This Old Marketing - News Podcast Weekly with Joe Pulizzi and Robert Rose

In this week's #ThisOldMarketing, Joe and Robert discuss how Facebook is leveraging native advertising to significantly alter the business model for publishers. This, in turn, becomes a huge opportunity for brands. In addition, FB announces that they are starting to pay media companies (and influencers) to create video on their platforms. In other news, native advertising is booming (who knew?). Rants and raves include Garrison Keillor and Print. This week's TOM example: Steelcase.

Today's Episode Sponsor - Ahrefs (ahrefs.com) has a 30% off special for PNR listeners, plus a 14-day free trial. Go here for more - http://cmi.media/pnr137a

This week's story links:

Did Facebook Just Deliver a Crushing Blow To Native Advertising http://www.fastcompany.com/3061204/did-facebook-just-deliver-a-crushing-blow-to-native-advertising?partner=rss&utm_source=feedly&utm_medium=webfeeds Paired With…. Facebook Makes A Deal To Pay For Media Companies, Celebrities for Facebook Live http://www.wsj.com/articles/facebook-signs-deals-with-media-companies-celebrities-for-facebook-live-1466533472 2016 Native Advertising Trends For Publishers http://www.huffingtonpost.com/chad-pollitt/2016-native-advertising-t_1_b_10570340.html Tronc Threatens a Nightmare Hellscape of Video Content in New Warning to Employees http://www.theverge.com/2016/6/20/11978312/tronc-employee-video-content-hellscape SPONSOR - CONTENT MARKETING WORLD Use code PNR200 to save $200 off at http://contentmarketingworld.com RAVES http://www.cbsnews.com/news/garrison-keillor-signs-off/

In this week's #ThisOldMarketing, Joe and Robert talk about brands moving to Facebook's instant articles (in this case, Intel), and how FB needs to do more to help educate marketers and advertisers than their newly launched "creative hub". Podcasting gets a shot in the arm with eBay, and somewhere out there are some very happy, but very disillusioned marketers. Rants and raves include Snapchat's new magazine. TOM example of the week: Investools.

This week's story links:

Facebook Extends Instant Articles - Starting With Intel http://digiday.com/brands/facebook-extends-instant-articles-brands-starting-intel/ Facebook Launches Creative Hub To Simplify Creation of Ads http://adage.com/article/special-report-cannes-lions/facebook-launches-creative-hub/304531/ Podcast Companies Experiment With Sponsored Content http://www.wsj.com/articles/podcast-companies-experiment-with-sponsored-content-1466154000 73% Of Ad Buyers Cite User Experience As Major Industry Challengehttp://www.adweek.com/news/technology/73-ad-buyers-cite-user-experience-major-industry-challenge-171995 These 5 Charts Show The State of Content Marketing Todayhttp://www.cmo.com/features/articles/2016/6/16/2016-state-of-content-marketing-through-5-charts.html SPONSOR MESSAGE: GoToWebinar and the "5 Steps to Attract Your Target Audience to Your Next Webinar" eBook. Download for free here: http://cmi.media/pnr136 RANTS & RAVES http://thenextweb.com/insider/2016/06/17/snapchats-launching-digital-magazine-focused-tntersection-life-tech/ http://adage.com/article/agency-news/ana-k2-find-evidence-pervasive-agency-rebate-collection/304347/ http://adage.com/article/guest-columnists/clients-blame-lack-agency-transparency/304495/ THIS OLD MARKETING: Investools from TD Ameritrade https://www.investools.com

In this episode of #ThisOldMarketing, Joe and Robert discuss the Microsoft purchase of LinkedIn, and how every media outlet missed the big story that Microsoft purchased a media company. In another story, we find out that most marketers are using native advertising the wrong way while Facebook reach continues to plummet. Rants and raves include the opportunity for publishers as agencies. This week's TOM example: Computer magazine startups.

This week's story links: MSFT Buys LinkedIn https://www.linkedin.com/pulse/linkedin-microsoft-changing-way-world-works-jeff-weiner The Future of Branding Is Debrandinghttp://www.fastcodesign.com/3060658/the-future-of-branding-is-debranding Publisher Reach On Facebook Is Down 42%http://www.adweek.com/news/technology/publisher-reach-facebook-down-42-percent-171818 SPONSOR - GoToWebinar and their eBook, "5 Ways to Attract a Targeted Audience to Your Next Webinar". Download here - http://cmi.media/pnr135 RANTS AND RAVEShttps://www.themediabriefing.com/article/the-changing-relationship-between-publishers-and-agencies http://digiday.com/agencies/confessions-agency-ceo-agencies-use-new-tech-know-will-fail/ THIS OLD MARKETING https://en.wikipedia.org/wiki/Dr._Dobb%27s_Journal https://en.wikipedia.org/wiki/Atari_Age_%28magazine%29 https://en.wikipedia.org/wiki/The_Transactor#cite_note-transactor_1_1-4 https://en.wikipedia.org/wiki/Acorn_User

