The week in content marketing with strategist Lieu Pham.
This week we learn about Uber’s latest offering and anticipate HBO’s ‘choose your own adventure’ collaboration with director Steven Soderbergh. Meanwhile, Pulizzi and Rose over at CMI discuss the ad-blocking challenge for publishers and brands – what does it mean for optimisation and tracking? Elsewhere, IBM’s Watson is mining our social activity to retarget you (consider yourself warned) and Facebook is about to give us a 360-degree view of video. Finally, Copyblogger unpacks what it actually costs to build a website, Ragan teaches us how to newsjack and Forbes shows us how to use Periscope for marketing.
Media & Marketing
Hollywood director Steven Soderbergh, who brought us Citizenfour and The Knick, is reported to be developing Mosaic, a ‘choose your own adventure’-style film for HBO. As you might suspect, this involves the award-winning director shooting multiple plot lines. Previous experiments include Clue, a 1985 cult film that allowed viewers to choose from three endings, and Hawaii Five-0, which allowed people to vote on the ending.
Rajiv Chandrasekaran, an editor from The Washington Post, is now heading up Starbucks’ latest venture – a long-form storytelling venture exploring social issues. The award-winning journalist explains to the Content Marketing Institute that this collaboration could serve as a model for future brands wanting to work with traditional journalists.
The recent episode of ‘This Week in Content Marketing’ continues to explore the impact of ad blocking on native advertising. Content marketing experts Robert Rose and Joe Pulizzi highlight how Apple’s iOS 9 update may affect publishers’ and brands’ ability to track and optimise content. It will be interesting to see how the industry responds to this challenge.
Social & Tech
IBM announced its AI supercomputer, Watson, will be using videos and photos in an attempt at trendspotting. The potential use of this kind of analysis is in targeted advertising and allow sites to sell to you based on your social activity. So unless you’re cool with Watson stalking your social networks, you may want to consider placing your visual content behind a privacy wall.
Facebook video is entering a new era of sophistication. Facebookers will soon be able to view 360-degree short videos thanks to Oculus’s virtual-reality capabilities. The new video experience will be available on web browsers and Android devices (iOS users will have to wait). It will be interesting to see how this new format impacts engagement rates for Facebook videos.
Uber has stepped up its offering with UberEVENTS, a service that enables event hosts and organisers a chance to give free rides through a pre-paid service. The product, clearly aimed at professionals working in PR and marketing, makes it easier to give guests that VIP treatment. Roll out the red carpet!
Tips & Tactics
Newsjacking is a sure-fire way of bolstering your brand. Whether it’s Grand Final Day, the ad-blocking furore or Kim Kardashian’s latest wardrobe faux pas, it’s a way to get some extra attention. Ragan gives us the lowdown on how newsjacking can work with your content marketing with this how-to guide.
Do you know the difference between scope, scoper and scope watcher? What about a ‘heart’ in Periscope language? Cheryl Conner from Forbes provides a handy guide to applying Periscope to your marketing program, including tips on how to comment and broadcast, as well as five best-practice fundamentals.
How much does it actually cost to build a website? This Copyblogger podcast attempts to answer the question in dollars and cents. Rebecca Gill, founder and CEO of Web Savvy Marketing, shares her tips on how you can build a great site at a competitive price and, if you’re looking to outsource, what to look for in an agency.