What content marketers need to focus on to avoid becoming digital landfill

What content marketers need to focus on to avoid becoming digital landfill

Years ago, in journalism training, one soundbite on how to grab attention on an opinion piece stuck with me: “Ultimately, a brilliant article that nobody reads is an article that nobody reads.”

The same could be said for content marketing.

That’s not to say producing branded content is a waste of time and budget but without proper planning and strategy, it will as likely just become digital landfill, no matter how good the writing, imagery or production values are.

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It’s the data, stupid: why Facebook could decide the UK general election

It’s the data, stupid: why Facebook could decide the UK general election

I’ve written before about filter bubbles and elections — and the 2017 British General Election is a weird mixture of people both aware of filter bubbles yet still choosing to embrace them — but while many ardent Labour and Conservative supporters are Tweeting to the converted, the real difference lies in data and how this is applied to social media advertising.

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Why Vine struggled for a place in a shortform video world... and why the stars it created won't have the same difficulty

Why Vine struggled for a place in a shortform video world... and why the stars it created won't have the same difficulty

RIP Vine. Loved, but ultimately not loved enough, the six second video sharing app goes the way of Betamax, Phreadz and Meerkat in the video format graveyard. There’s been a nostalgic outpouring of love (if that’s possible for an app that’s only been in the public consciousness for four years) for Vine, but services can’t grow on love alone.


It’s doubtful too many brands will be ripping up their social media strategy off the back of Vine’s sunsetting last week. But Vine's demise points to a different future for shortform - and for the influencers who built their careers on the platform.

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Google's Allo: an app that challenges marketers

Google's Allo: an app that challenges marketers

Will Allo, Google’s new messaging app, lead the new charge of chatbots and AI? Probably not, but the official announcement has a few lines that should make any marketer sit up and take notice.

The right bot will remove that consideration element that’s so crucial to successful campaigns. Appealing to emotion will get you nowhere if the entity doing the consideration is a machine.

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Why Brexit helps feeds social media's confirmation bias

Why Brexit helps feeds social media's confirmation bias

Those Facebook friends who voted Remain are busy sharing articles showing why we shouldn’t leave the EU. Those who voted Leave are sharing similar articles but calling the Remain vote sore losers. The same is starting to occur with pro and anti Corbyn material and pro and anti Boris content. That petition or meme you shared may get a lot of validation from your immediate community, but it’s unlikely to make any impact in swaying somebody with an opposing viewpoint.

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