Week in content marketing: 30th July

This week we take a look at how well Facebook is serving brands, cast an eye on the state of the iPad/tablet publishing platform and work out why Pinterest has become so successful. Also we hear why some pundits think that bloggers are more powerful in influencing purchasing decisions than traditional advertising and ask the week's most pertinent question - should you avoid social media when you go on holiday?

Is Facebook a waste of time for brands? - There seems to be a run of fairly negative articles about brands' experiences of Facebook this week. At Wallblog, Jon Smith, Vice-President of Marketing at technology provider Whisbi, really puts the knife in arguing that Facebook advertising does not work for brands and that time spent promoting brands on the site may be wasted. He argues ‘organisations can no longer afford to spend money on social media campaigns that deliver no quantifiable return.'

Finally he offers a call to action to brands and Facebook to develop a way in which companies can use the network to harness new customers. More here.

Making Facebook more effective for brands - At Marketing Land, Jennifer Ledbetter also looks at Facebook to ascertain how useful a tool it is for content marketers. She unpacks some of the most common misconceptions about how Facebook drives traffic to websites and makes some suggestions as to how brands can make Facebook work in a more effective way. More here.

A good introduction to visual storytelling - Writers who work for Hootsuite, the social media platform, have recently been blogging about the state of online storytelling. The latest installment is a great introduction to Pinterest which focuses on how and why the platform has become so successful. The feature also looks at social video and the use of images in social media. More here.

Bloggers more influential than traditional advertising - Wallblog also boasts an interesting article on how to market to women by Holly Ward, Director and Partner at PR company Fleishman Hillard. She argues that young women are very focused on using new technology and social media and that brands need to adopt an ‘always on' marketing strategy to reach them. She also says that when it comes to a purchasing decision the group are much more influenced by bloggers than they are by traditional forms of advertising and celebrity endorsements. More here.

The state of iPad/tablet publishing - David Hepworth has been a huge influence on mainstream British publishing for many decades now. These days, since the closure of his title Word Magazine, he seems to be spending more time as an industry seer offering opinions on the state of the publishing. In a fascinating piece for The Guardian he looks at the evolution of iPad magazines. Noting the recent closure of Future Publishing's tech mag Hepworth suggests that the format is still finding its feet. He concludes by saying, ‘In my limited experience, the more weekly, traditional, wordy and formulaic a magazine is, the better suited it is to reading off a screen. I subscribe to the Week, the Economist and the New Yorker and thoroughly enjoy them on a tablet.' More here.

Where should you place a ‘Call to action' - Working out where to place your call to action on your brand's website? Econsultancy has an excellent collection of examples of good places to put CTAs as well as research as to where a CTA performs best. More here.

The seven different types of social media users - People who follow brands on social media do so for a number of different reasons. Netimperative has embedded an infographic on its site that looks at seven different types of social media users and suggest ways in which brands can approach them. It includes how to enthuse social media followers who might not otherwise engage with your brand. More here.

When content marketing fails... - Direct Marketing News looks at why content marketing doesn't always hit the mark. It then lists nine reasons why it might fail as well as coming up with some possible solutions to key problems. Among the mistakes that marketers make are not promoting their content and not focusing on their customers. More here.

Display advertising promoting content marketing - Media journalist Rob Andrews recently posted this image to his Twitter account. It highlights how brands are starting to use print display advertising to flag up content marketing stories that they are producing both on and offline. We are sure this is a trend that we are going to be seeing a lot more of. More here.

Can you take a break from social media? - Finally Mashable attempts to answer a question that I am sure that many people are currently mulling over. And that is - is it ok to take a vacation from social media? Dr. Pamela Rutledge, director of the Media Psychology Research Center, tells Mashable ‘Some are trying to get away from their regular routines and relax, maybe connect with friends. Others want a complete departure from daily life, like going mountain climbing or on African safari, while others may take a break knowing that doing a small bit of work remotely is still necessary or even desirable.'

So ultimately it depends on the type of vacation you are taking. Whether you should take a break from promoting your brand on social media is another matter. There are however many tools like Hootsuite which can be used to make timed posts and tweets. More here.

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29thJul 2013

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