The week in content marketing with strategist Lieu Pham
This week, Norton paints a bleak dystopia where cybercrimes run rampant – a very cool content marketing execution focused on generating want/need for a product. In a major move, Instagram changes our visual feed as we know it. We also preview the brands taking advantage of machine learning to serve up relevant content, and one company launches an American Idol style quest for the next big thing in… podcasting.
On average, Instagram users miss out on about 70 per cent of their feeds, but all will be well as the social media app introduces an algorithm that optimises content to what it thinks you’ll like best. While the algorithm won’t hide any posts, it will reorder them based on your level of interest, not just the timeliness of the post.
Owning a car is one of life’s most expensive luxuries, and one that won’t have to be endured much longer. Ride-sharing services are set to work with public transport systems to provide an end-to-end service for metropolitan and suburban areas. Ideally, consumers will be able to book and pay for their rides on a single mobile app, but the test of success will lie in changing consumer behaviour.
A picture’s worth a thousand words, but now it could also be worth a thousand dollars. Brands are catching onto the selfie craze, encouraging customers, followers or anyone who sees their product, to participate in their campaigns. For taking photos with products or of specific trends, individuals can get paid for their efforts, while companies uncover information previously unavailable through traditional market research. Check out this new app that pays individuals 10 cents to $1 per selfie.
Machine learning, the study of pattern recognition, is picking up momentum. Many companies are benefitting from this tech and they’re not just the ones with six-figure R&D budgets. Brands like Pinterest, Yelp, NextDoor and Disqus use machine learning to filter content, messages and user-generated content, so consumers see the good kind of content and not the spammy kind. Google uses this tech to categorise the most relevant search results, and e-commerce companies are using machine learning to re-route customer enquiries to the relevant department. As technology progresses, we expect it will only make life easier for consumers and companies.
The “Skip this ad” button is the best thing that’s happened to YouTube, since… well, YouTube. But now there’s a new campaign for the assassination video game, Hitman, which replaces that button with something much cooler. Designed to be an interactive ad, the narrative follows a villain around various scenes where viewers have several opportunities to click a “Kill this ad” button which causes the game’s protagonist, Agent 47, to appear and kill the villain in different ways. Check out the interactive ad and witness the return of ads you won’t want to skip.
A newsfeed widget featured on the homepage of The New York Times has gone through numerous changes and the strategy team is yet to decide what formula works best for the feed and the company. Currently, the widget features a majority of Times stories, with a few external stories shared, but it may still be facing some digital experimentation as the company sets its sights on turning the widget into another source of revenue.
In a native piece from The Verge and Norton, the digital security giant exposes the dark reality of cybercrime in a 20-minute documentary, In Search of the Most Dangerous Town on the Internet. From petty scammers on eBay to black hats, white hats and master NASA hackers, the series unveils the truth about threats to digital security, beginning in a hacking city in central Romania.
Radiotopia, the network behind 99% Invisible, The Memory Palace, Criminal and other story-driven podcasts, is searching for a new voice to tell new stories with its month-long campaign “Podquest”. Semi-finalists will receive a monetary prize and mentoring from the network’s team to help them fulfil their podcasting dreams. The company is encouraging everyone to apply – so what are you waiting for?
Founder & Editor: Lieu Pham
Associate Editor: Jasmin Chia
Design: Lilli Hagan
Sub-Editor: Suzannah Pearce
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