Is TV Advertising the Next Frontier for Content Marketing?


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And that’s a wrap of the week ending Oct. 18, 2019

This week I’m thinking about why we create the content we do. I offer a fresh take on a news piece about how Best Buy might just be your next media buy. I talk with Jesper Laursen about how integrating native advertising with content marketing makes one plus one equal five (and whether that’s reality). Finally, I point to an article that will help you do native advertising the right way.

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If we’re going to start with why … shouldn’t we have a good reason for why we’re starting with it? Let’s wrap this week up:

If we start with why, shouldn’t we have a good reason for starting with it, asks @Robert_Rose. #WeeklyWrap Click To Tweet

  • One deep thought (2:00): Why do you create the content you create? We all want to think there’s true meaning in the work we do. Return on marketing investment analysis leaves out one important measurement – the intrinsic value of the work. Can that value be replicated by other initiatives if the publications we work on get cut? I argue there’s so much more at stake than the ability to show a direct correlation between the publication and incremental sales.

  • A fresh take on the news (10:36): An article in Digiday this week explores the news that Best Buy is following Amazon’s footsteps by leveraging its website as a media platform – complete with ad sales. Interestingly, the company plans to differentiate based on its “ability to target specific audiences based on their passions, e.g., gaming or film, but its potential to predict consumer behavior based on its data.” I explain what this means about the way ads are sold and media gets bought (think fundamental disruption).

.@BestBuy’s view of its website as a media platform could indicate disruption for ad sales. @Robert_Rose #WeeklyWrap Click To Tweet

  • This week’s person making a difference in content (16:27): I’ve got an interesting interview with Jesper Laursen, founder of the Native Advertising Institute, and CEO of Brand Movers and Media Movers, agencies that work in content marketing and journalism, respectively. Jesper believes native advertising done right holds great potential for getting your message to the right people, at the right time, and in the right manner. He’s the host of the Clever Content Conference, Native Advertising Days, and The EDGE conference, where I recently spoke. I ask Jesper about what he calls the “next frontier” of content marketing – integrating everything from TV ads to paid search to direct calling to all the tactics in the marketing mix. Listen to our conversation, then get to know Jesper by:
  • Connecting on LinkedIn
  • Visiting Brand Movers (English version coming soon)
  • Exploring the Native Advertising Institute

#Native ads can get your message to right people at right time in right manner. @JesperLaursen #WeeklyWrap Click To Tweet

  • One content marketing idea you can use (30:51): That brings us to the post I’d love for you to read. CMI’s Jodi Harris took a deep dive into How to Do Native Advertising Right, offering examples of brands that used the technique to their best advantage. Native advertising can increase your content’s reach, earn new audiences, and drive action in ways other paid distribution techniques can’t – but before you dive in, make sure you know what will set you up for success. This article offers a great guide to what you must know to put this tactic into play.

Select #content that aligns with user intent for #nativeadvertising success, says @joderama. #WeeklyWrap Click To Tweet


Love for this week’s sponsor: Demand Generation Summit

Here’s something of both intrinsic and extrinsic value to you: CMI’s half-day Demand Generation Summit, Wednesday, Oct. 23. This free, virtual event is designed to help marketers affect demand and increase profitable customer action. Choose from five webinar sessions or register for all five. Attend live when you can and catch the rest on demand.

Speakers include Corinne Schmid, Chris Dayley, Michael Brown, Mark Bornstein, and Carlos Hidalgo.

The wrap-up

Tune in next week for another weekly play on words at play in the world. It features a great cast and offers the cure for your resting beach face. It’s one shellfish thought that’s on porpoise, one news item that will leave you hooked, one interview with a content star(fish) who won’t be koi. And, if you’re floundering in content, one tip that won’t leave you over-whale-med. And it’s all delivered in a little less time than it takes to read another review of The Joker that calls the film “the most depressing thing you absolutely must see.”

If you like this show, we’d love for you to review it and share it. Hashtag us up on Twitter: #WeeklyWrap.

It’s your story. Tell it well.

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Cover image by Joseph Kalinowski/Content Marketing Institute

Author: Robert Rose

Robert is the founder and chief strategy officer of The Content Advisory, the education and consulting group for The Content Marketing Institute. Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided content marketing and strategy advice for global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third book – Killing Marketing, with co-author Joe Pulizzi has been called the “book that rewrites the rules of marketing.” His second book – Experiences: The Seventh Era of Marketing is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first book, Managing Content Marketing, spent two weeks as a top 10 marketing book on and is generally considered to be the “owners manual” of the content marketing process. You can catch up with Robert on his popular podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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