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

In this episode of #ThisOldMarketing, Joe and Robert report on Time buying MySpace (which actually has very little to do with myspace). Twitter announces an opt-in feed change that will most likely go "Full Facebook" in six months, while new research asserts that brands are creating more content with even less engagement.  Rants and raves include the economics of native advertising and Frank Underwood.  This week's TOM example: Fat, Sick and Nearly Dead. This week's story links: My Space And Its Owner Acquired by Timehttp://techcrunch.com/2016/02/11/time-inc-acquires-viant-owner-of-myspace-and-a-vast-ad-tech-network/What Marketers Need to Know About Twitters New Algorithmic Catch up Feed http://adage.com/article/digital/brands-twitter-s-algorithmic-feed/302627/   Content Marketing Surged 35% - While Engagement Dropped 17%http://marketingland.com/content-marketing-output-surged-35-in-2015-while-engagement-dropped-17-report-163979Paired with the study itself:http://trackmaven.com/press/trackmaven-analysis-points-to-major-shift-in-digital-marketing-efficacy Getting Ready For The Tech Slowdownhttp://www.prweek.com/article/1383424/getting-ready-tech-slowdown   SPONSOR   AdStation and the Content Monetization eBook - Download Here:  http://bit.ly/adstation-content-monetization RANTS AND RAVESRoberthttp://www.outbrain.com/blog/2016/02/the-macroeconomics-of-native-advertising.html   Joe http://www.digitaltrends.com/movies/netflix-sets-up-frank-underwood-campaign-headquarters-in-south-carolina/ http://www.thedrive.com/article/2171/nasas-giving-away-brilliant-space-travel-posters-for-free   #ThisOldMarketing - Fat, Sick and Nearly Dead & Breville http://www.fatsickandnearlydead.com/ http://www.rebootwithjoe.com/why-breville/

In this episode of #ThisOldMarketing, Joe and Robert discuss what you can really buy for the price of a Super Bowl advertisement. Gary V gets into the publishing business, and LinkedIn announces ditching its Bizo purchase...while the WSJ decides to drop LinkedIn from its sharing buttons.  Rants and raves includes the trust advisor model and why Buffer dropped its enewsletter subscribe form.  This week's TOM example: Foley Engines. What $5 Million Can Buy In Digital Mediahttp://digiday.com/brands/super-bowl-50-5-million-can-buy-digital-media/http://contentmarketinginstitute.com/2012/02/super-bowl-ad-content-marketing/ Gary Vaynerchuk Gets Into The Publishing Businesshttp://digiday.com/agencies/gary-vaynerchuk-gets-publishing-business/ LinkedIn Ditches Bizo Integration http://www.cmswire.com/digital-marketing/why-linkedin-dumped-a-175m-martech-acquisition/ Wall Street Journal Removes LinkedIn Sharing Button http://www.pubexec.com/post/wsj-removes-linkedin-button-b2b-media-might/ SPONSOR AdStation and Prime Publishing Case Study - http://bit.ly/adstation-case-studyRANTS AND RAVESRoberthttp://www.marketingjournal.org/scaling-trust-marketing-in-a-new-key-an-interview-with-john-hagel-iii/   Joehttps://blog.bufferapp.com/grow-an-email-list-question-mark?utm_campaign=weekly_digest_week_2016W05_dormant_test_control   TOM   http://www.foleyengines.com

In this episode of #ThisOldMarketing, Joe and Robert discuss why publishing an article anywhere but Medium might be a good thing.  PwC launches research about the state of content marketing in enterprises, and the Guardian goes "full monty" with labeling native advertising as paid content on their website.  Rants and raves include the evolution of content marketing and Joe's level of exhaustion.  Today's TOM Example: Chief Optimist by Xerox. This week's story links: Anywhere But Medium http://scripting.com/liveblog/users/davewiner/2016/01/20/0900.html   Most Organizations Still Struggling to Deliver Personalized Content, Says Forbes Insights/PwC Report http://www.forbes.com/forbesinsights/pwc_content/index.htmlhttp://images.forbes.com/forbesinsights/StudyPDFs/PwC-CustomerFocusedContent-REPORT.pdf   The Guardian Is Now Calling Native Ads Paid Content http://digiday.com/publishers/guardian-now-calling-native-ads-paid-content/     This week's Sponsor: AdStation Content Monetization eBook  http://bit.ly/adstation-content-monetization   Rants and Raves Roberthttp://diginomica.com/2016/01/22/content-strategy-takes-a-big-shift-why-i-was-wrong/#.Vq5ka8dmOFg Joehttps://econsultancy.com/blog/67426-why-the-brands-as-publishers-trend-is-utter-nonsense/ #ThisOldMarketing - Chief Optimist by Xeroxhttp://www.consulting.xerox.com/campaigns/chief-optimist/enus.html  

