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

The Huge Opportunity to Build Trust with Media (450)

Oct 18, 2024

Big changes are happening in the media world as Semrush's purchase of Search Engine Land raises questions about acquisition seasons. Trust in media is at a shocking low, but this opens doors for innovative content marketing strategies. TikTok faces backlash over its impact on teens, highlighting concerns about mental health. Plus, James Patterson takes a surprising turn by launching a channel on Substack. The hosts also dive into the role of creativity in overcoming resistance and the need for collaboration beyond conventional advertising.

01:12:34

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Quick takeaways

The acquisition of Search Engine Land by SEMrush signifies a strategic pivot in media properties by technology companies seeking to enhance content distribution.

Amidst record low trust in media, brands can capitalize on this opportunity to build stronger communication strategies and establish credibility.

TikTok's harmful impact on teens is being scrutinized, prompting legal actions that raise questions about the platform's responsibility and usage among young users.

Deep dives

Cleveland Guardians and Fan Sentiments

The Cleveland Guardians' struggles in the postseason have left fans feeling deflated, particularly after their losses against the New York Yankees. A notable moment was when Brian Rocchio, the Guardians’ shortstop, dropped a crucial pop-up, leading to frustration among supporters who connected this debacle to quarterback Deshaun Watson's issues with the Cleveland Browns. This series of disappointments has sparked a humorous campaign among fans to have Rocchio change his jersey number, as it bears similarity to that of Watson. The pressure on the Guardians heightened, as fans grapple with the team’s underperformance compared to opponents with far greater financial resources.

Intro

2min

Politics, Performance, and Public Perception

4min

From Sports to Media Mergers

18min

Collaboration Beyond Advertising

4min

Trust in Media: An Evolving Landscape

11min

TikTok's Troubling Impact on Teens

22min

Confronting Resistance and Embracing Creativity

9min

Anticipation for Content Marketing World

2min

The boys are back with breaking news. Semrush, the online visibility company, purchases Search Engine Land and MarTech (plus all the conferences). Is this the start of acquisition season?

Americans' trust in media sinks to an all-time low. Or did it? Actually, there's a big opportunity for content marketers here.

TikTok's own research reveals it's hurting kids. What are we going to do about it?

And author James Patterson launches a new channel on, of all places, Substack.

Winners and losers include Nick Chubb, Apple's killing of social apps and content creator deaths.

Rants and raves include Steven Pressfield and an AI article.

This week's links:

Semrush Acquires Third Door Media

Americans' Trust at All-Time Low

TikTok's Horrible New Research

James Patterson Launches Substack

Nick Chubb Tells All

Did Apple Kill Social Apps?

Content Creator Falls to Death

AI Is Going to Kill Advertising

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- Hubspot.com/

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