Does Successful Content Marketing Lead to Rising Stock Prices?

As many of you know, Robert Rose and I have been recording the PNR (Pulizzi and Rose): This Old Marketing podcast every week for three years now. At the end of every episode, we cover a content marketing case study. A few weeks back, our amazing blog manager Lisa Dougherty told Robert and me that she’d been listening to the podcast as sort of a “stock screener” to find companies to invest in. And from that one email from Lisa, the PNR15 stock portfolio was created. Now before I dig into what exactly this is, I need to detail a few important points. Long story short, this is a first pass. Looking at a public company’s stock price and market capitalization is one significant way to measure long-term value for shareholders. Hypothesis Do public companies that consistently deliver valuable communication to customers perform better in stock markets than the average public company? The PNR15 Stock Portfolio The PNR15 is made up of 15 publicly traded companies listed on one of the major U.S. stock exchanges. What companies should we be talking about on the This Old Marketing podcast?

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content-marketing-rising-stock-prices

As many of you know, Robert Rose and I have been recording the
PNR (Pulizzi and Rose): This Old Marketing
podcast
every week for three years now. At the end of every
episode, we cover a content marketing case study. Some of the case
studies are just a few years old, while other
examples
are well over 100 years old.

A few weeks back, our amazing blog manager Lisa Dougherty told
Robert and me that she’d been listening to the podcast as sort of a
“stock screener” to find companies to invest in. And from that one
email from Lisa, the PNR15 stock portfolio was created.

Now before I dig into what exactly this is, I need to detail a
few important points.

First, I am not a certified stock professional and am not
recommending that anyone purchase these stocks. If you happen to
buy any of these investments, it’s on you.

Second, what I really hope to show is that delivering valuable,
consistent communications to customers over time can increase the
overall value of a brand over time.

Third, none of what you are about to look at is scientific in
any way. These company examples (and now stocks) have been curated
from CMI’s community, from the #ThisOldMarketing listenership, and
from Robert and me.

Long story short, this is a first pass. I believe that the way a
brand communicates does affect the value of the enterprise, often
in ways we can’t measure. Looking at a public company’s stock price
and market capitalization is one significant way to measure
long-term value for shareholders. My hope is that, with further
scrutiny at a later date, we can field a scientific study based on
this simple concept.

Hypothesis

Do public companies that consistently deliver valuable
communication to customers perform better in stock markets than the
average public company?

The PNR15 Stock Portfolio

The PNR15 is made up of 15 publicly traded companies listed on
one of the major U.S. stock exchanges. After reviewing over 150
examples over three years, we limited the companies based on these
criteria:

  • Must be a large enterprise with at least a $5 billion market
    cap
  • Must have at least two years of content marketing activity as
    defined by CMI

From there, we ended up with 15 fairly diverse companies,
covering both B2B and B2C brands in a variety of industries
including
manufacturing
, consumer packaged goods, financial, travel and
tourism, technology, and health care. The companies included in the
index are as follows:

Symbol Name

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