In this week's episode, Robert and I debate the phone number list accuracy of new research that content marketing and native advertising is set to double in the UK by 2020. Then we're encouraged by a study that proves that long and engaging content gets read on smartphones. So much for the phone number list conventional wisdom about reading habits phone number list on these small mobile devices. Finally, we're not surprised that using multi-channel networks to reach influencers isn't scalable; creating branded content is just as laborious and does not lend itself to a programmatic approach. Rants and Raves include two must-read articles on the phone number list state of marketing and advertising today.
Content Marketing in the News
UK content marketing spend set to double (6:30 a.m.): UK content marketing spend is expected to rise 179.2% to £349m in 2020, from £125m in 2014, according to a report by Yahoo and Enders Analysis. But a closer look at this article reveals that it's actually focused on the phone number list growth of native advertising in the UK. Robert and I are appalled that this confuses the two terms. It also focuses on the traditional metric phone number list of advertising reach, not building an audience, which is much more important.
Good news: people will read your long stories on their phones (15:58): A new report from the phone number list Pew Research Center reveals that people will read longer content on their smartphones. Robert says it proves that readers will engage with the phone number list content if it captures their attention and provides them with value. I plan to use this data in my presentations to prove phone number list to audiences that content doesn't always have to be "short and nibbleable." Length doesn't matter - content should be differentiated and valuable to its target audience.
Content Marketing: What Doesn't Matter If Your WHY Is Lacking
Multi-Channel Networks Face Ad Buyer Fatigue (24:49): Some ad buyers are beginning to question whether working with Multi-Channel Networks (MCNs) is worth it. MCNs help advertisers connect with phone number list digital creators and influencers and their young fans who avoid TV. But advertisers are now finding that multi-channel networks aren't as scalable as they thought. Robert and I agree that they can be helpful if influencers can be integrated into your phone number list content brand to help grow its audience. We discuss two companies that are successful in achieving this goal: Emerson and GE.
Content commoner, not king (32:55): Publishers are about to enter a phase of branded content fatigue from advertisers, warns Brian Fitzgerald in a column on AdExchanger. Advertisers are discovering that creating branded content is a laborious process that doesn't scale well. Robert and I agree that great content takes time because it needs to be focused on the phone number list needs of the audience and the phone number list behaviors you would like to cultivate in them. It's not easy to distribute this type of content programmatically across multiple platforms.
Marketo : Did you know warm temperatures make shoppers more receptive to brand and product communications? According to the phone number list Journal of Consumer Psychology, warm temperatures activate the concept of emotional warmth. This makes summer the perfect time to engage and phone number list nurture your buyers, as they are more receptive to offers, content, and discounts.