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

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)   .

In this episode of #ThisOldMarketing, Joe and Robert discuss GE's move away from prime-time advertising and increasing move toward branded content.  "Homeless" media is a huge opportunity for media companies and brands, but it comes with a big risk that most organizations are not aware of. Credit Suisse may or may not build a social network for super-rich people and John Bell has some wise words for marketers regarding content marketing.  Raves include Clayton Christiansen and WSJ launching an annual print magazine. This week's TOM example: Ancestry.com. This week's story links: GE Is Dumping Prime Time Advertisinghttp://qz.com/564910/general-electric-is-dumping-prime-time-tv-advertising/ The Rise OF Homeless Mediahttps://medium.com/thoughts-on-media/the-rise-of-homeless-media-97e031c8b319#.o0saw6r9q Credit Suisse Building A Social Network of Rich Peoplehttp://adage.com/article/agency-news/credit-suisse-building-a-social-network-rich-people/301540/ There’s A Fresh Business Case for Content Marketinghttp://johnbell.typepad.com/weblog/2015/11/a-fresh-business-case-for-content-marketing-by-brands.html SPONSORWiden's DAM Decision Guide -  http://bit.ly/widen-dam-guideRANTS AND RAVESRoberthttp://www.forbes.com/sites/stevedenning/2015/12/02/fresh-insights-from-clayton-christensen-on-disruptive-innovation/ Paired With….https://hbr.org/2015/12/what-is-disruptive-innovation   Joehttp://echojunction.com.au/facebook-cracks-1bn-daily-users-10-insights-q3-results/# http://www.freeportpress.com/wsj-sees-the-futurein-print/   #ThisOldMarketing - Ancestry.comhttp://adexchanger.com/native-advertising-2/ancestry-drives-sales-not-awareness-via-content-marketing/

In this episode of #ThisOldMarketing, Joe and Robert discuss the very funny South Park episode all about sponsored content and native advertising.  Yahoo! experiments with actually blocking ad blockers, and Google Plus gets a makeover, but it is worth it to take a second look?  Rants and raves include Seth Godin and Alibaba buying a media company.  This week's TOM example: The Chicken Whisperer. This week's article links: South Park Hysterically Satirized Ad Blocking And Sponsored Contenthttp://www.adweek.com/news/television/south-park-hysterically-satirized-ad-blocking-and-sponsored-content-168206Yahoo Restrics Ad Blocking Software For Email usershttp://bits.blogs.nytimes.com/2015/11/20/yahoo-restricts-ad-blocking-software-for-some-email-users/Watching The Content Marketing Trend Fade To Blackhttp://geofflivingston.com/2015/11/16/watching-the-content-marketing-trend-fade-to-black/New Ways To Find and Stream App contenthttp://insidesearch.blogspot.com/2015/11/new-ways-to-find-and-stream-app-content.htmlMeet The New Google Plushttp://techcrunch.com/2015/11/17/meet-the-new-google/#.d9phxs:mBIc   This week's Sponsor: The DAM Decision Guide from Widen - http://bit.ly/widen-dam-guide   Joe's Rave on Alibaba buying a media companyhttp://www.bidnessetc.com/57987-alibaba-group-holding-ltd-is-jack-ma-interested-in-print-media-now/   Robert's Rave on Seth Godin and Persuasionhttp://sethgodin.typepad.com/seths_blog/2015/11/a-reason-persuasion-is-surprisingly-difficult.html   This Old Marketing Example: The Chicken Whispererhttp://contentmarketinginstitute.com/2015/01/how-andy-schneider-built-media-empire/

In this special Thanksgiving episode of #ThisOldMarketing, Joe and Robert discuss the amazing new content marketing launch for Y Combinator called "The Macro". Facebook Instant Articles is (surprise, surprise) not working for the 20 publishers...Robert Rose has a solution that involves content syndication, not advertising. In addition, the boys strongly disagree with a Gerry McGovern post about quality content.  Rants and raves include what is NOT content marketing.  This week's TOM example: US Military Hospitals. This week's article links: Facebook Instant Articleshttp://www.wsj.com/articles/facebook-mulls-ad-changes-for-instant-articles-after-publisher-pushback-1447281399?alg=yPaired Withhttp://www.engadget.com/2015/11/12/facebook-instant-article-ad-revenue/ Y Combinator Launches The Macrohttp://techcrunch.com/2015/11/20/sifting-through-secrets/?ncid=txtlnkusaolp00000634Less Content Marketing, More Quality Contenthttp://www.gerrymcgovern.com/new-thinking/less-content-marketing-more-quality-contentB2B Data Driven Trendshttp://adage.com/article/digitalnext/data-transform-b-b-marketing-2016/301386/ Sponsor Message: http://ContentMarketingUniversity.com Rants and Raves 8 Examples of Content Marketinghttp://marketingland.com/content-marketing-done-right-8-examples-can-learn-149088    

