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

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest quarterly results from WPP and how the slowing of advertising could mark something more than a cyclical blip. Add to that, Google begins to reimburse clients and agencies for ad fraud...but is it enough? The Washington Post adds artificial intelligence to native and Goop gets leveled by Truth in Advertising. Rants and raves include Australia (yes, the entire continent) and U-Haul Trucks. This week's TOM example - CTO Advisor.  This week's story links: Opening Sponsor WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr198b QUICK HITS WPP Sounds a Warning Signal on Consumer-Ad Spending; Shares Sinkhttps://www.wsj.com/articles/wpp-lowers-growth-forecast-as-advertisers-cut-spending-1503474230 Google Issuing Refunds to Advertisers Over Fake Traffic, Plans New Safeguardhttps://www.wsj.com/articles/google-issuing-refunds-to-advertisers-over-fake-traffic-plans-new-safeguard-1503675395 Washington Post Brings Artificial intelligence To Its Native Ads https://digiday.com/media/washington-post-brings-artificial-intelligence-native-ads/   IN DEPTH NEWS The Engagement Gap: How B2B and B2C Firms Are Missing The Markhttps://www.marketingprofs.com/charts/2017/32661/the-engagement-gap-how-b2b-and-b2c-firms-are-missing-the-mark Gwyneth Paltrow’s Goop Just Got Slammed For Deceptive Advertisinghttps://www.buzzfeed.com/stephaniemlee/gwyneth-paltrows-goop-just-got-slammed-for-deceptive   SHOW SPONSOR Try CoSchedule Free For 21 Days http://cmi.media/pnr198a   RANTS AND RAVES http://www.mumbrella.asia/2017/08/apac-marketers-value-content-marketing-roi-accountability https://www.uhaul.com/SuperGraphics/   THIS OLD MARKETING - THE CTO ADVISOR https://www.thectoadvisor.com/

This week, Joe and Robert cover Apple's $1 billion dollar investment in original content...plus the rise and fall of fidget spinners and newsjackers on the eclipse. Is Facebook failing (or is the research behind it?) and do publishers realize how much their business model is actually changing?  Rants and raves include Zillow's book on real estate and Harvard Business Review. This week's TOM example: AAHA Magazine. This week's links: QUICK HITS Apple To Spend $1Billion On original TV Shows For Its Streaming Platformhttps://techdigg.com/2017/08/16/apple-to-spend-1-billion-on-original-tv-shows-for-its-streaming-platform/ The Rise Of The Fidget Spinner And The Fall of The Well Managed Fad https://www.nytimes.com/2017/08/15/magazine/the-rise-of-the-fidget-spinner-and-the-fall-of-the-well-managed-fad.html?emc=eta1 Brands Will Not Be Eclipsedhttp://adage.com/article/digital/ready-a-total-eclipse-art-marketing/310166/ IN DEPTH NEWS Takeaways from the Yale Publishing Course: Publishers Embrace the Flight to Qualityhttp://www.pubexec.com/post/takeaways-yale-publishing-course-publishers-embrace-flight-quality/ Facebook’s Advertising Fallacy - That It Workshttps://www.forbes.com/sites/pamdanziger/2017/08/13/facebooks-advertising-fallacy-that-it-works/#1370bdb1662e SHOW SPONSOR - SMARTLING Translation: A Reliable Recipe for Business Growth - http://cmi.media/pnr197 RANTS AND RAVES http://www.minonline.com/the-big-idea-behind-harvard-business-reviews-record-growth/ https://www.mediapost.com/publications/article/305986/gdpr-drives-growth-in-security-spending-gartner.html   https://www.amazon.com/Zillow-Talk-Rules-Real-Estate/dp/1455574740 TOM - AAHA https://www.aaha.org/professional/resources/trends_magazine.aspx https://www.aaha.org/professional/resources/trends_archive.aspx

