This Week in Content Marketing: Fake News and Why It Spells Opportunity for Brands

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this holiday edition, Robert and I explore Facebook’s new process for dealing with fake news – and the opportunities it may present for content-driven brands. Our rants and raves feature David Copperfield and a new Altimeter report; we close the show with an example of the week from OpenView Venture Partners. If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes. Content marketing in the news Facebook details a user-policing plan to combat fake news (09:20): NPR brings us news that Facebook is working with fact-checking groups to identify bogus stories and to warn users if a story they are trying to share has been reported as fake. Sponsor (45:22) Content Marketing Institute’s 2017 Events. Whether you are just getting started with content marketing or are looking to take your expertise to the next level, CMI’s portfolio of events has you covered. I love the idea that someone will be fact-checking tweets, and I’m looking forward to seeing more efforts like this emerge on social media in the days ahead. 2: A new report from our friends at analyst firm Altimeter (registration required) offers up a maturity model for digital content. Previously, we’ve talked about the company’s venture capital learning platform, OpenView Labs, and the excellent job it does of helping software start-ups build and grow their businesses.

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fake-news-podcast

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

In this holiday edition, Robert and I explore Facebook’s new process for dealing with fake news – and the opportunities it may present for content-driven brands. In other news, we discuss why your body of work matters, why some research is really bad, and how sponsored content can pay off for a business. Our rants and raves feature David Copperfield and a new Altimeter report; we close the show with an example of the week from OpenView Venture Partners.

This week’s show

(Recorded live on December 19, 2016; Length: 1:06:04)

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. Content marketing in the news

  • Facebook details a user-policing plan to combat fake news (09:20): NPR brings us news that Facebook is working with fact-checking groups to identify bogus stories and to warn users if a story they are trying to share has been reported as fake. While the jury is still out as to whether Facebook’s plans for democratizing trust is the best way to approach the information integrity problem, Robert believes it might have the unintended side effect of making it more difficult for brands to build the business case for content.
  • Why the laws of supply and demand don’t work online (20:05): An article posted on The Media Briefing website argues against the idea of restricting ad inventory in order to increase its value as a commodity. Asserting that the traditional supply-and-demand model was not built for a world where impressions can be generated with the flick of a switch, the article offers up the benefits of “data-inspired branded content” as a more viable solution. In our eyes, the author is on the brink of realizing that content marketing is that logical solution marketers are looking for, but he is falling just short of connecting to the aha moment.
  • The current state of the content marketing ecosystem (30:27): Search Engine Journal has shared a new CopyPress infographic depicting some of the biggest trends, views, and beliefs currently driving our industry. The “stat soup” of data presented in the graphic – which is based on a survey of 300 in-house marketers, agencies, and freelance creatives – seems impressive; yet we are both skeptical of some of the findings, and are also troubled by the article’s inclusion of an additional data point Robert and I have contested in the past: that content marketing is 62% cheaper than traditional marketing.
  • Publishers take on ad-agency roles with branded content (36:36): A recent article in The Wall Street Journal explores the growing trend of publishers expanding into…

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