Episode #84- Do Me a Favor: Playing Chicken With Audience Trust

In this week’s episode, Content Marketing Institute’s Robert Rose is wrapping up the podcast—at least for now. He’s wondering whether it can ever be as easy to stop things as it is to start them. And he explains how you can participate in what’s coming next. And that’s a wrap for the week ending September 11, 2020.   HELP BUILD THE NEXT WEEKLY WRAP See a content marketing example, idea, or article that moves you (whether it's good or bad)? Move it on over to us via this short form.  Or, hashtag us up at #CMWorld. 

In this week’s episode Content Marketing Institute’s Robert Rose asks if we should be more controversial. Content Marketing Institute founder Joe Pulizzi talks with Robert talk about whether Google should replace universities. Finally, Robert points you to an article that asks whether you’re all in with content marketing (and tells you what to do if you’re not). And that’s a wrap for the week ending September 4, 2020.   INTERVIEW OF THE WEEK   Joe Pulizzi, founder, Content Marketing Institute  Joe is the Amazon bestselling author of Killing Marketing (along with Robert Rose) and the author of Content Inc. and Epic Content Marketing, which was named a “must-read business book” by Fortune Magazine. His latest book is his debut novel, The Will to Die.   He’s founded three companies, including the Content Marketing Institute, and launched dozens of events, including Content Marketing World. His foundation, the Orange Effect (OEF), delivers speech therapy and technology services to children in more than 25 states.  Get more from Joe:  Visit https://www.joepulizzi.com/ Subscribe to The Random Newsletter: https://www.joepulizzi.com/signup/ OUR CONTENT MARKETING IDEA OF THE WEEK  Go All In With Content Marketing or Do Nothing: #CMWorld  https://contentmarketinginstitute.com/2016/09/all-in-content-marketing/  

In this week’s episode, Content Marketing Institute’s Robert Rose talks about asking for favors before earning audience trust. He talks with Bynder’s Brian Kavanaugh about the growing importance of user generated content. And finally, he points you toward a crash course in journalistic principles that help brands earn trust. And that’s a wrap for the week ending August, 28, 2020.  INTERVIEW OF THE WEEK Robert’s guest this week is Brian Kavanaugh, director of North American field and global customer marketing for digital asset management company Bynder.   Learn more about Brian and Bynder:  Visit the Bynder website: https://www.bynder.com/en/  Check out Bynder partner Stackla for more on UGC: https://stackla.com/ Connect with Brian on LinkedIn: https://www.linkedin.com/in/brian-kavanaugh-a1b53b19/    OUR CONTENT MARKETING IDEA OF THE WEEK  Want to be Trusted? Here’s a Crash Course in Brand Journalism  https://contentmarketinginstitute.com/2019/02/trusted-brand-journalism/  

In this week’s episode, Content Marketing Institute’s Robert Rose asks whether technology or people are more important in content strategy. He talks with futurist Kate O’Neill about whether marketing technology is serving us – or we’re serving technology. And finally he points to an article that explains what to consider when it’s time for new marketing tech. And that’s a wrap for the week ending August 21, 2020.   INTERVIEW OF THE WEEK    Robert’s guest this week is Kate O’Neill, founder and CEO of KO Insights, a strategic consultancy committed to improving human experience at scale. Kate is the author of Tech Humanist: How You Can Make Technology Better for Business and Better for Humans and hosts the podcast The Tech Humanist Show.  Kate is an expert in data-based business models, integrated experience strategy, and human-centric digital transformation. Over the past 20 years, she’s led innovations across technology, marketing, and operations in category-defining companies such as Netflix, where she created the first content management role and helped implement innovative dynamic e-commerce practices that became industry standard.   Learn more about Kate:  Connect with her on Twitter: https://twitter.com/kateo Listen to The Tech Humanist Show: http://www.thetechhumanist.com/ Visit her website: https://www.koinsights.com/  OUR CONTENT MARKETING IDEA OF THE WEEK     What to Consider When It’s Time for New Marketing Technology  https://contentmarketinginstitute.com/2017/10/consider-new-marketing-technology/  