In this episode, Facebook launches YouTube competitor Watch, while Netflix begins a buying spree for content brands. Disney pulls its content from Netflix and Google may possibly still buy Snap. In other news, Quartz has figured out how to deliver real results for branded content and email subscription has never been more important.  Rants and raves include Deadpool and Time Inc. This week's TOM example: J. Walter Thompson. This week's story links: QUICK HIT NEWS Facebook Launches Watchhttps://www.wsj.com/articles/facebook-courts-video-makers-for-watch-tab-with-financial-incentives-1502445601 Netflix Gets Into The Comic Book Business By Acquiring Millarworld http://www.comicsbeat.com/monday-surprise-netflix-acquires-millarworld/   Disney Will Pull Its Movies from Netflix and Start It’s own Streaming Servicehttps://www.cnbc.com/2017/08/08/disney-will-pull-its-movies-from-netflix-and-start-its-own-streaming-services.html Google Reportedly Offered 30 Billion To Acquire Snapchathttps://techcrunch.com/2017/08/03/google-buy-snap/   IN DEPTH NEWS How Quartz Achieved a 90% Renewal Rate On Branded Contenthttps://digiday.com/media/quartz-achieved-90-percent-renewal-rate-branded-content/ Turning Audience Development Into A Profit Machinehttp://www.pubexec.com/post/turn-audience-development-profit-machine/ SHOW SPONSOR - SMARTLING Translation: A Reliable Recipe for Business Growth. Download here: http://cmi.media/pnr196 RANTS AND RAVEShttps://digiday.com/media/time-inc-launches-pethero-consumer-revenue-push/?utm_medium=email&utm_campaign=digidaydis&utm_source=publishing&utm_content=170807 http://www.foliomag.com/the-original-evangelist-for-b2b-content-analytics/ http://bosacks.com TOM J WALTER THOMPSON AGENCY…  https://archive.org/details/thompsonredbook00thomgoog

In the news this week: Apple hits record earnings, Google launches new SnapChat-like ad format, and AI bots begin to create their own language. Detailed analysis includes the marketing opportunity behind long-form content, while Hasbro's deal with Lions Gate goes south.  Rants and raves include Stranger Things and the Facebook/Google duopoly.  This week's This Old Marketing example: TheStreet.com and Jim Cramer. Story links: QUICK HITS Apple Soars After Resilient iPhone Demandhttp://adage.com/article/digital/apple-soars-record-signaling-resilient-iphone-demand/310001/ Google Is Developing Tech for SnapChat Like Media Contenthttps://www.wsj.com/articles/google-is-developing-technology-for-snapchat-like-media-content-1501868688 Researchers Shut Down AI After It Develops Its Own Language http://www.digitaljournal.com/tech-and-science/technology/a-step-closer-to-skynet-ai-invents-a-language-humans-can-t-read/article/498142 IN DEPTH NEWS Long Form Content Boosts Engagement But Can Publishers Do it Right http://www.pubexec.com/post/long-form-content-boosts-engagement-can-publishers-right/ Hasbro Ends Talks To Buy Lions Gate https://www.theglobeandmail.com/report-on-business/international-business/us-business/hasbro-ends-talks-to-buy-entertainment-company-lionsgate-sources/article35861893/?utm_source=Shared+Article+Sent+to+User&utm_medium=E-mail:+Newsletters+/+E-Blasts+/+etc.&utm_campaign=Shared+Web+Article+Links   SPONSOR - SMARTLING Download the ebook: Translation: A Reliable Recipe for Business Growth  http://cmi.media/pnr195 RANTS AND RAVES http://www.licensingexpo.com/license-global/streaming-now-original-content-licensing-potential   TOM - TheStreet.com https://www.thestreet.com/

