In rants and raves, Joe comments on the right-sizing of creator businesses, while Robert pontificates on clickbait.

This week's links:

Mickey Mouse Public Domain

Elon's X Gets Another Valuation Drop

Time Appoints Chief Events Officer

Creators Are Downsizing

Advertisers and Clickbait

This week's sponsors:

Smart sales software for today's multitasking reps that's built to help you manage every stage of your sales pipeline with ease.

Work smarter, not harder at Hubspot.com/sales

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This Old Marketing - Content Marketing News with Joe Pulizzi and Robert Rose

Digital Is Crowdy [The Search for Differentiation] (409)