24 Oct Mercedes Launches Revenue-Based Content Model
PNR: This Old Marketing with Joe Pulizzi and Robert Rose will be discovered on each iTunes and Stitcher. If you take pleasure in our present, we might adore it should you would charge it or submit a evaluation on iTunes.
In this week’s episode
This week, Robert ponders how we put together for what’s subsequent. We talk about the Brandwatch/BuzzSumo acquisition and Snapchat’s new location-based companies. Mercedes launches its personal “killing marketing” mannequin for its built-in content material manufacturers, and one article format rises above all of them. Our rants and raves embody a brand new advertising and marketing mannequin and transparency; then we shut with an instance of the week from Alcoa.
Download this week’s PNR: This Old Marketing podcast
- (00:01): An promoting blast from the previous: “Bubblicious has the ultimate flavor.”
- (00:32): Robert muses on this week’s theme: How can we put together for what’s subsequent?
- (05:35): Welcome to Episode 205: Recorded dwell on October 15, 2017 (Running time: 1:15:25)
- (11:00): Special provide for Content Marketing World video on demand – You could have missed the present, however don’t miss out on all of the insights. Videos of 100+ classes from Content Marketing World 2017 shall be accessible for a restricted time by our video on demand portal. Register for entry and use the coupon code CMIFRIENDS100 to save lots of $100.
- (11:35): Content Marketing Master Classes – Our multi-city tour is returning for one more spherical of in-depth content material advertising and marketing coaching. Starting on November 6, we’ll be making stops in Boston; New York; Washington, D.C.; Seattle; San Francisco; Chicago; Atlanta; and Austin, Texas. Robert and I might like to see you there, so register in the present day.
Content love from our sponsor: Ahrefs (13:38)
Ahrefs is a strong search engine marketing device set that has many superb instruments for content material entrepreneurs who’re trying to develop their site visitors from Google. With Ahrefs instruments you possibly can simply discover out what persons are looking for in Google, so you possibly can create content material round the preferred search queries. You may uncover content material that received probably the most shares or earned probably the most backlinks, so you possibly can piggyback from it and get the identical outcomes. And lastly, you possibly can simply analysis your opponents and discover out which content material brings them probably the most site visitors from Google. Here’s an unique alternative for PNR podcast listeners: Any listener who tweets utilizing #ThisOldMarketing between the dates of September 30 by October 28 shall be entered right into a drawing to win an annual Ahrefs account plus a signed copy of Joe and Robert’s new ebook, Killing Marketing. One randomly chosen participant shall be drawn every week; 4 winners in whole.
The fast hits – Notable information and tendencies
- (16:00): Brandwatch acquires content material advertising and marketing platform BuzzSumo. (Source: TechCrunch)
- (22:40): Snapchat will now present you extra information concerning the cool locations your folks are visiting. (Sources: Recode, Forbes)
The deep dive – Industry evaluation
- (38:37): Mercedes is advertising and marketing IQ Media’s looping content material. (Source: W&V [German language site])
Content love from our present sponsor: SnapApp (51:40)
Today’s shopping for committees are numerous; Millennials are already taking their seats amongst Generation X and Baby Boomers on the shopping for desk, making navigating the already sophisticated shopping for surroundings even more durable, due to their totally different preferences. Though this shift might sound minor, it enormously impacts how advertising and marketing groups function, gross sales groups have interaction, and the way buy choices are in the end made.
SnapApp and Heinz Marketing not too long ago carried out analysis to reply the query: How do totally different generations like to purchase? Their report, “The Millennials Are Here! How Generational Differences Impact B2B Buying Committees Today” seems on the variations between the rising Millennial purchaser, their Generation X and Baby Boomer counterparts, and the way B2B advertising and marketing and gross sales methods can handle the gaps between them. Read the report.
Rants and raves
- (54:12): Robert’s rave: An article in Econsultancy options insights that might have come straight from a web page in Killing Marketing. The writer does a beautiful job of breaking down the small print of the fashionable advertising and marketing mannequin, and Robert wholly recommends it as a fantastic learn for all entrepreneurs.
- (57:33): Joe’s rant-and-rave: The writer of this text from The Ringer appears to assume Silicon Valley’s tech business has found a brand new advertising and marketing self-discipline – one which lies between conventional journalism and sponsored content material. Though I discover it annoying that the article stops wanting calling the method content material advertising and marketing – and treats it as if it’s a brand-new invention – I actually loved studying the piece, for just a few key causes.
This Old Marketing instance of the week
(1:09:25): Alcoa presents One Step Beyond: We’ve talked concerning the people at Alcoa Aluminum in previous PNR podcasts, and so they even made a cameo look in our Content Marketing Workshop as a result of they have been the inventors of the time period “Imagineering,” in addition to the creators of the primary aluminum beer can and the “pop-top.” But, as we’re main as much as Halloween, Robert wished to share the story of a TV present the corporate created and sponsored, referred to as One Step Beyond. Debuting in 1959, the present offered “real” tales of the supernatural – equivalent to individuals’s encounters with UFOs and legendary monsters like Bigfoot – with dramatizations of precise occasions. The present ran for 2 years and featured tons of visitor stars, making it a captivating This Old Marketing instance of an organization that created compelling sponsored content material as a solution to promote its model.
For a full checklist of PNR archives, go to the principle This Old Marketing web page.
Cover picture by Joseph Kalinowski/Content Marketing Institute
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