In this new-look episode, Joe and Robert cover Lauren Jobs and her purchase of The Atlantic, Facebook's earnings release and what P&G did with $140 million dollars in marketing. The boys then go in-depth on how Hearst is experimenting with ecommerce and why Buzzfeed is launching a skillet for sale.  Rants and raves include media buying and a content marketing swindle.  This week's TOM: General Electric. This week's story links: Lauren Powell Jobs Buys Majority Stake In The Atlantichttp://adage.com/article/media/laurene-powell-jobs-buys-majority-stake-atlantic/309952/ Facebook Earnings - What Marketers Should Note From Facebook’s Second Quarter Earningshttps://www.wsj.com/articles/what-marketers-should-note-from-facebooks-second-quarter-earnings-1501109733 P&G Slashes Digital Ads by 140 Million over Brand Safety.  Sales Rise Anyway.http://adage.com/article/cmo-strategy/p-g-slashe/309936/ IN-DEPTH NEWS Hearst Is Experimenting In Commerce And Contenthttps://digiday.com/media/hearst-experimenting-commerce-content/ Why Is Buzzfeed Selling A Hot Plate? http://mashable.com/2017/07/27/buzzfeed-tasty-cook-top/?utm_cid=mash-com-Tw-main-link#y8AoE1.RAaqH SHOW SPONSOR - SMARTLING Going Global with Mobile App Content - http://cmi.media/pnr194 RANTS AND RAVES http://www.thedrum.com/opinion/2017/07/25/the-great-content-marketing-swindle http://www.minonline.com/distrust-and-business-models-journalist/ https://www.wsj.com/articles/gawker-media-advisers-to-put-flagship-website-up-for-sale-1501018991   THIS OLD MARKETING General Electric and Comic books in the 50’s http://digital.bnpmedia.com/publication/?i=387902&article_id=2722384&view=articleBrowser&ver=html5#%7B%22issue_id%22:387902,%22view%22:%22articleBrowser%22,%22article_id%22:%222722384%22%7D U

The boys take aim at Amazon's new social platform Spark (thumbs down), Google's news feed (thumbs up) and Facebook's addition of branded sub-groups (jury's still out). Rants and raves include building something instead of measuring, and the craze to focus on technology over strategy.  This week's This Old Marketing example: Emily McDowell Cards. This week's story links: Amazon Lures Publishers to New Social Network by Paying Them to Post https://www.wsj.com/articles/amazon-lures-publishers-to-new-social-network-by-paying-them-to-post-1500482959?mod=djemCMOToday Google Aims to Reinvent How We Discover the News https://www.inc.com/alex-moazed/bgoogle-aims-to-reinvent-how-we-discover-the-new.html https://techcrunch.com/2017/07/19/the-anti-face/ Facebook Is Now Letting Brands and Media Companies Create Their Own Groups Within Pages http://www.adweek.com/digital/facebook-is-now-letting-brands-and-media-companies-create-their-own-groups-within-pages/   SHOW SPONSOR - SMARTLING Download Going Global with Mobile App Content at http://cmi.media/pnr193  RANTS AND RAVES https://www.martechadvisor.com/articles/customer-experience/the-cx-tech-integration-challenge-we-bought-all-this-software-now-what-do-we-do-with-it/ https://www.wsj.com/articles/sizmek-to-acquire-fellow-ad-tech-company-rocket-fuel-for-125-5-million-1500379406 http://sethgodin.typepad.com/seths_blog/2017/07/instead-of-the-easy-numbers.html THIS OLD MARKETING - EMILY MCDOWELL http://www.slate.com/blogs/the_eye/2015/05/06/empathy_cards_by_emily_mcdowell_are_greeting_cards_designed_for_cancer_patients.html  

Joe and Robert cover why a number of publishers are cutting their own advertising and how Fender is taking a page from "Killing Marketing" and developing their own guitar lessons. Joe cuts in early for a rant about Gary V's latest post and why it's bad advice for marketers. Robert then rants about programmatic and raves about Deloitte. This week's TOM example: UBS. This week's story links: Online Publishers Try Reducing Ads to Boost Revenue https://www.wsj.com/articles/online-publishers-try-reducing-ads-to-boost-revenue-1499940061 Fender Strums Up Demand With Guitar Lessons http://brandchannel.com/2017/07/10/fender-play-071017/ The Hack: Having a Media Company Mentality https://medium.com/@garyvee/the-hack-having-a-media-company-mentality-53d66a2e8207 SHOW SPONSOR - CONTENT MARKETING WORLD - Summer rates end July 21st. http://contentmarketingworld.com RANTS AND RAVEShttps://www.mediapost.com/publications/article/304043/programmatic-buying-declines-12-in-q1.html? http://adage.com/article/agency-news/deloitte-s-heat-wins-john-hancock-manulife-global-creative/309746/ THIS OLD MARKETING - UBS https://www.unlimited.world/ https://www.marketingweek.com/2017/07/11/reaching-purpose-driven-millionaires/

