The week in content marketing with strategist Lieu Pham
This week we learn about a New Yorker who’s taking ad-avoidance to a new level, we get schooled in Snapchat for business, and we meet Slinger, the new app that’s touted as the “YouTube for vertical video”.
Elsewhere, Zuck waxes lyrical on the domination of video, BuzzFeed grows up from its listicles, and Apple defends both users’ privacy and its own agenda. There are also some back-to-basic tips on making the most of LinkedIn, and an impressive list of free digital online courses from Mashable (thanks, guys).
If we’re living in the attention economy, our eyes could be considered world currency. In a display of social commentary, Jordan Seiler is taking this concept to the extreme. The New Yorker is taking down ads in public spaces and replacing them with placeholder posters; he also sells keys to access these displays to artists and vocal citizens. These acts of public ‘ad-intervention’ are not meant to displace ads, but start a dialogue.
We’ve heard it before – video is growing at an exponential rate, and is miles ahead of every other format due to its ability to combine both rational and emotional side of storytelling. What’s more, there are so many applications for video, from brand awareness to lead nurturing. Now, Mark Zuckerberg is proclaiming that in a few years “the vast majority of the content that people consume online will be video”. Of course, this is conveniently aligned with Facebook’s commercial agenda to push video into its platform.
Apple’s recent refusal to create a backdoor into their technology reflects more than the company’s interest in protecting users’ rights. While most corporations the size of Apple would have bowed down to the requests of the government or FBI in order to avoid negative backlash, Apple stands to benefit hugely from a consumer point of view.
BuzzFeed’s news and editorial department is gaining serious traction, with a huge readership following its previously entertainment-only focused content. The company is set to shake up the world of journalism as it strategically tailors content to have maximum impact in the community.
Named the “social platform of the future” by Facebook founder Mark Zuckerberg, virtual reality moves beyond the realm of gaming and into the real-life business of human interaction. Facebook is working on apps for the Oculus Rift that will assist users in social networking, even though the Oculus is not due to hit the market any time soon.
Vertical video (filmed in portrait mode, and watched by holding a phone upright rather than turning it on its side) has been popularised by the adoption of Meerkat, Periscope and Snapchat. While these platforms attract impressive engagement rates and an abundance of content, there’s no gallery or ‘home’ for the content to live on. In response to this gap in the market, Slinger’s founders have created an app that is essentially a “YouTube for vertical video”.
Brand and youth marketers take note: according to an Entrepreneur report, Snapchat has around 26 million users in the US alone, and 77% of college students use the photo-messaging app daily. More than half of those students say they would purchase products on the platform, so Snapchat isn’t just for casual conversations between teens; it can also be part of a strong brand strategy, particularly if you know how to harness its potential.
Ever wished you knew more about Photoshop, WordPress, Google Analytics or SEO? Well, now you can. Here are 13 online tutorials that will help boost your digital skills for free, or for a small fee. With access to resources like these, there’s no excuse to not be in the digital space.
If you’re an ambitious, career-focused type (yes, you), you’ll know the impact of a good LinkedIn post, share and connect. While we’ve come leaps and bounds in using this platform (thanks, mum, for the ‘social media’ endorsement), it’s sometimes good to remember the fundamentals. Enter Ragan’s tips for headline optimisation, CTAs and SlideShare.
Founder & Editor: Lieu Pham
Editorial Assistant: Jasmin Chia
Sub-Editor: Suzannah Pearce
Design: Lilli Hagan