In this episode of #ThisOldMarketing, Joe and Robert discuss the recent exodus at Twitter and what it means for the future of the infamous unicorn. IBM buys Ustream, and the boys discuss the merits of an article that hates on content marketing. Rants and raves include "The Hot Seat", Kevin Spacey and the Fab Four. This week's TOM example: WTWH Media. This week's article links: The Revolving Door of Twitter Executiveshttp://www.businessinsider.com/twitter-execs-katie-jacobs-stanton-and-kevin-weil-leaving-company-2016-1IBM Acquires UStreamhttp://techcrunch.com/2016/01/21/ibm-confirms-acquisition-of-ustream-forms-new-cloud-video-unit/#.d9phxs:sjo5Why Brands As Publishers Trend Is Utter Nonsensehttps://econsultancy.com/blog/67426-why-the-brands-as-publishers-trend-is-utter-nonsense/Gartner Identifies The top 10 Strategic Technology Trends for 2016http://www.gartner.com/smarterwithgartner/2016-predictions-for-smart-marketing-technology/ Sponsor: Demandbase and Account-Based Marketing www.demandbase.com/thisoldmarketing Robert's Ravehttps://www.youtube.com/watch?v=jfjg0kGQFBY Joe's Raveshttp://techcrunch.com/2016/01/21/at-davos-kevin-spacey-predicts-that-tech-firms-will-follow-netflix-into-mediahttps://blab.im/ryan-hanley-everything-in-digital-marketing-is-dead    

In this episode of #ThisOldMarketing, Joe and Robert discuss the idea of "peak content" and how there are two camps - one of more content and more traffic and one of the right content and the right traffic.  Email, of all things, could be a big opportunity for content marketers in the future, and the boys talk about what it's going to take to land a role as chief content officer.  Rants and raves include PewDiePie and creativity.  This week's TOM example: Karo Syrup. This week's article links: Peak Content the Collapse of the Attention Economyhttp://www.themediabriefing.com/article/peak-content-the-collapse-of-the-attention-economyWhat Comes After Emailhttp://www.theatlantic.com/technology/archive/2016/01/what-comes-after-email/422625/Changing Roles of Chief Content Officerhttps://www.spencerstuart.com/research-and-insight/changing-channels-chief-content-officerSPONSOR Account-Based Marketing: Fundamentals every B2B Marketer Must Knowwww.demandbase.com/thisoldmarketingRANTS AND RAVES Roberthttp://qz.com/584850/creative-peoples-brains-really-do-work-differently/ Joehttp://www.talkingnewmedia.com/2016/01/14/the-power-of-audiences-why-innovative-publishers-are-more-valuable-than-ever/ http://www.dailydot.com/entertainment/pewdiepie-revelmode-disney-network/ #ThisOldMarketing example: Karo Syruphttp://www.business2community.com/content-marketing/3-vintage-examples-of-content-marketing-we-can-learn-from-today-01276191#Hz6RQjixFW85VddA.97

