Content Marketing Observatory
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A Post Content Marketing Era?

A Post Content Marketing Era? | Content Marketing Observatory | Scoop.it

"In a post entitled The Content Crash, Mitch Joel states that the field has simply “become a pumping ground for a marketing message. Very few (companies) are thinking about utilitarianism marketing and even fewer are thinking about the overall experience.” But here is the line in Mitch’s post that stung me: “It is my belief, that content is the new advertising.”

Wait a minute. People HATE advertising. Does this mean that people are increasingly hating our content too?" Read more here: http://www.twistimage.com/blog/archives/the-content-crash/

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Content Marketing Observatory
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The Atomic Guide to Content Strategy

Here's how to clean up your content strategy in 12 brutal yet sensible steps - inspired by #atomicdesign. Summary: the key to untie the content strategic knot a…
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Here's what BuzzFeed's boss thinks is next

Here's what BuzzFeed's boss thinks is next | Content Marketing Observatory | Scoop.it

"(...) During this election cycle in the U.S., but also in other countries around the world, the public was informed by social media platforms filled with user-generated content, fake news, low-cost and sensationalistic aggregators running sketchy ad arbitrage schemes, partisan hacks and political actors, and the opinions of poorly informed celebrities, internet trolls, and candidates themselves going "direct to consumer" with misleading information and unchecked lies. This is bad for democracy, dangerous for the world, and urgently important to fix. (...)


(...) the budgets for quality journalism are focused on the wrong places, creating a void that is filled by the cheapest possible content, often from questionable sources. The attention has moved, but the content-creation resources mostly haven’t. (...)"

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'Customers were becoming our competitors': Why The Guardian created a hub for branded content - Digiday

'Customers were becoming our competitors': Why The Guardian created a hub for branded content - Digiday | Content Marketing Observatory | Scoop.it
The Guardian is dealing with increased competition in branded-content creation, by upping its distribution offering.
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The marketing applications of Artificial Intelligence - Warc Toolkit 2017

The marketing applications of Artificial Intelligence - Warc Toolkit 2017 | Content Marketing Observatory | Scoop.it

In a recent survey, more than half of global CMOs said they expected the impact of AI on marketing and communications to be greater than the impact of social media. 68% say their organisations are already using or planning for the AI era. Taken from the Warc Toolkit 2017 (in association with Deloitte Digital) of key marketing trends for 2017, what are the top insights for AI in marketing?

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Lean Content - Content creation for teams of one - It's a free ebook

Lean Content - Content creation for teams of one - It's a free ebook | Content Marketing Observatory | Scoop.it
This ebook is my approach to content creation - how I do blog posts, longform, papers, articles, product descriptions, and anything else that uses words.
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"Facebook Finds Two More Ad-Metrics Discrepancies"

"Facebook Finds Two More Ad-Metrics Discrepancies" | Content Marketing Observatory | Scoop.it
A month after revealing four ad-measurement discrepancies, Facebook has revealed two more metrics revisions.
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When Algorithms Discriminate

When Algorithms Discriminate | Content Marketing Observatory | Scoop.it

"The online world is shaped by forces beyond our control, determining the stories we read on Facebook, the people we meet on OkCupid and the search results we see on Google. Big data is used to make decisions about health care, employment, housing, education and policing. 


But can computer programs be discriminatory? 


There is a widespread belief that software and algorithms that rely on data are objective. But software is not free of human influence. Algorithms are written and maintained by people, and machine learning algorithms adjust what they do based on people’s behavior. As a result, say researchers in computer science, ethics and law, algorithms can reinforce human prejudices. 


Google’s online advertising system, for instance, ..."

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Google still fuels fake-news websites through its complex web - Digiday

Google still fuels fake-news websites through its complex web - Digiday | Content Marketing Observatory | Scoop.it
Despite winning an early PR battle against fake news, Google is still indirectly helping fund so-called alt-right publishers.
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“We’re losing touch with the facts” - Prof. Patterson, October 2014

“We’re losing touch with the facts” - Prof. Patterson, October 2014 | Content Marketing Observatory | Scoop.it

"(...) Misinformation is on the rise. Whatever else one might conclude about self-government, it’s at risk when citizens don’t know something but think they know it. They’ll have opinions, but the opinions will be grounded in something more fanciful than real. We don’t have to search far for reasons why citizens are losing touch with reality. Our information system has been corrupted by talk show hosts who tell tall tales, politicians who concoct self-serving half truths, journalists who orchestrate phony debates, public relations specialists who spin nearly everything imaginable. Sadly, some of them have been at it so for so long that even they can no longer tell fact from fiction. (...)"


