The week in content marketing #116

May 18, 2016Content marketing

The week in content marketing with Lieu Pham

This week, Samsung takes technology into our homes and onto our hands (literally), while Google brings us Spaces, a social network slash messaging app for content sharers. Instagram finally offers insights into its analytics while Amazon launches a video platform to rival YouTube and Vimeo.

Also in this edition, an Unruly video-ad study explains why millennials as an audience segment can be high risk but high reward, and we learn why an NBA star chose to wear Under Armour instead of Nike sneakers.

Have a good week!





The millennial double-edged sword


A global Unruly study has found millennials are twice as likely as any other group to share video ads, but at the same time, they’re also more likely to install ad-blocking technology. What’s a brand to do? According to the study, millennials were unforgiving of low quality, but were very open to inspirational video content.









A new camera can help you spot the boogieman


Samsung showcases its new ‘dark-proof’ camera by saving a little girl from monsters lurking in the shadows. Although the camera flashlight is probably enough to help you see in the dark, the ad does give us ideas on how to use Samsung’s new dual-lens technology. Selfies in the dark, anyone?









Google creates Spaces, a modern-day chatroom


Is it another messaging app? Not exactly. Spaces is a new app that lets users create threads for the content they share. With YouTube, Google Search and Chrome built in, Spaces is a social network that focuses on content sharing.









Putting the ‘G’ in keyboard


Sending images, emojis and links through text just got a lot easier. Google unveils Gboard, an iOS keyboard with a Google search bar at your fingertips. It also has a tap function that copies your search results into your text bar, and an emoji search bar ;). Get ready for an influx of texts embedded with cat images.










Instagram’s new analytics tool will give marketers new insights


When is the best time to post? Find out for sure with Insights, Instagram’s new analytics platform. It’s being reported, “Follower data will include age distribution, geographic distribution, gender distribution, and follower activity by hour.” The new analytics tool will also track whether older posts are still performing.










Video content creators have a new platform: Amazon


Amazon Video Direct is Amazon’s new revenue-share program for video creators. Users can either take home 55 per cent of the rental or sale revenues, or about $0.15 per hour of streaming. Earnings are capped at $75,000 a year. It does have drawbacks, though, because it takes about three to five days for a video to appear online.










Samsung wants to transform your hand into a keyboard


Tech giant Samsung filed a patent for a new smart watch concept: a touch-enabled hologram that can be projected onto the back of your hand. Everyone get ready to do your best Tony Stark impression. Although, pushing your hand to send a text might take some getting used to.









Why a two-time NBA MVP signed with Under Armour and not Nike

8For the better part of the last three decades, Nike has ruled basketball and the sneaker game. From Jordan to Kobe to LeBron, they have a stranglehold on the league’s superstars. So why isn’t the Curry Two made by Nike? The story starts with a shoddy PowerPoint deck, a teammate and Stephen Curry’s then one-year-old daughter.









9Using thought leadership to generate demand and increase ROI at Lenovo

Lenovo, in partnership with content marketing agency King Content, has become one of Australia’s leading technology suppliers. But how was this all made possible? Nick Reynolds, Lenovo Asia-Pacific’s CMO, will speak at this year’s B2B Marketing Leaders Forum, on 25-27 May, on how the company transformed itself from forgotten provider into one of the most preeminent brands in the country. Here are the tasting notes of what Reynolds will cover at the event.




Lead-nurturing meets content marketing

Lenovo engaged King Content to generate a pipeline of leads for its channel partners and enterprise sales team using content marketing as a core tenet of its strategy. King Content helped Lenovo identify five key objectives of their lead-nurturing and content marketing strategy. These objectives included:

  • Increasing brand awareness, improving sentiment in Lenovo’s target audience;
  • Create and curate content IT customer’s need at each stage of the buyer journey;
  • Make content easily available in the correct channels;
  • Use content to attract new buyers and nurturing them for sales readiness;
  • Develop KPIs for reach, such as impressions, page views and unique visitors; and, engagement metrics, including click-through rates, time on page and session duration.

All content was hosted on Lenovo’s ThinkFWD and ThinkProgress websites, and included a variety of pieces, from a CIO podcast to specialised content focusing on different verticals, such as data centres or consumer laptops.

Lenovo and King Content amplified the content via social media, particularly through LinkedIn.

The results

After just 12 months, Lenovo saw several benefits to their business. Most important of this was the substantial increase in Lenovo’s average B2B lead value and conversion from the company’s outbound calling program.

Reach metrics also saw a significant increase year-to-year, while total unique visitors more than tripled and the average bounce rate halved.

Lenovo rolled out the campaign globally and will continue to evolve the strategy to address the evolving technology landscape.

Nick Reynolds, Lenovo Asia Pacific CMO, will expand on this content marketing journey and how it has assisted the company become one of the leading technology supplier in Australia. You can still register your interest here to hear the full story.



Founder & Editor: Lieu Pham
Editorial Assistant: Antley Li
Sub-Editor: Suzannah Pearce
Designer: Lisa Millen