In this episode of #ThisOldMarketing, Joe and Robert discuss the rumors of Twitter expanding to 10,000 characters from 140, and what it means to brands. Turner's slew of television stations begin their quest for native advertising dominance, while the boys discuss the possibility of how native opportunities could fuel future owned content brands.  Rants and raves include Cisco calling digital marketing redundant and how brands are paying consumers to watch their ads. This Old Marketing example of the week: Lincoln Electric. This week's story links: Twitter Considering Killing the 140 Character Limithttp://nerdist.com/twitter-is-considering-new-10000-character-limit-for-tweets/ Turner Seeks To Become One Big Native Ad Platformhttp://adage.com/article/media/turner-seeks-big-native-ad-platform/301959/   Publishers to Hit Bottom with Nativehttp://digiday.com/publishers/peak-native-ads/ Top Challenges For B2B CMO’s 2016, Customers, Data and Content http://adage.com/article/btob/top-challenges-cmos-2016-customers-data-content/301590/   Sponsor: DemandBase Account-Based Marketing: Fundamentals every B2B Marketer Must Knowwww.demandbase.com/thisoldmarketing Rants and Raves Robert: http://www.channelweb.co.uk/crn-uk/news/2440957/cisco-declares-digital-marketing-term-redundanthttp://www.forbes.com/sites/johnrampton/2016/01/04/how-to-start-your-own-content-marketing-business-in-2016/   Joe: https://medium.com/@r4isstatic/the-s-word-fe02b09541f#.sgl6xkjmx http://www.wsj.com/articles/more-marketers-offer-incentives-for-watching-ads-1451991600 http://contently.stfi.re/strategist/2016/01/04/21-content-marketing-predictions-for-2016/?sf=aovxpn This Old Marketing Example of the Week: Lincoln Electric's The Stabilizer  

In this first recorded episode of the 2016 year, Joe and Robert review a number of articles on the FTC, native advertising and what the future will hold for sponsored content. Ad blocking and podcasting dominate the key trends of 2015, where the boys uncover "content friction" as a key issue of 2015. Joe and Robert expand on the opportunities in podcast advertising and then rant and rave about the future of SnapChat.  Official rants and raves include the definition of content marketing and whether we should build our house on rented land.  This week's #ThisOldMarketing example of the week: Pennsylvania Rural Electric Cooperative This week's story links: Consumers Can’t Tell Native Ads from Editorial Content http://www.mediapost.com/publications/article/265789/consumers-cant-tell-native-ads-from-editorial-con.html http://www.theguardian.com/media/2015/dec/30/telegraph-criticised-asa-watchdog-michelin-advertorial http://adage.com/article/media/iab-concerned-ftc-s-native-advertising-rules/301948/ The Ten Key Media & Publishing Moments of 2015http://www.fipp.com/news/features/the-ten-key-mediapublishing-moments-of-2015 Podcasts Where People Choose To Listen To Ads http://mumbrella.com.au/podcasts-where-people-are-actually-choosing-to-listen-to-ads-336615 Snapchat Is Going To Reach A Billion Users Thanks to Generation S - The Smartphone Generationhttp://calacanis.com/2015/12/29/snapchat-is-going-to-reach-a-billion-users-thanks-to-gen-s-the-smartphone-generation/ SPONSOR http://IntelligentContentConference.com - Use code "PNR" for $100 off.RANTS AND RAVESRoberthttp://www.sorryformarketing.com/blog/what-is-content-marketing?utm_campaign=shareaholic&utm_medium=twitter&utm_source=socialnetwork http://adage.com/article/cmo-strategy/a-cmo-s-checklist-marketing-transformation/301869/ http://www.washingtonpost.com/sf/national/2015/12/26/resistance/?tid=sm_fb Joehttp://www.socialmediaexaminer.com/is-blogging-dead-building-your-content-home-on-rented-land-mitch-joel-mark-schaeffer This week's #ThisOldMarketing Pennsylvania Rural Electric Cooperativehttp://www.prea.com/Content/pennlines.asp

