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

In this episode of #ThisOldMarketing, Facebook looks to create its own content and yet another prediction for the death of content marketing is reviewed.  SNL announces a big play in native advertising and Google says that YouTube ads are vastly superior than TV Ads.  Rants include two beat downs on native advertising practices.  This week's TOM example of the week: Schneider Electric's Energy University. Facebook's Scary New World for Media Companieshttp://www.businessinsider.com/facebook-future-of-content-2016-4 The Death Of Content Marketing - Why Brands Must Become Cultural Currencyhttps://medium.com/@armano/ the-death-of-content- marketing-why-brands-must- become-cultural-currency- 6f708f13214#.xr5cvjjye SNL Will Decrease Ads by 30% Next Seasonhttp://adage.com/article/ media/snl-air-fewer- commercials-season/303697/ Google Says YouTube Ads Are 80% more Effective Than TVhttp://bgr.com/2016/04/20/ youtube-ads-vs-tv-ads/ Social Cost of Bad Online Marketinghttps://hbr.org/2016/04/the- social-cost-of-bad-online- marketing SPONSOR - MARKETO with Highly Effective Email Marketing - Download the LOOKBOOK Here - http://cmi.media/pnr128   THIS OLD MARKETING - ENERGY UNIVERSITYhttp://www.contentmarketingworld.com/lorna-breault-snyder-education-as-a-content-marketing-strategy/

In this episode of #ThisOldMarketing, Joe and Robert discuss a contrarian article on whether or not content marketing actually exists. Could content marketing follow in the path of advertising?  Publishers are now fully focused on e-commerce, and Buzzfeed's prospects dip and their future is more cloudy.  Rants and raves include Disrupted by Dan Lyons and a must-read HBR article.  This week's TOM example: Ripley's Believe It or Not. This week's article links:Everything The Tech World Says About Marketing Is Wronghttp://techcrunch.com/2016/04/12/everything-the-tech-world-says-about-marketing-is-wrong/Content Marketing’s Echo Chamberhttp://marketingland.com/content-marketings-echo-chamber-168438Newest Rainmaker at Publishers is Ecommerce Editorshttp://digiday.com/publishers/newest-rainmaker-publishers-e-commerce-editors/Buzzfeed Cuts Prospectshttp://www.theguardian.com/media/2016/apr/12/buzzfeed-projected-revenue-cuts-missed-financial-targetTHIS WEEK'S SPONSOR: GoToWebinarDownload "The 5 Tips to a Successful Webinar" http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVEShttps://hbr.org/2012/07/the-end-of-solution-saleshttp://www.amazon.com/gp/product/B013CATZIC/ref=dp-kindle-redirect?ie=UTF8&btkr=1

In this episode of #ThisOldMarketing, Joe and Robert discuss major decisions from Facebook around allowing for third-party branded content.  In addition, Medium offers "instaCMS" and goes into the software business.  Rented land?  We aren't quite sure.  Prevention drops all print ads and Mashable restructures.  Rants and raves include SheKnows Media and Audible offering podcasts.  This week's TOM Example: The General Magazine. This week's story links: Facebook Will Start Offering Branded Contenthttps://www.facebook.com/facebookmedia/get-started/branded-content?hc_location=ufipaired withhttp://digiday.com/publishers/publishers-just-saw-decline-facebook-traffic/Making Medium More Powerful For Publishershttps://medium.com/the-story/making-medium-more-powerful-for-publishers-39663413a904#.sehioahsdPaired With…. https://medium.com/newco/the-tech-story-is-over-2446fcd75087#.m0ybo2jgwPrevention Magazine Takes Radical Step: No Print Adshttp://www.wsj.com/articles/prevention-magazine-takes-radical-step-no-print-ads-1459714328paired withMashable Announces Personnel Shifts and Job Cutshttp://www.nytimes.com/2016/04/08/business/media/mashable-announces-personnel-shifts-and-job-cuts.html?smid=fb-share&_r=0This Week's Sponsor - GoToWebinarDownload "Targeting the Right Audience with Your Webinar" http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttp://www.verticalmeasures.com/content-marketing-2/why-your-content-marketing-agency-is-failing-you-040716/http://www.adweek.com/news/advertising-branding/acquiring-helloflo-sheknows-media-getting-viral-content-machine-170527 Joehttp://brandsavant.com/brandsavant/the-beginning-of-the-end-for-podcasts THIS OLD MARKETINGThe General Magazinehttps://en.wikipedia.org/wiki/The_General_(magazine)

