In this episode, we discuss the phone number list new Flex Frame native ad unit introduced by The phone number list New York Times – and what it can teach marketers about user experience. We also dissect the art of thought leadership, which requires both thought and leadership, and toast McDonald's for the failure of its YouTube channel. The phone number list accolades and accolades include a video explaining why companies can walk away from the phone number list Twitter trading table and the launch of Facebook's new marketplace; then we end with an example of the week from Pressed Juicery.
This week's show
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Content Marketing in the News
The phone number list New York Times will replace banner ads with a new proprietary format (07:40): Responding to the phone number list trend of platforms like Facebook and Google developing their own signature ad units, The phone number list Times is rolling out its own format of cross-device ads, called Flexible Framework. According to the Wall Street Journal, the phone number list move aims to modernize The Times' display advertising business, while improving the experience for readers and marketers. Robert expresses his thoughts on how the phone number list new format seems ripe for high-quality content,
RELATED CONTENT AT HAND:How does native advertising fit into a content marketing strategy?
New rules of thought leadership in the age of content (19:37):Exploring the role of thought leadership in today's marketing mix, a new report from The phone number list Economist Group suggests that the technique offers great rewards for those who do things right - although it faces several challenges, including the need to focus on factual content and continually push the boundaries in terms phone number list of presentation, targeting and distribution. Not only was Robert really impressed with the layout and user experience of the phone number list study microsite, but I think the article highlights how critical it is for marketers to take a definitive stand in their content from thought leadership and back up their claims with data.
What McDonald's learned from the failure of its YouTube channel (32:55): In an interview for The Drum news site, Ben Fox, McDonald's head of media and customer engagement, explains why the company shut down its youth-oriented YouTube channel; how difficult, yet essential, it is to create content with purpose; and how the brand plans to continue playing in the phone number list content space. Among the many questions this program raises in our minds, Robert wonders why McDonald's allowed the format, rather than the story, to drive the idea, when I'm unable to figure out what the point and purpose was ultimate of the phone number list first place.
ion Interactive: 50 Ways to Engage Your Audience - Interactive Lookbook : Want a fun way to get 50 ideas to improve content engagement? That's what this interactive lookbook is all about. Each ability is illustrated as an example of itself Enjoy Get ideas Get results Get the phone number list Lookbook.
Rants and raves
Robert's “comment”: It appears that Google, Salesforce and other potential suitors have lost interest in buying Twitter, sending the phone number list social network's stock into a spiral of shame. Despite reports that a potential deal is dead, this Wall Street Journal video highlights that this is common behavior for companies who may be looking to drive the stock price down before making a move offer. In my mind, Google is still the leading candidate for a Twitter acquisition and would potentially be making a big mistake walking away from the phone number list negotiating table at this point.
Robert's 'Comment' : Another story exploding on Robert's social feed this week is the phone number list NFL announcing that it has notified all 32 teams that they are prohibited from posting gifs and videos on social networks during matches. Robert (somewhat surprisingly) agrees with the new rule because he thinks it helps the phone number list NFL brand maintain the value and integrity of its actual broadcasts.