In this week's episode, Joe and Robert discuss why YouTube has a leg up on the streaming music business, and someone actually wants to kill the term native advertising.  Dollar Shave Club launches a new content marketing program called MEL, and the boys fight over whether it's transparent enough.  Rants and raves include NYTimes Virtual Reality project and a Wharton article.  This week's TOM example: Fold Factory. This week's show links: YouTube Opens Enormous Music Collection To Allhttp://www.wired.com/2015/11/youtube-music-opens-sites-enormous-music-collection-to-all/Can We Kill The Term Native Advertising?http://www.alleywatch.com/2015/11/can-kill-term-native-advertising/Dollar Shave Club Launches Mens Interest Editorial Destinationhttp://www.wsj.com/articles/dollar-shave-club-launches-mens-interest-editorial-destination-called-mel-1447270170 Sponsor: Marketo and Solved Mysteries - http://bit.ly/marketo-solved-mysteries Joe's Ravehttp://www.nytimes.com/2015/11/08/magazine/virtual-reality-a-new-way-to-tell-stories.html?_r=0https://contently.com/strategist/2015/11/09/are-the-nyts-virtual-reality-films-for-brands-the-next-big-thing/   Robert's Rant http://knowledge.wharton.upenn.edu/article/imagine-theres-no-marketing-its-easy-if-you-try/   #ThisOldMarketing Fold Factory - https://www.youtube.com/user/foldfactory

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest findings on Facebook, specifically how Facebookers are turning into lurkers and moving away from actually creating content.  Ad blockers are transforming the next level of the web and one startup goes big by launching a documentary. Rants and raves include Amazon launching a physical bookstore and Activision launches a film studio.  This week's TOM example: Interface Age Magazine. This week's story: 9 Fascinating Stats In Digital Marketing this Last Weekhttp://www.adweek.com/news/technology/here-are-9-fascinating-digital-marketing-stats-past-week-167919Ad Blockers And The Next Chapter Of The internethttps://hbr.org/2015/11/ad-blockers-and-the-next-chapter-of-the-internetInside Story On Design Disruptors Documentary Filmhttp://blog.hubspot.com/marketing/design-disruptors?utm_campaign=blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=23028931Publishers Create New Job “Platform Wranglers"http://digiday.com/publishers/rise-platforms-publishers-scramble-point-persons/SPONSORLean Content Marketing by Marketo - http://bit.ly/marketo-lean-marketingRANTS AND RAVESRoberthttps://hbr.org/2015/11/what-a-great-digital-customer-experience-actually-looks-like Joehttp://www.usatoday.com/story/tech/2015/11/06/amazon-brick-and-mortar-bonobos-modcloth/75235308/ http://www.latimes.com/business/technology/la-fi-tn-activision-studio-20151106-story.html https://medium.com/thoughts-on-media/could-nike-have-saved-grantland-really-5c4f3d69718cTOM…..http://apple2history.org/history/ah20/

In this episode of #ThisOldMarketing, Joe and Robert discuss some major plays in podcasting, from Google Play adding podcasts to Serial's deal with Pandora.  PewDiePie says that the reason YouTube is launching YouTube Red is because of ad blockers (is he right?) and Mark Zuckerberg from Facebook believes that ads make Facebook better (really?).  Rants and raves include IBM buying part of the Weather Channel and Nike should buy Grantland.com.  This week's TOM example: Pro Football Talk. This week's story links:    Google Gets Back Into Podcast Distribution http://arstechnica.com/gadgets/2015/10/google-gets-back-into-podcast-distribution-with-google-play-music-podcasts/   Pandora Exclusive Streaming Partner for Serial http://www.businesswire.com/news/home/20151102005476/en/Pandora-Exclusive-Streaming-Partner-Serial-Season   PewdiePie Says Ad Blockers Lead to YouTube Red http://www.businessinsider.com/pewdiepie-says-ad-blockers-led-to-youtube-red-2015-10     Zuckerberg Talks about the Crowding of Ads Vs. Content https://www.youtube.com/watch?v=VQaCv52DSnY&feature=youtu.be&t=1997   Brands It’s You Not Consumers http://www.cmo.com/articles/2015/10/19/brands-its-you-not-consumers.html   This week's Sponsor: Marketo on A/B Testing - http://bit.ly/marketo-ab-testing   Rants and Raves Robert - http://fortune.com/2015/10/27/ibm-weather-company-acquisition/ Joe - https://www.linkedin.com/pulse/nike-under-armour-missing-huge-opportunity-grantland-closing-pulizzi   This Old Marketing http://profootballtalk.nbcsports.com/2015/11/01/pft-turns-14-today/

