The week in content marketing with strategist Lieu Pham
A very happy 2016 to you! Here’s the first edition of this year’s TWICM. To kick off the new year, we clear the buzzword cobwebs to define content marketing without the fluff, and predict the products we use today that will be obsolete by 2020. Forbes stresses the importance of marketing on YouTube and Periscope, and the Content Marketing Institute supplies a DIY toolkit for crafting the perfect strategy.
Julian Fellowes, creator of Downton Abbey, is combining the serialisation of Victorian novels with digital technology. As The New York Times reports, Fellowes’s next project is Belgravia, a serialized novel delivered as an app. The chapters will be released every week, much like a network TV series, for US$1.99 each. The app will feature a range of different content formats that augment the reading experience.
The Facebook news feed algorithm works in mysterious ways. Nobody knows quite how the social network decides what will show up on your feed, but it claims that it’s based on what you read, your network, and what you engage with on Facebook. This Slate article reveals there’s a panel of anonymous global users that influence what is arguably one of the most read parts of the web. This is a fascinating look inside the machination of Facebook’s news feed.
There’s not a week that goes by without Facebook making it into the headlines. This time, it’s about Zuckerberg’s New Year’s resolution to build an AI assistant inspired by Iron Man‘s Jarvis to help him around the home and at work. It’s a bit of a tradition for the Facebook founder to set ambitious New Year’s resolutions – previously he has vowed to only eat meat that he has personally hunted, to learn Mandarin, to start a book club, and the list goes on.
Ask three marketers what they do and you’ll most likely get different answer from each one. That’s because marketing is a hard occupation to define. With hundreds of new buzzwords flying in and out of the office, it’s important not to get caught up in the hype until you actually understand and believe in it. Sorry for Marketing ditches the jargon and replaces it with the truth about what content marketing really is – no fluff, no buzz, just plain and simple.
After featuring as a guest in Jerry Seinfeld’s TV series Comedians in Cars Getting Coffee, Barack Obama received backlash about the inappropriate nature of a US president appearing in pop culture media. Could the same be said about John Kennedy’s clear win in the 1960 political date for his more “telegenic appearance”? Or what about Hollywood actor-turned president Ronald Reagan’s in-speech references to Rambo and Dirty Harry. The Daily Dot takes us back to the 100-year-old tactic of capitalising on pop culture in US politics, and how these actions are not bad taste, but an effective vehicle to bolster celebrity status and win the minds of the public.
Despite its $8 billion empire, on-demand transport platform Uber is slowly raising the white flag in cities across Germany. The decisions to retreat from three German cities follows court bans on unlicensed drivers and claims from anti-Uberers that the company’s intense expansion strategies aren’t in line with the German way of doing things.
The Content Marketing Institute has carefully compiled a DIY toolkit of checklists, templates, and resources that can keep you pointed in the right direction and make running your content marketing program a lot more manageable this year. Start 2016 with a fresh method for driving strategies and, most importantly, the plans that bring them to life.
With the billions of internet users clicking and swiping every day, it’s easy for brands to lose sight of who to talk to and how to interact with the people who genuinely care. Ragan describes the perfect balance for managing your brand’s social moshpit, and provides some helpful tips and platforms for navigating through the crowds to reach your fans and advocates.
When it comes to video marketing, you’ve got the veterans, such as YouTube, and the new kids on the block, like Periscope. While both sites differ in a couple of ways, one thing’s for sure: creating video content has the potential to reach the millions of people that visit these platforms every day, enabling an increase in your audience size and in the number of prospects at the top of the funnel, and creating a multi-channel campaign to guide them through to conversion. Forbes looks at the importance of creating content for video platforms in 2016.
With new tech flying in and out the door faster than we can say “hover board”, there’s no way to know the technology that will come into our lives over the next five years. But we can predict what won’t last, what with Netflix swallowing up the DVD market and the cloud negating the need for USBs. TechCrunch predicts five things we use today that we will leave behind in the future.
Founder & Editor: Lieu Pham
Assistant Editor: Julia Mulcahy
Sub-Editor: Bronwyn Wilkie
Design & Layout: Lilli Hagan