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Long-standing readers of our mailer might have noticed a switch in style and content about six months ago. I used to fire out content marketing, social media and tech news each Friday, casting a critical eye on the biggest movings and shakings of the past week or so.

Then someone said: ‘I don’t really get the point of it. Who’s it for?’, and I couldn’t really answer the question, so we switched to a more insight-focused mailer. BUT, I realise now, it was for me. I enjoyed reviewing the news. So, this week, for one week only, I’m bringing back the old format. (I realise no-one really cares that much, but hey, it’s mine, so deal with it).

Without further ado, then, here are my hot takes from this week’s industry news. Takes so hot you’ll struggle to sit down properly afterwards.

Social media

Remember when Mark Zucker-borg denied Facebook had anything to do with the dissemination of FAKE NEWS during the US Election? He argued at the time that the social site wasn’t a media company and called the idea that it could have influenced the results as “a big silly old pile of pufflewuff” (or words to that effect). He soon changed his mind, of course, and Bookface launched its ‘Journalism Project’ in January this year to combat the issue of misinformation-spreading (or tiresome bollocks as I like to call it).

The company released an update on the project yesterday showing the results of the project so far,which include call to action buttons to follow specific publishers, email newsletter sign up boxes, and limiting the number of posts that “link to low-quality web page experiences.”

Perhaps the biggest news though, is that FB now plans to test a news subscription service with a paywall. From ‘not a media company’ to ‘news subscription service’ in a few months. It may be one of the largest companies on earth, but they still have that agile startup mentality.

Amazon, not content with owning everything in the entire world, is preparing the launch of a new messaging app. Whatsapp and Messenger are the big players in the space at the mo, that’s some competition. The question is, can Amazon succeed where the likes of Kik Messenger, WeChat and……(what was it called?) bloody…Google Allo failed? I reckon nah (you heard it here first).

We all know TV’s dead right? I mean, everything is digital now isn’t it. Who sits down and watches that fusty, smelly old box in the corner of the lounge any more? What brand in their right mind would pay for ad space on tel….what’s that? TV networks sold a record $19.7 billion in advertising at surprisingly strong upfront market? Oh.

No wonder then, that many social sites are looking towards TV for inspiration for original content, with both Snap Inc and Facebook striking deals with NBC and Conde Nast respectively.

Content (with a bit of social)

The struggle for publishers – and by proxy, for brands and marketers – is that the majority of people when they get their news from social media don’t remember the organisation that published it.

The study by the Reuters Institute for the Study of Journalism at the University of Oxford shows that people who access stories via social are much more likely to remember the social platform they visited than the site they ended up on.

The authors of the study, Antonis Kalogeropoulos and Nic Newman, wrote: “Some weaker brands may be forced to re-evaluate the use of these platforms for marketing – or click-through – and develop alternative approaches. Others may be reassured that their strong brands do already cut through in a distributed world, giving greater confidence in future negotiations with platforms around existing and new models.”

Way back in 2015 (when dinosaurs roamed the earth and the Doctor was still a man), Buzzsumo analysed 1 million articles in a project with Moz, and found that 50% of Content Gets 8 Shares Or Less on social meedz. With no-one sharing, and people not associating the content with your brand when they do click, oh, and the fact that organic reach is dead on social, what are we all doing there??? Enjoying ourselves!? I THINK NOT.

What you need are 25 promotion tactics to ensure people actually see your content from Marketing Land. Well, ask and you shall receive.

A recent Content Marketing Institute report found that B2B marketers struggle to manage content as a business asset. The poll of 411 marketers found that while 92% of content marketers say their organisation views content as a business asset, fewer than half (46%) have a documented strategy for managing content as a business asset.

And finally, it was World Emoji Day on the 17th of July. If it passed you by, don’t worry, here’s a brief round-up of what you missed – 🙋😍👾🌷🐝👻🍡💙🏃🌇🌀😜





That’s it for this week.

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I’m the Head of Content for Future Content and the man in charge of words. As a former journalist for a number of publications, from Chat to MailOnline to that’s Shanghai, I have a wealth of editorial experience and a way of making words do good.

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