In this episode of #ThisOldMarketing, Joe and Robert go in-depth into YouTube's decision to "force" content creators to be part of their new paid subscription program - YouTube Red.  Adobe releases some interesting research on consumer behavior and content (hint: focus on the mobile experience) and the boys dissect some interesting research on the future of digital.  Rants and raves include why publishers are missing the boat.  This week's TOM example of the week: Johnson & Johnson and BabyCenter.   YouTube Will Completely Remove Videos Of Creators Who Don’t Sign Its Red Subscription Dealhttp://techcrunch.com/2015/10/21/an-offer-creators-cant-refuse/#.mudbml:0AwH paired with...ESPN Takes It’s Videos Off Of Youtube http://www.fastcompany.com/3052695/fast-feed/espn-pulls-videos-from-youtube-due-to-terms-of-upcoming-paid-tier Study: What Consumers Want From Digital Contenthttp://www.adweek.com/socialtimes/report-what-consumers-want-from-digital-content/627753 Epic Deck From Yahoo - Predicts What’s Happening In Tech and Media http://www.businessinsider.com/michael-wolf-predicts-what-will-happen-in-the-tech-industry-in-2016-2015-10?op=0#/#-1 This week's Sponsor: Marketo and Digital Marketing 101: http://bit.ly/marketo-digital-marketing   Rants/Raveshttp://www.niemanlab.org/2015/10/whats-actually-working-in-digital-advertising-8-publishers-on-how-theyre-bringing-in-money/   #ThisOldMarketing - J&J's BabyCenter http://www.adweek.com/news/technology/why-johnson-johson-treasures-babycenters-data-156720

In this episode number 101, Joe and Robert discuss whether content marketing can save advertising.  Does it have to be either/or?  Actually, we think not.  Mitch Joel contends that it may be the end of blogging as we know it, and Pepsi's CMO thinks that digital agencies are destroying themselves.  Rants and raves include some sketchy content marketing stats and a native advertisement from LexCorp.  This week's #ThisOldMarketing example: Westinghouse. This week's articles: Can Content Save Advertisinghttp://adage.com/article/news/content-save-advertising/300842/ Is this The End Of Blogging?http://www.twistimage.com/blog/archives/the-end-of-blogging/ PepsiCo Executive Says Agency Model Is Going To Breakhttp://www.wsj.com/articles/pepsico-executive-says-agency-model-is-going-to-break-1444926957?mod=djemCMOToday   SPONSOR: BrandPointHUB - http://bit.ly/brandpointhub2 on the 10 considerations to selecting a content marketing platform   RANTS/RAVES   Robert http://fortune.com/contentfrom/2015/10/05/lex-luthor-jr/ntv_a/3dsBA58oDAfxgFAhttp://www.businesswire.com/news/home/20151015005333/en/Aberdeen-Group-Report-Reveals-Marketers-Utilize-Data#.ViAkZZ1Viko   Joehttp://www.redditblog.com/2015/10/introducing-upvoted-redditorial.html http://adage.com/article/digital/content-budgets-rise-measurement-advances/300836/   This Old Marketing: Westinghouse http://eh.net/encyclopedia/the-history-of-the-radio-industry-in-the-united-states-to-1940/ http://www.personal.psu.edu/jtk187/art2/radio.htm

In this special 100th anniversary edition of #ThisOldMarketing, Joe and Robert do a little "celebration time" and reflect on the past 100 episodes.  The format is changed for this episode, and includes four major trends that Joe and Robert expect to see in 2016, as well as some major content marketing predictions for 2017.  Discussed topics include quality vs. quantity, the rise of the content brand, content marketing M&A, and a battle on terminology.  This week's TOM example: Content Marketing Institute. This week's links: 1. Less Velocity, More Quality Marcus Sheridan - who thinks the debate is a false choicehttp://www.thesaleslion.com/quality-vs-quantity-for-content-marketing-success-the-frank-truth/Doug Kessler’s Crap The Single Biggest Threat to B2B Content Marketinghttps://velocitypartners.com/resources/crap-the-single-biggest-threat-to-b2b-content-marketing/Robert Rose - Post on 2015 State of The Enterprise of Content Marketinghttp://contentmarketinginstitute.com/2015/06/content-marketing-2015-state-of-enterprise/2. Content Marketing M&A on the Rise2014 Biggest Acquisitions http://marketeer.kapost.com/acquisitions-2014-marketers-need/#axzz3o0XSYOcBContent Moves To The Middle - http://www.cmo.com/articles/2015/9/8/content-moves-to-the-middle.htmlHow Much Investment Money Is In Content Marketing Technologyhttp://blog.newscred.com/how-much-investment-industry-money-is-in-content-marketing-technology/3. The Dawn of the Content BrandBenefits of The Separate Content Sitehttp://www.brightinfo.com/blog/content-brands-need-separate-content-site/Interview with Andrew Davis on Content Brandshttp://www.branddrivendigital.com/why-content-brands-trump-branded-content-with-andrew-davis/LinkedIn Article on the 10 Most Influential Brands on LinkedInhttp://marketing.linkedin.com/blog/announcing-the-2015-10-most-influential-brands-on-linkedin/4. A Focus on Terms, and getting them right - ala Content Marketing vs. Branded Content/Native Advertising/Inbound MarketingCan We Just please stop using the words Branded Contenthttp://contentmarketinginstitute.com/2015/10/stop-using-branded-content/10 Content Marketing Buzzwords You’re Going To hear Way Too MuchReleased in January of this year:https://contently.com/strategist/2015/01/14/10-content-marketing-buzzwords-youre-going-to-hear-way-too-much-this-year/