The week in content marketing – 14 Jan

January 14, 2015Uncategorized

The week in content marketing with King Content strategist Lieu Pham.

This week, Nike mines customer running data to create video content, the social media community responds to the Charlie Hebdo massacre, long-form platform Medium is touted as the next big thing in sponsored content, Mark Zuckerberg declares 2015 to be the “year of books” and CMI offers advice on how to generate leads on LinkedIn ­– plus much more.

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Content Marketing & Media

WEEK-IN-CONTENT-MARKETINGStart small to demonstrate content marketing value

When it comes to content marketing, there are plenty of non-believers out there. CMI suggests that if you want to sell the idea of content marketing to your C-suite, start small and build momentum. By showing a few success stories, you’ll be in a better position to make your case for the value of content.

2Why newsletters are the future of online media

Some of the most interesting content being created online today is distributed through a network of newsletters, which fill every niche under the sun. The past year has yielded some excellent examples. The Kernel previews nine of its favourites.

3Nike and AKQA turn people’s running data into 100,000 unique videos

With its data-visualisation project ‘Your Year’, Nike created over 100,000 customised animated films designed to capture individual people’s 2014 athletic exploits. Will it be a runaway *ahem* success?

4Marketers: Culture is critical to customer engagement in 2015

As the marketing landscape continues to evolve with the explosion of mobile and social media, so will the conversation about how brands can leverage media to get into popular culture. Here are seven opportunities for marketers to tap into culture as it becomes increasingly critical to customer engagement and brand building in 2015.

5Is Medium the next big frontier for content marketing?

December marked the launch of Gone, a collection of travel stories on Medium sponsored by the hotel company Marriott International. A hybrid of a digital native ad/brand magazine, Gone takes a journalistic approach to storytelling that showcases both the Marriott culture and the main attributes of the brand.

6Yahoo’s big mobile ad play is coming

The company has taken steps to build up its mobile capabilities and will be focused on giving advertisers more reach through bundling its ad campaigns.


710 consumer trends and implications for marketing practice in 2015

A marketing professor outlines 10 observations related to consumer trends and offers questions for you to contemplate as you fine-tune your marketing strategies for the next 12 months.

8Are podcasts the next big thing for native?

5by5′s experiments with podcast ads may just be the beginning of a new way for brands to capitalise on what appears to be an increasingly popular storytelling medium. As more people get into the podcasting experience through popular programs such as Serial, This American Life and The B.S. Report, it’s worth asking the question: could podcasts be the next big territory for sponsored content?

916 stats that explain why adaptive content matters right now

Adaptive content can play a pivotal role in delivering tailored and relevant content. Of course, the two key challenges here are implementing the technology and creating the content. Copyblogger gets us thinking about the benefits of giving customers this kind of personalised experience.

10The year in native ads

Outlays for native advertising are forecast to continue rising in 2015 to a whopping $4.2 billion. But before those investments take hold, here’s a look back at the year in content marketing, including popular advertising strategies, where brands produce and publish articles, videos, images and social posts.

11Forbes takes native ads to new level with AT&T-sponsored cover

For the first time in its history, Forbes has produced a second cover for an advertiser as part of its BrandVoice program. The four-year-old initiative enables marketers to publish articles on, as well as inside the print edition of Forbes magazine, which look and feel like content that has been produced by the media company’s own reporters and editors. 

Social & Tech

12Social media reacts to the Charlie Hebdo shooting in Paris

The hashtag #JeSuisCharlie, which translates to “I am Charlie”, quickly began trending in the hours following the attack, first in France and then internationally as news spread of the tragic event. The social media community reacted to the shooting in a variety of creative ways to demonstrate solidarity with the residents of the French capital.

13Mark Zuckerberg declares 2015 will be the “year of books” with online reading club

The Facebook founder has started an online book club with the aim of reading and discussing a different work every two weeks. Avid readers, and those who require a little encouragement to get bookworming, can follow Zuck’s progress and join the club via – yes, you guessed it – Facebook.

14How a real teenager uses social

This article looks at how differently teens approach social. These adolescent attitudes towards platforms, channels and functionality may throw up a few surprises.

Tips & Tactics

15How to get 200+ new subscribers with one LinkedIn article

This approach can be used for any content marketer who is trying to drive subscriptions to their personal brand or support their organisation’s content marketing efforts.

16SEO: The must-dos that you just can’t miss

You can upgrade your blog’s SEO potential in less than five minutes per post using ProBlogger’s how-to guide.


17Six ways to attract more LinkedIn leads

In this article you’ll discover six tactics to attract LinkedIn leads.



18Eight of the best stock-photo sites

Got a tight image budget? Here are eight sites offering wallet-friendly stock photos.


1951 articles about writing

If you want to learn more about writing for the web, content marketing and the most persuasive way to communicate your brand story online, Buffer has rounded up 51 of the best resources on writing.


20APAC content marketing priorities, problems and predictions

Check out King Content’s ebook to discover where 10 marketing leaders from across APAC are focusing their marketing budgets and energy in 2015.



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