This Week in Content Marketing: Digital Advertising Shrinking, Except for Google and Facebook

This Week in Content Marketing: Digital Advertising Shrinking, Except for Google and Facebook

This Week in Content Marketing: Digital Advertising Shrinking, Except for Google and Facebook. We also discuss potential revenue models Medium might pursue, and talk about why it seems like digital advertising is shrinking for all publishers… except for Google and Facebook. This week’s show (Recorded live on January 30, 2017; Length: 0:57:27) Download this week’s PNR This Old Marketing podcast. If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes. While agencies buying publishing companies is a trending topic we expect to be discussing a lot this year, Robert isn’t so sure that’s the true nature of this particular deal, and wonders just how the two companies’ content missions will be aligned. What does Medium’s ad pivot say about the future of online advertising? (15:53): A recent MarketingLand post offers an analysis of the possible causes behind the prominent publishing start-up’s decision to pivot from ads and sponsored posts to an as-of-yet undisclosed new revenue model. But in general, we feel the most important takeaway here is that Google and Facebook stand to benefit far more from sharing publishers’ content than publishers themselves ever will. But beyond its role as a means of driving traffic to the Hop Grenade site – and to the Taproom itself – The Brewing Network functions as a fully operational media company in its own right. It’s an impressive This Old Marketing example of how businesses can use content to promote their offerings and open up new lines of revenue at the same time.

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digital-advertising-shrinking

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I explore the Upworthy/Good merger and what it might signal for other agency/publisher M&A deals. We also discuss potential revenue models Medium might pursue, and talk about why it seems like digital advertising is shrinking for all publishers… except for Google and Facebook. Our rants and raves include CMO.com and Digital Sense; then we wrap up with some home-brewed enthusiasm for our example of the week.

This week’s show

(Recorded live on January 30, 2017; Length: 0:57:27)

Download this week’s PNR This Old Marketing podcast.

If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes.

1. Notable news and upcoming trends

  • Upworthy and Good join forces to drive social change (09:00): Media company Upworthy and social impact business Good have announced that they are teaming up to achieve their shared vision of “using storytelling to make the world better.” As reported in an article posted on the Good site, the two companies are uniquely positioned to help businesses drive social progress, given their combined reach of over 276 million people on Facebook, billions of video views annually, and a combined 31 million unique visitors per month to their websites. While agencies buying publishing companies is a trending topic we expect to be discussing a lot this year, Robert isn’t so sure that’s the true nature of this particular deal, and wonders just how the two companies’ content missions will be aligned.
  • What does Medium’s ad pivot say about the future of online advertising? (15:53): A recent MarketingLand post offers an analysis of the possible causes behind the prominent publishing start-up’s decision to pivot from ads and sponsored posts to an as-of-yet undisclosed new revenue model. The article also offers some alternative solutions Medium – and other online publishers – might want to pursue. One suggested option I found to be particularly intriguing was the idea of monetizing the data journalists generate while researching their stories, though my experience tells me this might be easier said than done.
  • Leaked report reveals publishers’ revenue from Facebook, Google, and Snapchat (29:40): Business Insider shares some surprising results from a Digital Content Next Study, which has concluded that publishers are receiving far less money from placing their content on social distribution platforms than might have been expected. Robert and I aren’t sure…

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