Explore the week in content marketing with King Content strategist Lieu Pham.
This week: Twitter’s first foray into academic research; ‘The Economist’ swaps pageviews for time spent; the CMI release their annual content marketing survey; Prince joins Facebook; Twitter turns gifs into cash; and we say hello to our future selves.
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Two of the smartest publications in the world have begun experimenting with replacing the page view with a new dominant metric for setting the price for ads bought and sold on the web.
Night Light features a dedicated chat room for parents to talk and offer real-time support to other mums and dads who are facing similar sleeping issues. The chat room provides an instant alternative to parenting forums where conversations and responses can often take hours or days.
The Content Marketing Institute has just released its annual content marketing survey. The results show that marketers are churning out more content than ever before, only 21 per cent are successful at tracking ROI and 92 per cent use social media content as a tactic.
Social Media and Technology
Here’s an example of what not to do on social media. The artist formerly known as an unpronounceable symbol has finally joined Facebook – and he hosted a Q&A to celebrate. Three hours after the online event kicked off, Prince answered his first question. One day later, Prince has still only answered one question.
Facebook promises to change its real-name policy
Speaking of Facebook, the social network has responded to backlash over its real-name policy. Outcry originally came from members of the LGBT community who had their Facebook pages suspended due to using drag names. Facebook has met with LGBT representatives and apologised for any hardship the policy may have caused.
Data scientists at the Massachusetts Institute of Technology are creating a new research group that will gain access to Twitter’s entire feed of real-time updates. Their goal is to better understand how information spreads on the platform, as well as on other social media channels.
The ad program Amplify, which Twitter introduced last May, re-promotes moments that just occurred on TV in the form of tweets. While Twitter doesn’t break out revenue for Amplify (the company’s total ad revenue in its most recent quarter totalled US$277 million), the company is now running a record 30 simultaneous Amplify campaigns and just passed 100 partners.
The design is simple and intuitive, especially if you’ve used Tinder before. Unsurprisingly, it feels much more productive (and far less seedy) than using Tinder.
Orange’s unnerving new interactive experience takes you forward by 20 years and lets you talk to an older version of yourself.
Lionsgate and Stephenie Meyer, creator of the vampires-and-werewolves Twilight saga, announced on Tuesday that they plan to select five aspiring female directors to make short films based on Twilight characters, which will be screened exclusively on Facebook next year. Time to break out that ‘Team Edward’ t-shirt again.
LikeThat Decor is a visual-search app that presents consumers with items similar to those featured in photos they upload. Consumers can either select an item of furniture from the app’s built-in gallery or upload their own picture. LikeThat Decor will then analyse the image and present the user with similar and complementary items.
Tips and Tactics
This infographic dissects the elements of a white paper from Google called Principles of Mobile Site Design: Delight Users and Drive Conversion.
Here are seven outstanding plug-ins for WordPress you need to install pronto.