Jul 22, 20173 min read

This Week in Content Marketing: No, Not Everyone Should Do Content Marketing

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders how to decide whether to zig or zag. On the news front, we cover the reason why a number of publishers are cutting their own advertising, and how Fender is taking a page from “Killing Marketing” by offering guitar lessons. I cut in early to rant about the bad advice Gary Vee’s latest post offers to marketers, then Robert chimes in to rant and rave about programmatic and Deloitte. We wrap up the show with an example of the week from UBS.

Download this week’s PNR: This Old Marketing podcast

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Show details

(00:01): An advertising blast from the past: “Old Milwaukee Beer Tastes as Great as Its Name”
(01:00): Robert muses on this week’s theme: Knowing whether to zig or zag
(04:45): Welcome to Episode 192: Recorded live on July 17, 2017 (Running time: 1:00:09)

The PNR perspective on notable news and trends

(09:26): Online publishers are warming up to the “less is more” approach to online ad inventory. (Source: The Wall Street Journal)
(21:18): Fender fine-tunes demand with online guitar lessons. (Source: Brandchannel)
(26:20): Joe jumps the gun with a rant on what it means to have a media company mentality. (Source: Medium)

Rants and raves

(42:20): Robert’s rant: With reports of a 12% drop in programmatic ad buying, Robert explains why he is eager to see the demise of this troublesome technique, which he views as yet another misbegotten attempt to automate old processes, rather than innovating. (Source: MediaPost)
(46:30): Robert’s rave: Accounting firm Deloitte has won its first creative agency-of-record contract, and the reason for the signing has earned a hearty cheer from Robert: Deloitte has a long, successful history of providing strategic insights and advice to the financial industry. (Source: AdvertisingAge)

This Old Marketing example of the week

(50:09): UBS Unlimited: A listener directed Robert’s attention to a Marketing Week report, which says that the wealth management arm of finance firm UBS is looking to shake up the financial sector with a new content platform. Aimed at serving the needs of a new generation of “purpose-fueled millionaires,” Unlimited serves up valuable, original content in an effort to help its audience redefine what it means to lead a rich life (hint: it’s not always about money). Currently, the site is investing heavily in high-quality video blogs and features interviews with notable thought leaders like Stephen Hawking and Wikipedia founder Jimmy Wales. It’s already earned more than 1 million unique visitors and has engaged over 5 million people on its related social channels. Though the site has only been around for a year, UBS says the plan is to revisit its editorial strategy a few times a year to accommodate emerging areas of interest and ensure that users can navigate the platform whenever and however they prefer. With its flexible editorial plan and a particular focus on female audiences, UBS is an excellent This Old Marketing example that will stand the test of time, Robert believes.