In this week’s episode, Robert and I talk about the hit movie from LEGO and what it means for content and brand marketing. In addition, we discuss the blurred line of advertising, Klout’s new publishing tool, and an amazing discovery about Facebook click fraud. This week’s This Old Marketing Example: Home Made Simple, from Procter & Gamble.
This week’s show
(Recorded live on February 11, 2014; Length: 49:09)
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Show overview
1. Content Marketing in the News
The Impact of the LEGO movie on Content Marketing: (3:00) Robert and I discuss Hollywood’s latest hit, The LEGO Movie, and the possibility of it earning an Oscar for best animated film. The movie’s revenues have already surpassed its budget. What could this product-focused blockbuster mean for other non-media brands and brand marketing efforts? (Contributing articles: eConsultancy and The Verge — a great article on how the movie is not about the product itself.)
IAB Chief Calls for “Standards” for Advertising (9:56): The IAB is calling for a movement around advertising standards. Robert and I explore the roots of the key issue at play: the answer to the question, “What is advertising?” It’s hard to set standards when it’s nearly impossible to tell what advertising is and what it isn’t… but shouldn’t consumers be given some credit for being able to make their own decisions? (Contributing article: Business Insider.)
Klout Adds Content Creation Network: (17:00) Amid the rumors selling its company for $100 million dollars, Klout has added a content creation and distribution component to its robust influencer rankings. (Contributing article: Klout.)
Red Bull Saddles Up a TV Network… on Apple TV (20:01): Red Bull extends the power of its Red Bull Media House to television, providing live and recorded programming to Apple TV. Robert and I see this as the first move (with many more to come) by large consumer brands into the creation of video channels for wider distribution. (Contributing article: Variety.)
2. Rants & Raves (29:10)
Robert’s Rant: Robert rants about a Sparksheet article that calls for Coca-Cola to end its content marketing journey.
Joe’s Rant: I discuss a recent video by Veritasium on Facebook fraud. The conclusions are amazing — a must-watch video for anyone using Facebook advertising.
3. Free Sponsor of the Week (39:30)
This Old Marketing is offering a free sponsor of the week opportunity. If you have a great piece of content marketing you’d like us to cover, just tweet us at #ThisOldMarketing and we’ll pick our favorite of the lot.
This week’s pick: The Manufacturer’s Growth Manifesto (courtesy of Bruce McDuffee).
A special shout out to Tom Muyllaert for his recommendation: Luxury Travel Butler.
4. Listener Question (41:24)
This week’s question comes from Google+:
“We use translations as part of our content marketing program. It’s an alternative for small businesses, since it’s much cheaper to translate an article than to write one. For some of our clients, it’s the only option that they can afford. What you guys think about this? And what about the copyright? Should I ask for permission for the authors for each article that we translate? We do post all the credits and referrals on each translated article. Since we do not translate articles from the same source and author repeatedly, I’m think that in the end we make than a favor acting like pollinators of their content.”
Our answer: Stop stealing!
5. This Old Marketing Example of the Week (44:08)
Home Made Simple, from Procter & Gamble, is a site that’s all about recipes and organizational tips, dedicated to “moms on the go.” P&G boasts millions of subscribers for the content brand, and has been running the site for a decade or more.
For a full list of the PNR archives, go to the main This Old Marketing page.
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