This Week in Content Marketing: Blogging Research – Longer and Less Frequent for the Win

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes. I make a big announcement about my future – and the future of the podcast – while the future of advertising itself is still up in the air. We discuss how LinkedIn is botching its big original content opportunity, and explore new blogging research that says longer posts are better. Our rants and raves cover the power of audience and a frustrating post from Mumbrella; then we wrap up with a This Old Marketing example on Lloyd’s List. Starting on November 6, we’ll be making stops in Boston; New York; Washington, DC; Seattle; San Francisco; Chicago; Atlanta; and Austin, Texas. The quick hits – Notable news and trends The deep dive – Industry analysis Rants and raves (50:32): Robert’s commentary: Both Min and Marketing Charts recently covered one of Robert’s favorite discussion topics of late: the urgent need for content marketers to build subscribed audiences. (56:21): Joe’s rant: Australian media and marketing publication Mumbrella has been running a series of articles on the downfall of King Content – a previously successful content marketing agency that new parent company Isentia recently wrote down as a $37.8 million investment loss, before closing its offices in New York and Hong Kong. This Old Marketing example of the week (1:03:20): Lloyd’s List: This may be one of the oldest examples we’ve ever covered on the show, harkening back to the late 1600s. And though Lloyd’s Coffee House eventually closed its doors, Lloyd’s List (as the publication became known) is still being published online today.