At this year’s SXSW, I attended a session on the future of online video, with Mark Cuban, who is part owner of HDNet, and Avner Ronen, CEO of Boxee. Ronen was bullish, declaring that the web would be the future of video. Cuban countered that video online would never have the heft and marketplace presence of traditional network and cable television (or, at least, not in the next 5-10 years).
The flaw in the debate is that both of them spoke about video as entertainment content only. That’s not surprising, given that both HDNet and Boxee are entertainment companies. But, this belies an important truth: historically, entertainment has been supported by advertising. But when products can create their own engaging content, then there is no need for retailers to support expensive entertainment creation.
This is the real future for online video. Companies become content creators, which supports their value proposition and sales pipeline. The practical uses of video content are much bigger than just entertainment. That’s where Liveclicker has built a unique offering.
Continue reading “Liveclicker Amps Up Conversions with Online Video”
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Recently, Augie Ray and Josh Bernoff at Forrester Research released a new study on “peer influence analysis” – a systematic, data-driven way to determine who the influencers are for a particular brand, and understand the social channels in which they are active.
They used technographic profiles to slice users by social activity, in order to determine “Mass Connectors” and “Mass Mavens” (with appropriate hat tip to Malcolm Gladwell’s Tipping Point). What they found was that just 16% of internet users account for 80% of social influence – which might include content creation, impressions, virality, and other factors.
Continue reading “Peer Influence Analysis Should Frame Your Content Strategy”
Previously, I talked about how marketers need lots of content – way more content than they can produce themselves. That’s where the emerging category of curation tools becomes an important part of the online marketer’s arsenal.
Curation tools help push a lot of content through your site. That’s a good thing – you stay relevant in search engine results, and keep popping up in social spaces every time a new piece of content goes up on your site. Continue reading “HiveFire: Content Curation for Marketers”
In a complex sale, the path from awareness to purchase is long and fraught with distraction. Many different stakeholders are consulted at different times, and with different information needs. The business analyst who is looking to streamline a process might initially find your service. The system engineer then needs to vet whether it will fit into the existing structures. The C-suite needs to understand how this piece fits in with the larger business roadmap. And the end user needs to understand how the new solution will be better than the current one.
Continue reading “How Content Leads to Sales”
Today Twitter announced their advertising platform, called Promoted Tweets. Twitter’s focus on message resonance is a large step forward in content marketing because it uses algorithms to determine valuable content within advertising units. This convergence of paid and earned media tactics raises the importance of effective content marketing strategies for digital marketers.
Continue reading “The Four Ways to Build Resonance with Twitter’s Promoted Tweets”
We are now fully immersed in the era of the information stream. The stream requires new ways of curating relevant information, even as we grapple with insufficient tools. But, as the content universe grows rapidly, our capacity for curation must find new ways to scale.
Continue reading “Social Media Content Curators Are Not “Just Filters””
NBC’s Jeffrey Zucker is being attacked for his now-obvious misstep in moving Jay Leno to the 10 PM slot. Leno has not done well in the slot, and NBC affiliates are screaming bloody murder that their lead-in to their 11 PM news slot (the most profitable broadcast of the day for most affiliates) has been decimated.
So, Zucker is pulling the plug, and the whole grand experiment of a chat show in primetime will come to an end.
But, while this experiment may have gone awry, it doesn’t mean that the long-term trends have changed.
Continue reading “How More Content Leads to Better Content”