Content Marketing Observatory
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"In the face of content ubiquity, people outsource the process of discovery"

"In the face of content ubiquity, people outsource the process of discovery" | Content Marketing Observatory | Scoop.it
Saul Parker, insight and strategy director at Livity, explains why we're living in the age of the editAs a young man I spent long hours searching out awesome ne
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Content Marketing Observatory
In regione caecorum rex luscus est
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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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Say Allo To Google’s New AI-powered Messaging App

Say Allo To Google’s New AI-powered Messaging App | Content Marketing Observatory | Scoop.it
Google recently unveiled its new messaging app named Allo: A smart messaging app powered with machine learning programming and the company’s newly announced AI bot Google Assistant.

"Get Ready for a whole new Artificial Intelligence-based Messaging experience."


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How to Make Content Actionable? | These Days

How to Make Content Actionable? | These Days | Content Marketing Observatory | Scoop.it

How does content pull leads through a marketing funnel? Check out the five CTAs behind Belgium’s Best Content Marketing Case (Diamond Cuckoo 2016) in the visual above and/or learn (some) more here: http://thesedays.com/work/axa/pensioenavonturen--aventure-pension

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5 Ways to Find the Micro-Moments Your Brand Can Win

5 Ways to Find the Micro-Moments Your Brand Can Win | Content Marketing Observatory | Scoop.it

“(…) Identifying the critical micro-moments for your brand is an art and a science. It means figuring out why people turn to mobile and when your brand can be most helpful. There are a range of methods—both quantitative and qualitative—that can help you focus on the most important moments. (…)” 


https://www.thinkwithgoogle.com/articles/identify-micro-moments-brand-consumer-insights.html


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From Browse to Buy: content marketing advice originally shared by Shopify

From Browse to Buy: content marketing advice originally shared by Shopify | Content Marketing Observatory | Scoop.it
Showing is better than telling. And video content is one of the best ways to show your products off and create demand for them.
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Forget Everything You Know About Lead Generation #CoinsOfHope

Forget Everything You Know About Lead Generation #CoinsOfHope | Content Marketing Observatory | Scoop.it

Child Focus is launching a new euro coin depicting a missing child: Liam Vanden Branden, who went missing in 1996. #CoinsofHope is spreading the hope for every missing child, from hand to hand and from country to country. Because just like the children’s loved ones, Child Focus keeps hoping for answers. Share to make a difference: https://coinsofhope.eu/en

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How ‘Everything’ Became the Highest Form of Praise

How ‘Everything’ Became the Highest Form of Praise | Content Marketing Observatory | Scoop.it

"(...) The gift and curse of American hyperbole, truthful and otherwise, has lately been distilled in a single omnipresent word. In 2016, everything is “everything.” That’s what the Internet is telling us, at least. Or yelling at us, in capital letters, with blaring hashtags attached. “@Beyonce’s #MetGala dress is EVERYTHING,” Self magazine proclaimed recently on Twitter. But that judgment should perhaps be taken with a grain of salt, as Self has bestowed the “everything” mantle on at least a dozen other things, including “this near-­perfect gymnastics routine,” “Justin Bieber’s ‘Sorry’ performed by acrobats on hoverboards” and “brunch.”


On social-­media feeds and in blog headlines, the profusion of “everything” spins the head. “This tiny pig dancing in the grass is everything.” “A rustic cabin with a nice porch is everything.” “This cream-­cheese-­filled everything croissant is EVERYTHING.” The religiously and philosophically inclined take to Facebook and Tumblr to pronounce their dictums: God is everything, family is everything, trust is everything. More often, “everything” is applied to secular objects of veneration: kittens, celebrities, photographs of celebrities holding kittens. The actress Dianna Agron’s smile is everything, according to a number of Twitter testimonials, but Agron, the former star of “Glee,” disagrees. “This new @radiohead album,” Agron tweeted not long ago, “is everything.” (..)"

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SoftBank's humanoid robot Pepper is getting a job at Pizza Hut

SoftBank's humanoid robot Pepper is getting a job at Pizza Hut | Content Marketing Observatory | Scoop.it
Domino's may be forward thinking with its smartphone apps, but Pizza Hut is about to let a damn robot take your order. How's that for the future? Pizza Hut Asia and MasterCard are partnerin
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"I Have Met the Algorithm and It is Us" | David Sable

"I Have Met the Algorithm and It is Us" | David Sable | Content Marketing Observatory | Scoop.it

"(...) the danger is the tool wielded by the wrong people that was a frightening prospect – not just some vague notion of some amorphous entity lurking behind our lives like the sentient evil in some horror flick. (...)"

