n this episode, Robert and I discuss the phone number list results of CMI's 2017 Content Marketing Benchmark Report and confirm that content marketing is indeed about building an audience. We also talk about Rolling Stone magazine's new buyer and debate who should be in charge phone number list of content creation. Rants and raves include a book review and the demise phone number list of Mental Floss print publication; then we end with an example from Sainsbury's week.
1. Content Marketing in the News
Singapore-based music startup buys 49% stake in Rolling Stone (09:37): US-based Wenner Media has announced the phone number list sale of its stake in Singapore's BandLab, which plans to focus on "expanding Rolling Stone's business into new markets, and propel the brand's overall evolution,” according to TechCrunch . While Robert is fascinated by this example of a music products company using a content brand to drive sales, I think the phone number list potential to quickly scale your content capabilities through an acquisition should be obvious to anyone in the phone number list business medias.
Content Marketing is Getting Better: New Research from 2017 (16:31): Last week, CMI released its new B2B Benchmarks, Budgets, and Trends report, which demonstrates that the phone number list enthusiasm and momentum for content marketing in content are definitely on the rise. I'm very relieved to see the phone number list industry turn the corner from the "trough of disillusionment" we were stuck in last year, and I discuss two particular trends that research attributes this change to, while Robert opens a discussion on what marketers will have to do to maintain the quality standards and production schedules needed to meet such high demand for content.
2. Sponsor (45:45)
ion Interactive: 50 Ways to Engage Your Audience - Interactive phone number list : Want a fun way to get 50 ideas to improve content engagement? That's what this interactive phone number list is all about. Each ability is illustrated as an example of itself Enjoy. Get ideas. Get results. Get the phone number list.
3. Rants and Raves (47:50)
Robert 's rant 1 : Robert recently discovered a new book by Mara Einstein, titled Black Ops Advertising, which argues that content marketing and native advertising are dangerously deceptive "stealth marketing" tactics designed to fool people. people by making them believe that they are more than just sponsored posts and sales pitches. As you might expect, Robert takes issue with many of the phone number list claims, though he encourages those who like a good marketing conspiracy to read it - with a grain of salt.
4. This former marketing example of the week (1:00:35)
Robert shares an exciting example this week from UK grocery chain Sainsbury's, which won the Content Marketing Awards 2016 with the phone number list Project of the Year award for its multi-platform publication, Sainsbury's Magazine.
Robert admits that, until recently, he didn't appreciate all the phone number list details of this historical content effort. However, while speaking in London last week, he had the opportunity to hear from Seven, the UK agency producing the effort, and learned that not only has the magazine been around since 1993, but it's also appeared in a somewhat unique fashion: a cook named Delia Smith offered to co-launch a new publication with the phone number list supermarket to help people learn how to cook better, to use fresher ingredients and work with the latest kitchenware supplies and techniques.