In this week's #ThisOldMarketing, Joe and Robert discuss a number of acquisitions that occurred this week, including CMI. Mary Meeker's annual Internet Trends Report is out again, and the boys discuss the highlights, while Mondelez does a Pepsi and Red Bull and begins a content marketing approach as profit center. Rants and raves include Scott Brinker and audio content. This week's TOM example: Porsche.

This week's story links:

Content Marketing Institute Acquired by UBM http://contentmarketinginstitute.com/2016/06/cmi-acquired-by-ubm/ 15 Most Important Slides In Mary Meeker's Internet Trends Reporthttps://www.washingtonpost.com/news/innovations/wp/2016/06/02/the-15-most-important-slides-in-mary-meekers-internet-trends-report/ Yahoo's False Prophet - How Marissa Mayer Failed To Turn the Company Around https://variety.com/2016/digital/features/marissa-mayer-yahoo-ceo-1201781310/ Mondelez Makes Moves To Look More Like A Media Companyhttp://www.wsj.com/articles/mondelez-makes-moves-to-look-more-like-a-media-company-1464692402 SPONSOR: GoToWebinar and "5 Steps to Attract Your Audience to Your Next Webinar" http://cmi.media/pnr134 RANTS AND RAVES Robert: http://chiefmartec.com/2016/05/radical-nomql-movement-content-marketing/ Joe: http://digiday.com/publishers/monocle-magazine-monetizes-million-monthly-radio-listeners/ THIS OLD MARKETING Christopherous http://www.liebe-zu-ihm.be/porsche-christophorus-magazines/ http://www.porsche.com/usa/aboutporsche/christophorusmagazine/ https://en.wikipedia.org/wiki/Christophorus_(magazine)

In this episode of #ThisOldMarketing, the boys talk investing in content as an asset, starting with an interesting perspective on using evergreen content over temporal content. Apple looks like they are in the market for a content producer (although probably not Disney...yet) and (drum roll please), content marketing can now be scientifically proven (mic drop). Rants and raves include the Pope and programmatic data. This week's TOM: Thomas Chippendale.

This week's content marketing news:

Content Marketing And Compounding Returnshttp://tomtunguz.com/content-marketing-compounding-returns/ Apple And Hollywood - No Interest In Time Warner http://adage.com/article/media/apple-a-hollywood-player-hin-interest-time-warner/304189/ Scientific support for content marketinghttps://www.linkedin.com/pulse/scientific-support-content-marketing-thomas-barregren SPONSOR: 5 Steps to Attract Your Target Audience to Your Next Webinar from GoToWebinar - http://cmi.media/pnr133 RANTS AND RAVES ROBERT http://www.adweek.com/news/technology/these-2-tech-companies-are-combining-market-research-programmatic-ads-171721 JOE http://www.teenvogue.com/story/pope-youtube This Old Marketing: Thomas Chippendale https://en.wikipedia.org/wiki/Thomas_Chippendale http://www.metmuseum.org/art/collection/search/591840

In this episode of #ThisOldMarketing, Joe and Robert discuss the "Chewbacca Mask" phenomenon and what it means for brands. Facebook needs to control the theft of content assets and Pepsi launches a content studio, soon to be a regular thing among brands. Rants and raves include building your personal brand and rented land. This week's TOM example: Playmobil.

This week's content links:

USE CODE "PNR200" to get $200 off at http://ContentMarketingWorld.com

Kohl's Sent Star Wars Treasure Trove To Woman Behind The Chewbacca Videohttp://www.adweek.com/news/advertising-branding/kohls-sent-star-wars-treasure-trove-woman-behind-megaviral-chewbacca-video-171628 Paired with Facebook needs to make it easier to report stolen videos http://www.scottmonty.com/2016/05/facebook-needs-to-make-it-easier-to.html Pepsi's Big Bet On Content http://adage.com/article/cmo-strategy/pop-star-pepsico-s-big-bet-content-includes-a-movie/304004/ Interview with Shane Smith - CEO of Vice http://digiday.com/publishers/shane-smith-vice-media-interview/ SPONSOR: GoToWebinar and "The 5 Keys to Attract a Targeted Audience with Webinars" - http://cmi.media/pnr132 RANTS AND RAVES Robert http://www.mediapost.com/publications/article/276285/why-dont-most-large-advertisers-treat-marketing-a.html https://www.psychologytoday.com/blog/machiavellians-gulling-the-rubes/201605/stop-trying-build-your-personal-brand Joe http://app.stylist.co.uk

In this episode of #ThisOldMarketing, Joe and Robert discuss how content marketing and advertising don't compete with each other and, believe it or not, are actually different (to some people's dismay). Facebook acts like a real media company, and influencer marketing is the biggest thing that no enterprise understands how to execute well. Rants and raves include bots, bots and more bots. This week's TOM example: OBEY.