Thomas E. Patterson Bradlee Professor of Government and the Press , Harvard University, in: The  Conversation, October 2014 (!), https://theconversation.com/a-scarce-commodity-trustworthy-and-relevant-information-33236 ;

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The making of a 1-minute Dropbox video – Dropbox Design

The making of a 1-minute Dropbox video – Dropbox Design | Content Marketing Observatory | Scoop.it

"(...) One minute. That’s less than the time it takes to brew a cup of tea or even wait at a red light. But one minute is all we had to talk about a bunch of new product updates at Dropbox. You see, earlier this year, we were getting ready to launch a series of new features focused on collaboration and productivity. As part of this launch, our Brand Design team wanted to make a short video showing how all these features worked together. One minute. Can’t be that hard, right? In this article, we’ll show you what it took to actually make that video. (...)"

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Big Data’s Big Lie Nailed by Quantifind's Malcolm De Leo

Big Data’s Big Lie Nailed by Quantifind's Malcolm De Leo | Content Marketing Observatory | Scoop.it

“A wise boss of mine once said, “Data translates into information which is synthesized into knowledge. When this knowledge is acted it upon, it creates value. And therein lies the issue with Big Data; it is useless unless you can turn it into knowledge. Maybe we should just start calling it Big Knowledge instead?”

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Predictions 2017: The Dawn Of ‘Less Is More' In Marketing

Predictions 2017: The Dawn Of ‘Less Is More' In Marketing | Content Marketing Observatory | Scoop.it
In A Post-Digital World, Marketers Will Prioritize Quality Experiences Over Quantity Of Advertising, says Brigitte Majewski based on Forrester Research.

"Less" is not in the modern B2C marketer's lexicon. The easiest way to reach fragmented audiences has long been "more": more ads in more places with more frequency — until now. With frustrated consumers blocking ads, Forrester predicts that in 2017, marketing will tip away from volume-based advertising strategies toward quality experiences across the entire customer life cycle. Expect this rebalancing to affect everything from technology to organization. (...)"


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"An Update on Metrics and Reporting" | Facebook

"An Update on Metrics and Reporting" | Facebook | Content Marketing Observatory | Scoop.it
Our goal going forward is to communicate more regularly about our metrics, so that our partners can focus on doing what they do best — serving their customers — with the best insights possible.
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The three main concerns of professional content marketers

The three main concerns of professional content marketers | Content Marketing Observatory | Scoop.it
Though many may feel that it is no longer the 'new shiny thing', content marketing is still a hot topic among marketers.
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Facebook Adds New Weapons to Its Fight Against Fake News, Hoaxes

Facebook Adds New Weapons to Its Fight Against Fake News, Hoaxes | Content Marketing Observatory | Scoop.it
Facebook will turn to third-party fact-checking organizations to help combat fake news and hoaxes.
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Will Snap Spectacles Re-Energize “The Wearable Revolution”?

Is it certain that video will be the future of social? And after that, could it be that video is the future of everything?
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The age of analytics: Competing in a data-driven world | McKinsey & Company

The age of analytics: Competing in a data-driven world | McKinsey & Company | Content Marketing Observatory | Scoop.it

Via marketingIO
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marketingIO's curator insight, December 9, 2016 10:45 AM

It's not a nice-to-have, it's an imperative.

 

Dark marketing clouds ahead? Let us help you see clearly. Contact us. #MarTech #DigitalMarketing

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‘The Revenge of Analog’: See It. Feel It. Touch It. (Don’t Click)

‘The Revenge of Analog’: See It. Feel It. Touch It. (Don’t Click) | Content Marketing Observatory | Scoop.it
David Sax asserts that analog isn’t going anywhere, but is, in fact, experiencing a bracing revival. And it’s not just a case of nostalgia.
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Whose Truth Is it on Google? | David Sable

Whose Truth Is it on Google? | David Sable | Content Marketing Observatory | Scoop.it

"(...) To suggest that the Google algorithm is open, honest and neutral is disingenuous at best and, more likely, misleading. “The amoral status of an algorithm does not negate its effects on society,” wrote Amit Datta and Anupam Datta of Carnegie Mellon and Michael Carl Tschantz of the International Computer Science Institute, authors of a 2015 Google advertising study..."

