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Scoop.it!
On social, content is the unchallenged king. Users abhor ads in their feeds. Instead, sponsored content on Facebook has become an instant hit for brands. 
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Scoop.it!
... One particularly large group of contributors to the mass of content uploaded to Facebook every day are brands looking to gain new customers and make a few sales. Unfortunately, it’s this group of contributors who are arguably contributing most to Facebook fatigue. Brands are all over Facebook, even if you don’t actually like any brand pages. Advertising and suggested posts mean that you’re bound to come across a brand post at some point, while ‘like and share’ competitions mean that you’re even more likely to have your news feed polluted by branded content. That’s not necessarily a bad thing; a lot of brands do have genuinely interesting things to say and provide some entertaining stuff that deserves to be shared. However, a lot of brands have fallen into Facebook auto-pilot, relying on a banal template of posts and images formulated by set ideas of what a brand should ‘do’ on Facebook and a desperation not to offend. You’ve undoubtedly seen the type of content I’m talking about; ‘LIKE this post if you like dogs, SHARE it if you love dogs’ from a company selling washing machines; ‘It’s Monday, tell us who you’re favourite member of ABBA is’ from a gambling company. Its content designed to get likes and shares, regardless of relevancy to the brand posting it...
Jeff Domansky's insight:
Banal brand content partly to blame for Facebook fatigue. The solution is easy: more inspiring brand content.
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If you’re a brand strategist, you have a point of view, an agenda, and a need to influence. You’re an activist for your brand. Today, brands must be seen as experts, and we claim that title through content marketing, which means producing content that informs your buyers and keeps them apprised of news and trends. Which makes content marketers journalists too, and with that, comes responsibility...
Jeff Domansky's insight:
Good read for content and brand marketers.
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From
adage
How can we better define the quality of branded content and entertainment? Recent contest judging suggests some criteria. Branded content and entertainment should be simple: produce a content property inspired by a brand, and delight an audience with its entertainment value or usefulness. It works for brands like Red Bull and Unilever, just as it works for Netflix or ESPN. In 2013,
I’ve been the jury president at the Dubai Lynx International Festival of Creativity for its inaugural Branded Content and Entertainment category, and a jury member for the annual One Show Entertainment. Regardless of where the event occurred, both juries were challenged to answer the question: what is good branded content and entertainment? Like Hollywood, with its guilds and unions establishing the criteria for how talent is paid and credited for work, we need to better define how branded content and entertainment is awarded and ultimately perceived within the industry. The following are questions we should ask to determine the work we should celebrate....
Jeff Domansky's insight:
Four useful questions to help you improve the quality of your content marketing.
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Delivering a positive user experience online through quality content and quality web assets creates a quality outcome for the brand.
...Google’s on-going quest appears to be to filter out the attempted nonsense by some marketers so that the user search experience produces valuable results. Poor search marketing and editorial practices are disenfranchised to this objective. Audiences are demanding it.
As a marketer, failure to deliver valuable content will ensure that Google and your audience will tune you out or worse, turn you off. Good content delivers a relevant connection that invokes a response through humor, shock, mystery, emotion and/or just plain valuable knowledge. My favorite article on quality content was written by Brad Shore with the Content Marketing Institute. He identifies quality content as being “jargon-free, written in an appropriate voice and style, stimulates a response and is properly structured.”
More importantly, he identifies the business value of quality content by emphasizing that it: - Elevates the brand Increase brand awareness - Helps generate leads and referrals Increases customer loyalty - Differentiates your business in a powerful way...
Jeff Domansky's insight:
Post-Penguin 2.0 quality content reigns as the critical factor for search engine results and ultimately impact on your business exposure and generation of leads.
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In 2015, there was a marked increase in the popularity of brand videos on YouTube. In 2016, brands took social video storytelling to another level, not only on YouTube, but on Facebook and Instagram as well, and were rewarded for their efforts.
Jeff Domansky's insight:
AdWeek profiles 2016's best examples of engaging brand content.
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Many brands jumped into the real-time marketing fray with the Royals’ latest addition to the family on Monday.
Still, I don’t think the Mashable headline, “Brands, Try, Fail to Capitalize on Royal Baby Hype” quite captures the situation. After all, the Oreo Cookie tweet triggered more than 800 retweets and more than 300 favorites, not exactly chopped liver (no charge Nabisco for the cookie filling idea).
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...Brands are answering the call to create more value for customers by publishing news and content marketing. In fact, 86% of BtoC and 91% of BtoB organizations are now using content marketing tactics. As companies adopt a publisher model of content and media creation, many are beginning to rival the reach and influence of the publications in their industry. Amex OPEN Forum and General Mills’ Tablespoon are great examples of this. What do these changes mean for Public Relations and Communications professionals? How is PR competitively positioned compared to marketing and advertising in a content centric web? Read on for answers to these questions and more. By providing news content that traditional sources are not, brands are creating new connections with their communities and customers. While much of content marketing falls under the realm of corporate marketing, the expertise in messaging, content creation and media relations that many Public Relations professionals bring to the table can offer a competitive advantage in 3 key areas...
Jeff Domansky's insight:
It's an important question. Can public relations really lead the marketing charge?
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... Superficially, native advertising is just new content in purchased space online (see more examples). But I think there’s so much more to it than just buying advertising. Audience sharing is a critical part of the mix. The engagement and alignment between both the advertiser’s and newspaper media’s audiences is the “secret sauce” that can really deliver stunning returns for both parties.
Think about it like this. Puma seeds the content onto The Guardian’s website, but it’s also reproduced on YouTube by video embed on the football club fan page, sent out to readers via a newsletter and blog and syndicated to football aggregation websites. The newspaper gains readers who wouldn’t normally visit, and all its other advertisers benefit from eyeballs and potential clicks. Similarly, the newspaper’s readers consume the content online, in print, via apps and other social sites where it has been shared. It all serves to benefit Puma with access to audiences far beyond its already engaged fans and clothing lovers....
Jeff Domansky's insight:
Puma case study and useful tips provide a good sense of how you can integrate content marketing into your total marketing strategy and get results.
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Facebook on Wednesday rolled out a new feature that lets brands target users for status updates that don't appear on their brand Pages. The intent is to let brands target a subset of customers without alienating other members of its customer base.
For example, a sporting goods brand could run a post appealing to basketball fans. While the post wouldn't appear on the brand's Page, it would run in the News Feed of fans who have an affinity for the sport. Other scenarios include a telecom carrier that wanted to target possible switchers (perhaps fans who have shown an interest in a new model of phone) rather than send a more general branding message to its overall fan population. Finally, the unit can be used for A/B testing of ads. In other words, a marketer can run two or more different messages and then see which ones do the best....
Jeff Domansky's insight:
This feature could be very useful for brand marketing and content marketing.
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