L'Oreal men's brand funds digital series Outrun StreamDaily When runner Sébastien Sasseville decided to run across Canada from coast to coast in an effort to raise awareness of healthy living, he approached Montreal-based branded content studio...
In this article, we will discuss several recent such experiments, with special focus on new forms of storytelling, as well as new business models for publishers — a fascinating recent trend called “subcompact publishing” will be our main reference.
I always respect Smashing's insights -- and agree with these.
Three expert storytellers who spend their lives using very different technologies to spin very different types of tales all agree on one essential quality you need to possess to turn the craft into viable a viable idea: the desire to have fun...
eMarketer has released a new article about the daily activities of digital marketers. The results show that marketers often engage in SEO, social and content-generation inbound marketing practices every day. But is that all they should be doing? Let’s take a look at how the rest break down [see above chart]:
Perhaps the most surprising fact on the chart is that last column of marketers who do not use these inbound marketing tools at all. I could write a blog post solely about that, but will refrain. Instead, let’s discuss what marketers are doing every day. A majority of people use SEO every day (though this poll was generated from SEOMoz, so it could be a little skewed by SEOs). Additionally, many review site analytics daily. Surprisingly, less than half of marketers engage on social media every day. But there is also a possibility that people log in and schedule a lot of updates at one time, too.
I find it a little embarrassing that so few people report utilizing “content marketing” every day. I am surprised because of the ubiquity of the phrase “content is king.” It seems that many marketers are not practicing what they preach.
So what is important for a marketer to do every day?
1. SEO It is encouraging that a majority of people do search engine optimization every day. But it makes sense, as SEO runs through a lot of marketing practices. It is always recommended that every piece of content has some SEO attached to it. Whether it is filling in search-friendly tags, creating text links, categorizing, or simply titling your video or blog post, SEO should be in every step.
2. Social The secret to social is to create compelling content consistently. Don’t schedule in advance all of the time. The point is to become a part of the conversation, which goes two ways and often occurs in real time.
3. Content Publishing Maybe your brand should start a blog. Perhaps a YouTube channel is more appropriate. Maybe Instagram or Pinterest is more your thing. Whatever it is, your brand should be generating content for one or more of these platforms and then sharing it with others.
4. Online Reputation Management It’s as simple as creating a Google alert for your brand name. Perhaps you need the help of an advanced ORM tool. Either way, it’s always important to know what your (potential) customers are saying–good or bad.
5. Analytics and Optimization Marketers may not have time to dig deeply into site or social analytics every day; I understand that. However, it’s important that you use the tools at your disposal as often as possible. You can get a holistic look at your online performance in a snapshot with an analytics dashboard and reserve other days in the month for a deeper dive into the data. If you’re not getting a good picture of what is currently happening on all your properties, it is impossible to optimize accordingly. Be proactive.
To build on the opportunities that today’s hyperconnected and social consumer as well as new distribution platforms offer, agencies and brands need to move away from thinking about branded content and embrace true storytelling.
Branded Content Watch: Oakley, Samsung, Nike and more brandchannel.com Someday, everything will be narrated by Kevin Spacey: The Oscar winner's voiceover can be heard on Oakley's "A Story of Disruption" short documentary exploring the brand's...
In a company, the term “culture” is often defined by qualities such as an organization’s business values, overarching mission statement, operational style, working languages, technology and operating systems, personality traits and in-office habits. Basically...
The Digital Rocking Chair's insight: Tadhg Kelley: "Pervasiveness forms the meat of transmedia and gamification. The former is interested in using it as a way to tell stories, going from one format to another.
The spread of social media may enable brands to regularly produce their own content -- but even publishers have yet to master it. Here's why brands can't become publishers on their own.
If you have been reading tech press, ad trades, or stepped foot into a digital agency over the past year, you have heard a common theme: Brands are becoming publishers. The belief is that the spread of social media eliminates the need for a traditional publishing middleman, since the brand now owns its distribution through platforms like Facebook and Twitter.
In theory, since Coca-Cola has more Facebook fans than the primetime audience for "American Idol" four times over, it should get more value from its own audience. The challenge with this belief is that inherently assumes that brands know how to create content that people actually want to consume.
There are brands that are completely dedicated to creating that type of content: NBC, Viacom, ABC/Disney...These brands have the formula for what it takes to make "hit" content, and even they can't get it right over half the time.
These content creation brands diversify their portfolio of content to hedge risk against duds (The Playboy Club, anyone?); brands like Starbucks, Coke, etc don't have the same type of risk luxury. This is the reason why brands won't become publishers: Either they already are, or they're waiting on the right solution.
For an upcoming magazine column on the intersection of technology and publishing, I interviewed a number of smart thinkers about how brands should be self-organizing to create engaging, provoking, and ethical content (as opposed to inane social media filler).
One of the interviews I conducted was with Neil Chase, former New York Times editor and SVP at Federated Media, now a content strategy consultant (and friend). He had a lot to say on the subject of brand publishing — more than I can fit into my column — and I think every company ought to take heed. So I decided to post our conversation in its entirety....