Did you see that?
These are the stories that caught our attention this week – from College GameDay’s booming social media, to predictions for content marketing in 2016, to how virtual reality fits into the marketing landscape.
Scroll through to get our take and check out the quotes that grabbed us.
Click the links to follow a rabbit hole of interesting reads.
Dwyer helps College GameDay’s social media handles blossom
ESPN Front Row
By Keri Potts
ESPN’s College GameDay has seen incredible growth in its social media following this season. Keri Potts takes us behind-the-scenes, and explores how the show’s Instagram account exploded to 200,000 followers and became the fastest ESPN show to reach 100,000. One major factor is the addition of the show’s first dedicated social media staffer.
Timothy Dwyer is an ESPN producer and the face behind GameDay’s social media. He shared his excitement about the Army vs. Navy game with Potts:
“It’s hard to overstate how excited I am to see the scene at GameDay this coming Saturday,” said Dwyer, who has been with ESPN for more than five years and was an associate producer before becoming a segment producer in February 2015. “I’ve been lucky enough to go to a few amazing games this year, but this just has a different feel. I was in the locker room earlier today when Navy came in and saw their jerseys and those incredible helmets, and they’ve all got a letter from the Secretary of the Navy waiting in their locker, and it was just a special moment that I’ll remember for a long time.”
It’s clear that he has a genuine passion for his work, and it shines through in GameDay’s social media.
It’s as if we’ve all got a friend with a front-row pass, and he’s sharing photos and videos on social media so the rest of us can share the experience with him.
Plus, his perspective is funny, smart and reflective of ESPN’s brand.
There’s a recipe for engaging social media content here:
- An authentic, human perspective
- Eye-catching photos and videos
- On-brand messaging
- A dedicated staffer whose passion shines through
Put it all together and it’s a winning combination for growing your social media following!
What Content Marketing Will Look Like in 2016: 40+ Predictions
Content Marketing Institute
By Joe Pulizzi
Joe Pulizzi and his team at the Content Marketing Institute have compiled an exciting list of predictions for content marketing in 2016 – forecasting everything from popular new platforms to streamlined workflows. The team gathered predictions from top marketers and put them together in this engaging SlideShare:
A standout prediction is from Jay Baer, President of Convince & Convert, who sees video on the horizon for content marketers.
This is partially because the customer appetite for video (even low-res, real-time video) is insatiable, and partially because video is the most efficient way to atomize content marketing: if you have video, you have audio. If you have video, you have text (via transcription). If you have video, you have photos. But it doesn’t work the other way around.
We’ve heard this idea from other marketers this year (check out some of our other Did You See That? posts), but Baer hits the nail on the head better than anyone else. It doesn’t work the other way around. Video is hard work – it can be costly and time consuming. But it is well worth the effort. Video’s return on investment is already high, and when you consider the potential return on derivative content and repurposed content, the value of video climbs. Check out how the Global Alliance for Clean Cookstoves leveraged its video archive for a compelling campaign (and how the investment is paying off).
Can Software Solve Your Content Problems?
By Karo Kilfeather
In asking if software can solve our content problems, Karo Kilfeather puts the spotlight on software’s strengths and shortfalls. She argues that marketing tools have potential to help marketers, but marketers must be wary of becoming too dependent. Marketers have a human, personal perspective that software can’t replicate (as we saw in the story about ESPN College GameDay producer Timothy Dwyer above).
Push the usefulness of software to its maximum capacity to increase efficiency, decrease errors, boost reach and measure effectiveness. Beyond that, marketers still need to understand their audience, formalize strategy and hire skilled content producers who can tell compelling stories. For now, there’s no app for that.
Now, I wonder what Kilfeather would say about Libris by PhotoShelter – a software that makes marketers’ jobs easier and fuels their creativity by giving them easy access to their visual assets? Hmmm…
Virtual reality and visual storytelling
By Erin Duffy
Speaking of Star Trek… virtual reality. Erin Duffy’s piece on this futuristic trend is packed with interesting case studies, like this fun video where Marriott sends newly married couples outside of city hall on a “virtual honeymoon.”
Duffy predicts virtual reality, paired with compelling visual storytelling, will be a valuable tool for marketers in the not so distant future.
It fits our purposes perfectly because it immerses potential customers in the products and services we want to promote, and it has that “wow” factor that the public is always looking for. Plus, when done right, the VR production will more than pay for itself – literally, not virtually.
If virtual reality’s popularity continues to grow, one thing is certain – marketers will have to be masters of visual storytelling to tap into VR’s potential.
(And for the record, I know it’s Star Wars week, not Star Trek week.)
In Case You Missed It
Here on the Libris blog, we shared some exciting news about branding the public side of your Libris account with your logo and colors. Plus, we talked with our University Solutions Manager, Martin Vloet, about his experiences running a six-figure university photo store, NCAA compliance and choosing images that will delight your fans. Don’t miss his video interview!