This Week in Content Marketing: In 10 Years, Content Marketing Will Just Be Marketing

This Week in Content Marketing: In 10 Years, Content Marketing Will Just Be Marketing

This Week in Content Marketing: In 10 Years, Content Marketing Will Just Be Marketing. PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. This week’s show (Recorded live on May 12, 2017; Length: 59:46) Download this week’s PNR This Old Marketing podcast. (21:03): A recent Gartner blog post predicts a future where helpful, engaging, and contextually relevant content will be the hallmark of all marketing – not just the specific discipline we currently know as content marketing. The one thing I found lacking in this conversation is that, in my mind, the champion of the customer experience should be the CEO – not the CMO – no matter what other changes may come to the C-suite. Our sponsor (37:25): Brightcove – The Science of Social Video: With eight in 10 consumers engaging with brands on social media, and three in four consumers linking social video viewing to purchasing decisions, we examine how brands can make the most of this opportunity. Robert’s rave: Robert gives a shout-out to another great article he found on Marketing Dive, which talks about why consultancies aren’t upending the agency model just yet. However, noticing that the book didn’t have a cover and was printed on newspaper, I did some research and discovered that it was actually a 64-page collection of comic strips, which was regularly distributed as an insertion in Sunday newspapers in several markets, including Chicago and New York. The particular issue I found was called Tip Top Comics, and was published by United Feature Syndicate, which purchased the rights to distribute the comics, and then monetized the content in multiple ways. This technique of sponsoring a section of content within a custom content piece is still used today – we now call it native advertising.

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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 Snapchat’s financials and suggest the priorities Snap should focus on to stay in the game. We also discuss content marketing’s future as an intrinsic marketing function that’s indistinguishable from the whole. Rants and raves include Wendy’s chicken nuggets and the Vivendi/Havas merger; then we close the show with an example of the week from United Feature Syndicate.

This week’s show

(Recorded live on May 12, 2017; Length: 59:46)

Download this week’s PNR This Old Marketing podcast.

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1. Notable news and upcoming trends:

  • Snapchat has a user growth problem on its hands (09:40): The Verge brings word that Snap’s first earnings report since its IPO shows growth rates and revenue that fell short of Wall Street expectations, contributing to a financial loss that’s twice the amount it lost last year. While I feel the numbers still add up to an encouraging rate of revenue per user, in my mind the real question here is, where will the company’s revenue be coming from in the future?
  • Will content marketing lose its distinct identity? (21:03): A recent Gartner blog post predicts a future where helpful, engaging, and contextually relevant content will be the hallmark of all marketing – not just the specific discipline we currently know as content marketing. We were both thrilled to see an analyst firm really capture the essence of the argument we’ve been making for years – we just hope this vision comes to fruition before I hit my 74th birthday.
  • The CMO role is starting to shift (27:36): In a related conversation, I point out an article on Marketing Dive, which explores the emergence of the “hybrid CMO” role and its potential to enable companies to speak with a single voice throughout the customer journey. The one thing I found lacking in this conversation is that, in my mind, the champion of the customer experience should be the CEO – not the CMO – no matter what other changes may come to the C-suite.

2. Our sponsor (37:25):

  • Brightcove – The Science of Social Video: With eight in 10 consumers engaging with brands on social media, and three in four consumers linking social video viewing to purchasing decisions, we examine how…

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