The week in content marketing

July 2, 2014Uncategorized


Every week, Melbourne Content Strategist Lieu Pham compiles the latest content marketing articles, news and advice from the web to create the week in content marketing. Sit back, relax and enjoy staying on top of the latest digital content marketing news and trends! 

Lieu Pham King Content
This week, Rob Rose and Joe Pulizzi ponder the uptake of native advertising by brands; we become schooled in Instagram art theory; social media enters into prenup agreements; Google turns up the heat by making Nest the centre of the home; and we contemplate a future of robo news readers.

Thanks for reading!



1How brands could destroy native advertising

In this podcast episode, CMI’s Robert Rose and Joe Pulizzi discuss whether or not brands will destroy the native advertising opportunity and whether you can actually program native to audiences.



Five hilarious pieces of branded content that will inspire your editorial strategy
It’s easy for brands to miss the mark when it comes to comedy. As a result, it’s all the more impressive when brands create something that garners a genuine, laugh-out-loud reaction. Here are the top five companies that are owning the comedy game.

How to start a content marketing strategy

Mashable outlines seven ideas to start you on your content marketing journey.



What John Berger’s classic Ways of Seeing tells us about the power and potential of social media
Richard Prince is making art by recycling Instagram screenshots. Dealers are hawking art via Instagram. The Met has even retained an Instagram guru to play catch-up to figure out how to exploit this online pictorial medium. A four-year-old app is dominating the art conversation as no purely art-related topic is. Artnet explains the craze.

Twitter testing ways to add commentary to retweets
Twitter is experimenting with a new feature that allows users more space to comment when they are retweeting another user. ‘Retweet with Comment’ surfaces the retweeted message as an image, leaving users with just under 140 characters to share their own thoughts.


Prenuptial agreements to include social media clause 
Prenuptial agreements are evolving to include a social media clause that protects married couples – and exes – from a digital PR disaster.



Instagram website for IKEA PS collection 2014
Using basic features of Instagram, the Creative Review team has created an Instagram ‘website’, echoing the main concept of IKEA PS 2014, ‘Always on the move’. It is designed for smartphones, which are always at hand, and is powered by Instagram. Sub headings (1)


What’s in a hashtag? Four ways a hashtag can drive your brand story
You can extend the shelf life of your campaign with a simple hashtag that is relatively easy for your customers to act on. For example, if your brand is hosting an event, it is typical to use a hashtag that abbreviates the event’s name. But that means your hashtag only lasts as long as the event, and will only resonate with a small audience. Brands that ‘get it’ provide their consumers with an opportunity to participate in the brand’s story for a longer period of time.


Understanding email 
If you’re going to succeed at email marketing, it’s time to listen to the consumer, understand where they’re coming from and deliver on their demands. And all of it boils down to one thing: relevance. Check out this handy infographic.



10 examples of simply wonderful email marketing
Be it lovely design, captivating copy, or just a great use of the medium, here’s a roundup of some great email marketing.


9Eight types of images that increase the psychological impact of your content
The importance of using images in blogging goes far beyond ‘looking nice’.  It’s actually deeply psychological. For one thing, your brain (and your reader’s brain) is better at processing visuals than text. In fact, 90 per cent of the information our brain gets is visual, and it processes that information 60,000 times faster than text. And visuals, when they complement your text, help your message connect: 40 per cent of people will respond better to visual information than to text.



Google makes its Nest at the centre of the smart home
Using Google Now, a homeowner will soon be able to talk to a Nest Learning Thermostat and complain about the heat. And that’s just the beginning. Google is turning the Nest Learning Thermostat into the hub of smart homes. With the ‘Works with Nest’ developer program announced this week, gadgets, cars and universal remotes will all work with the Thermostat, providing automated actions agnostic of the brand. Suddenly the smart-home world is much smaller.


Is the Yo app a sign of startup apocalypse? 
As you may have heard, there was a big ruckus this week over the release of a new app. No, we aren’t talking about Facebook’s Snapchat-like Slingshot. We are talking instead about the amazingly simple – if perhaps not amazing – messaging app, Yo.



World’s first android newscasters are here to replace cable news hosts
In the future, we’ll get the news from fair and balanced android newscasters that’ll somehow terrify us more than the cable newspeople we have today. These android newscasters are frighteningly lifelike and can interact with humans, read the news and tweets, tell a joke and basically replace the lousy talking heads on TV.



The Harvard Law Review gets updated in the age of Longreads
To help the Harvard Law Review appeal to a digital audience, Boston-based web design and branding firm Upstatement redesigned its website. For the redesign, Upstatement had to solve a unique challenge – the nature of the publication itself. It’s a text-heavy publication composed almost entirely of heavily footnoted articles that run thousands of words. So it sorely needed an update that made it responsive, and readable, on a wide range of modern devices.


Infographic: Digital transformation and the digital customer experience
Business success in the era of digital transformation requires a thorough understanding of the digital customer experience (DCX). A new research report defines digital transformation and presents the related business challenges and opportunities.



Native advertising a media credibility crisis in waiting

UK media giant the BBC, a perceived bastion of editorial independence, this year moved to expand BBC Worldwide activities into blended advertising-editorial ‘client solutions’. It’s a sign the emerging practice now referred to as ‘native advertising’ is becoming mainstream.