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

In this episode of This Old Marketing, Joe and Robert discuss the Upworthy/Good merger and what it means for more agency/publisher deals.  The boys also discuss the possible revenue models for Medium, and it seems that digital advertising is shrinking for all publishers...except for Google and Facebook.  Rants and raves include CMO.com and Digital Sense.  This week's TOM example: The Hop Grenade Tap Room and Bottle Shop. This week's show links: Upworthy and Good Announce Merger to Join Forceshttp://www.goodinc.com/news/blog/upworthy-and-good-announce-merger-join-forces-to-become-the-leader-in-social-good-media What does Medium’s Profit Model Pivot Say About The Future Of Online Advertising http://marketingland.com/medium-coms-profit-model-pivot-say-future-online-advertising-202887 Leaked Report Shows How Much Money Publishers Make From Platforms Like Facebook, Google and Snapchat http://www.businessinsider.com/dcn-report-shows-publisher-revenue-from-google-facebook-snapchat-2017-1 EPISODE SPONSOR - Pressly’s "Starter’s Guide to Sales Enablement" http://cmi.media/pnr168 RANTS AND RAVES http://www.prweek.com/article/1422439/ogilvy-consolidates-agencies-one-p-l http://www.cmo.com/features/articles/2017/1/16/why-personas-dont-work-and-what-innovators-are-doing-differently.html#gs.e0QjNwM https://www.amazon.com/Digital-Sense-Effectively-Technology-Experience/dp/1119291704   THIS OLD MARKETING - The Hop Grenade Tap Room and Bottle Shop with The Brewing Network http://www.thehopgrenade.com/beer/ http://www.thebrewingnetwork.com/about/

In this episode of This Old Marketing, Joe and Robert discuss the ongoing battle for content and audiences between publishers, agencies and brands. In other news, the New York Times releases their annual health report, and Joe and Robert distill what a journalist should and should not do.  Rants and raves include commitment and climate change.  This week's TOM example: The People's Choice Awards. This week's articles: The Battle for Custom Contenthttp://adage.com/videos/the-battle-for-custom-content/1246 Publishers Acquiring Marketing Agencies At Unprecedented Ratehttp://adage.com/article/digital/publishers-acquiring-marketing-agencies-surged-2016/307498/ This Is the New York Times Digital Path Forwardhttp://www.niemanlab.org/2017/01/this-is-the-new-york-times-digital-path-forward/ EPISODE SPONSORPressly and "The Starter's Guide to Sales Enablement" - http://cmi.media/pnr167   RANTS AND RAVES http://www.adweek.com/news/advertising-branding/its-time-marketers-rethink-their-commitment-content-175653 https://itunes.apple.com/us/podcast/the-tim-ferriss-show/id863897795?mt=2 TOMThe People’s Choice Awards

In this "hopeful" episode of This Old Marketing, Joe and Robert discuss the Facebook Journalism Project, and why it's great for Facebook and not very good for the media. The boys also cover native advertising in detail this episode, with a take on the advantages and how Star Magazine was slammed by the Better Business Bureau.  Rants and raves include Big Red soda and more on agencies buying media companies. This week's TOM: James Vick and Tennessee Farmer. This week's story links: Content Marketing And Native Advertising Will Become More Effective This Year http://www.mediapost.com/publications/article/291679/native-advertising-content-marketing-will-become.html Facebook Admits Its a Media Company And Launches Journalism Project https://www.fastcompany.com/3067148/most-innovative-companies/facebook-finally-admits-its-a-giant-media-company-almost Star Drops Slim Fast Ads Following Better Business Bureau Challenge http://www.foliomag.com/ami-drops-slim-fast-ads-following-better-business-bureau-challenge/   SPONSOR: Pressly and "The Starter's Guide to Sales Enablement" - Download here today: http://cmi.media/pnr166 Rants and Raves https://www.marketingweek.com/2017/01/11/new-online-ad-laws-put-future-web-danger/ http://adage.com/article/agency-news/agency-buys-publisher-turnabout-latest-trend/307453/ http://bigred.brandmovers.co/   THIS OLD MARKETING: James Vick http://www.saveseeds.org/biography/vick_bio.html

