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The Daily Brief: 4.27

Thinking of content strategy in buckets helps align tactics with goals. Five archetypes for marketers to choose from to help develop a content strategy  — always, of course, with customers’ needs at the forefront: LINK

  • Content as Presence. Drives awareness through entertainment or information.
  • Content as a Window. Builds trust in the brand through transparency.
  • Content as Currency. Demonstrates a brand’s subject matter expertise.
  • Content as Community. Offers peer support and knowledge to like-minded consumers. Credibility.
  • Content as Support. Provides quick, accurate information to help consumers solve an issue.

Snapchat now lets you face swap with your camera roll, giving brands a possible hack around the available lens options. LINK

Twitter has teamed up with Yelp to supply location services for UK and Japanese users inside its app. The iOS and Android apps will suggest a list of places you could be at and attach the name, Yelp rating and other bits of relevant information to your tweets for your friends to digest. This is much more useful — for businesses and users — than the Foursquare partnership in the US. Businesses get more social credibility from users (ratings, location data, and a personal review) and users can hop right or like that Tweet, saving the recco. for another time. LINK

Insights shift us toward a new story, a new set of beliefs that are more accurate, more comprehensive and more useful. They transform our thinking [and] give us a different viewpoint. Brilliant insights are ones that have impact — they not only change understanding, they also change how we feel and what we want. Great advertising stories — ones that attain seek and share status — have an additional hurdle to jump over: The brand must have a natural connection or role. The story must include a part for the brand that answers the challenge or tension established by the insight and inspires at the same time. LINK

Vox is launching a new blog — Circuit Breaker — and publishing everything to Facebook. The page will be at facebook.com/circuitbreaker, and visitors will find a dense feed of videos and news updates. It will also broadcast a lot of live video on Facebook and will use Facebook’s Instant Articles, which are hosted directly on the service, negating the need for links to an external website. LINK

Understanding the nuances between conversational search queries can help you discern consumer intent. LINK

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The NBC Sports social team is using Facebook Live during the first rounds of the NHL playoffs to give viewers the option to go behind the scenesa Q&A with play-by-play announcer Kenny Albert before the game and an in-studio live video featuring NBC Sports analysts Anson Carter and Jeremy Roenick. LINK

SNL is reducing the number of commercials ads between air times, moving towards sponsored content. Sponsored content beats the traditional commercial because you’ll actually want to watch it. LINK

Facebook might release an app dedicated to sharing photos and livestreaming videoAn app that allows anybody to stream live to 1.6B people can turn a nobody to somebody overnight. LINK

YouTube just introduced Bumper Ads, which are six-second video ads sold via the Google AdWords auction. A video ad format that can deliver a (creative) message under 6 seconds has more value than a 20 seconds ad nobody will complete. Pre-roll still succumbs to branded or sponsored content. LINK

The future of TV is mobile and the brands distributing the best videos via mobile will win audience attention. Likewise, a key tactic to produce better (be on the authentic or high-quality-ed) would be via influencer marketing. LINK

Social platforms are the content conduits to the masses. As the social companies shift to video, they’re going to win and lose users based on the quality of the video they’re showing. And the same can be said about brands who want to win attention. We’re in a renaissance for content creators. “As twitter becomes a stream of videos, and facebook becomes a stream of videos, it’s going to be about who has the better videos.” LINK

Facebook is toying with serving ads to users in Messenger depending on which sites they’ve been looking at. LINK

Every facet of the sports business is trying to become a media or content company. Real Madrid‘s media operations have clear owned – paid – earned strategies, and even monetizing social:  “We’re hoping to start monetizing video across all social networks—we get more than 150 million views on Facebook alone—Twitter Amplify, Snapchat Global Stories, they’re all direct forms of revenue that we’re already involved with. Then indirect revenue, how do we support internal business functions within the club, like selling shirts, and Real Madrid’s museum is also the second most-visited museum in Spain. How do we sell more tickets to the tour? More primary and secondary game tickets? And how do we drive higher revenue from our sponsor partners in social?” And this line: “It’s all about how you’re creating this massive halo effect around the brand.” They’re operating like a media company: Funneling insights and analytics through the core of the business, an using the newest technology to develop content and monetizeLINK