{"id":442,"date":"2014-03-08T11:00:02","date_gmt":"2014-03-08T11:00:02","guid":{"rendered":"http:\/\/www.timwyatt.ca\/test\/?p=442"},"modified":"2014-03-10T02:37:10","modified_gmt":"2014-03-10T02:37:10","slug":"stop-building-your-branded-content-on-rented-land","status":"publish","type":"post","link":"https:\/\/www.timwyatt.ca\/test\/?p=442","title":{"rendered":"Stop Building Your Branded Content on \u201cRented Land\u201d"},"content":{"rendered":"<p><i><img decoding=\"async\" alt=\"pnr-this old marketing logo\" class=\"alignright size-medium wp-image-36463\" src=\"http:\/\/i2.wp.com\/contentmarketinginstitute.com\/wp-content\/uploads\/2013\/11\/PNR-this-old-content-marketing-podcast.jpg?resize=230%2C230\" \/>PNR: This Old Marketing<\/i> with Joe Pulizzi and Robert Rose can be found on both <a href=\"https:\/\/itunes.apple.com\/us\/podcast\/pnr-this-old-marketing-joe\/id760760485?mt=2\" target=\"_blank\">iTunes<\/a> and <a href=\"http:\/\/www.stitcher.com\/podcast\/pnr-this-old-marketing?refid=stpr\" target=\"_blank\">Stitcher<\/a>.<\/p>\n<p>This week, Robert and I discuss the LinkedIn job bank fiasco, and debate whether or not agencies really can do <a href=\"http:\/\/contentmarketinginstitute.com\/what-is-content-marketing\/\">content marketing<\/a> well. In addition, we explain our thoughts on whether or not marketers should publish <a href=\"http:\/\/contentmarketinginstitute.com\/2013\/05\/power-business-storytelling-creating-content-brand\">branded content<\/a> on platforms they don&#8217;t own, and offer some critical reviews of Facebook&#8217;s algorithm changes. Lastly, we explore this week&#8217;s <a href=\"https:\/\/twitter.com\/search?q=%23thisoldmarketing\" target=\"_blank\">#thisoldmarketing<\/a> example: Patagonia&#8217;s Footprint Chronicles.<span id=\"more-38655\"><\/span><\/p>\n<h2>This week&#8217;s show<\/h2>\n<p><em> (Recorded live on March 3, 2014; Length: 56:44)<\/em><\/p>\n<\/p>\n<p><b>Download this week&#8217;s <\/b><a href=\"http:\/\/traffic.libsyn.com\/pnrmarketing\/14-03-02-Episode-16.mp3\"><b><i>PNR This Old Marketing<\/i> podcast<\/b><\/a><b>. <\/b><\/p>\n<p><i>If you enjoy our PNR podcasts, we would love if you would\u00a0<\/i><a href=\"https:\/\/itunes.apple.com\/us\/podcast\/pnr-this-old-marketing-joe\/id760760485?mt=2\"><i>rate it, or post a review, on iTunes<\/i><\/a><i>.<\/i><b>\u00a0<\/b><\/p>\n<h2>Show overview<\/h2>\n<p><b>1. Content Marketing in the News<\/b><\/p>\n<ul>\n<li><b>LinkedIn Announces Member Blocking (7:00):<\/b> Robert and I explore LinkedIn&#8217;s announcement of new functionalities that allow users to block members and provide a number of additional privacy tools (contributing article: <i><a href=\"http:\/\/community.linkedin.com\/questions\/156990\/linkedin-announces-member-blocking.html\" target=\"_blank\">LinkedIn<\/a><\/i>).<\/li>\n<li><b>Is Native Advertising Misleading Readers?<\/b><b> (9:30): <\/b>Guardian columnist Bob Garfield takes <a href=\"http:\/\/contentmarketinginstitute.com\/2013\/01\/content-marketing-and-native-advertising\">native advertising<\/a> to task. Robert and I ask ourselves whether he&#8217;s just ranting or if there are actually viable solutions out there? (contributing article: <i><a href=\"http:\/\/www.theguardian.com\/commentisfree\/2014\/feb\/25\/yahoo-opens-gemini-native-advertising\" target=\"_blank\">The Guardian<\/a><\/i>).<\/li>\n<li><b>Can Agencies Handle Content Marketing?