Explore the week in content marketing with King Content strategist Lieu Pham.
This week, content strategist Tracy Fitzgerald responds to criticisms surrounding brand journalism, Coca-Cola dances its way into native content and HubSpot releases its 2014 inbound marketing report. Elsewhere, a new viral content player emerges to challenge BuzzFeed while Facebook and Instagram step up their ad game. We also learn how to create a brand selfie, receive tips on optimising podcasts and discover how using Google+ hashtags can help with content amplification.
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News and Opinion
Coca-Cola has teamed up with Ubisoft on the new Just Dance Now mobile game that is sweeping the globe. The content project involves players scanning Coke cans to unlock special content and activities inside the game. This boosts the growing trend of native content plays for big global brands into the gaming world.
PlayBuzz is BuzzFeed in its most concentrated form. “The condensed milk of viral content sites – boiled down, sweetened and canned for a shelf life that spans near-eternity.” PlayBuzz has a staff of 26 employees, but the majority of those are tech and coding-related positions. Only five employees create actual “content” for PlayBuzz, but even that aspect of the role is downplayed.
Content strategist Tracy Fitzgerald responds to the spate of criticism surrounding brand journalism. She says, “It’s down to journalists to shape brand journalism into something that works more like journalism.The change is happening whether we like it or not – time to educate the brands on what it really means.”
HubSpot surveyed more than 3500 marketing and sales professionals at virtually all levels, across all industries and around the world. They asked what they do, why they do it, how they do it and if it’s working.
Content marketing can do a lot of things. It can build a brand identity. It can inform and entertain. It can attract a loyal following. But can it save thousands of dogs from euthanasia?
Messages may have been Snapchat’s early product, but Stories is where it could come to prominence.
Expect to see the brands Vegemite, Tourism Queensland, Ben & Jerry’s, Toyota, Flight Centre, Audi, Lenovo, McDonald’s and Philadelphia Cream Cheese edging their way in between photos of sunsets and breakfasts. The Facebook-owned company says the brands have been handpicked due to their active nature in the Insta community.
Facebook’s Audience Network is a new mobile ad network that will deliver highly targeted ads to third-party apps. The ads will come in three formats: banner, interstitial (full screen with a prompt) and “native” (which, Facebook says, are designed to “fit seamlessly”).
Tips and Tactics
If you’re looking to inject “human-ness” in your website with a selfie, you could try some of these techniques.
Email continues to be one of the most important communication channels in 2014, but competition for your readers’ attention is getting tighter every year, especially during the holiday season. In fact, email volume was 13 per cent higher during the 2013 holiday season compared to the 2012 holiday season. Here are a few tips to get you started.
Google+ hashtags make it easier for people to discover your content, even if they’re outside your circles. That added visibility gives you greater overall reach. In this article, you’ll discover how to find hashtags to reach the right people on Google+.
You can apply some good SEO tactics – just like with Google, Bing or any other search engine you may be familiar with – for your podcast. While you don’t want to go overboard, searches on iTunes won’t be as lengthy, so you need to apply relevant keywords so that your podcast can be found.
Boosting conversion rates starts with killer copy. A whole lot depends on the words you type with your keyboard. Thankfully, it’s not some insurmountable task – anyone can learn how to do it. With the right copywriting techniques firmly in place, you can achieve higher conversion rates.
Many companies have a community manager and content team, but there are plenty of benefits to going further and empowering the whole team to spread the word via social media – namely, more engaged employees reaching a larger network to share your culture and news. Here’s how you can reap the benefits of social media in your team.