Content Marketing Fail, Targeting Boomers, Do Brands Still Need Media?
The Content 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:
Content Marketing Mistakes 101
According to Business2Community, using copyrighted images is a big mistake that businesses are making in their content marketing strategies.
Social media accounts should also be verified and claimed (think back to when Netflix couldn’t claim the Qwikster Twitter account last year).
It’s also a huge issue if brands jump on news — it’s called newsjacking — for their own benefit. The article also highlights flubs by Gap and American Apparel, which posted insensitive tweets promoting sales during Hurricane Sandy.
Reaching the Baby Boomers in the Digital Space
ClickZ’s Jeanniey Mullen gives some tips to brands on how to reach the Baby Boomer generation online.
While 82 percent of people in this generation use the calendar function on their digital devices, and 64 percent utilize email to manage their lives, only 30 percent look at social comments for buying decisions.
She points out that social media doesn’t work with this generation, and that AOL is “still a go-to destination for many media searches.” The third most common search activity for adults of any age is health information.
Debate: Do Brands Still Need Media?
Since brands these days are now creating their own content, the question of whether or not they still need the media has become a hot topic. Next Tuesday, Nov. 6, Campaign Live reports that experts from Brooklyn Brothers, M&C Saatchi, Sundog Pictures, Liquid Thread, HMDG and the Huffington Post will be debating the topic.
“Collectively, we will look at how media owners, brands and agencies can creatively work together to create powerful branded experiences that drive the brand story forward and ultimately deliver a successful campaign for all parties involved,” says Noel Penzer, managing director UK and vice president, international, of AOL Huffington Post Media Group.
According to Campaign Live, “The debate will show how big brands and advertisers are beginning to understand this new opportunity, and show how media owners, media and creative agencies can work with brands and production companies to create content that audiences want to engage with and share.”
Wenner Media Working with Yahoo on Content
Yahoo’s omg! and Yahoo Music is now featuring microwebsites with content from Wenner Media’s Rolling Stone and Us Weekly, reports Audience Development. In addition, Us Weekly and Rolling Stone plans to showcase content from Yahoo on their websites. Bill Mickey writes,
“The partnership gives Wenner a huge upside on scale. According to September comScore numbers, Usmagazine.com and Rollingstone.com attracted 6.7 million and 3.1 million uniques, respectively. omg! and Yahoo Music attracted 28 million and 18.1 million uniques.”
While Yahoo has the facilities, Wenner has the insider access to the celebrity and music news.
Forming a Branded Content Team
SproutInsights’ Claire BeDell says that employees on a branded content team need to use a consistent voice when producing the content. She suggests hiring freelance writers so that there is a variety of insights in content, but to make sure that they use the same overall voice.
Content marketers have to possess stellar writing skills and need to “create buzz, cover interesting topics, and perhaps even stir up some controversy.”
Advertisers Not Doing Online Video Right
Adam Kleinberg of AdAge argues that advertisers are not performing the correct tasks when it comes to creating online video. There’s pre-roll, which comes before actual videos, and branded content, which he says advertisers create because they “all secretly wish we worked in Hollywood.”
Instead, they should focus on discoverable content: That is, they need to put in SEO and keywords make sure their videos are the first that come up in a search engine. They should also produce owned media and create native video.
Google’s Largest Advertisers: Ask.com and University of Phoenix
The bigger customer of Google ads may surprise you: It’s the for-profit college University of Phoenix.
According to Mashable, the company spent “an average of $200,000 per day advertising its on-site and online coursework with Google,” while Ask.com, along with Amazon, Zappos, Hotels.com, and Geico, were some of the other top five spenders.
Through its Paid Search and Display Network products, Google makes $100 million per day.