In this broken pipe episode of This Old Marketing, Joe and Robert talk about Medium's latest pivot while AOL thinks they've discovered a better way to serve up advertising.  In addition, Gary V leads the way for 2017 to be the year agencies started buying media companies. Rants and raves include Tom Brady and long-form content.  This week's TOM example: AARP. This week's story links: Renewing Medium’s Focus https://blog.medium.com/renewing-mediums-focus-98f374a960be#.e5j5kw3c3   Vayner Media Acquires Women’s Publisher PureWow http://www.wsj.com/articles/gary-vaynerchuk-acquires-womens-publisher-purewow-1483531201   AOL Hopes These Two New Ad Formats Will Thwart Ad Blocking http://www.adweek.com/news/technology/aol-hopes-these-2-new-ad-formats-will-thwart-ad-blocking-175374   Buzzfeed’s Tasty Cookbook Sold Enough Copies To Make It One Of The Bestselling Cookbooks of the Year http://www.niemanlab.org/2017/01/buzzfeeds-tasty-cookbook-sold-enough-copies-on-a-single-site-in-2-months-to-make-it-one-of-the-bestselling-cookbooks-of-the-year/     EPISODE SPONSOR Content Marketing Institute events at http://contentmarketinginstitute.com/events/   RANTS AND RAVES     http://nesn.com/2017/01/tom-bradys-magic-pajamas-also-come-with-a-hilariously-weird-childrens-book/ https://www.poynter.org/2016/going-longer-the-huffington-post-doubles-down-on-longform-journalism-initiative/411631/ https://www.moreseth.com/   TOM AARP Magazine - http://www.aarp.org/magazine/

In this first official podcast of the 2017 year, Joe and Robert discuss the ad fraud "Methbot" issue and what it means for programmatic advertising.  The boys rip to pieces a 2017 trends post, and then outline why native advertising is not the savior some experts thought it was - for both publishers and brands.  Rants and raves include the history of video games and Generation Z.  This week's TOM example: Purina's Chase the Chuck Wagon. This week's story links: Methbot - an Ad Fraud Scheme Costs Advertisers $3 million per dayhttp://adage.com/article/digital/ad-fraud-scheme-cost-advertisers-3-million-day/307235/ Technology Trends That will Transform Content Marketinghttp://thenextweb.com/insider/2016/12/22/technology-trends-that-will-transform-content-marketing-in-2017/ 2017 Is Going to Be A Bloodbath - Says beleaguered Independent Publishershttp://digiday.com/publishers/2017s-going-bloodbath-confessions-beleaguered-independent-publisher/ SPONSOR: Content Marketing Institute Events at http://contentmarketinginstitute.com/events RANTS/RAVES https://blog.hootsuite.com/how-to-create-social-campaigns-for-gen-z/ https://www.youtube.com/watch?v=hER0Qp6QJNU https://www.amazon.com/dp/B004OC072G/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1 https://en.wikipedia.org/wiki/North_American_video_game_crash_of_1983 THIS OLD MARKETING: Purina and Chase the Chuck Wagon https://en.wikipedia.org/wiki/Chase_the_Chuck_Wagon      

In this final episode of 2016, Joe and Robert discuss the best of 2016 and add some trends for 2017 including: Facebook and Google will ramp up their content buying efforts next year; Brands will bet big on buying media companies; As publishing continues to diversify its business model, so will marketing.  Rants and raves include George Michael and The Undoing Project from Michael Lewis.  This week's TOM: House Organs. This week's show links: http://www.forbes.com/sites/howardhomonoff/2016/12/16/what-facebooks-status-as-a-media-company-means-for-media/#aaf7181c1a4f http://www.recode.net/2016/12/14/13955348/facebook-original-video SPONSOR: CMI Events at http://contentmarketinginstitute.com/events/ RANTS AND RAVES https://www.youtube.com/watch?v=hvuENG3O9TM This Old Marketing: An Article on House Organs https://books.google.com/books?id=8uA7AQAAMAAJ&pg=RA5-PA16&lpg=RA5-PA16&dq=%22house+organ%22+magazine+1800s&source=bl&ots=LugDdPSwn6&sig=hKE8Qne2C_Pth1UkMMp4EQgZy4I&hl=en&sa=X&ved=0ahUKEwjE3e70r5DRAhVo6IMKHaN5CuMQ6AEIITAB#v=onepage&q=%22house%20organ%22%20magazine%201800s&f=false    

In this Christmas edition of This Old Marketing, Joe and Robert discuss Facebook's new process around fake news, and why it may prove to be a rather large opportunity for content-driven brands. In other news, the boys discuss why your body of work matters, why some research is really bad and the business models behind sponsored content.  Rants and raves include David Copperfield and a new Altimeter report.  This week's TOM example: Openview Venture Partners. This week's story links: Facebook Details Its New Plan To Combat Fake News Storieshttp://www.npr.org/sections/thetwo-way/2016/12/15/505728377/facebook-details-its-new-plan-to-combat-fake-news-stories Why The Laws of Supply And Demand Don’t Work Online And How Quality Content Is The Answerhttps://www.themediabriefing.com/article/why-the-laws-of-supply-demand-don-t-work-online-and-how-quality-content-is-the-answer State Of The Content Marketing Ecosystemhttps://www.searchenginejournal.com/the-current-state-of-the-content-marketing-ecosystem-infographic/180492/ Publishers Take On Ad Agency Roles With Branded Contenthttp://www.wsj.com/articles/publishers-take-on-ad-agency-roles-with-branded-content-1481457605   EPISODE SPONSOR: Content Marketing Institute Events.  Use coupon code PNR100 and go to http://contentmarketinginstitute.com/events   RANTS AND RAVEShttp://www2.prophet.com/5-Stages-of-Digital-Content-Maturity https://www.washingtonpost.com/news/the-fix/wp/2016/12/16/now-you-can-fact-check-trumps-tweets-in-the-tweets-themselves/   TOM EXAMPLE: Build from Openview http://openview.vc/build-book