<\/b><b> (14:24): <\/b>We explore a three-article bonanza on things that progressive agencies are doing to produce <a href=\"http:\/\/contentmarketinginstitute.com\/2012\/12\/epic-content-marketin\">epic content marketing<\/a> \u2014 and the things that brands need to keep in mind when working with agencies (contributing articles: <i><a href=\"http:\/\/digiday.com\/agencies\/pulsepointes-5-reasons-brands-cutting-agencies\" target=\"_blank\">Digiday<\/a> <\/i>on why brands are cutting out agencies; <i><a href=\"http:\/\/adage.com\/article\/agency-viewpoint\/5-myths-house-creatives\/291916\/\" target=\"_blank\">AdvertisingAge<\/a><\/i> on myths about in-house creatives; <i><a href=\"http:\/\/digiday.com\/agencies\/agencies-content-marketing\/\" target=\"_blank\">Digiday<\/a><\/i> on whether agencies are equipped to do content marketing).<\/li>\n<li><b>Miracle-Gro Launches Content Site on Growing (21:50):<\/b> Scotts&#8217; Miracle-Gro launched a fantastic content &#8220;campaign&#8221; called Grow Something Greater. Robert and I discuss our thoughts on whether or not we think it&#8217;s built to last (contributing article: <i><a href=\"http:\/\/www.nytimes.com\/2014\/02\/24\/business\/media\/miracle-gro-wants-more-people-to-try-their-hand-at-gardening.html?nl=todaysheadlines&amp;emc=edit_th_20140224&amp;_r=1\" target=\"_blank\">The New York Times<\/a>)<\/i>.<\/li>\n<\/ul>\n<p><img decoding=\"async\" alt=\"miracle-gro-greater-content\" class=\"aligncenter size-full wp-image-38656\" src=\"http:\/\/i1.wp.com\/contentmarketinginstitute.com\/wp-content\/uploads\/2014\/03\/miracle-gro-greater-content.jpg?resize=600%2C439\" \/><\/p>\n<ul>\n<li><b>Why We Shouldn&#8217;t Build Branded Content on &#8220;Rented Land&#8221; (28:20): <\/b>Robert and I discuss a profound article by John Battelle on why brands should not give in to publishing on the likes of Facebook (contributing article: <i><a href=\"http:\/\/battellemedia.com\/archives\/2014\/02\/to-be-clear-do-not-build-your-brand-house-on-land-you-dont-own.php\" target=\"_blank\">Battelle Media<\/a><\/i>).<\/li>\n<li><b>The Future of Journalism Education (35:16): <\/b>We share our conclusions on why the direction that journalism education seems to be headed may provide great opportunities for brands (contributing article: <i><a href=\"http:\/\/www.poynter.org\/how-tos\/journalism-education\/177219\/journalism-education-cannot-teach-its-way-to-the-future\/\" target=\"_blank\">Poynter<\/a><\/i>). On a related note, the future of <i>content marketing<\/i> education got a bit stronger this week, with the launch of CMI&#8217;s new Training and Certification program. Find out how you can <a href=\"http:\/\/contentmarketinginstitute.com\/2014\/03\/content-marketing-training-school\/\">access free classes here<\/a>.<\/li>\n<li><b>The Coming Boom in News Media (39:40): <\/b>Investor and entrepreneur Marc Andreessen believes that the future of news content creation has never been stronger (contributing site: <i><a href=\"http:\/\/www.wired.com\/business\/2014\/02\/big-boom-news-change-read\/\" target=\"_blank\">Wired<\/a><\/i>).<\/li>\n<li><b>Why Facebook Is More Like Verizon Than Google (42:28):<\/b><i>Youtility<\/i> author (and friend of CMI) Jay Baer theorizes that Facebook is turning into Verizon, and explains how Google, Facebook, and Amazon are splitting up the web world (contributing site: <i><a href=\"http:\/\/www.convinceandconvert.com\/facebook\/why-facebook-is-more-like-verizon-than-like-google\/\" target=\"_blank\">Convince and Convert<\/a><\/i>).