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It is quite safe to say thay the future of marketing really is spelled content marketing. This means that traditional job roles in the marketing industry will go though a major shift during the following next years. Everyone will need to polish their editorial skills in order to keep up with the constant production of content. It is also important to have someone who knows the difference between the the media channels, and what purposes they serve. Not everything is suitable for LinkedIn, while Instagram is the perfect channel for visual marketing for a fashion brand or a restaurant.

Joe Pulizzi at The Content Marketing Institute has listed 10 future job roles in content marketing in a really spot-on analysis. You can read all the future job roles and job descriptions in content marketing here.

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Interlude is a completely new kind of interactive video player. The video player uses a newly invented technology that allows the viewer to participate and be active while watching the video. The interactive video solution works as a platform for smart content. The video player lets you integrate content seamlessly, while it is increasing user engagement and measuring it at the same time.

Interlude welcomes you to its homepage with the words “Welcome to a new world of storytelling”, which is a spot on definiton of the new interactive solution. The video itself becomes a story, where the viewer gets to have an impact on what is coming next.

It is only a matter of time before video takes over the world of smart content and social media. People are in a constant hurry today, and the art of showing instead of telling is fillling the need for instant and fast solutions. Online video now accounts for 50 percent of all mobile traffic, and will certainly only grow in the future.

If you want to read more about Interlude and watch Pepsi use interactive video in their new ad, read more here.

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Today, many people see themselves as experts on social media. It is just posting text and images on different networks, right? Well, it is a bit more complex than that. Creating a successful social media strategy demands knowledge about both social media marketing and smart content.

What does smart content and social media have in common then? Smart content and social media are alike in many ways. Both directions are highly relevant for consumers, and are all about identifying audience and creating content that is relevant for them specifically. An article on Forbes states that a successful social media strategy is the key to create engagement and interaction with your audience. Apart from that, it is also important to base social media on the core and values of your business, as it is with smart content.

Choosing the right network for your social media is also crucial. LinkedIn might work better for a law firm, while visual platforms like Instagram or Pinterest are the perfect networks for a fashion brand or a restaurant.

Smart Content is always focusing on the consumer and user the same way social media does. Relevance and knowing your audience are the keystones for both social media and smart content, and combining these two together is a perfect way to create a great social media strategy.


Defining the work of a content strategist is not always the easiest thing to do. Margot Bloomstein, principal and brand & content strategist at Appropriate Inc made a presentation on the topic at Content Strategy Forum in Frankfurt. The presentation defines the job description of a content strategist from several different aspects, and links to the importance of user experience for a clear and informative combination.

Bloomstein states: "We do so much research, monitor, and understand our users. Now, let's draw on similar data about ourselves. Together, let's explore how we grow and promote our capabilities and the many ways we can help our colleagues, collaborators, and clients."

If you got tempted to read the whole presentation, find it here.


The media stream is not what it used to be. Just five years ago, you still might have read the newspaper while eating breakfast, with the news or a morning tv show rolling in the background.

Today it is pretty normal to just sit quiet, eating your sandwich and drinking your coffee while scrolling through news headlines, Facebook, mails, Instagram, Twitter and blogs on your mobile device. This is probably not an unfamiliar morning routine for anyone under a certain age.

BBC recently wrote about how we now turn our print media consumption digital. According to a study made by Ofcom, this is the first time the number of people using websites and apps for news reading is higher than the number that reads printed newspapers for the same reason. We are now moving into a generation where every other media consumer is a digital native This meaning that they were born into the era of digital. That is also why it's natural for the media consumption to move towards digital. Stats also show that over half of the younger people in the study read the news from a tablet or a mobile phone. News is not only going digital, it's going mobile as well.

Read the whole article about print vs digital here.



All roads lead to India - or do they? In the digital industry, publishers are often targeting english-speaking countries first before scaling even more globally. But India has a population of 1,2 billion people, and is the place to start a business for any company or publisher that wants to grow fast. While mobile usage is slowing down in the US, India's mobile users are still increasing rapidly, and is expected to go from 123 million smart phone users to 279 million by 2018. 

