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As 2016 comes to an end, the media industry faces an uncertain future. Fake news has flooded Facebook, captivated the attention of people across the nation, and likely influenced a presidential election. A BuzzFeed report found that the top 20 fake news stories about the election were shared 1.4 million times more than the top 20 real news stories.
My buzzword of the year is “scale.” At some point over the past 12 months, everyone seemed to simultaneously realize that simply saying the word “scale” would make them sound smart as hell in any meeting. When I wrote “scale” into the headline of this article, my first thought was that I’m an all-powerful god. My second thought was that this headline is going to absolutely kill it in search.
Advertisers typically prefer to stay out of politics. Why risk ostracizing half of your potential customers with some divisive statement that alienates the left or the right? But in the sinkhole of a month that’s followed the election, brands are starting to get sucked in. Lately, brands have been getting into more political beefs than Joe Biden after he polishes off a bottle ...
As I write this, a single algorithm controls the flow of 40 percent of all web traffic to publisher sites. It’s the main source of news delivery to 62 percent of all American adults. And chances are that it played a big role in whether you read this article at all. I’m talking, of course, about the Facebook algorithm—the most mysterious part of Facebook’s all-powerful platform.
“We just really need to build a community around ____.” This is the fill-in-the-blank cliché that marketers and entrepreneurs bandy around at every tech and marketing conference. That includes Web Summit, which brought 70,000 tech folks around the globe to Lisbon to pitch, drink, and wonder just what the hell happened in America on Tuesday night.
One big issue has been hanging over this year’s Web Summit, the tech cornucopia that inspired over 70,000 investors, corporate giants, and startup hopefuls to flock to Lisbon this week. No, it’s not the specter of a Donald Trump presidency. Instead, it’s the sudden decline of apps, which casts a cloud over the optimistic pitches that tech companies like to tout with every mobile release.
Reddit can be a dangerous place for brands. Everyone from Nissan to Google to REI has seen attempts to engage users on the platform go horribly wrong. But as Fortune explained in a big profile of Reddit earlier this year, that danger has dissipated as the platform has focused its latest ad efforts on native content.
In the past half-decade, dozens of notable journalists have transitioned into content marketing roles. The most notable of all was former Forbes and Newsweek editor Dan Lyons, whose disastrous experience at HubSpot became a hilarious and tragic best-seller. But aside from the occasional tragedy, these career switches have actually turned out pretty well.
Seventy percent of marketers plan on creating more content in 2017 than 2016. Yet roughly two-thirds of them do so without any documented strategy, and over half don’t know what a successful content marketing program looks like. This is insane. How can we expect to get the budget and resources we need if we don’t actually have a strategy for success? In this webinar, HubSpot ...
Last week, we gathered 200 of the top minds in content marketing at the Bowery Hotel for the fith annual Contently Summit. In truth, I can’t believe that it’s been five years. When we held the first Contently Summit in the fall of 2012, Mitt Romney’s “47 percent” comment qualified as a debilitating political gaffe. “Call Me Maybe” was still lingering near the top the pop charts.
A little over three years ago, Sam Slaughter, Contently’s VP of Content, asked me to run The Content Strategist. I’d been writing for the site for a couple years, and I often fantasized that Sam would notice me on the sidelines, admire my immaculate jew fro, and hand me the ball. In true Contently fashion, I ran the blog for the first month as a freelancer, working remotely from Tel Aviv.
Consider this group therapy, in comic form. (All comics by Martin Kozlowski for The Content Strategist.) When it’s your first day on the job… You don’t even want to know what happens when you ask for a new lede. When your boss asks you to audit your company’s existing content… Most of it is spam, which never expires.
As I sat down to write this month’s column, I decided to do something that I should have done months ago. For the first time, I Googled “content marketing mailbag” to see if anyone else is doing this. It turns out they’re not. No one else on earth is as big of a dork as I am. It goes to show: You can plan out all the research and intelligent content strategy choices, but some ...
On Monday night, Hillary Clinton and Donald Trump went head to head to make their case for why they should be America’s next leader. The stage also doubled as Facebook Live’s coronation. The social giant partnered with ABC to live stream the debates via Facebook Live, putting the much-hyped feature on the national stage. Early reports show the debate drawing a Super Bowl-sized audience.
Flying 2,500 feet over Lake Michigan in a two-seater airplane, GE Reports Editor-in-Chief Tomas Kellner had some tough choices to make. Should he keep his Periscope live stream going for his captivated audience, or use his phone to switch over to GE’s Snapchat? Would his signal hold? Should he switch over to his DSLR camera to snap photos for the GE Reports blog? What he didn’ ...
By the late ’90s, not everything was awesome at Lego. After a string of product launches that deviated from its core product, Lego was stretched thin. In 1998, it lost money for the first time. The iconic toy company struggled to compete for the attention of children enraptured by video games. With the consumer internet coming into full swing, the brand seemed destined to bec ...
Yesterday, Adblock Plus announced it was launching an ad network called the Acceptable Ad Exchange. The Wall Street Journal reported that Adblock Plus had partnered with Google, AppNexus, and ComboTag on the network, and that they’d all split the revenue. The response from some in the publishing world was swift, angry, and confused.
The ceasefire between Facebook and Adblock Plus is about to end. In an interview at the dmexco conference in Cologne this morning, Adblock Plus co-founder and chairman Tim Scumacher told me that his company would counter Facebook’s latest move to stop its popular ad blocker within the next couple of days. For most of August, Adblock Plus and Facebook have engaged in a hacking war.
Content Marketing World recaps have become a cottage industry in their own right for tech vendors. Everyone is eager to dish about what you missed at the annual bacchanalia of hideous orange outfits, dad jokes, and content talks. Sure enough, there have been a ton of recaps already, including a few very good reads. (Here are three I’d recommend.