<\/li>\n<\/ul>\n<p><img decoding=\"async\" alt=\"patagonia-footprint-chronicles\" class=\"aligncenter size-full wp-image-38657\" src=\"http:\/\/i0.wp.com\/contentmarketinginstitute.com\/wp-content\/uploads\/2014\/03\/patagonia-footprint-chronicles.jpg?resize=600%2C415\" \/><\/p>\n<p><b>2. Rants &amp; Raves (45:17)<\/b><\/p>\n<ul>\n<li><b>Joe&#8217;s Rant:<\/b> I discuss why some B2B companies need to get out of the dark ages, and conquer their fear of the &#8220;competition&#8221; seeing their content.<\/li>\n<li><b>Robert&#8217;s Rant:<\/b> In addition, Robert rants about the thinking that content marketing can be automated, from both <a href=\"http:\/\/contentmarketinginstitute.com\/2013\/11\/content-curation-solutions\/\">content curation<\/a> and <a href=\"http:\/\/contentmarketinginstitute.com\/creating-content\">content creation<\/a> standpoints.<\/li>\n<\/ul>\n<p><b>3. <i>This Old Marketing<\/i> Example of the Week (51:30)<\/b><\/p>\n<ul>\n<li><b>Patagonia: <a href=\"http:\/\/www.patagonia.com\/us\/footprint\" target=\"_blank\">The Footprint Chronicles<\/a>: <\/b>&#8220;<i>The Footprint Chronicles examines Patag<\/i><i>onia&#8217;s life and\u00a0habits as a company. The goal is to use transparency about our supply\u00a0chain to help us reduce our adverse social and environmental\u00a0impacts and on an industrial scale. We&#8217;ve been in business long\u00a0enough to know that when we can reduce or eliminate a harm,\u00a0other businesses will be eager to follow suit.&#8221;<\/i><\/li>\n<\/ul>\n<p><i>For a full list of the PNR archives, <\/i><a href=\"http:\/\/contentmarketinginstitute.com\/pnr-with-this-old-marketing-podcast\/\"><i>go to the main This Old Marketing page<\/i><\/a><i>.<\/i><\/p>\n<h2>How do I subscribe?<\/h2>\n<p><a href=\"https:\/\/itunes.apple.com\/us\/podcast\/pnr-this-old-marketing-joe\/id760760485?mt=2\"><img decoding=\"async\" alt=\"PNR_iTunes\" class=\"aligncenter size-full wp-image-37422\" src=\"http:\/\/i1.wp.com\/contentmarketinginstitute.com\/wp-content\/uploads\/2014\/01\/PNR_iTunes1.jpg?resize=150%2C75\" \/><\/a><\/p>\n<p><a href=\"http:\/\/pnrmarketing.libsyn.com\/rss\"><img decoding=\"async\" alt=\"PNR_RSS\" class=\"aligncenter size-full wp-image-37423\" src=\"http:\/\/i2.wp.com\/contentmarketinginstitute.com\/wp-content\/uploads\/2014\/01\/PNR_RSS1.jpg?resize=150%2C75\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.stitcher.com\/podcast\/pnr-this-old-marketing?refid=stpr\"><img decoding=\"async\" alt=\"PNR_Stitcher\" class=\"aligncenter size-full wp-image-37424\" src=\"http:\/\/i0.wp.com\/contentmarketinginstitute.com\/wp-content\/uploads\/2014\/01\/PNR_Stitcher1.jpg?resize=150%2C75\" \/><\/a><\/p>\n<p><span id=\"pty_trigger\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. This week, Robert and I discuss the LinkedIn job bank fiasco, and debate whether or not agencies&hellip;<\/p>\n<p><a class=\"readmore\" href=\"https:\/\/www.timwyatt.ca\/test\/?p=442\">Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-442","post","type-post","status-publish","format-standard","hentry","category-content-marketing","comments-off"],"_links":{"self":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts\/442"}],"collection":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=442"}],"version-history":[{"count":1,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts\/442\/revisions"}],"predecessor-version":[{"id":443,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts\/442\/revisions\/443"}],"wp:attachment":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=442"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=442"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=442"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}