New[s] This Week! | The Evolution of Content Marketing, NBC News Launches a Video Service, iHeartMedia and FOX Partner, & Google is Clearing Offensive Content

Time to catch up on some of this week’s Digital Marketing News that you may have missed while checking out Amazon’s purchase of Whole Foods, Amazon’s other news launching a wardrobe-by-mail service, Special Elections in Georgia and South Carolina, etc.

The first comes from Search Engine Journal:

The Evolution of Content Marketing: What the 1900s Can Teach You

Why ‘Content Marketing’ Is 100+ Years Old

It’s hip and it’s trendy and everyone is talking about it. But content marketing isn’t exactly new.

Known today for their big green tractors, John Deere was an early adopter of content marketing, producing its own lifestyle magazine for farmers in 1895 called “The Furrow”. No, it wasn’t a catalog to sell their product. It did, though, increase brand loyalty.

In 1904, Jell-O put out a recipe book for users to create concoctions using their awkward, gelatinous substance.

It wasn’t a blatant advertisement of the tasty treat but more like product placement. You better believe those recipes included the product!

By understanding what concepts have always worked best for audiences, you can adapt those same concepts to your own audience. Technology has changed, but that connection is always important.

Our next bit of news is about a new digital content studio.

NBC News Launches Digital Video Service to Woo Social Media Users

Comcast Corp’s NBC News unit on Tuesday launched a digital video service that targets the growing number of viewers who get their news on social media.

The service, called “NBC Left Field,” is producing short documentaries and features for Alphabet Inc’s YouTube, Facebook and Instagram with the intention of eventually running ads.

News organizations like NBC News are under pressure to find ways to draw younger viewers who are increasingly turning to YouTube and Facebook instead of television. Only 8 percent of viewers of national broadcast television news in 2016 were in the 18-34 age bracket, according to Nielsen.

“It’s my belief that broadcasters need to begin viewing these hubs as digital cities,” said Matt Danzico, head of NBC Left Field. “So in the same way that it’s clearly important NBC have local bureaus to serve news and information for, about and within the actual cities their audiences live, it’s now imperative that we exist within these digital municipalities.”

So many companies have been trying to capture the success of BuzzFeed, Now This, or AJ+ at educating social media viewers with current news. The fact that a news organization is jumping on board is less a surprise and more of a, “Finally!”

Another digital partnership, but this time based around data analytics and advertising. Read more from MultiChannelNews:

iHeartMedia and Fox Networks GROUP join forces to create ‘SMART A/V Audiences’

iHeartMedia and Fox Networks Group (FNG) today announced the launch of Smart A/V Audiences, the first suite of data-driven advertising products available to the marketplace offering campaigns including both Audio and Video creative units integrated onto one platform. Smart A/V Audiences will bring the precision and immediacy of digital advertising to the scale of broadcast radio and television for the first time by creating custom audiences based on the combined power of FNG and iHeartMedia data sets.

Smart A/V Audiences will enable brands to deliver more relevant messages by leveraging Smart A/V data to target consumers based on specific interests and passions like music, sports, specific shows, teams and personalities and then serve to those audiences across a combined audio and video platform. Brands will be able to deliver more compelling creative across platforms by tapping into local data and dynamic creative capabilities based on triggers like weather, sports scores, stock market performance and more. Smart A/V Audiences will launch in beta this fall.

Smart A/V Audiences builds on iHeartMedia’s recently launched SmartAudio, which leverages the power of its programmatic solution to help advertisers evaluate, plan and buy broadcast radio, enabling them to build innovative campaigns that target key audience cohorts. It also complements FNG’s latest initiatives, including OpenAP and UP//LIFT, which leverage new ad formats and data to deliver higher impact ad units.

As traditional media channels (TV, radio, billboards, print) maintain importance to advertisers, they begin seeking better methods to track and target who they advertise to–just like online.

And finally, an interesting bit from AdAge on the campaign to avoid inappropriate material and brands colliding.

Google Says It Will Pounce on Propaganda, Terrorism-Related Content

Alphabet Inc.’s Google says it is creating new policies and practices to suppress terrorism-related videos, a response to U.K. lawmakers who have said the internet is a petri dish for radical ideology.

Google will increase its use of technology to identify extremist and terrorism-related videos across its sites, which include YouTube, and will boost the number of people who screen for terrorism-related content, Google’s General Counsel Kent Walker wrote in an editorial in the Financial Times Sunday. The company will also be more aggressive in putting warnings on and limiting the reach of content that, while not officially forbidden, is still inflammatory.

“While we and others have worked for years to identify and remove content that violates our policies, the uncomfortable truth is that we, as an industry, must acknowledge that more needs to be done,” Walker wrote.

Google, and soon Facebook will have solved this problem. A New York Times article highlighted a strategy that JP Morgan Chase took to whitelist the sites and YouTube channels their brand was shown on without taking any penalties.

And there you have it. A sampling of some headline stories this week in digital marketing news!

Author: Rob Sloan

Rob Sloan is an experienced marketer and content strategist with more than a decade of digital marketing, content strategy, and video production experience under his belt. He founded The Contemporary to work with small businesses that needed help breaking into the online marketing world.

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