In this week’s episode, Content Marketing Institute’s Robert Rose is asking whether we’re borrowing enough good ideas. He talks with Mike Orr from Grapevine6 about content, the state of influencer marketing, and how to get more from your social media partner. And finally Robert points you to an article about how images can increase your content’s visibility in search. And that’s a wrap for the week ending August 14, 2020.  NEWS ITEM OF THE WEEK How to Get More from Your Social Media Partner https://hbr.org/2020/07/how-to-get-more-from-your-social-media-partner INTERVIEW OF THE WEEK    Robert’s guest this week is Mike Orr, CEO of Grapevine6. Mike is responsible for bringing everything together, product release after product release. But his greatest asset is his ability to take good ideas and find ways to make them great.   Before co-founding Grapevine6, Mike spent several years in management consulting working with some of Canada's marquee brands. He led a strategic think tank and project management team, which earned global awards and recognition, at one of Canada's leading digital advertising agencies.  Learn more about Mike:  Connect with him on LinkedIn: https://www.linkedin.com/in/mikeorr/ Visit the Grapevine6 website: https://www.grapevine6.com/ OUR CONTENT MARKETING IDEA OF THE WEEK    How to Use Images to Increase Search Visibility and Get More Clicks  https://contentmarketinginstitute.com/2019/11/images-search-visibility/

In this week’s episode, Content Marketing Institute’s Robert Rose is finally accepting the chaos. He talks with Leslie Talbot about the rising importance of content in marketing. And he points you to an article that will help you decide whether to invest in trending topics or evergreen content. And that’s a wrap for the week ending August 7, 2020.  INTERVIEW OF THE WEEK    My guest this week is Leslie Talbot, senior vice president, strategic programs at Corporate Visions. In her social media profile, Leslie says she’s “challenging conventional wisdom and changing the customer conversation … one Oxford comma at a time,” which immediately makes me a fan. At Corporate Visions, Leslie helps B2B companies develop the messages, content, and selling skills to master the four most critical value conversations. Learn more about Leslie:  Follow her on Twitter @leslietalbot Or LinkedIn: https://www.linkedin.com/in/leslietalbot/ Visit https://corporatevisions.com/ CONTENT MARKETING IDEA OF THE WEEK    3 Questions to See If You Should Tackle Trending Topics  https://contentmarketinginstitute.com/2020/07/questions-tackle-trending-topics/

