The week in content marketing

August 13, 2014Uncategorized

The week in content marketing

Lieu Pham King Content

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In this week’s round-up, IBM releases a chip that mimics the human brain, China tightens its grip on social media, an artistic monkey loses out, and we see calls to tame the ‘Wild West’ of native advertising. Meanwhile, Red Bull takes content marketing up a notch, Gmail gives users an easy ‘out’, and a new content audit tool is released (automation dreamers, dream it).

Happy reading!



5If you ignore owned media, you might end up serving burgers

Producing high-quality content on a day-to-day basis will keep people coming back for more. If you’re a publisher – and particularly a brand publisher – building a reserve of reliability over time is the ultimate goal of the content game.

14Calls for regulation on ‘Wild West’ native advertising to give publishers and marketers boundaries

The practice of native advertising – placing content created on behalf of a brand by a masthead’s journalists in an editorial environment – has come under fire in recent days after satirist John Oliver attacked it on US show Last Week Tonight with John Oliver, labelling it “repurposed bovine waste”. Does native need to be regulated?


20Could Red Bull become the new ESPN?

What Red Bull is doing is classic content marketing, but taken to the highest degree seen so far. “They know their target audience, and they know what appeals to them, which is action sports.” What’s next for content marketing’s golden goose?



Five reasons why content marketing fails for millennials

Millennials are the heart and soul of the internet because, unlike prior generations, they grew up with it. But getting their attention online can be tough.



310 content marketing roles for success in the next 10 years

While there is no perfect structure for a marketing organisation, we are starting to see marketing departments transform themselves into publishing organisations. And with that transformation there is a shift in the key business roles that marketers must now fill.



19Pinterest’s take on direct messages blows Twitter’s out of the water

Pinterest messages simply closed the loop the company started when they introduced the ability to send pins to your friends on the network last year. Today, Pinterest users send two million pins a day on the service. But to date there has been no native way of responding to the pins, short of sending your friend or co-worker an email. That’s where Pinterest messages come in.


21China tightens restrictions on messaging apps

For the first time, China placed restrictions on instant-messaging services – an increasingly popular platform in the country for discussion and debate. The restrictions are the latest effort by the country’s government to curb the use of social media for public debate and political dissent.


9Instagram adds in-app menu of suggested followers

Instagram quietly rolled out a suggested-user menu that pops up when you start following a new user. The little menu provides a handful of accounts similar or connected to the one you’ve taken a shine to already.


13Twitter tests ‘translated’ hashtags

Trying to make its experience more palatable to new users, Twitter is testing hashtags with explanations of their meaning.



2Ethics of online social experiments

Recently Facebook and OkCupid admitted to social experimenting on its users without their knowledge. The impact of these experiments was pretty small, but they raise important questions about the ethics of social experimentation.


1Why bad news dominates the headlines

Why are newspapers and TV broadcasts filled with disaster, corruption and incompetence? It may be because we’re drawn to depressing stories without realising it, says psychologist Tom Stafford.



18Is it a bird? Plane? No, it’s the wedding photographer drone

According to a trend piece in the New York Times wedding section, camera-equipped drones are increasingly showing up as wedding guests for the rich and famous. Far from uninvited, these unmanned aerial copters have emerged as the hot new must-have excess at high-profile ceremonies around the world.


11Gmail just made unsubscribing from annoying emails a lot easier

Google announced it will move the unsubscribe button to the top of messages in Gmail to make it easier to unsubscribe from newsletters, social media notifications and other promotional emails.



10This Wikipedia page doesn’t care about your ‘right to be forgotten’

Wikipedia now maintains a page to chronicle the people who have elected to participate in the European Union’s infamous new ‘right to be forgotten’ internet law.



1Wikipedia’s monkey selfie ruling is a travesty for the world’s monkey artists

How is an aspiring monkey photographer supposed to make it if she can’t stop the rampant internet piracy of monkey works?



16IBM’s new chip designed to work like the brain

The new chip attempts to mimic the way brains recognise patterns, relying on densely interconnected webs of transistors similar to the brain’s neural networks. The processor may thus be able to recognise that a woman in a video is picking up a purse or control a robot that is reaching into a pocket and pulling out a coin. Humans are able to recognise these acts without conscious thought, but today’s computers and robots struggle to interpret them.


17What is HTTPS and why does Google like it so much?

Google has announced it will give sites using encryption a higher rank in its search algorithms. Particularly, it singled out HTTPS, which it characterises as “industry-leading security”.


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73 things you need to know about paid media

A new white paper explains why organic social media growth has all but screeched to a halt, where paid social (such as display ads and promoted posts) needs to fit into your marketing mix, and how to determine which platforms and ad types to invest in.


8Five tips for connecting to your audience

How should today’s newsrooms push the limits of technology to better connect with their audiences? That was the question posed to a panel of editors at Google for Media Summit 2014.


How to get your hashtag trending

Social media is all about creating a conversation that people are compelled to share. This goes back to the ‘content’ portion of the two major precepts. Creating this conversation is the beginning of the formula for creating a successful trend with your hashtag.


6Five innovative email marketing tips that drive readers to action

Email marketing works. It was one of the first forms of digital marketing and it’s still one of the most effective ways to produce tangible results that improve your business.



4A guide to creating an effective landing page

Technically, a landing page is any page on your website upon which visitors can arrive or land. That may not be how we think of landing pages created specifically for marketing or advertising purposes, but it’s true. You clicked a link, you landed on this page and now the key is to get you to do what this page was created for.


15Don’t fear the content audit

Content audits are a painstaking, time-consuming process. But they don’t have to be. Check out the new Kapost Content Auditor – a free tool that makes content easy to find, categorise, and analyse.



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