From apps connecting brands directly to their most influential consumers to predictions outlining the future of content strategy, this week’s top headlines in content marketing emphasize the human element of storytelling and the return of marketing power to buyers. Here are our recommended reads:
In a world where “there’s an app” for everything from takeout to babysitting, it seems about time for a platform that connects social media content producers with content-minded brands. Enter IZEA, an online network that has grown rapidly in the last year, buying Los Angeles-based company Ebyline and partnering with ad agency Alison & Partners to pair bloggers and other social media influencers with brands who can benefit from sponsored posts. The approach moves content marketing further into the world of “citizen journalism,” which in turn blurs the lines between advertising and editorial. IZEA is FTC compliant, but we don’t envy the job of maintaining compliancy of the 250,000 bloggers currently registered with the service.
The headline for this piece by digital marketing influencer Daniel Newman could as easily have been “Give Your Brand a Personality,” but that would have been terrible SEO. Behind Newman’s suggestion to ignore step-by-step advice from experts – Publish so many posts per week. Distribute your content to these channels at these times. – is his argument that brand personality is as important as content quality. Clients, whether consumers or other businesses, like to see a human side to the brands they choose, and this makes formulas (or at least, formulas that actually work) tricky to implement.
Fix Your Broken Record Content Strategy – Social Media Explorer
To shake up your content marketing topics, recommends digital strategist Tracey Parsons, listen to the conversations around your content and look at what’s working. Measuring, analyzing and optimizing are often the best ways to isolate the topics that will lead to greater conversion.
The S-Curve of Content Marketing – Skyword
This analysis of future content marketing trends strongly emphasizes the value of human interest, even as technology drives its evolution. Digital strategist Ted Karczewski looks at the human element of storytelling to outline potential new opportunities, from sponsoring events like the Olympics to creating a culture that restores marketing power to buyers.
Read anything good lately? Send your favorite headlines to our editorial team, and we may use them (and of give you lots of credit) in our next roundup!
Roundup by Tracie Heffernan