In this episode, Robert and I debate claims in a TechCrunch article that phone number list content marketing isn't actually strategic. We also take a look at Accenture's efforts to become a global leader in content marketing and explore Facebook's latest attempt to improve the phone number list advertising experience on both sides of the phone number list equation. Praises and accolades include Blab's decision to keep quiet and the benefits of automated content creation. Finally, we follow We Energies' international search phone number list for Christmas cookie content in our This Old Marketing example of the week.
This week's show
1. Content Marketing in the News
How Google Analytics Ruined Marketing (8:18): Could Everything You Know About Digital Marketing Be Wrong? An article on TechCrunch argues that marketers in the phone number list tech world don't understand the basics that separate marketing strategies from marketing channels and content marketing, and places the blame squarely on the phone number list shoulders of Google Analytics. While there are a few parts of the discussion that we agree with, Robert points out that the phone number list author's overambitious argument suffers from certain flaws in logic and fails to make its case due phone number list to limited understanding of Google's measurement capabilities.
Inside Accenture's $600M content business (20:28): Accenture is betting big on its commitment to providing clients with world-class content strategies - including making the phone number list decision to open a content studio of 10,000 square feet in New York last month. According to Digiday, the phone number list management consultancy's latest moves are prompted by a recent survey, which found that 90% of marketers believe a company's C-suite — not agencies — should own its phone number list content. Robert thinks this is a dangerous carrot to dangle in front of marketers, as it positions content operations as a commoditized service, rather than emphasizing the importance of quality in the phone number list equation.
2. Sponsor (35:36)
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3. Rants and raves (38:16)
Robert 's rant : Robert struggled to understand the phone number list conclusions drawn in this eMarketer article, in which a study by Forrester Consulting attempts to correlate content creation automation with benefits like engagement, loyalty and greater emotional impact. He reiterates his aforementioned concerns about the increasing commodification phone number list of content and argues that leaps of logic like this may be responsible for the mistaken impression that marketing success could truly be engineered with a set-and-forget level of precision. .
4. This former marketing example of the week (53:31)
We Energies: For most of the phone number list last century, We Energies - a utility company serving Wisconsin and Michigan's Upper Peninsula - has produced an annual collection of cookie recipes. The phone number list Holidays Across America cookie book includes 51 recipes – each contributed by a resident of a different state (plus the District of Columbia) who has personal ties to Wisconsin. What started phone number list as a simple way to teach families how to use the new electrical appliances that were being introduced into their homes (which cleverly encouraged them to increase their electricity consumption, in the process) became the phone number list centerpiece of the company's multi-channel community awareness platform.
Today, the phone number list cookie book is distributed to over 200,000 community members each year; and We Energies also shares related content on its website, in its email newsletters and on social media. The phone number list cookie book has become such a beloved tradition among families in the community that the annual publication phone number list of its distribution calendar alone deserves local media coverage.