This Week in Content Marketing: What Does Fake News Mean for Content Marketing?

This Week in Content Marketing: What Does Fake News Mean for Content Marketing?. In this very special Thanksgiving episode of This Old Marketing, Robert and I meet up and discuss the big news of a partnership between MXM and C3, which sets the stage for an international content marketing mega-agency. Facebook continues to have problems with fake news, and we explore the potential impact on brands. Facebook also comes under fire for some big measurement issues in our rants and raves, then we dig into a meaty example of the week from Butterball. If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes. Rants and raves (39:00) Robert’s rave No. 2: I highly recommend that content marketers download and read the 2016 Gartner Hype Cycle for Digital Marketing and Advertising. This Old Marketing example of the week (50:45) With the American holiday of Thanksgiving coming up once again, it’s time to talk turkey. One of the biggest names in providing and preparing a boast-worthy holiday bird in the U.S. is Butterball. It’s a This Old Marketing example that those of us who aren’t “master turkey chefs” (like Robert) can be thankful for.

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

In this very special Thanksgiving episode of This Old Marketing, Robert and I meet up and discuss the big news of a partnership between MXM and C3, which sets the stage for an international content marketing mega-agency. Facebook continues to have problems with fake news, and we explore the potential impact on brands. Facebook also comes under fire for some big measurement issues in our rants and raves, then we dig into a meaty example of the week from Butterball.

This week’s show

(Recorded live on November 16, 2016; Length: 59:33)

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

  • MXM and C3 unite to form a content marketing super-network (06:34): Two of the world’s largest content-focused agencies are teaming up to address the increasing demand for a single strategic solutions provider that can handle both content development and delivery. According to PR Newswire, The Global Content Marketing Network will focus on three core areas, including centralized strategy and execution on an international scale. While we agree it’s a smart move from a competition standpoint, we wonder how they will differentiate on setting strategy.
  • Facebook admits it has a misinformation problem (14:18): Facebook has responded to widespread criticism of how its News Feed algorithm disseminated and amplified misinformation in the wake of the U.S. presidential election. As reported in TechCrunch, multiple commentators have called out the social network for enabling bogus stories to proliferate — a hugely irresponsible oversight given the role Facebook now plays as a major media source. Among the issues it raises in our minds is whether the level of rigorous fact-checking being called for would even be feasible and, if so, how it would impact content marketers.
  • 7 new podcast facts and stats for 2017 (23:03): Convince & Convert’s Jay Baer shares some of the compelling data revealed in a recent podcast study conducted by Tom Webster and Edison Research (in collaboration with the IAB). Listenership is up, and with it comes increased legitimacy of the format as a content marketing vehicle. The stat I found to be most notable was that 25% of people follow brands on social media, yet 47% follow brands through podcasts, raising the question of whether…

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