Content Marketing in the News
NewsCred Raises $42M, Aims Beyond Content Marketing (4:06): NewsCred announced that it has raised $42M in equity funding to help it expand beyond content marketing. It plans phone number list to expand its cloud platform to integrate content planning and management functions and provide a marketplace to help marketers find the phone number list content they need. Robert and I discuss the challenges of integrating content creation, optimization and delivery across all channels. Will NewsCred be the first to achieve this holy grail?
Google Launches New Native Ad Format in Gmail (13:52): Google has rolled out a new ad format in Gmail to all advertisers. A few years ago, Google introduced a new type of native ad in Gmail that sat at the phone number list top of the inbox and mostly looked like a regular email. Advertisers can now purchase these new Gmail ads directly from AdWords. Robert and I agree that this is a promising new platform phone number list on which marketers can tell compelling stories targeted at very specific audiences, needs and behaviors – but only if they use it. well (it is likely that many will not).
This former marketing is sponsored by StudioD, a division of Demand Media. In The phone number list Content Marketing Files: Lessons from the Last Decade , you'll learn the ins and outs of content strategy, creation, and distribution. You'll find over a decade of data and thought-leader advice to help you phone number list define your strategy, track ROI, and publish content that resonates with your target audience.
Rants and raves (40:44)
Robert's rave: Robert gets philosophical the phone number list first time he meets me in person at the first Content Marketing World event in 2011. He reminisces about its meteoric growth and the amazing community of practitioners it spawned. From fascinating speakers and networking with incredibly smart practitioners phone number list to entertainment and fun, it was an incredible journey for Robert, full of memorable experiences. He and I continue to be amazed that we can do this for a living.
Joe's rant:I fear publishers are making a big mistake by clinging too long to their old ad-supported business models. I recently scoured a leading trade magazine that only had 21 pages of editorial content and 55 pages of ads. At the phone number list same time, its annual event flounders as its readers tire of the constant barrage of advertisements. Another example: Rumors are circulating that the phone number list Interactive Advertising Bureau (IAB) might sue the phone number list makers of ad blocking software (I wonder if they remember how this strategy played out in the music industry ten years ago?). Why not innovate instead? If your publication is supported by advertising,
This former marketing example of the week (53:44)
Weight Watchers: TheWeight Watchers magazine was founded in 1968. It was a collaboration between Al Lippert, the phone number list president of Weight Watchers at the time, and Marty Simmons, who later founded National Lampoon magazine. It was one of the phone number list first mainstream magazines to hit newsstands and supermarkets. It all started with 75,000 subscribers; in the early 1990s, it had over 4.5 million subscribers, nearly 90% of whom were women – a highly targeted demographic. Weight Watchers magazine has served its target audience well, focusing on weight loss tips, doctor-approved recipes and ideas for living a healthier life.