Content Marketing Catchup: IBM’s Incredible Content, How Neuroscience May Change Marketing, and More Must-Reads
This is what you missed while watching The New York Review of Books make fun of us in spectacular fashion…
Countless articles have been written this year about how different emotions make content go viral, but now researchers are starting to take this “marketing science” to the next level, writes Alyssa Hertig:
“Bleeding edge,” a popular phrase from the presentation, is one way to describe leveraging subconscious responses to create emotionally stimulating content. Brands can now turn to a suite of cool “non-conscious” metrics like eye movement, skin conductance, and heart rate—which helps measure how consumers really feel. Electroencephalography (EEG) can also paint a fuller picture by measuring attention levels and neural activity. But since each metric has strengths and weaknesses, the panelists recommended combining a few. Read it.
The New York Times has been setting a new standard for native advertising in recent months, and if their latest creation with Cole Haan is any indication, they’re just getting started:
While the narrative focuses on the fortitude, artistry, and athleticism of the ballerinas, there’s a strong emphasis on the pointe shoes so critical to their work. That’s because the ad was made to promote Cole Haan’s new collection of ballet flats. In another first, Cole Haan is reusing some of the native ad’s video assets on its brand site, supplementing with additional content that includes captioned photographs of the dancers in Cole Haan’s collection. Read it.
Content marketing initiatives often come out of experimental marketing budgets, and no one’s experimenting more then MillerCoors. Haniya Rae looks at how and why MillerCoors is partnering with 26 different tech companies to solve 26 different content marketing pain points for the brand. Read it.
The next time you’re struggling to evangelize content marketing inside your company or to a client, maybe try mentioning that it SAVES PUPPIES.
Content marketing can do a lot of things. It can build a brand identity. It can inform and entertain. It can attract a loyal following. But can it save thousands of dogs from euthanasia?
Austin Pets Alive! is proof that it can. Since it was established in 2008, APA! has generated thousands of pieces of content, largely created by a team of volunteers (including me). That content had a lot to do with Austin going from euthanizing about half of its stray dogs to becoming the country’s largest “no-kill” city. “No-kill” means at least 90 percent of strays are not euthanized. Read it.
When people ask, “Who does a good job at content marketing?” IBM’s name always comes up. But do you know why? We take a deep look at IBM’s innovative approach to content:
IBM’s content marketing has spanned genres, continents, and artforms. With each iteration of the IBM story, it never misses a beat in delighting consumers. It doesn’t try to game SEO. It doesn’t trick consumers into buying its products or following its brand on Facebook. Most importantly, it doesn’t only talk about itself.
Together, IBM employees run at least 45 self-driven blogs that the company promotes and wants you to follow. The company has nearly 400,000 Facebook followers, more than 120,000 Twitter followers, more than a few Tumblrs that are regularly updated, and a YouTube channel with more than 40,000 subscribers. IBM has published at least 120 videos since the start of this year, or three videos a week. Read it.Image by Wikimedia Commons