What Does Fake News Mean for Content Marketing?

PNR: This Old Marketing using Joe Pulizzi along with Robert Rose can be found on both along with .

In this very special Thanksgiving episode of the Old Marketing, Robert and I meet up and go over the large news of a partnership between both MXM and C3, that sets the platform for an international content promoting mega-agency. Facebook continues to have problems with fake news, and we investigate the potential effect on brands. Facebook also comes under fire for some significant measurement issues within our rants and raves, then we dig into a meaty case of the week by Butterball.

This week’s series

(Recorded live on November 16, 2016; Length: 59:33).

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1.    Content marketing at the news

• MXM and C3 unite to form a content promoting super-network (06:34): Two of the world’s biggest content-focused agencies are gearing up to deal with the rising demand for a single tactical solutions provider that may handle both content development and delivery. Based on PR Newswire, The International Content Marketing Network will focus on three core regions, including centralized strategy and execution on an international scale. While we agree it’s a intelligent move in the competition perspective, we wonder how they are going to differentiate on setting strategy.

• Facebook admits it has a misinformation problem (14:18): Facebook has reacted to widespread criticism of how its News Feed algorithm abounds and falsified misinformation in the wake of this U.S. presidential election. As mentioned in TechCrunch, multiple commentators have predicted out the social network for empowering bogus stories to proliferate —  an enormously irresponsible oversight given that the function Facebook now plays as a significant media source. Among the issues it raises in our minds is whether the amount of rigorous fact-checking being called for would even be achievable and, if so, how it might impact content marketers.

• 7 newest podcast facts and stats such as 2017 (23:03): Convince & Convert’s Jay Baer stocks a number of the compelling data shown at a recent podcast research conducted by Tom Webster and Edison Research (in collaboration with the IAB). Listenership is up, and with it comes increased validity of this format for a content promoting vehicle. The stat I found to be most notable was that 25% of individuals follow manufacturers on social media, yet 47 percent follow brands throughout podcasts, raising the issue of whether social media could be shedding its content promoting dominance.

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• Facebook examines loyalty at a time of unlimited option (28:04): Our second Facebook narrative of this week comes straight from the company’s insights site and examines some of the more compelling findings from its recent poll on brand loyalty throughout several key marketing verticals. Robert was invited to determine “content experiences” one of the factors influencing loyalty, although I see a large question being raised by the consequences: How do marketers produce a Significant encounter following the sale?      

2.    Sponsor (36:16)

• Intelligent Content Conference.   If you’re intent on putting content to work within your company, you won’t want to miss this function. Learn how to put your articles free in the copy/paste mentality and move toward a more agile, modular, and scalable way of content production and distribution. Early-bird prices soar off on December 17, 2016, therefore .

3.    Rants and raves (39:00)

• Robert’s rave No. 1: A recent McKinsey informative article offers a comprehensive, step-by-step manual to creating your marketing organization agile, including how to place the teams and capacities with each other to make it scale. Robert has increasingly been leaning in to the Concept of rapid development, and also this article lays out the theory and key processes convincingly and compellingly.        

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• Robert’s rave No. 2: I Strongly recommend that articles marketers download and read the 2016 Gartner Hype Cycle for Digital Marketing and Advertising. Among the tremendously valuable information it offers, I was particularly encouraged to see how Gartner defines our discipline, in addition to how its analysts provide a transparent and well-detailed discussion of its pros, cons, challenges, and opportunities.

• Joe’s rant: As we had been recording, news broke on The Drum that Facebook discovered some extra flaws in how its systems calculated a number of the metrics coming from Immediate Articles, movie, referrals in Analytics for Programs, along with Page Insights. Though Facebook is now vowing to be more vigilant and translucent with its metrics, I view it as an extra reason for marketers to market their platform and proceed away from relying upon “leased” channels like Facebook.

• Joe’s rave: This MarketWatch informative article describes some encouraging effects Donald Trump’s “war on websites” is having on news outlets: It seems to be increasing their compensated subscription amounts, in addition to the amount of contributions they’re receiving. Though I’ve talked at length on how subscription-based business models might not be long to the journalism world, I am thrilled to see that a surge in consumer service for credible news media — even though it may only be short-lived.

4.    This Old Marketing illustration of this week (50:45).

• Together with the American festival of Thanksgiving arriving once again, it’s time to talk turkey. One of the biggest names in providing and preparing a boast-worthy vacation bird at the U.S. is Butterball. For more than 30 decades, Butterball has provided a toll-free Turkey Chat Line, where trained turkey pros stand by to answer consumers’ questions, recommend recipes, and offer hints on cooking times, preparation measures, and much more. This calendar year, Butterball has declared that it’s expanding its Turkey Chat platform to present on-demand assistance 24/7, via text messaging. By consistently evolving and improving its content platform targeted at relieving the strain of entertaining friends and family over the holidays, Butterball retains its clients feeling completely supported — also retains its brand securely entrenched in the culinary conversation. It is an This Old Marketing example that those people who aren’t “master turkey chefs” (like Robert) can be grateful for.

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