It's a miracle! In this episode of This Old Marketing, Joe and Robert actually arrive at a probable solution to Facebook's fake news problem. If only Mr. Zuckerberg were listening.  In other news, the boys discuss research around artificial intelligence and marketing, and how everyone thinks they know but they really don't know.  Rants and raves include agency changes and more AI. This week's TOM example: The US Postal Service. This week's story links: Facebook found a new way to identify spam and false news articles in your News Feedhttps://www.recode.net/2017/6/30/15896544/facebook-fake-news-feed-algorithm-update-spam   3 Ways Artificial Intelligence Will Change Publishinghttps://www.mediapost.com/publications/article/303474/3-ways-artificial-intelligence-will-change-publis.html Content Marketers Increasingly Looking to AI To Supplement Marketing Needshttp://www.thedrum.com/news/2017/07/06/content-marketers-increasingly-looking-ai-supplement-marketing-needs and http://contentmarketinginstitute.com/2016/03/content-marketing-5-percent/   Most Publishers are Lousy At Audience Development - Here’s Whyhttp://www.pubexec.com/post/publishers-lousy-audience-development-heres/ SPONSOR - CONTENT MARKETING WORLDGo to http://contentmarketingworld.com and register by July 21st. RANTS AND RAVES https://hbr.org/2017/07/the-trouble-with-cmos?mod=djemCMOToday http://adage.com/article/cmo-strategy/weed-root-waste-agencies-unilever-alike/309631/ http://www.marketingaiinstitute.com/   THIS OLD MARKETING - THE US POSTAL SERVICE http://deadline.com/2016/08/the-inspectors-government-spends-millions-to-fund-cbs-kids-show-1201803819/

In this episode of This Old Marketing, Joe and Robert discuss the state of digital advertising based on multiple reactions from the Cannes Advertising Awards in France. In other news, yet another article discusses loathing the term content marketing. Needless to say, Joe and Robert have staunch opinions on the matter.  Rants and raves include CPA Australia and why content creators are crazy. This week's This Old Marketing: Botticelli.  This week's story links: At Cannes, The Great Gusher of Content Comes With Warning Signs https://www.nytimes.com/2017/06/25/business/media/at-cannes-the-great-gusher-of-content-comes-with-warning-signs.html Why we’re dropping the term “content marketing”https://blog.intercom.com/why-were-dropping-the-term-content-marketing/#ContentStrategy The New York Times CEO on state of digital advertising: ‘Nightmarish joke’https://digiday.com/media/new-york-times-ceo-state-digital-advertising-nightmarish-joke/ SPONSOR - CONTENT MARKETING WORLD Use coupon code PNR100 to save $100 at ContentMarketingWorld.com   RANTS AND RAVES https://mumbrella.com.au/sacking-alex-malley-australias-biggest-content-marketing-experiment-failed-453766   THIS OLD MARKETING - BOTTICELLI https://commons.wikimedia.org/wiki/File:Botticelli,_The_Virgin_and_Child_with_Two_Angels_and_the_Young_St_John_the_Baptist.jpg  

In this very special episode of This Old Marketing, Joe and Robert detail how they write, manage their day, search for content ideas, create PowerPoint presentations and much more. The boys also include some predictions for the last part of the year, (including a SnapChat explosion at Cannes) as well as a TOM from Kawasaki. This week's show links: SPONSOR - GoToWebinar and their eBook "Why Webinars Help Marketers Win: Start Rocking Your Lead Gen with Webinars". Download it now at http://cmi.media/pnr189 TOM - Kawasaki and Good Times magazine https://rideapart.com/articles/recalling-kawasakis-good-times-magazine