Your Content Marketing Radar: April 21, 2017

With content marketing best practices and trends seemingly changing daily, there’s no way a busy content marketer can keep up with everything. The good news is that you don’t need to. We do it for you. Read on to learn the news you need to know from the past week.

Why the new Google Analytics home page will be good for you

Though we tend to get a little annoyed when the tools we use to do our jobs change on us, the new Google Analytics home page is probably going to be a good thing for content marketers. Why?

The updated home page will include data from multiple reports. This will include everything from information about devices used and location of visitors to traffic generators and real-time numbers.

Google says the new interface will roll out to all users in the next few weeks.

What Instagram private collections mean for your brand

You may have heard that Instagram users can now organize the posts they have saved into private collections that can be categorized and reviewed later.

Instagram hasn’t been shy to adopt some of the most popular practices from other channels (just ask Snapchat), so could an Instagram private collection be the first step to Instagram competing with Pinterest?

Don’t count Instagram out. Just a few days ago it was announced that Instagram Stories already has more users than Snapchat. Pinterest could be the next site Instagram has in its cross hairs. Time will tell.

Here’s what Facebook announced at F8 this week

Due to the number of announcements — big and small — that Facebook typically makes at its F8 developer conference, it can be hard to keep up with what is most important for content marketers. Some of the important announcements the social media giant made this week include:

  • Camera effects platform: This Facebook and Facebook Messenger feature is cute now, but it is also what will ultimately usher in augmented reality to Facebook.
  • Facebook Spaces: This is a sort-of hangout in virtual reality in which users can interact with profile photo-based avatars.
  • Group chat extensions: These extensions bring chat bots into group conversations on Messenger.

Is your brand ready for the ‘shared viewing’ trend?

Just when you thought you were starting to get the hang of measuring the effectiveness of your videos, a new trend brings additional video measurement challenges for brands.

The trend is “shared viewing,” and it consists of groups of people watching pre-recorded videos together, simultaneously, without needing to be gathered in the same spot. A new app released this week, Cabana, allows for this sort of shared viewing to happen with YouTube videos, but YouTube itself is also reportedly working on a shared viewing option.

One of the challenges for marketers will be accurately measuring video views when multiple people could be watching a single video in one session. The technology is still new, but savvy marketers should expect to need to embrace this concept in the near future.

What you can learn from The Economist‘s slow approach to its redesign

It can be tempting to consider the aesthetics and expediency of a site redesign above all else, but an insightful case study published this week in Digiday about The Economist’s site redesign details that the company took it slow.

How slow?

The Economist started off showing the redesign to just 0.5 percent of those who visited the site when the redesign was first ready for launch. Over the next 9 months, the organization continued to slowly roll out the redesign to a larger group of people, while continuing to make changes based on feedback it was receiving along the way. The “final” launch of the redesigned site took nearly a year. The result is a site that is backed by the best principles of design, mixed with tweaks that provide users what they want.

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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