The week in content marketing #110

April 6, 2016Uncategorized

The week in content marketing with strategist Lieu Pham

This week, the fertiliser industry shows us what true utility content looks like, while Fast Company forecasts the skills required to survive in a future of robots and machines. In other news, virtual reality could be put on hold by the lack of content, we get a lesson on how to write in a clear and concise manner, and we explore the four categories for digital-buying intent. 


1Could lack of content be the roadblock to the VR revolution?

After years of hype, it’s no surprise that virtual reality (VR) has become the most logical next step in the digital space. But before virtual reality can be enjoyed en route to work each morning, the industry needs to create a huge variety of content to meet ever-changing consumer needs. Tech Crunch looks at the opportunities for content creation across retail, education and gaming that will help fast-track VR into our everyday lives.





2How to make the most of your AdWords spend

Digital marketing and AdWords – the two go hand in hand. With big businesses spending bucketloads on SEO, it’s vital for small businesses to invest in AdWords to get found. While the paid tactic improves visibility and drives traffic, how do you know if your ads are showing up in the right place at the right time? Jacob Baadsgaard from Search Engine Land looks at where brands go wrong, how to improve your current paid performance, and the power of data in getting the most out your digital budget.





3Real ‘utility content’ lessons from fertiliser company PotashCorp

The farming and agriculture industry has, and always will, operate cyclically. Farmers know a few good years can quickly turn into a period of high competition and negative return. Fertiliser manufacturer PotashCorp has redefined the term ‘utility content’ with the creation of four interactive tools to help time-poor farmers make purchasing decisions in a hostile environment.






4Key elements to creating a luxury strategy

Luxury brands can no longer rely on exclusivity to cut through in a competitive marketplace. Thanks to the internet, anyone and everyone (with enough cash, of course) can get their hands on premium merchandise, so a unique rock-solid strategy is vital to sell ‘totally in’ products. Richard Fertig from Brilliant Transportation outlines what to consider when developing your luxury strategy. His advice can be adapted to any brand committed to delivering a VIP experience.





5The ‘I-want-to…’ micro-moments that all marketers must know

I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy are the four categories of buying intent for customers, according to IAB and Nielsen’s new audience rating system. From instant to intent-rich experiences, Australians are spending more time online, so it’s crucial that brands always be present when consumers take to their devices for help.






6Be skills-ready for 2025

It’s estimated around five million jobs will be lost to automation by 2020, with major shifts expected to change our careers in decades to come. Learn about the six skills areas that will be needed in the future, as well as the industries destined for job growth.







7Keep your sentences tight and powerful with these creative exercises

Do you often have to explain something you’ve written? It’s probably because your writing techniques aren’t up to scratch. Whether you’re drafting a client brief or writing a letter of recommendation, being able to write clearly and concisely will get you what you want in a time-poor world. Try out these six creative exercises for succinct writing.






8Google’s advanced tactics could be the reason for your search ranking problems

Suffering from poor page rankings? In Moz’s latest edition of ‘Whiteboard Friday’, Rand Fishkin looks at the tactics Google uses to analyse your site’s layout, user experience and content, and provides useful tips to help address your page’s poor ranking.







1Social egos brought to life

While social media is meant to connect friends, both those we see often and those we haven’t seen since primary school, it has created a chasm between our real-life and online presence. To help matters along (read: sarcastically), RXM Creative, a New York-based agency, has brought us the impossibly ridiculous “The Social Ego”. A physical device linked to your social media accounts, The Social Ego inflates when you get likes on your posts and deflates when you don’t. This tongue-in-cheek project can teach everyone a serious lesson in happiness.





2UberX just got a whole lot cheaper

UberX recently announced it’s dropping its prices across Victoria by 15 per cent. The move follows a similar fare reduction in the company’s American arm. The change comes as a gesture of commitment to consumers, and to drivers who will experience greater efficiency and more rides per hour. UberBLACK prices are not being adjusted.






9Brands need to be ‘schooled’ in fool

April 1 marks the day where brands can flex their comedy muscles and prank unsuspecting customers. But not everyone can successfully pull an April Fools prank without crossing that line. This year, Google added a minion mic-drop GIF to emails which resulted in someone missing out on a job opportunity after accidentally sending it to an employer. This is just one example of how brands trying to embrace April Fools can backfire. Here are a few reasons why some brands need to lock up those laughs.






Spotify finding the hidden gems of consumers through listening habits

Mobile streaming apps are discovering new ways to find fans through their existing data. By tracking who they listen to and for how long, Spotify can actively uncover devoted music fans and offer them exclusive goodies, truly embodying the phrase ‘it pays to listen’.







Apple all grown up

This week Apple celebrated its 40th birthday. The global powerhouse has revolutionised the meaning of a consumer’s relationship with a brand. From its anti-establishment and bold marketing strategies through to traditional media offerings, this article explores 40 years of Apple changing the world one ‘i’ prefix at a time








Founder: Lieu Pham
Editor: Julia Mulcahy
Associate Editor: Laura Kennedy
Design: Lilli Hagan
Sub-Editor: Suzannah Pearce


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