In our grand finale episode, Robert kicks things off by pondering the decision to end something, so that something else can begin. We answer listener-submitted queries, and ask a few of our own; then we sign off with a final farewell inspired by a few of the greats.
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PNR: The Q&A
At the risk of getting all sentimental, Robert and I wanted to spend our last PNR podcast revisiting some of our favorite discussion topics, recalling a few of our personal content marketing triumphs, and passing along a bit of advice we’ve received over the years in the hopes that it will help you achieve greater triumphs in your own career.
Below are a few of the highlights, which we are sharing here as a thank you to all of our listeners for following our journey through 211 episodes of Pulizzi & Rose: This Old Marketing. Of course, we encourage you to listen to the podcast to hear the whole conversation, along with a few little surprises.
The entire PNR experience has been a labor of love for Robert and me – and the response from our audience has been both humbling and gratifying. We hope you take our thoughts to heart (though perhaps a few of them should be taken with a grain of salt, too) and that they encourage you to discover what you are most passionate about – as a content marketer and a person.
Will Apple really ever buy Disney? What about buying just a [smaller] part of the company, like ESPN? (15:23)
Joe Pulizzi: I believe that some time next year there is going to be talk of this happening, and it will be consummated some time in 2019. Then, I’m going to say, “I don’t know what took them so long.” But they’re big companies. It’s complex. Mergers and acquisitions of these type, they don’t just happen overnight. Of course, I’ll probably have to be consulted in the decision.
Robert Rose: You can just get over yourself because it’s not going to happen. But here’s what is going to happen. Disney is going to make a purchase, and it will do so before the end of the year. That purchase will, of course, be 21st Century Fox (Editor’s note: This deal was confirmed on December 14, 2017)… I think it’s a great deal – it’s the reunion of Marvel. It makes perfect sense. Overall, we’re starting to see increasing consolidation of media. That consolidation is all about gaining access to audiences, which of course is what we’ve been preaching for a long time.
Will advertising (paid media) completely die, and/or will it get replaced by content marketing? (29:32)
JP: Nothing ever dies. There will always be good reasons to advertise. You need to have a good, solid marketing mix. But I’d like to see more organizations advertise their content so that they could build their audiences that way, instead of just advertising for some kind of a product pitch or whatever. (As long as there’s a My Pillow, there is going to be advertising.)
So, advertising is not going away, and content marketing is not going to replace it. But, I think that those companies that are truly innovative, that truly have a strategic way of thinking and looking at the approach of content marketing, are going to be very successful with it.
RR: I think paid media and advertising are going to go into a renaissance. I think there could be something disruptive in the advertising space, in much the same way that search advertising disrupted the space in the early 2000s. It could be some combination of native plus human-curated content, plus artificial intelligence… something where…