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest content marketing research, where findings look to a greater importance on content marketing.  The boys love the report, but doubt that many will execute the approach properly.  Millennials actually prefer email and printed coupons (amazing), while more brands and publishers are creating new positions around platform.  Rants and raves include content marketing ROI and LEGO.  This week's TOM example: The Federalist Papers. This week's story links: Companies Favoring Content Over Adshttp://www.broadcastingcable.com/news/technology/study-companies-favoring-content-over-ads/154962New Study Shows Why Retailers Should Ramp Their Email Gamehttp://www.adweek.com/news/technology/study-shows-why-retailers-should-ramp-their-email-game-millennials-170355 The Rise of the Publishing Platform Specialisthttp://www.wsj.com/articles/the-rise-of-the-publishing-platform-specialist-1458896683SPONSOR: GoToWebinar and this amazing eBook on how to get the right people to your webinar - http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttps://www.marketingtechblog.com/whats-cost-acquiring-versus-retaining-customer/ Joehttps://www.linkedin.com/nhome/updates?topic=6118945958337265664&trk=eml-mention-reply-nus&midToken=AQGe3WvFB8snLw&fromEmail=fromEmail&ut=0m1n_O9Me65Dc1 http://firstround.com/review/content-is-eating-the-world-contentlys-ceo-on-winning-at-marketings-fastest-growing-trend #ThisOldMarketing - The Federalist Papershttps://en.wikipedia.org/wiki/The_Federalist_Papers

In this episode of #ThisOldMarketing, Joe and Robert discuss Instagram's move to duplicate Facebook's algorithm, making it ever clearer that Instagram will be "pay to play" for most brands.  Scott Brinker releases the 2016 Marketing Technology Landscape, and to our surprise, there are almost double the amount of companies from last year.  Rants and raves include a look a Disney while this week's TOM example is WeWork Creator Magazine. This week's stories: The Death Of Instagram For Brandshttp://techcrunch.com/2016/03/20/the-death-of-instagram-for-brands/?ncid=rss   The Marketing Tech Landscapehttp://marketingland.com/infographic-marketing-technology-landscape-113956We’re At A Tipping Point Against Ad Supported Journalismhttp://mediashift.org/2016/03/are-we-at-a-tipping-point-against-dominance-of-ad-supported-journalism/SPONSOR - GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" - http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttp://www.cmo.com.au/article/596632/how-mattel-getting-back-its-creation-brand-roots/     THIS OLD MARKETINGwework creator magazinehttps://creator.wework.com

In this week's episode of #ThisOldMarketing, Joe and Robert take a close look at honesty in content marketing. The FTC comes down hard on Lord & Taylor for untoward native advertising practices, while publishers struggle with content recommendations digging into credibility. Instagram loses the "insta" part of social content and NPR goes political with how they handle their podcast promotions.  Rants and raves include the death of social content and L'Oreal goes unbranded with their new content site.  This week's TOM example: Xavier University basketball. This week's story links: Lord And Taylor Settles FTC Charges That It Deceived Customers With Native Advertisinghttps://www.ftc.gov/news-events/press-releases/2016/03/lord-taylor-settles-ftc-charges-it-deceived-consumers-throughHow Easy Sleazy Money Is Ruining Publisher’s Reputationshttp://www.pubexec.com/post/easy-sleazy-money-ruining-publishers-reputations/Instagram Loses Its "Insta"http://blogs.forrester.com/jessica_liu/16-03-17-instagram_loses_its_instaNPR Decides it Won’t Promote Its Podcasts or NPR One On-Airhttp://www.niemanlab.org/2016/03/npr-decides-it-wont-promote-its-podcasts-or-npr-one-on-air/Vice Media Attacked For Marketing Tobacco Adverts For Phillip Morrishttp://www.theguardian.com/media/2016/mar/17/vice-media-attacked-for-making-tobacco-adverts-for-philip-morrisThis week's Sponsor: GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVES Robert: http://adage.com/article/global-news/l-oreal-unbranded-content-hub/303009/ Joe: http://techcrunch.com/2016/03/19/welcome-to-the-social-colosseum/   #ThisOldMarketing Example: Xavierhttp://www.nytimes.com/2016/03/16/sports/ncaabasketball/xaviers-basketball-newsletter-leaves-program-without-secrets.html

In this episode of #ThisOldMarketing, Google launches a new Tumblr-style spot on search engine results, leaving an opening (and risk) for brand publishers. The NYTimes buys an agency, social media organic content now seems left for dead, and Google's digital evangelist tells us all to focus on owned audiences.  Rants and raves include the most interesting man in the world and bot content.  This week's TOM example of the week: Hydraulic Pressed Steel Company. This week's story links:Content Marketing World save $200 with code PNR200 http://contentmarketingworld.com/ [ENDS MARCH 31st] CMI University save $100 with code cmipodcasthttp://contentmarketinguniversity.com [ENDS MARCH 31st]   Google Is Letting Celebrities And Businesses Post Directly to Search Resultshttp://www.theverge.com/2016/3/4/11164046/google-posts-search-results-self-promotion-advertisingNew York Times Acquires Influencer Marketing Agency HelloSocietyhttp://techcrunch.com/2016/03/11/new-york-times-acquires-hellosociety/The Engagement Crisis In Content Marketing and Social Mediahttp://marketingland.com/engagement-crisis-content-marketing-social-media-happening-fix-166257I’m starting a New Newsletter- Rented Vs. Ownedhttp://www.kaushik.net/avinash/marketing-analytics-intersect-newsletter-avinash/SPONSOR: GoToWebinar and their 5 Tips to Attract Your Target Audience to Your Next Webinar - http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVES Roberthttp://www.smh.com.au/business/retail/surfstitchs-online-content-strategy-raises-questions-20160311-gngix3.htmlhttp://mashable.com/2016/03/09/dos-equis-end-most-interesting-man/ Joehttp://www.cjr.org/analysis/facebook_and_media.phphttp://www.nytimes.com/interactive/2015/03/08/opinion/sunday/algorithm-human-quiz.html?_r=1

