When you’ve got the likes of a twerking pop-star and a presidential bid by Kanye West dominating the internet, it’s tough for a brand to stand alongside and get people interested in its content.
While there’s a number of things brands can learn from Miley Cyrus, how can brands actually stand out against the myriad of content cluttering up the World Wide Web?
It was a question posed to a panel of industry pros at a content marketing event yesterday, hosted by content marketing company Storyation and content distribution site Outbrain.
Tourism Australia’s global content editor, Andres Lopez-Varela, said it’s about making sure you’re writing what your audience wants, not just what you want.
“Before you even start distributing, it’s important to ask…‘will they find this useful?’” he told the audience.
“The whole idea of what you’re doing is not to be great at content, rather use content to treat a behaviour or create an action.
“You can only do that by creating content that’s useful, actionable and vaguely entertaining and interesting.”
Being a content distribution platform for brands, which has seen the likes of Dentsu Aegis, ESPN, OMD and Time signing up with the business, Outbrain pushes content out to the relevant target audience.
However, head of sales and business solutions, Adam Carroll said the content has to be good.
“There’s so much content out there… that unless it’s really meaningful and unless it’s impactful for your target audience it’s going to be invisible, regardless of how much paid amplification was behind that.”
That being said, many of the viral videos of recent years such as Gangnam Style and the ALS Ice Bucket Challenge were misunderstood as growing from pure organic growth. However, Carroll said they, and videos like it, often have much paid amplification behind them.
The term ‘viral’ is a massively misunderstood concept for marketers, with many still aiming to achieve the success of a viral video. However, the obsession is leading marketers astray.
It’s a bit of an unattainable goal, suggested Carroll.
“Unless you’re a celebrity willing to take your clothes, going viral probably isn’t something that’s going to happen,” he said.
Lead image via Uproxx.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]