Jul 13, 2022
In Social Media Forum
In this week's episode, Robert and I discuss rumors that Twitter may be expanding to 10,000 characters from 140 and what that means for brands (not as much as you might think). Next, we admire broadcast giant Turner's decision phone number list to turn its TV networks into one big native advertising platform and think about a big opportunity it could create for owned phone number list content brands. We disagree with an article that claims native advertising's best days are behind it. Finally, we're encouraged by a 2016 trending article that suggests the phone number list need for content will increase in 2016. But we're also appalled that only a small percentage of marketers treat it as a strategic asset. The rants and praise include Cisco calling digital marketing redundant, how brands pay consumers to watch their ads, and a misguided article phone number list on how to start a content business. 1. Content Marketing in the News Twitter is considering scrapping the 140-character (5:24) limit: Since Jack Dorsey replaced Dick Costolo as Twitter CEO in June 2015, he's been on a mission to turn the phone number list company around with big changes. The latest is the possible expansion of tweets from 140 to 10,000 characters. I think this is a big change that Twitter should have made a long time ago. Robert is skeptical; he doubts it will improve the company's bottom line enough to matter. We agree that Twitter remains a go-to channel for phone number list many brands, but wonder if it has a clear vision for monetizing its services. Turner Seeks to Become One Big Native Advertising Platform (16:34): Turner is looking to transform its TV networks into one big platform for native advertising, reports Ad Age. The phone number list cable programmer, whose channels include TBS, TNT, CNN and Cartoon Network, showcased a new native advertising unit at the Consumer Electronics Show. Turner will work with marketers phone number list to replace traditional ads with capsules that tell a brand story. Robert and I are discussing an amazing opportunity that this kind of native platform could create for brand marketers. This article is associated with the phone number list following. 2. Sponsor (34:27) Demandbase: Today's B2B marketers face a myriad of challenges. Even with marketing technologies to help them reach leads and track results, most marketers end up focusing on execution tactics and not the phone number list strategies these tools support. Luckily, there's a better way to go: it's called account-based marketing (ABM). In this new e-book from Demandbase, you'll discover actionable insights into how account-based marketing can bring disparate resources together into something that makes everyone in your business say "Wow!" 3. Rants and Raves (37:09) Joe's raves & rant: Paul Rissen wrote a wonderful article on how the phone number list term "storytelling" has been overused and misused. In his mind, this involves serialized communication of connected information over time. I love his perspective on this. I don't like an article from the Wall Street Journal that explains how more and more brands are getting customers to look at their ads. The phone number list whole idea reeks of desperation. Finally, I love Contently's 21 content marketing predictions for 2016, and I want to highlight one: the growing number phone number list of celebrities launching media hubs. I agree that we will see more of that in 2016. 4. This former marketing example of the week (52:48) Lincoln Electric: In August 1926, Lincoln Electric launched a newsletter for welders called The phone number list Operator's Stabilizer. Its slogan was: "Published for operators who take pride in their work." Its editorial philosophy was "teach, not preach". As a result, its content included answers to customer questions and a column titled "How I Did It", in which Lincoln customers would provide advice phone number list on how to perform different types of welds.