Aspects like under developed bureaucracy and poverty also affects scalability when expanding to India. Even though India has the populatuon, expanding to India is also a question of cultural differences that has to be taken under consideration.

If you're interested in finding out more about India's busienss potential, please read more here.



We have come a long way in retail during the past thousand years.It all started with the exchange of animal skins during the Stone age, continued with the innovation of agriculture that set the ground for infrastructure over 8000 years ago, and today we can pay anonymously with a digital currency over the internet. Digital is surely but slowly taking over the industry of retail, connecting all channels and blurring the boundries between brand, consumer and channels.

Digital currencies such as Bitcoin already exist, and will get more established in the future. According to E-commerce Times, Apple will probably accept Bitcoin as a currency in their App store for mobile apps in the very near future. The consumer is becoming more and more anxious about privacy, and Bitcoin can provide complete privacy as an anonymous payment via mobile. Consumers are now starting to value privacy so much that they are willing to pay for it. What do you think, is privacy the next big cash cow in e-commerce?

Interested in more viewpoints about online privacy? Read the whole article here.




Content Marketing is not all about the content itself, but the design is as important as anything as well. 

Content marketing software company Uberflip recently listed seven rules of content marketing design that convert customers. According to their presentation, content marketing design should be consistent, mobile optimized and have CTA’s that really invites the consumer to engage. For example, a user will not wait more than 6 seconds to see if your content is optimized for mobile.

According to The Brand Marketer’s Guide to In-Image Advertising, there are more than five trillion images online. Today, people are surely but slowly starting to communicate with images and visual content instead of text.

Applying smart content on visual requires a design model that is consistent, seamless and clear. Uberflips identifies valuable insights in what designers should keep in mind when creating smart content for advertisers and publishers. 

Interested in all the seven rules? Read them here.

Do you also have a screen filled with 167 messages from different WhatsApp groups when checking your phone at lunch? Together with Facebook, email and Twitter, WhatsApp is one of the most used communication tools today among the digital generation. Screen shots and images photos are flying back and forth in the sphere of WhatsApp, making it the most used app for communication right now.

Publishers should really think ahead an implement WhatsApp as a sharing option in their online content. According to this article on Digiday, the message application is the most used app for communication right now, with over 500 million users who send 50 billion messages every day. That's a huge number, compared with Twitter's 255 montly users.

The music app Shazaam and online publisher Buzzfeed have tried out WhatsApp as an option for sharing, and are already noticing more shares on Whatsapp than on Twitter.

So why haven't more publishers implemented the app as a sharing option already? The reason is mostly that they are not seeing the numbers. But WahtsApp need to increase its user-friendly platform even more, and start to integrate third-party apps so publishers can integrate it more easily. As for now, publishers find it difficult to implement the platform because of that.

The dark traffic is also a problem, hence the difficulty of knowing  when someone actually comes to a site via a linked shared on WhatsApp.

Let's hope that WhatsApp's potential will satisfy both publishers' and users needs in the future. This means that publishers need to see the platform as tool for distribution, and users to share things via Whatsapp. It's just a matter of time until the number one messega app will hit the publisher's network. 




We recently wrote about how brands now partner up with Instagram to increase their advertisement reach. Adweek has digged out some statistics that show fantastic results for the brands. Instagram is the best visual platform for social media today, and brands like Michael Kors, Taco Bell, Hollister and Ben & Jerry's are now among the first to invest in Instagram's ad solution.

The ad solution increased engagagement with 400 % for Taco Bell and brands like Michael Kors and Ben & Jerry's had a 60 % higher engagement rate on their organic posts after taking the promotoed ad content in use.

But is there really a need to take sponsored engagement in use on a free, visual media platform like Instagram? Many brands, like for example GoPro and Red Bull are already achieving amazing results on organic engagement only. It is probably safe to say that it is completely individual for different brands, depending on how brands use and have used content marketing in social media before.

Video next

Video ads is the next step for Instagram later this year. According to stats, 12 % of viewers purchase the specific product after watching a video ad, and 90 % of the consumers think that it is easier to make a purchase descision based on a video. 

Interested in more image and video related stats? Read them here and here