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What the Voice Recognition Explosion Will Mean for Content Marketers

What the Voice Recognition Explosion Will Mean for Content Marketers | Content Marketing Observatory | Scoop.it
Voice recognition technology is about to get huge, and that means changes for content marketing. How can content marketers plan for voice search?
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Pull Is The New Push: PSFK’s Future Of Advertising Report 

Pull Is The New Push: PSFK’s Future Of Advertising Report  | Content Marketing Observatory | Scoop.it
Access the full supporting presentation of PSFK Labs' new Future of Advertising report for a limited time.
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What can Artificial Intelligence do for business?

What can Artificial Intelligence do for business? | Content Marketing Observatory | Scoop.it
I was on a panel at the AI-Summit in London last week, focused on practical Artificial Intelligence (AI) for business applications. I was asked the question “What can Artificial Intelligence do for
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"Algorithms are full of people and the decisions they make" @TarletonG

"Algorithms are full of people and the decisions they make" @TarletonG | Content Marketing Observatory | Scoop.it

"(...) algorithms are in fact full of people and the decisions they make. When we let ourselves believe that they’re not, we let everyone — Zuckerberg, his software engineers, regulators, and the rest of us — off the hook for actually thinking out how they should work, leaving us all unprepared when they end up in the tall grass of public contention. “Any algorithm that has to make choices has criteria that are specified by its designers. And those criteria are expressions of human values. Engineers may think they are “neutral”, but long experience has shown us they are babes in the woods of politics, economics and ideology. (...)"

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How To Content Specimen Of The Week

How to how to? Watch and learn from what’s very probably this week’s finest how to content specimen.
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"Mindful As Hell": Why BuzzFeed's (Sponsored) Tasty Recipe Videos Are Taking Over Your Facebook Wall

"Mindful As Hell": Why BuzzFeed's (Sponsored) Tasty Recipe Videos Are Taking Over Your Facebook Wall | Content Marketing Observatory | Scoop.it

"(The clips) tap into the pleasure center of my brain with their mesmerizing simplicity, lack of fussiness, and quick pace. They make cooking seem painless, sedative. In a sea of free-flowing content hitting my already-scattered brain (often without my asking), Tasty videos act as calming one-minute meditations. Is this what they mean by mindfulness? Because, if so, I’m mindful as hell. The delightful drama of the Tasty commenter community is just a symptom of how many other people the videos have sucked in. (...)"


http://nymag.com/thecut/2016/03/zen-and-the-art-of-the-buzzfeed-tasty-video.html#


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Why Strong Customer Relationships Trump Powerful Brands

Why Strong Customer Relationships Trump Powerful Brands | Content Marketing Observatory | Scoop.it
M&A data reveals the impact of the internet.
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The CMO’s AI: 5 Next Frontiers

The CMO’s AI: 5 Next Frontiers | Content Marketing Observatory | Scoop.it
If tech were all it would take to lift your marketing onto whatever next level, where would you, as a CMO, want tech to take the rest of us?
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"Say one sentence and it’s done in the AI-first world"

"Say one sentence and it’s done in the AI-first world" | Content Marketing Observatory | Scoop.it
Conversational commerce and artificial intelligence as a utility will change the way we interact with tech, brands and each other
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Content As A Service? Here's Why

Content As A Service? Here's Why | Content Marketing Observatory | Scoop.it

"(...) In a personalised age, brands will only succeed if they put their customers at the centre of their media. (...)


If 198 million active adblock users around the world are any indication, today’s advertising fails to play an important role in customers’ decision-making, other than to disturb it. 'Email used to be amazing. Banners used to be amazing. Now they are almost irrelevant. That’s natural decay,' says Andrew Chen, who is in charge of growth at Uber. 'You can’t focus on tactics, because eventually they become useless. To really reap the benefits, you have to be at the bleeding edge and do things that no one else is doing.'


Currently, campaign-centred media buys favour brand messages instead of creating and delivering value. They funnel customers toward a transaction and measure success through the volume of sales and awareness. 