In this episode of This Old Marketing, Joe and Robert dismantle a blog post that insists that content marketing does not exist. In other news, a number of content jobs will be lost to machine learning and Enterprise launches a new digital magazine that looks like sales collateral.  Rants and raves include Scott Galloway and PewDiePie.  This week's TOM: Constant Contact. This week's show links: Is Content Marketing Failing Us In B2Bhttp://www.heidi-taylor.com/blog/b2b-marketing/is-content-marketing-failing-us-in-b2b/ Will Artificial Intelligence Replace Writers and Content Marketershttp://www.pr2020.com/blog/will-artificial-intelligence-replace-content-marketers Enterprise Embraces Content Marketing With Digital Magazinehttp://www.mediapost.com/publications/article/290321/enterprise-embraces-content-marketing-with-digital.html EPISODE SPONSOR - Content Marketing Institute 2017 Events - http://contentmarketinginstitute.com/events/ RANTS AND RAVES  https://www.l2inc.com/winners-losers-what-airbnb-isn't-telling-us/2016/blog http://www.businessinsider.com/groupm-creates-mplatform-division-2016-11   https://www.linkedin.com/pulse/microsoft-linkedin-beginning-our-journey-together-satya-nadella https://www.youtube.com/watch?v=Y39LE5ZoKjw

In this episode of This Old Marketing, Joe and Robert discuss the result of focusing too much on Facebook for content distribution. GoPro closes down their media division and CNN hires Casey Neistat to launch a new media property. Rants and raves include Breitbart.com and the business case for leveraging content marketing as public relations. This Old Marketing example - UK National Trust. This week's story links: Two years after buying Elite Daily, the Daily Mail says the Facebook publisher is worthless http://www.recode.net/2016/12/1/13806610/daily-mail-elite-daily-writedown-31-million-loss GoPro Cutting 15% of Workforce, Closes Entertainment Unithttps://www.bloomberg.com/news/articles/2016-11-30/gopro-cutting-15-of-workforce-shuts-down-entertainment-unit How Casey Neistat Used Content Marketing To Sell Bemehttps://www.linkedin.com/pulse/how-casey-neistat-used-content-marketing-sell-his-beme-daniel-hochuli CNN to launch new media platform with Casey Neistathttp://www.theverge.com/2016/11/28/13762792/cnn-beme-shut-down-casey-neistat-new-startup EPISODE SPONSOR  Intelligent Content Conference - Sign up now at http://IntelligentContentConference.com RANTS AND RAVES  http://www.wsj.com/articles/breitbart-controversy-spotlights-ad-technology-confusion-1480737178 https://contently.com/strategist/2016/11/22/publishers-threaten-ad-agencies/ http://digiday.com/publishers/wake-declines-time-inc-centralizes-digital-desks/ https://www.businessoffashion.com/articles/news-analysis/hearst-and-other-publishers-consolidate TOM - The National Trusthttps://www.nationaltrust.org.uk/about-us https://en.wikipedia.org/wiki/National_Trust_Magazine

In this episode of This Old Marketing, Joe and Robert (together again) discuss Airbnb's new magazine launch with Hearst. While brand editors have a lot of red tape to work through, some people think content blindness is a real thing. And finally, media companies running to the speed of news (and eyeballs) is killing the truth in news (and maybe creating an opportunity for brands). Rants and raves include newspapers and the FCC.  This week's TOM example: Inbound Marketing (the book). This week's news links: Hearst’s Joana Coles Has Partnered with Airbnb New Magazine Venturehttp://www.adweek.com/news/advertising-branding/hearsts-joanna-coles-has-partnered-airbnb-new-magazine-venture-174728 Editor’s Guide to Working With Brandshttps://contently.com/strategist/2015/02/03/the-editors-guide-to-working-with-brands/ Is Content Blindness The New Banner Blindness http://www.forbes.com/sites/forbesagencycouncil/2016/08/23/is-content-blindness-the-new-banner-blindness/?utm_content=buffer28edd#167cb11a449f Students don’t know when News Is Fakehttp://www.wsj.com/articles/most-students-dont-know-when-news-is-fake-stanford-study-finds-1479752576?mod=e2fb EPISODE SPONSOR: Intelligent Content Conference.  Sign up at http://www.intelligentcontentconference.com/ by December 16th for best rates. RANTS AND RAVES  http://knowledge.wharton.upenn.edu/article/end-digital-advertising-know/ http://www.usatoday.com/story/money/2016/11/27/media-companies-lobby-trump-loosening-cross-ownership-rules/94359950/   TOM: Inbound Marketing by Hubspot https://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311