In this week’s episode, Content Marketing Institute’s Robert Rose is asking why anyone needs content marketing. He talks with marketing professor Marcus Collins about businesses making it rain for content marketers – and about culture in content. And he shares an article packed with ideas for making your content more engaging. And that’s a wrap for the week ending July 31, 2020.  NEWS ITEM OF THE WEEK   Content Marketing Spending Rising Sharply  https://www.ana.net/content/show/id/61273 INTERVIEW OF THE WEEK   Robert’s guest this week is marketing lecturer Marcus Collins, who studies the effects of cultural contagion on consumer behavior at the Ross School of Business, University of Michigan. He translates these cultural learnings for brands wishing to create contagious marketing campaigns that extend across both the online and offline worlds of social. Acknowledged for his strategic and creative contributions, he’s an Advertising Age 40 Under 40 recipient and a Clio award winner who has launched campaigns like Cliff Paul for State Farm, Made In America Music Festival for Budweiser, Hello Brooklyn for the Brooklyn Nets, and Eggo + Netflix’s Stranger Things conquest. Marcus also has been the chief consumer connections officer at Doner since 2018.  Learn more about Marcus:  Visit his website http://marctothec.com/ Connect on social – he’s @Marctothec on Instagram, Twitter, and LinkedIn.  OUR CONTENT MARKETING IDEA OF THE WEEK   10 Ways to Make Content More Engaging  https://contentmarketinginstitute.com/2010/10/make-content-more-engaging/  SPONSOR   SiteCore   A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.    Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.    There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.     Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is thinking about creating real (and good) audiences. He talks with digital marketing consultant Ian Truscott about content strategy – and why search “sucks” so much now. And he points you to an article that explains how to bring audiences together – even in the social-distancing era. And that’s a wrap for the week ending July 24, 2020. NEWS ITEM OF THE WEEK Why Does Search Suck? https://www.mediapost.com/publications/article/353308/why-does-search-suck.html INTERVIEW OF THE WEEK Robert’s guest this week is Ian Truscott, editor-in-chief of Rockstar CMO, a podcast and blog covering all things marketing leadership. He’s also the executive strategy director at appropingo, a consultancy focused on B2B marketing. A writer, speaker, industry expert, B2B marketing influencer and thought leader, Ian says ­– most of all – he’s a content guy. Learn more about Ian: Connect with him on Twitter: https://twitter.com/IanTruscott Visit Rockstar CMO: https://rockstarcmo.com/ Visit appropingo :https://appropingo.com/ OUR CONTENT MARKETING IDEA OF THE WEEK How to Bring Audiences Together in the Social-Distancing Era https://contentmarketinginstitute.com/cco-digital/systems-issue/editorial-operations/virtual-event-strategy/  SPONSOR SiteCore A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.  Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.  There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.   Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is thinking about the long game (on purpose). He talks with marketing leader Folayo Lasaki about everything from the Facebook boycott to why representation matters as much in marketing as in media. And he shares an article that explains how to be purposeful with your purpose-driven content.  And that’s a wrap for the week ending July 17, 2020. NEWS ITEM OF THE WEEK Facebook boycott leaders ‘disappointed’ after meeting with Zuckerberg, Sandberg https://techcrunch.com/2020/07/07/facebook-boycott-meeting-stophateforprofit-zuckerberg-cox-sandberg/ INTERVIEW OF THE WEEK Robert’s guest this week is Folayo Lasaki, founder and head of brand consultancy Striped Elephant, which specializes in marketing, communications, development, media, and entertainment. Folayo is a 15-year entertainment industry veteran who has held marketing positions at companies including Variety, Landmark Theatres, Hollywire TV, Film Independent, IFP, and FILMMAKER Magazine. She is a member of International Academy of Digital Arts and Sciences, is a voting member of the Telly Awards, and sits on the board of directors of WIMMIES (Women in Media). A graduate of Pepperdine University and UCLA, Folayo lives in Los Angeles where she can often be found making a mess in the kitchen or waxing poetically about women and representation in media. Listen in, then learn more about Folayo: Connect with her on LinkedIn: https://www.linkedin.com/in/folayolasaki/ Connect with her on Twitter: https://twitter.com/justfolayo Visit the Striped Elephant website: http://www.stripesandelephants.com/ OUR CONTENT MARKETING IDEA OF THE WEEK How to be Purposeful With Your Purpose-Driven Content [Examples] https://contentmarketinginstitute.com/2018/11/purpose-driven-content-examples/ SPONSOR SiteCore A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.  Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.  There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.   Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering when the other shoe is going to drop – and how bad (or good) that’s going to be. He talks with content marketing strategist Marissa Gbenro about where CMOs plan to spend their predicted budget increases next year. And finally, Robert shares an article on five content lessons that are all about good news. And that’s a wrap for the week ending July 10, 2020. NEWS ITEM of the Week Gartner CMO Spend Survey Shows How Digital Budgets Will Increase In 2021 https://www.mediapost.com/publications/article/353299/gartner-cmo-spend-survey-shows-how-digital-budgets.html INTERVIEW of the week Robert’s guest this week is Marissa Gbenro, senior manager of content marketing at Highspot. Before joining Highspot, Marissa led corporate marketing strategy for TrueBlue across 600 locations in the United States and Canada. Throughout her career, she’s has focused on strategic content development and content optimization through buyer engagement and internal usage data and insights. Learn more about Marissa: Connect with her on LinkedIn: https://www.linkedin.com/in/marissagbenro/ Read the blog post on content mapping and optimization: https://www.highspot.com/blog/how-to-map-audit-and-optimize-content-along-the-buyers-journey/ OUR CONTENT MARKETING IDEA of the WEEK 5 Content Lessons From John Krasinski’s Some Good News https://contentmarketinginstitute.com/2020/06/content-lessons-john-krasinski/ SPONSOR SiteCore A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.  Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.  There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.   Download the guide today at: https://cmi.media/sitecore-lifecycle