The week in content marketing with Lieu Pham
This week was an important one for Snapchat – they recently revealed plans to take full ad control from publishers in their Discover section, amid reports of the image-sharing app preparing to go public. Facebook, on the other hand, continues to search in vain for the next Snapchat.
On a lighter (darker?) note, have you heard of dark social? It’s time to explore the world of internet traffic and social sharing that goes untracked by regular web analytics, and find out how you can tap into it.
In other news, competition continues between traditional newsrooms and the social media companies who provide similar news content, while ‘Around the Web’ ads draw flak from publishers for their clickbaity headlines and poor content.
Enjoy your week!
Business-to-business marketers, together with their sales teams, can now count on account-based marketing (ABM) to strategically identify and customise communications for their key accounts, depending on the stage of their buying process. Do more with less with these essential ABM tips; they’ll help sales and marketing collaboratively align strategies and maximise prospective accounts.
If you’re a user of social interaction platforms such as Snapchat or Kik, you’re already part of dark social. It’s not an ominous, exclusive network, but a term that marketing managers should get to know. With content increasingly being shared through private messaging, email and text, many connections are ‘dark’ and not captured by data analytics. Learn how to take advantage of dark social by actively involving the audience and adding incentives – or risk staying in the dark.
Readers are turning to non-journalistic platforms to get their daily dose of current affairs – and traditional newsrooms are struggling to catch up. While newsrooms are trying to leverage major social media sites, including Facebook and Instagram, trouble looms when the mobile giants set the rules for advertising, news and revenues. However, as print distress is set to continue, traditional newsrooms must innovate and publish great content on all their platforms, or risk falling behind in readership and revenue.
Remember seeing a row of articles on the sidebar of your Facebook news feed? With increasingly questionable clickbait and growing discontent from readers, publishers are reconsidering placing content ads on their web pages that may possibly undermine their credibility. Slate and The New Yorker took the lead and have both removed these types of ads from their websites.
Even as reports suggest technology will replace 40 per cent of today’s jobs by 2025, fear not! A closer examination of individual roles revealed that although technology and innovation will inevitably impact operations – some roles are simply meant to be automated – clients still want to see a friendly face. Technology may evolve, but creative insights and the human touch will always be in demand.
Snapchat is looking to take full control of advertising sales from publishers in its Discover section, giving Snapchat more agency over its ad business and revenue. Currently, Discover ad prices vary among publishers, and there is some inventory that has to be bought and negotiated from publishers directly. This makes it difficult to have cross-channel marketing or ad placings and gives little control to Snapchat. Stay tuned for more news as Snapchat continues to work out the details.
Snapchat may have rejected Facebook’s $3b cash acquisition offer, but Mark Zuckerberg has not given up on snap apps. Facebook recently made an unsuccessful bid for Naver’s Snow, a social media sharing app similar to Snapchat, which is reported to have 80 million downloads to date. Naver Chairman Hae-Jin Lee said he rejected the offer as he sees potential for Snow to be as successful as Snapchat.
Founder & Editor: Lieu Pham
Associate Editor: Rachel Lim
Sub-Editor: Suzannah Pearce
Design & Layout: Sachin Samji