Author: Joe Pulizzi / Source: Content Marketing Institute PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both i
In this episode, we do a deep dive into the Pepsi ad fiasco and what might have been the reason for such a spectacular misstep, followed closely by an exploration of Dennis Publishing and how they’ve unlocked the only content business model that matters. Our rants and raves include advertising blinders and smartphone addiction; then we close the show with an example of the week from Farmer-Stockman Insurance.
This week’s show
(Recorded live on April 10, 2017; Length: 1:08:28)
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Today’s episode sponsor (09:28)
- PowerPost: Welcome to the Age of Power Publishing: As content marketers, we understand the importance of creating content that not only educates, but also inspires consumers to take action. As a result, we have entered a new era of “brands as publishers” – where brands are increasingly becoming publishers in their own right. With brand publishing and content distribution comes several key steps to the publishing process. But the elongated process of content creation, review, scheduling, and tracking analytics can often take more time than we have. Built by marketers for marketers, PowerPost is a time-saving tool for companies who manage content for multiple brands with multiple users – whether it’s a regulated industry or creative agency. With PowerPost, your team can publish from one location across all of your online platforms, quickly and efficiently turning your brand into a power publisher. To help more brands excel at publishing, join us for a webinar on May 9th with CMI founder Joe Pulizzi. We have also created a comprehensive e-book, with insights from 50 experts in the content marketing field, and their strategies on con quering the five pillars of brand publishing: content planning, workflow, distribution, analytics, conversion. Claim your download at powerpost.digital.
1. Notable news and upcoming trends:
- Anatomy of a content-by-committee failure (12:25): The Boston Globe gives an agonizing, blow-by-blow account of a Pepsi ad that was released (and pulled) last week. The spot, which featured Kardashian step-sibling Kendall Jenner, was pummeled on social media as a tepid and tone-deaf attempt to co-opt the emotion of U.S. political activism movements – like #BlackLivesMatter and the Women’s March – as a means to sell soda. What may have started out as a well-intentioned idea clearly got mangled in execution. Not only did it feel like a total topical mismatch for the normally fun-centric beverage brand, it reminds us of what can happen when the product and the brand get in the way of telling an interesting story. We just hope it won’t keep Pepsi from continuing to take risks.
- How Dennis Publishing’s willingness to pivot underpins its profitability (23:50): theMediaBriefing reports on a U.K. publishing company that is finding success in e-commerce by focusing on high-value transactions, rather than trying to go head-to-head with big players like Amazon. Dennis Publishing, recognized as The British Media Awards’ media company of the year in 2016…