This Week in Content Marketing: Is Google’s Ad-Blocking Plan Good or Evil?
In this week’s episode
Robert ponders finding meaning in the absurdities of our lives. On the news front, we debate whether Google’s new ad-blocking plan is a heaven-sent digital experience or a play that’s hell-bent on keeping the company’s monopoly in place? We also discuss the craft brewing industry’s fury over Anheuser-Busch’s purchase of an indie community forum. Our rants and raves include authenticity and licensing revenue; then we close the show with an example of the week from McKinsey Quarterly.
Download this week’s PNR: This Old Marketing podcast
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- (00:01): An advertising blast from the past: “Nothing else is Silly Putty”
- (01:00): Robert muses on this week’s theme: Finding meaning among the absurdities of life
- (05:50): Welcome to Episode 187: Recorded live on June 11, 2017 (Running time: 59:53)
- (09:07): A bonus offer from our episode sponsor, VideoBlocks: VideoBlocks is an affordable, subscription-based stock media site that gives you unlimited access to premium stock footage. Its sister site, AudioBlocks, has a 100,000+ library of music tracks, sound effects, and loops to complement your videos.
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The PNR perspective on notable news and trends
- (11:00): Here’s what’s really going on with Google’s new ad blocker. (Source: The Intercept)
- (22:49): Anheuser-Busch’s content investment in RateBeer raises the ire of independent industry insiders. (Sources: BizJournals; BostInno)
Rants and raves
- (38:10): Robert’s rave No. 1: Marketing strategist Jack Trout wrote one of the most important business books in the last 50 years, in which he coined the phrase “brand positioning.” His work has meant a lot to Robert over the years, so upon Trout’s recent passing, we reflect on his insightful wisdom on this subject. (Source: AdAge)
- (41:35): Robert’s rave No. 2: Tying into the concept of branding, Robert also heaps high praise on a recent Content Marketing Institute blog post, written by Jonathan Crossfield, which speaks to the essential nature of authenticity. (Source: Content Marketing Institute)
- (44:06): Joe’s rave: If you are a fan of storytelling and creative design, the Cincinnati Science Museum’s new Star Wars costume exhibit is a must-see. But it’s the illustrated history of action-figure innovator Kenner’s role in merchandising the franchise that I found to be truly out of this world.
This Old Marketing example of the week
(51:40): McKinsey has long been renowned as a global leader when it comes to helping top executives stay at the cutting edge of business and economic trends. Upon a recent exploration of the company, Robert discovered that it has been producing its landmark publication, McKinsey Quarterly, since 1964. Featuring articles written by a pool of top management consultants, as well as other notable marketing experts, McKinsey Quarterly had earned a reputation as being somewhat elitist and esoteric; however, Robert has found that, over the last several years, the company is coming down from its ivory tower to provide more practical, pragmatic insights and advice, making it a This Old Marketing example that content marketers at any level can benefit from.
For a full list of PNR archives, go to the main This Old Marketing page.
Cover image by Joseph Kalinowski/Content Marketing Institute
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