Native Advertising and the Debate on Content Marketing as Journalism

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

This week’s show:

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Show overview

1. Content Marketing in the News

1. Dreamforce 2013: Joe and Robert banter about Dreamforce and what the growth of the Salesforce.com event means to content marketing. According to Robert, Salesforce.com is missing one crucial element in its software cloud pie — a web content management system. Will that be the next pickup for Salesforce? (Contributing article: CNN)

2. Is It All Just Marketing?: David Meerman Scott’s recent post covers how, today, inbound marketing, content marketing, social media marketing, and brand journalism are all just marketing. Yes, this is all a bit of “inside baseball,” but Joe and Robert both feel there are important distinctions for the industry. (Contributing article: Web Ink Now)

3. Native Advertising Spending on the Rise: eMarketer revises its numbers upward for the native advertising industry. A side conversation ensues about whether native advertising is actually good or bad for publishers. As a marketer, Robert says he doesn’t care how it ultimately gets characterized, but he still wants to take advantage of this “rent-to-own” strategy while he can. (Contributing article: FierceCMO)

4. Content Marketing as Journalism, and Where That Ends: Ooh… this was a good one. Both Joe and Robert take the hard line and disagree with Chris Seper’s most recent LinkedIn post about content marketing and brand journalism. (Contributing articles: Here’s Chris Seper’s post; and Joe published a follow-up post on LinkedIn, as well.)

2. Rants & Raves

1. Robert’s Rant and Rave: Robert discusses his recent meetings with two enterprise marketing teams. One understands its buying cycle and was ready for a content marketing approach. The other had no understanding of where its customers’ pain points lie… so it’s hard to identify where content can serve as the cure.

2. Joe’s Rant: Joe rants about his latest one-star review for Epic Content Marketing, and how he didn’t exactly handle the situation like a pro. Robert gives his guidance. Check out the full one-star review in all its glory here (along with Joe’s unfortunate response).

3. This Old Marketing Example of the Week

1. WLS (World’s Largest Store) Radio was launched on April 9, 1924 by Sears. Broadcasting several hours a day, the station adopts the slogan, “Bringing the World to the Farm.” Sears made the decision to develop its own radio station and programming as a replacement to buying airtime on other stations. The goal: to sell more radios. Sears believed that if it could develop better radio programming, more people would buy radios. We think it worked. (Contributing article: The History of WLS Radio)

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