The week in content marketing with strategist Lieu Pham
This week, the Obamas make their SXSW debut, a presidential first that changes the festival as we know it. Over in the UK, we’re introduced to the Moneyball of books – an analytics tool that hopes to transform the publishing industry – while old rivals BBC and ITV talk about launching a Netflix style service to monetise their content. In tech land, Snapchat makes a number of hires that hint at its next investment (wearable tech), and Samsung launches new social network Waffle, a collaborative visual tool.
Also in this edition, Marketing Land demonstrates how any brand, big or small, can embrace the digital newsroom mode, and Ragan shows us how KFC, 20th Century Fox and Virgin are creating memorable customer experiences on LinkedIn. Are you?
Say ‘SXSW’ and you’ll be greeted with mixed responses. The festival, which started as a humble music event in Austin, Texas, has now become a fixture in tech, brand, media and, some might argue, political calendars. While some people may lament the festival’s commercialisation, nobody can deny its impact on culture and society. The Obamas appearance at this year’s SXSW shows how far it’s come.
It looks like two of the UK’s most popular broadcasters are teaming up to beat out Netflix with a new video streaming platform. BBC and ITV are likely to feed our nostalgia with older, archive TV content, which seems to remain an untapped opportunity for the streaming space. While the plans are still just pillow talk between the two studio giants, this bold move will satisfy both player’s attempts to “explore new models for content creation and distribution, through a mix of pay channels and online”.
Our daily news feeds continue to include stories from The New York Times, your Auntie’s updates about her sick cat, and a link to a festival recap from Coca Cola. All flow in the same river of news, and each get equal weight, so it’s no surprise that brand publishing is essential to your brand’s marketing plan. Andrew Ruegger from Marketing Land gives some great advice for utilising real-time information to create your own brand news outlet.
Currently valued at a cool $16 billion, king of the millennials, Snapchat, is recruiting hardware experts for a hushed-up new project. With internet moguls currently investing heavily in virtual reality, it seems only natural for Snapchat to have a go. The big question is: what will they call it? Snapglass? HoloChat? Only time will tell.
To be an internet sensation today, it’s going to take a lot more than just virality and gimmicks to foster and nurture a significant following. The Kernel’s 2016 music issue covers the new YouTuber’s road to music stardom, shining a spotlight on current internet sensations and the challenges facing today’s budding YouTube stars.
Stuck for content ideas? External sources are usually the first places we look when we need new material, but maybe the secret to finding new content has been under our noses this whole time. Vishal Khanna, 2015’s Content Marketer of the Year, shares five ways you can find new content within your organisation. From old ideas and unpublished papers to your salespeople and colleagues on LinkedIn, it seems there are more sources of content between the walls of your office than the pages of the internet.
Samsung’s new social network, Waffle, allows users to post images that friends can add photos or drawings to in a waffle-like, grid arrangement. The idea is to create something that requires a collaborative effort – something like a communal graffiti wall. The app shows off Samsung’s S Pen, but we’re not totally sure about its appeal to the wider audience.
While Netflix knows which shows you like and Spotify knows which songs you skip, Jellybooks knows how you read. This London-based reader analytics company is offering publishers the opportunity to track reading behaviour. The Big Brother technology will give publishers insights to help tailor marketing strategies to each book’s audience.
There’s more to LinkedIn than dry company pages and generic content posts. Here are five examples of companies who take consumer experience to the next level on LinkedIn. From quirky founder profiles to celebrity endorsements and free underwear, there’s something that every company can take away from this article.
Founder & Editor: Lieu Pham
Assistant Editors: Julia Mulcahy, Jasmin Chia
Design: Lilli Hagan
Sub-Editor: Suzannah Pearce