Week in content marketing: 16th July

This week, why you need to know how many people are reading your content on mobile platforms and how to adjust your strategy accordingly, why long form content is making a comeback and why brands need agencies to help them create content. Plus, Lumi, an interesting news reader, how Outbrain works and more.

Keep an eye on mobile! - One person who knows a great deal about content marketing in the UK is the CMA's former COO Julia Hutchison, who these days is head of content at Group FMG. Latching on to one of the key content issues of the moment Julia has penned an article for Wallblog that argues that content isn't maximised unless its works across all platforms. And by all platforms she specifically means mobiles and tablets as well as standard PCs.

Julia reports the eye watering growth of the mobile and tablet markets and highlights how some brands, like House of Fraser, are now adopting a ‘mobile-first' strategy after finding that more than half of their mobile traffic now comes from touchscreen devices.

She finishes by arguing that ‘brands need to remember that relevancy is critical; if content isn't relevant for any particular channel it will just get lost, or worse ignored. And this means brands and retailers need to have a solid understanding of how their customers behave on different channels, and then ensuring that content is targeted towards this behavior.' More here.

The case for content marketing agencies - Last week media/marketing website The Drum hosted an event centred on content marketing which featured input from among others; Sean King, CEO of Seven, BuzzFeed UK editor Luke Lewis and Jen Thompson, sponsorship exec for YouTube.

Much of the debate focused on whether brands actually need media owners or agencies anymore now that they can ‘own their relationships with audiences' through websites and content.

It was a view that was countered by Sean King who said ‘there still remains a difference between owned media and being a media owner.'  He argued that an agency's expertise plays a vital role, citing that strategy remains paramount to keeping a brand's messaging on point when integrating across numerous consumer touch-points.

The article also includes some interesting views on measurement of campaigns and the relationship between advertising and content marketing. More here.

Quality editorial rules - Huge technology/social media site Mashable has once again taken a closer look at content marketing. Although it focuses on the broader US definition of the term the article, Stop Linkbait Before It Ruins Content Marketing, by Sam Slaughter, does include some interesting insights. Slaughter stresses that brands need to take an adventurous approach to content marketing and focus on producing high quality editorial. He urges content marketers not to be so obsessed with ensuring that their content is picked up by search engines that they sacrifice core editorial values. More here.    

Brands need to empathise with their customers - In a similar vein, Jim Dowling Managing Partner at agency Cake, has written a feature on Wallblog about snack-sized content. He describes this as

‘Pictures please, with as little copy as possible. News stories no more than 100 words. Is a 15 second videoclip or a six-second video clip the best length?'

Dowling goes on to argue...

‘Brands that succeed respect their customers in the new social channels. Those that combine pace with intelligence and empathy for their customers - via the vehicle of ‘snack-sized content' - will ultimately prevail.'  More here.

NYT reinvents long-form content - There is however also good news for lovers of long form content. The Media Briefing is reporting that The New York Times is going to launch an interactive magazine this year that majors on long form content. In its analysis of the proposal The Media Briefing takes the following view; it suggests that the NYT is expanding and changing its paid-for product mix to grow its audience and also re-working its core product, journalism, to make it worth paying for. It will be fascinating to see how many UK media houses follow suit. Much of the NYT's content online is behind a paywall and it has tended to lead where UK newspapers have followed. More here.

The case for Outbrain - Outbrain, the CMA partner which operates a widget that enables publishers to syndicate its content on other sites thereby attracting new readers, is profiled in Econsultancy this week. CEO Yaron Galai takes readers through the basics of the service and outlines how it works for publishers. Galai also explains why ensuring that the links are contextual and fit the content that the reader is currently reading is essential for the platform to work at its optimum. More here.

Facebook posts more popular than we think - How successful do you think your brand or agency's Facebook page is? Well maybe more than you think. Facebook posts are seen by three times as many people as its users realise is the conclusion of new research from Stanford University which has been reported by Netimperative

Researchers found that Facebook users reached 35 per cent of their followers with each post and 61 per cent over the course of a month. More here.

App overload? Thinking about producing an app for your brand? You may have some serious competition! Econsultancy has a write up of a report from eBay which says that over a million apps were produced last year of which one in five had a retail element. Interestingly it believes that the average cost for the development of a basic app is £12k, while a more complex one averages at £55k. More here.

An intriguing new news reader - One new platform which is worth keeping an eye on is Lumi, which debuted this week. Developed by the same team that were responsible for Last FM it is an intelligent news reader that analyses your browsing history and then suggests stories that it thinks you may be interested in. Giga Om has the details but we at the CMA have experimented with the service and found that it is easy to use and does deliver plenty of interesting articles. Think of it as a type of Twitter feed with the content determined by what you search for. More here.

Solutions to content marketing problems - Finally over at the Content Marketing Institute site, Joe Pulizzi has provided some solutions to some typical content marketing problems. There's a selection to look at including ‘you have lot of content but no audience.' In that instance Joe suggests a series of responses but says that generating and keeping subscribers is the key. More here.

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16thJul 2013

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