It is hard to change this media planning rhythm. Brands are big and change is expensive. But in the long run, the costliest thing imaginable may turn out to be them focusing on media, not customers."

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Google Enlists Artists (Sic!) To Make Bots Feel Like Friends

Google Enlists Artists (Sic!) To Make Bots Feel Like Friends | Content Marketing Observatory | Scoop.it

"(...) For the people working on Google’s new A.I., it’s all about making their underlying artificial personality feel like somebody you’d want to hang out with all the time. Because, well, you could be. "You become friends with people because you spend a lot of time with them," Coats says. "There have been studies that show that it doesn’t necessarily matter if you instantly click with someone. One thing we do is to make the character as entertaining as we possibly can, so that you want to spend time with it." It's still quite early for Google Assistant, which was just announced at Google I/O last week, so concrete details are scarce. But suffice it to say that when Google unleashes Assistant into the wild, they'll have done their best to make it feel less like a soulless robot and more like an old friend. (...)"

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5 Dating Websites That Rock at Content Marketing - Scripted

5 Dating Websites That Rock at Content Marketing - Scripted | Content Marketing Observatory | Scoop.it

"(...) OkCupid is a free dating site with millions of active users. The site’s blog, OKTrends, has made massive waves — not just in online dating – but to American culture at large. The blog was run by co-founder and author Christian Rudder, and discusses dating through analyzing data from its millions of users. Posts on OKTrends buck a lot of content marketing rules; few and far in between, often lengthy and lack a call-to-action. However, due to the sheer quality of data analysis and the simple and funny tone, OKTrends has become an enormous success. (...)"

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Is the free ride brands enjoy on Snapchat coming to an end? - CMA

Is the free ride brands enjoy on Snapchat coming to an end? - CMA | Content Marketing Observatory | Scoop.it
The publishing industry is currently obsessed with Snapchat - and with good reason. The photo and video sharing platform apparently now delivers over 10 billion video views a day - which is not too far behind Facebook. Buzzfeed stated late last year that
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 Narratives... Who Needs Them? | Significant Objects

 Narratives... Who Needs Them? | Significant Objects | Content Marketing Observatory | Scoop.it

"Significant Objects, a literary and anthropological experiment devised by Rob Walker and Joshua Glenn, demonstrated that the effect of narrative on any given object’s subjective value can be measured objectively. The project auctioned off thrift-store objects via eBay; for item descriptions, short stories purpose-written by over 200 contributing writers, including Meg Cabot, William Gibson, Ben Greenman, Sheila Heti, Neil LaBute, Jonathan Lethem, Tom McCarthy, Lydia Millet, Jenny Offill, Bruce Sterling, Scarlett Thomas, and Colson Whitehead, were substituted. The objects, purchased for $1.25 apiece on average, sold for nearly $8,000.00 in total. (Proceeds were distributed to the contributors, and to nonprofit creative writing organizations.) (...)"


All the project’s stories are archived on http://significantobjects.com


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Google really, really wants you to know that we're living in the 'early days'

Google really, really wants you to know that we're living in the 'early days' | Content Marketing Observatory | Scoop.it
The unofficial motto of Google I/O.
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"Content Strategy is the New Information Architecture" dixit @RGA's @fabriciot

"Content Strategy is the New Information Architecture" dixit @RGA's @fabriciot | Content Marketing Observatory | Scoop.it

“(…) now companies own a number of different websites, microsites, mobile apps, social profiles, blogs, channels, intranets and internal sites, slack groups (and the list continues to grow). Content flows through all these channels every single day, and someone needed to take the role of making sense out of it all. Of why, how and where things are published, and of how that all ladders up to a larger content strategy. (…)” https://uxdesign.cc/the-state-of-ux-in-2016-4a87799647d8#.hchdxjstx

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Love and Beauty in a Time of Machine Intelligence - @RivaTez

Love and Beauty in a Time of Machine Intelligence - @RivaTez | Content Marketing Observatory | Scoop.it

"(...) Sadly, we still build on superficial principles, which cause our abilities to scale to have rigid constraints, as we have not yet defined the very things which we are scaling. We do not yet truly understand what intelligence is, even though it’s our foundational tool to permutate disorder into order. The work around a formula for universal intelligence, in my opinion, is more aesthetically pleasing or promising for human potential than any painting. (...)

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