Apr 11, 20143 min read

How Content Marketing Strategy Factors into Success

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

In this episode of PNR, Robert and I discuss a news article that asserts that

content marketing should just “buzz off.” We also talk about a strategic approach to content marketing, review a research study on the most credible types of content for brands, and explain why being mediocre in your content creation and distribution efforts is a dangerous proposition, before exploring our #ThisOldMarketing example of the week: NewTekniques Magazine.

This week’s show

(Recorded live on April 6, 2014; Length: 51:09)

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Show overview

1. Content Marketing in the News

Content Marketing — Meaningless, or Just Misunderstood? (5:18): A recent column in MarketingWeek covers a speech by the CMO of a major UK retailer that says content marketing is nothing more than a sexy new buzzword for something businesses have been doing for a very long time. Robert and I lamented that neither the columnist nor the marketer have an accurate understanding of content marketing.
Does a Content Marketing Strategy Equal Greater Content Success? (13:00): A new article on Search Engine Watch summarizes recent research by Demand Metric on content marketing, which concludes that marketers are too focused on outcomes and not enough on crafting an effective content marketing strategy. Robert and I agree that its message is spot on: Marketers need to spend more time focusing on the “why” of content, its business purpose, and a clearly-defined target audience.
Are Press Releases Really the Most Trusted Content Format? (19:43): PR Daily discusses a new study by Inkhouse and GMI that claims that press releases are still the most trusted form of brand communication. But Robert and I see some serious flaws in the survey’s methodology, which render its findings almost meaningless.
Why Ecommerce Should Consider Migrating to Print (25:15): A number of luxury ecommerce sites have launched ad-supported print magazines, according to AdWeek. Robert and I see this as a very positive move as publishers try to discern the most effective diversification mix among paid, earned, and owned media and digital, print, and in-person marketing. The lesson? Diversify properly, based on your market and target audiences. Don’t just put all your eggs in one digital basket.
The Dangerous Ground Of Being In The Middle (31:00): The MediaBriefing reports on an adult entertainment magazine that is closing its doors because its middle-of-the-road “target everybody” content strategy failed. Robert and I both feel that this example holds a great lesson for marketers: You’re most likely to be successful in small niches where you can really differentiate yourself, bring a unique point of view, and change the beliefs of a tightly-defined target audience.

2. Rants and Raves (38:10)

Podcasting Faces a Legal Challenge: Adam Corolla, former star of Comedy Central’s The Man Show and a successful podcaster, recently appeared on the Nerdist Podcast, where he discussed his legal battles against patent trolls. It’s a fascinating story that we plan to research and cover in more detail in a future PNR episode.
How Much Is Internet Traffic Worth? Robert’s rave for this week is a USA Today column by Michael Wolff that asks just how relevant is internet traffic? A growing number of websites, including BuzzFeed and Upworthy, claim to have over 100 million unique visitors. Robert and I agree that the key for content marketers isn’t building a ginormous, ho-hum audience, but rather the right, engaged audience that will help you grow your business.

3. This Old Marketing Example of the Week (45:00)

NewTek: This Texas-based technology company helps video editors add graphics to their productions. In the 1980s, NewTek invented Video Toaster software, which enabled inexpensive addition of special effects and graphics to video, a disruptive technology in its time. For 12 years, the company published a print magazine called NewTekniques that focused on the needs of video producers who used their software. It was filled with tutorials and other helpful content. In the process, they changed the beliefs of their customers and built a very successful business.