This Week in Content Marketing: WordPress and Medium Begin Turf War for Owned Media

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. We also explore signs that WordPress and Medium are ready to battle for website turf and proof that blogs are getting longer and taking longer to write. This week’s show (Recorded live on November 11, 2016; Length: 1:01:11) Download this week’s PNR This Old Marketing podcast. We’ve analyzed more than 175,000 projects from companies around the world to summarize things like the average cost of a project, number of team members, time to complete, etc. Download your copy of this essential benchmark now to see how your company compares to averages around the world! While we are excited about everything found in this report, Robert and I are particularly encouraged by signs of an increased commitment to producing high-quality, long-form blogging efforts throughout our industry. Inspiring millennial consumers to take action. Joe’s rant: As a board member, I recently attended the Cleveland Press Club’s Hall of Fame induction ceremony. This Old Marketing example of the week (53:05) NewsCred recently highlighted some remarkable content coming from our friends at software company Autodesk, including its stunning new blog, Redshift. What Robert loves most is how Autodesk started small and generated value, then iterated and evolved its content — just as it would do with any other branded product it offered to customers.

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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 discuss what the IAB got right — and wrong — about its latest research on advertising growth. We also explore signs that WordPress and Medium are ready to battle for website turf and proof that blogs are getting longer and taking longer to write. Our rants and raves include an immersive live storytelling-and-performance mash-up and theories about the impending downfall of the press, then we wrap up with a gorgeous example of the week from Autodesk.

This week’s show

(Recorded live on November 11, 2016; Length: 1:01:11)

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.

Today’s episode sponsor

  • Noosh: Each year we cull through thousands of Content Marketing projects to gather useful insights about costs, collaboration, vendor management, and more. We’ve analyzed more than 175,000 projects from companies around the world to summarize things like the average cost of a project, number of team members, time to complete, etc. Download your copy of this essential benchmark now to see how your company compares to averages around the world! Get the Content Marketing Benchmark Report!
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1. Content marketing in the news

  • Ad revenues for the first half of 2016 hit an all-time high (15:48): Digital advertising revenues in the United States grew 19%, year-over-year, scaling to $32.7 billion, according to the latest report released by the Interactive Advertising Bureau (IAB) and PwC US. While these results are encouraging, if you go further into the numbers, you’ll see that the growth is primarily being driven by just two companies, and that some of the stats might not be adding up correctly.
  • Why WordPress isn’t scared of Facebook, Snapchat, or the future of publishing (22:55): Despite the increasing dominance of mobile and social media (as evidenced in the research cited above), the content management tech company remains bullish on the role websites will play in the publishing game. In an interview on Contently, Editor Mark Armstrong contends that publishers will want to pursue social platforms in the future, but won’t be willing to cede full control of their audience — or their content. I explain some of my own top-line reasons why websites aren’t going anywhere, but I concede that a really interesting media battle may be brewing.
  • New research reveals top blogging trends (33:00): In its third-annual survey, in which it queried more than…

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