This week's story links:

http://www.businessinsider.com/sir-john-hegarty-on-the-perils-of-content-marketing-2016-5 https://www.theguardian.com/technology/2016/may/12/facebook-trending-news-leaked-documents-editor-guidelines http://digiday.com/agencies/confessions-social-media-exec-no-idea-pay-influencers/ http://www.bloomberg.com/news/articles/2016-05-04/youtube-said-to-plan-unplugged-online-tv-service-for-2017 This week's sponsor: Marketo and Summer Marketing 101: http://cmi.media/pnr131 RANTS AND RAVES http://www.cmo.com/articles/2016/5/6/cwtk-could-sponsored-content-be-the-antidote-to-ad-blocking.html

http://techcrunch.com/2016/05/11/kik-already-has-over-6000-bots-reaching-300-million-registered-users/

THIS OLD MARKETING - OBEY http://www.relevantmagazine.com/culture/books/features/21427-the-man-behind-obey

In this episode of #ThisOldMarketing, Joe and Robert discuss UK research that states content marketing/native advertising is predicted to double by 2020. Long-form content actually does have a chance on the smartphone and influencer marketing is not without its struggles. Rants and raves include two must-read articles on the state of marketing and advertising today. This week's TOM example: McCall's.

This week's article links:

Content Marketing Spend Predicted to Double In The UKhttp://www.campaignlive.co.uk/article/uk-content-marketing-spend-predicted-double-2020/1393581 Good News - People Will Read Your Long Stories On Their Phones http://www.niemanlab.org/2016/05/good-news-publishers-people-will-read-your-long-stories-on-their-phones-for-two-minutes-anyway/ Multi-Channel Networks Content With Ad Buyer Fatiguehttp://www.wsj.com/articles/mcns-contend-with-ad-buyer-fatigue-1462562261 Content Commoner Not Kinghttp://adexchanger.com/the-sell-sider/content-commoner-not-king/ SPONSOR - Download Summer Marketing 101 from Marketo today - http://cmi.media/pnr130 RAVES Robert Media Design Changing IN The Digital Economy http://adage.com/article/digitalnext/media-design-change-digital-economy/303758/

Joe The Audience Takes Charge http://contentmarketinginstitute.com/2016/05/audience-takes-charge/

In this episode of #ThisOldMarketing, the boys discuss the endof the media business as we know it, and follow up with the keys tofinding subscriber success. Native advertising terms continue toconfuse and Marriott shows us what content marketing at scale lookslike. Rants and raves include audio content trends and whythe human attention span is not eight seconds. This week'sTOM Example: The origin story behind Red Bull Media House.

This week's show links:

Your Media BusinessWillNotBeSavedhttps://medium.com/@joshuatopolsky/your-media-business-will-not-be-saved-1b0716b5010c#.tp0ocacnaDigital Subscriptions Driven ByCustomerPerceptionofExclusivityhttp://www.pubexec.com/post/report-finds-digital-news-subscriptions-driven-customer-perception-exclusive-content/Native AdvertisingDefinitionsContinueToConfusehttp://www.mediapost.com/publications/article/274286/native-advertising-definitions-continue-to-confuse.htmlMetrics Meet Magic - How Marriott CMOKarinTimponeReachesNext-GenTravelersThroughIncredibleContenthttps://contently.com/strategist/2015/12/15/metrics-meet-magic-marriott-cmo-karin-timpone-reaches-next-gen-travelers-incredible-content/SPONSOR MESSAGE - MARKETODownload the Highly EffectiveEmailMarketingLookbook- http://cmi.media/pnr129RANTS AND RAVESJOEhttp://www.amplifimedia.com/blogstein/2016/4/22/mobile-is-eating-the-audio-worldROBERThttp://www.socialmediatoday.com/social-business/shortening-human-attention-span-and-what-it-means-marketers-infographichttp://www.forbes.com/sites/avidan/2016/04/25/consultants-are-eating-the-agencies-three-martini-lunch/#336805663aba

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/