The Strategist picks the day’s most relevant and interesting stories about the world of content from around the web. Here’s what you should be reading today:
Capital One’s 12 Day Pinterest Campaign
ClickZ reports on a new Pinterest campaign from Capital One that turns its “profile page into a calendar with daily themes, from ‘the gift of comfort’ to ‘the gift of winter escape.’”
On each board, participants can win prizes instantly, as well as see themed gift ideas. Prizes include gifts from Saks Fifth Avenue, Kohl’s, Best Buy, and Neiman-Marcus, and participants will be able to buy Capital One gift cards to use at these stores.
John McAfee’s Strange Relationship with the Press
Jeff Wise of the New York Times writes about John McAffe’s tumultuous relationship with the press, which continues after he cut off ties with Vice for revealing his secret hideout location.
In the past, he has granted access and withdrawn it from reporters, including the Times, to receive publicity. At the time of writing, McAfee was in a Guatemalan jail for not having the right to be in the country, but is now being returned to the United States.
A Cab Ride is the Focus of Content
In Australia, travel business Inspiring Journeys has released webisodes for its Kakadu Cab campaign, according to mUmBRELLA.
The series follows taxi passengers who were given “15 seconds to decide whether to go on to their intended destination – or be taken to Kakadu to experience one of Inspiring Journeys’ holiday packages.”
Four couples decided to take the trip, and their journeys were documented in the films.
Different Types of Storytelling
Social Media BirdBrain’s Robyn McIntyre explains the different ways in which marketers at nonprofits can tell stories — curate content alongside original stories, gather an education group to create stories, and figure out who the audience is so they know what they’re looking for.
She says there are three different audiences: people who like happy stories, those who like statistics and infographic, and audiences that like to know where their donations are going.
“Provide breadth and depth in your storytelling by curating content, partnering up to tell more and better stories, and vary your approach in publicizing via social media while keeping the comment door wide open,” she says. “Increased audience and participation could be your happy ending.”
The Evolution of Branded Content [Infographic]
An infographic posted on The Wall shows that a quarter of all of consumers’ time taking in media is spent with branded content.
Currently, 41.2 million people engage with digital branded content, and “27 percent of consumers are more likely to purchase from a website if it offers branded content.”
The New York Times’ New Business Editor
According to the New York Times, the paper has named Dean E. Murphy, who has been a reporter and editor there for 12 years, as the new business editor.
Murphy has covered politics and served as deputy national editor. In 2010, he started working at the deputy editor in the business section.
Harsh Words for Branded Content
Adam Singer of The Future Buzz declares that no one is interested in branded content, and that the majority of it is bad.
“Nobody cares about what most brands produce,” he writes. “The rash of brands creating not just unsharable, but outright embarrassing branded content (I’ve even seem some awkward uses of memes which are clearly the result of a consultancy trying to do something ‘hip’) outweighs the good.”
For 2013, content must be amazing if it’s going to be successful.