In this New Year's edition of #ThisOldMarketing, Joe and Robert discuss the most recent FTC statement on native advertising and what it means to brands and publishers.  Forbes announces a "light ad" site for ad blockers and ANA chooses "content marketing" as the phrase of the year.  The boys cap it off with another Medium story, and why CEO Ev Williams is a master seducer.  Rants and raves include YouTube vs. Facebook and The Business Romantic.  This week's TOM example: Komputronik buys Benchmark. This week's news stories: Forbes blocks Ad Blockershttp://www.mediapost.com/publications/article/265502/forbes-blocks-ad-blockers-launches-agency-counc.html ANA Says “content marketing” is this Year’s word of the yearhttp://www.thedrum.com/news/2015/12/21/ana-says-content-marketing-word-year FTC Releases Native Advertising Guidelineshttp://adage.com/article/media/federal-trade-commission-releases-native-ad-guidelines/301921/ Medium’s Ev Williams: ‘It’s Going to Make Less and Less Sense to Publish on the Webhttp://linkis.com/recode.net/2015/12/2/mzkdd SPONSORContent Marketing University - http://contentmarketinguniversity.comRANTS AND RAVESRobert's Ravehttp://www.amazon.com/gp/product/B00JOFYXYG?psc=1&redirect=true&ref_=oh_aui_d_detailpage_o01_   Joe's Ravehttps://www.youtube.com/watch?v=y_5mNccPBUk   #ThisOldMarketing - Poland's Komputronik Buys Benchmarkhttp://www.warsawvoice.pl/WVpage/pages/article.php/15795/article

In this special pre-Christmas episode of #ThisOldMarketing, Joe and Robert discuss the New York Times big revenue move into native advertising, with some commentary about the WSJ as well. Content marketing predictions flood this episode, but the majority of time is spent ranting about Basecamp moving their blog over to Medium full time.  Rants and raves include the trouble in TV Land and Hollywood and a breakdown of Joe's 2016 predictions.  This week's TOM example: Rudolph the Red-Nosed Reindeer. This week's story links: Industrial Strength Branded Content http://www.mondaynote.com/2015/12/14/industrial-scale-branded-content/   2016 Content Marketing Predictions http://mashable.com/2015/12/18/content-marketing-predictions/#mz6i0n96XuqF   Signal Vs. Noise Moves Its Blog To Medium https://m.signalvnoise.com/signal-v-noise-moves-to-medium-c8083ce19686#.f7e2inazl     SPONSOR Widen and Visual Storytelling - http://bit.ly/widen-visual-storytelling   RANTS AND RAVES   Robert's Rant/Rave on TV and Hollywood http://www.wsj.com/articles/glut-of-scripted-tv-content-troubles-hollywood-1450296686?mod=djemCMOToday Joe's Rave on Content Marketing Predictionshttp://contentmarketinginstitute.com/2015/12/content-marketing-predictions-2016/

In this special Star Wars themed episode, Joe and Robert discuss what will happen with Airbnb's content marketing initiative "Pineapple". Ad blocking continues to be all the rage in 2015, and the boys talk about the impact of ad blocking on business models into 2016 and beyond.  And don't miss Ann Handley's take on content marketing in 2016 as well. Rants and raves include a take on the Publicis reorganization and how a small ice-cream shop landed the official ice cream of Star Wars.  This week's #ThisOldMarketing example: Star Wars Comic Books. This week's links: Here’s what happened to Pineapple - AirBNB’s Print Magazine http://www.wsj.com/articles/heres-what-happened-to-pineapple-airbnbs-one-off-print-magazine-1449684006?mod=djemCMOToday   Ad Blocking Will Force Industry to put the user experience first http://digiday.com/publishers/2016yearinpreview-ad-blocking-debate-gets-bigger-advertising/   Content Marketing Grows Up - 2016 Prediction http://www.annhandley.com/2015/12/10/content-marketing-grows-up-my-2016-prediction/   Brutal Competition for Audience Time Across B2B and B2C  http://www.themediabriefing.com/article/colin-morrison-b2bms15     Sponsor: Widen and the 4 C's to Visual Storytelling http://bit.ly/widen-visual-storytelling   Rants and Raves   Robert's http://www.digitalclaritygroup.com/perception-and-reality-in-publicis/   Joe'shttps://gimletmedia.com/episode/17-words-about-words-from-our-sponsors/ http://www.adweek.com/news/advertising-branding/how-mom-and-pop-creamery-brooklyn-became-official-ice-cream-star-wars-168584   #ThisOldMarketing - Star Wars Comic Books https://en.wikipedia.org/wiki/Star_Wars_(comics)   .