In this episode of #ThisOldMarketing, Joe and Robert discuss research on how millions of marketing jobs will slowly be replaced by machine intelligence (woo hoo!). In other news, Viacom launches a new branded content agency and Facebook's Canvas could be the next branded content hit. Rants and raves include Chick-Fil-A and LinkedIn groups.  This week's TOM example: Miller Electric. This week's story links: Half of all marketing jobs will be replaced by machine intelligencehttp://www.martechadvisor.com/articles/study-half-of-marketing-jobs-will-be-replaced-by-machine-intelligence/ Viacom Launches Branded Content Agencyhttp://digiday.com/publishers/go-beyond-standard-commercial-viacom-launches-branded-content-agency/#ptlink.fid=14475&isc=1&did=3419a05eb54a38ef746e22b6db09a3d52be74dd8&ctp=articleIntroducing Facebook Canvashttps://www.facebook.com/business/news/introducing-canvasElastic News on Atomized Contenthttp://www.bbc.co.uk/rd/blog/2015-09-elastic-news-on-a-mobileThis week's sponsor: GoToWebinar and "5 Steps to Attract Your Target Audience to Your Next Webinar" http://bit.ly/gotowebinar-attract-audience Rants and Raveshttp://www.simplemost.com/a-chick-fil-a-is-doing-something-amazing-encouraging-people-to-put-away-phones-while-eating/ #ThisOldMarketingMiller Electric and https://www.millerwelds.com/    

In this episode of #ThisOldMarketing, Joe and Robert review two important changes by Google - ad links in display search and AMP (accelerated mobile pages). A publisher is now in the business of selling cars and television networks are looking to native advertising as their solution to the ad crisis.  Rants and raves include marketing technology and a book about algorithms.  This week's TOM example: Burroughs Corporation. This Week's Story Links: Google AMP and Search Updateshttps://searchenginewatch.com/2016/02/23/google-kills-right-hand-side-ads-what-does-this-mean-for-sem/http://digiday.com/publishers/publishers-using-google-amp-across-europe/ Branding In The Age of Social Mediahttps://hbr.org/2016/03/branding-in-the-age-of-social-media Dennis Publishing Is Selling Cars Nowhttp://digiday.com/publishers/dennis-publishing-selling-cars-now/ TV Networks Recast the Role of Commercialshttp://www.nytimes.com/2016/02/27/business/media/tv-networks-recast-the-role-of-commercials.html?emc=edit_th_20160227&nl=todaysheadlines&nlid=72268883&_r=1This week's Sponsor: GoToWebinar and 5 Tips to Attract Your Audience To Your Next Webinar - http://bit.ly/gotowebinar-attract-audienceRANTS AND RAVESRoberthttp://techcrunch.com/2016/02/28/martechs-bumpy-road-ahead-consolidation-growth-and-a-new-frontier/   JoeAutomate This: How Algorithms Came To Rule Our World by Christopher Steinerhttps://www.youtube.com/watch?v=H_aLU-NOdHM     TOM https://en.wikipedia.org/wiki/Burroughs_Corporation

In this episode of #ThisOldMarketing, Joe and Robert discuss how unfair it is to major publishers that Facebook opened up instant articles to everyone. The BBC restructures away from television and Google drops right-side ads on the desktop. Rants and raves include Buzzfeed's email traffic and yet another "Content Marketing Is Dead" article.  This week's TOM example: Altair Engineering and Concept To Reality magazine. This week's articles: Contently Acquires Docalyticshttp://www.adweek.com/news/technology/contently-buys-analytics-startup-tells-b2b-marketers-how-well-their-downloads-work-169710 Facebook Says Anyone Can Use Instant Articles Nowhttp://media.fb.com/2016/02/17/opening-up-instant-articles/BBC Dropping Television and Radio Divisionshttp://www.digitaltrends.com/movies/bbc-dropping-television-and-radio-divisions/Google Removes Side Bar Adshttps://www.searchenginejournal.com/google-removes-right-hand-sidebar-ads/156912/ This week's Sponsor: AdStation's Content Monetization Checklist and Worksheet http://bit.ly/adstation-monetization-checklist   Rants/Raves   http://www.wuv.de/agenturen/thomas_strerath_ueber_die_content_luegehttp://mediashift.org/2016/02/youve-got-mail-again-rethinking-the-role-of-email-newsletters/   This Old Marketing Altair Engineering's C2R: http://www.altair.com/C2R-Magazine.aspx