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Case Study: "How We Created Controversial Content That Earned Hundreds of Links"

Case Study: "How We Created Controversial Content That Earned Hundreds of Links" | Content Marketing Observatory | Scoop.it

"(...) Content marketers, does the following scenario sound familiar?


You’re tasked with creating content that attracts publicity, links, and social shares. You come up with great ideas for content that you’re confident could accomplish these goals. However, any ideas that push the envelope or might offend anyone in the slightest get shot down by your boss or client. Even if a provocative idea gets approved, after feedback from higher-ups and several rounds of editing, you end up with a boring, watered-down version of what you originally envisioned. 


Given the above, you're not surprised when you achieve lackluster results. Repeat this cycle enough times, and it may lead to the false assumption that content marketing doesn’t work for the brand. 


In this post, I’ll answer two questions: How can I get my boss or clients to sign off on envelope-pushing content that will attract the attention needed to achieve great results? How can we minimize the risk of backlash? (...)"

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Simon Sinek "Will Buy Millennials Alarm Clocks"

Excerpt of Simon Sinek from an episode of Inside Quest. http://www.insidequest.com/
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Stanford researchers find students have trouble judging the credibility of information online | Stanford Graduate School of Education

Stanford researchers find students have trouble judging the credibility of information online | Stanford Graduate School of Education | Content Marketing Observatory | Scoop.it
"(...) Education scholars say youth are duped by sponsored content and don't always recognize political bias of social messages. 

When it comes to evaluating information that flows across social channels or pops up in a Google search, young and otherwise digital-savvy students can easily be duped, finds a new report from researchers at Stanford Graduate School of Education. 

 The report, released this week by the Stanford History Education Group (SHEG), shows a dismaying inability by students to reason about information they see on the Internet, the authors said. 

Students, for example, had a hard time distinguishing advertisements from news articles or identifying where information came from. "Many people assume that because young people are fluent in social media they are equally perceptive about what they find there," said Professor Sam Wineburg, the lead author of the report and founder of SHEG. "Our work shows the opposite to be true." (...)"
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How to save money on focus groups - Cyclops Research

How to save money on focus groups - Cyclops Research | Content Marketing Observatory | Scoop.it

"What do focus groups and witch trials have in common? Neither is concerned with the truth."

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Better Content Insights From Better Dashboards - New Forrester Report by Ryan Skinner

Better Content Insights From Better Dashboards - New Forrester Report by Ryan Skinner | Content Marketing Observatory | Scoop.it
“(…) The shift from pushing sales-driven messages down customers’ throats to pulling customers toward the brand through valuable content is still a recent one for most marketers. As such, marketers are on a steep learning curve. (…)The content marketing programs that grow fastest, from what we’ve seen, are those that are best measured. (… Yet) only 41% of even relatively sophisticated content marketers say they can connect these activities to measurable business outcomes. (…) Other marketers (i.e. a minority of best in class performers) tie content publishing to explicit steps in a customer life cycle, then use proxies for value in that life cycle to keep tabs on content’s business impact. (…) It’s barely one in 10 marketers who consistently provide teams with dashboards to consolidate data on creative and inform future decisions… (…)” https://www.forrester.com/report/Better+Content+Insights+From+Better+Dashboards/-/E-RES136228
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"Shareworthy, Not Shareable: How to Make an Impact in the Era of Constant Content"

"Shareworthy, Not Shareable: How to Make an Impact in the Era of Constant Content" | Content Marketing Observatory | Scoop.it
Being shareable simply answers the question, “Can they share it?” Of course they can, but that doesn’t necessarily mean that something is worth sharing. The real question that begs to asked is: Is it shareworthy?
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"61% worried about how companies use their data"

"61% worried about how companies use their data" | Content Marketing Observatory | Scoop.it
It is now 61% of internet users who say they are worried about how companies are using their personal data.
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