Week in content marketing 2 March 2012

This week sees Bladonmore showcase how powerful silent communication can be, Seven and Sainsbury's share tips on how to open your own restaurant, Brightcove launches a new cloud content app for intelligent push messaging, the Pinterest boom continues as it becomes a top traffic driver for both print and online publications, and Facebook unveils plans to transform both the content and placement of advertisements on its website ahead of mass timeline for brands rollout.

The Artist - the rom-com shot in the style of a black and white silent film - has taken the world with storm. Following the success of The Artist at this year's Oscars, Bladonmore have created a short silent movie which not only offers the top tips of producing a corporate film but also reminds us of how powerful silent communication can be. Watch the video here.

Do you have a dream of opening a restaurant, but are not sure how to go about it? Then you should pick up the latest issue of Sainsbury's magazine, published by Seven, which features three couples' stories of leaving the office routine behind and setting up their own shop. Whether it's dealing with difficult customers or worrying about cash flow, running a restaurant is about much more than putting good food on the table for paying customers. But the hard work, long hours and stiff competition haven't deterred this plucky foodie couples from pursuing their own dreams.

The APA is undertaking some new research to determine how we as an industry should be positioning ourselves in the future. In association with DRES Consulting through our partnership with research provider Panelbase, the full study will involve both ‘quantitative' and ‘qualitative' research with member agencies, non-member agencies and clients. All the results will be provided in their aggregate form to members and will be used to inform the on-going positioning of APA and our industry. We would be grateful if you could complete the survey and pass it on to as many of your clients as possible. The survey can be found here:

Cloud content services provider Brightcove has launched new solutions enabling intelligent push messaging and content-centric analytic to engage mobile app users and identify effective content, writes Rapid TV News.  The Brightcove App Cloud content app platform is designed to allow digital media and digital marketing firms to build and operate portfolios of cross-platform native apps for Apple iOS and Google Android smartphones and tablets. The update adds new cloud services for intelligent cross-platform push messaging and content-level analytics intended to enable app owners to more easily engage their installed base, track campaign effectiveness, and identify what they regard as their most impactful content

"The percentage of time spent consuming content in apps on smartphones versus browsing the Web is growing, and publishers of all kinds are looking to capitalise on this trend," said Ashley Streb, vice president of technology at Brightcove. "We continue to introduce new capabilities like push messaging and expanded analytics within App Cloud to enable consumers to engage with content while making it easy for publishers to build impactful apps that look and operate great on an ongoing basis."

Virgin Media is positioning its web-enabled TiVo platform as a hub for branded content following a tie-up with Mercedes Benz. This is the first commercial deal across its web-connected TiVo service for the pay TV provider. Virgin Media commercial director Mark Brandon told new media age the deal marks the first step in its branded content and data-driven ad targeting drive. "We trialled these sorts of campaign propositions with success in 2011, and as a result of that we are taking it into the commercial arena. TiVo is about bringing value and opportunities to branded content advertisers - those who have made investment in content and want to find ways of engaging viewers or customers with that content," he said.

The world is officially Pinterest mad, and as we reported last week brands and magazines are joining in on the pinning. But Pinterest has not just become a significant source of referral traffic for retailers; it is also becoming a top traffic driver for women's lifestyle, home decor and cooking magazines, some of which are seeing bigger referral numbers from the image-collecting service than from major portals like Facebook and Yahoo. As Mashable reported, style, home decor, weddings and food are among the most popular pinning categories among the site's more than 10 million registered users, the majority of whom are women. Pinterest users turned to the websites of lifestyle magazines early on for material, and many publishers moved quickly to harness Pinterest's potential as a traffic driver by creating their own branded accounts. But it not just print publications that are reaping the Pinterest boom. Pinterest recently passed Yahoo to become the number-four referral source to website, accounting for roughly 6% of traffic in January. However, while publishers and retailers are both reaping the rewards of traffic increases, it is still not clear whether they will be able to monetize that traffic further. Could referrals be turned into subscribers?

We have previously mentioned how infographics have become a very popular method to showcase statistics and perhaps even make the most boring subjects interesting... Over on popular content marketing blog,, Joe Pulizzi has collated the best content marketing infographics which look at things like the history of it, 22 ways to create compelling content and the anatomy of online content marketing.

A recent report by Nielsen has found that branded website content is more trusted than paid search advertising. It found that 52% of consumers trust companies' official websites when they find them through organic search rankings or any other method; whereas just 36% of respondents said they respond this way to PPC ads. These results underline the importance of creating compelling branded content that focuses on the story of the brand rather than the promotional content. Almost one third (32%) of the respondents said they trust social media marketing campaigns. Slightly lower than the PPC trust, this figure ‘demonstrates that companies using new media marketing can attract just as many prospects by investing in their web presence' US news content marketing agency Brafton noted.

With the universal rollout of timeline for brand pages on 30 March, Facebook has unveiled its plans to transform both the content and placement of advertisements on its website, as it ramps up efforts to appeal to advertisers ahead of its stock market flotation, Marketing Week reported. At its first Marketing Conference in New York on 29 February, Facebook revealed it has updated its paid ads format, expanding its Sponsored Stories onto mobile for the first time, meaning ads will now feature in the news feed for mobile users, in the same way they do on the desktop version. Additionally, it announced premium ads would be appearing on its log-out page, which it claims is visited by 37 million people every day.

Finally, Pampers streamed an online TV show live to its UK and Ireland Facebook earlier this week. The brand built a dedicated event tab to host this, but also streamed the Sleep WebTV live into the wall on the events page via an embedded player - something that's believed to be a UK first according to Econsultancy

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2ndMar 2012

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