Content Marketing

RedBull in Space, Gotye’s Content Strategy, Deadline.com Buys Variety

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:

Red Bull Posts Space Photos on Instagram

Red Bull, a huge content creator and the sponsor of the #Stratos mission, posted photos of space and the project after a failed effort to carry it out.

Felix Baumgartner was set to jump 22 miles from space, but couldn’t do it because of windy condition, according to Mashable. Red Bull took to Instagram, where it has over 400,000 followers, and posted some photos anyway. Currently, there are 3,800 images on the site.

Get to Know Gotye’s Content Strategy

Singer of the mega hit song “Somebody That I Used to Know,” Gotye has a killer content strategy, writes Blogger Steve Farnsworth.

The song’s video has more than 331 million hits on YouTube, and Gotye has leveraged it to promote his tour dates, and a “call to action in the description.”

In addition, he creates content that is interesting and fans want to hear what he has to say.

Deadline.com Buys Variety

In a move that proves how “once-mighty print publications are being vanquished by Web rivals,” the Wall Street Journal’s Keach Hagey reports how Deadline.com has acquired Variety for $25 million.

Penske Media Corp., which is owned by Deadline.com, is claiming that Variety will be available in some form in print, but this deal might “spell the end for either the daily or weekly print versions of Variety.”

The legendary publication has been around since 1905 and currently has 17,3000 paying online subscribers.

Mondelēz Intl (Kraft) to Spend 10 Percent of Budget on Mobile Marketing

Mondelēz Intl, the new name of Kraft Foods, is now going to spending 10 percent of its worldwide marketing budget on mobile-focused campaigns, according to ClickZ.

With the initiative dubbed “Mobile Futures,” Mondelez is seeking mobile start-ups to assist with marketing. An open call for startup submissions is now open and ends Nov. 9.

The Result of Intel’s Latest Social Video

This past July, Intel launched its campaign called “The Beauty Inside,” which featured different actors playing the lead character in a series of videos that ran until late September.

ClickZ is reporting that the campaign was a huge success: It received 55 million views, and 94,000 Facebook likes.

“Alex” posted updates on Facebook and fans were able to interact with the brand on there as well. This was Intel’s second social video, the first premiered in the summer of 2011, receiving 15 million views over a period of 11 days.

Only 38 Percent of Businesses Have a Content Strategy in Place

A new report by EConsultancy finds that only 38 percent of brands have a “defined content strategy,” according to Business 2 Community.

This low percentage is in light of the fact that more than 90 percent of “digital marketing professionals believe that content marketing will be more important in the next 12 months” and “almost three-quarters (73%) agree that ‘brands are becoming publishers.’”

Companies aren’t engaging in content marketing, the report claims, because of a lack of human resources, content creation skills, and budget, as well as company politics.

Social TV and Getting People Involved

AdAge’s Jeff Schroer commented upon social TV and how certain apps are failing while Twitter does a great job. A problem he points out is that many TV networks use social apps and platforms simply to promote themselves instead of encouraging interaction among show fans.

He writes, “When networks, agencies and entrepreneurs build experiences that enhance our basic human desire to share meaningful experiences, the social TV experience for consumers will improve. We need to find ways to put authentic social interactions in the experience instead of offering shameless promotions and gimmicks to influence viewer tune-in rates.”

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