Your Content Marketing Radar: June 7, 2017

This week... Facebook prioritizes your next five years. Google Chrome has no more patience for subpar ads. And what one company is doing to cheer up sad tweeters.

The most important news and the best advice isn’t always the most obvious. Each week we scour the Web on your behalf to find the top content marketing items you need to have on your radar. All you need to do is read.

Facebook announces its priorities for the next 5 years

When Facebook tells you exactly what it will be focused on for the foreseeable future, then we think it’s probably wise to seriously evaluate and align your efforts when applicable. During Facebook’s annual stockholder meeting, CEO Mark Zuckerberg detailed the social media giant’s top four priorities for the next five years. They include:

  • Community-Building: Facebook wants to expand beyond reaching friends and family to build positive discourse among communities.
  • Video: As mobile use continues to increase, and as the cameras associated with these mobile devices continue to advance, Facebook will remain committed to video.
  • Messaging: Facebook will continue to develop its messaging apps to make them more useful for consumers and businesses.
  • Internet Access: Facebook has helped more than 50 million people connect to the Internet in recent years and will continue its efforts.

Google Chrome will begin ad blocking on desktop and mobile within 6 months

A full 40 percent of desktop users and 15 percent of mobile users are currently using some sort of ad blocker. This number will increase within the next six months when Google Chrome rolls out ad blocking functionality for desktop and mobile.

However, whereas many ad blockers block virtually any ad, Google Chrome is being designed to only block ads that are not compliant with the quality rules that Google itself sets. It is not yet completely clear what criteria Google will use to determine which ads to block, but the company will provide to advertisers “Ad Experience Reports” that will alert them to what issues are keeping their ads from appearing.

What you need to know from Internet Trends’ 355 slides

Mary Meeker’s Internet Trends Report comes in this year at a whopping 355 slides long. So perhaps you’ll tackle the whole thing on your own, but we’re guessing you might appreciate a bite-sized version of some of the top findings.

You can review the full report here, but some of the more interesting findings include:

  • The average adult in the United States spends 5.6 hours per day consuming online media.
  • More than 60 percent of marketers claim measuring ROI is the biggest challenge they face.
  • In 2016 mobile advertising spend surpassed desktop advertising spend for the first time ever.
  • User-generated content can result in nearly 7x higher engagement on Facebook than brand-generated content.
  • 1 in 5 search queries now are instigated by voice, and 70 percent of written queries are made in conversational language.

Instagram ads now can link to Facebook Messenger

Companies who want to utilize Messenger to communicate with current and potential customers received a shot in the arm this week thanks to the news that Instagram ads now can link directly to Messenger.

For marketers trying to close a deal, the value of being able to use Messenger with engagers on Instagram is obvious. This development — coupled with Messenger’s continual development of bots that can automate much of the conversation on the app — could be another alternative to marketers trying to obtain email addresses and market through newsletters and targeted emails. With the Instagram ad to Messenger arrangement, you can still have one-on-one discussions with potential customers without them ever visiting your website or signing up for an email.

Sandwich chain Potbelly creates happiness — one Twitter song at a time

If you are tired of anecdotal data about how your digital content makes people feel, you can follow Potbelly’s example and measure how happy (or unhappy) your content is making people. The sandwich chain has partnered with Michigan State University to test how people feel when they eat Potbelly food or view their content.

If a study like this isn’t feasible, you also could learn from Potbelly’s attempt to create a little happiness on Twitter. The company’s social media team has partnered with songwriters to identify sad tweets, then write songs to make the sad tweeters happier. The tweets are receiving good engagement and are definitely entertaining.

Tags: content marketing,

Category: News
Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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